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Research communication

About responsible research communication at AU Health and RM

At AU Health, a set of guidelines applies when new research results are published and reported in the media. The guidelines are based on the national principles for responsible research practice. (Danish Code of Conduct for Research Integrity) and is particularly relevant to Chapter 3 on publication and communication.

The guidelines are advisory and are used by the communications departments at Aarhus University Health and the Central Denmark Region in connection with the dissemination of new research results.

The purpose of the principles

The purpose of the principles for responsible research communication is to:

  • ensure credibility and transparency in research communication
  • maintain positive media coverage of AU Health and RM's research
  • build trust between the media, the communications department and researchers.

Guidelines for responsible research communication at AU Health and RM

1. Credibility

  • The communication departments at AU Health and The Central Denmark Region only contribute to media coverage of new health scientific research results, if these are based on a scientific article that has been accepted in a peer-reviewed journal.
  • Media coverage is not published before the scientific article.
  • Specifically for PhD students: Media coverage must also be agreed with the principal supervisor.

2. Transparency

All media coverage of new research findings from AU Health and The Central Denmark Region contains the following information (label):

  • Name and contact information of the researcher(s) who will be made available to the press.
  • Direct link to the abstract or scientific article on which the media coverage is based.
  • Facts about the type of study.
  • Facts about external partners (if more than one: only the most important should be named).
  • Facts about external funding (if more than one: only the largest funders mentioned).
  • Information about possible conflicts of interest or deviation from the general principles for responsible research communication.
  • Byline with link to contact information for the communications officer who has written the press release.


3. Dialogue and feedback

Dialogue and openness before, during and after media coverage work is an integral part of the collaboration between the communication officer and the research coordinator:

Communication officer:

  • BEFORE: Advise/inform about the process and the premises for media contact.
  • DURING: Provide a media plan which, following a specific assessment, contains information about core messages, the choice of media/exclusiveness, time of publication, international media coverage, reporting etc.
  • AFTER: Ensures evaluation and follow-up on the results of the media initiative.

What should you do?

You can also read more about:

Contact

If you have any questions about the guidelines for responsible research communication at AU Health and the Central Denmark Region, you are welcome to contact:


Contact

Health Communication 
health.kommunikation@au.dk 

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Guidelines and Templates
Revised 13.01.2026
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Web team at Health