Responsible research communication

• 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.

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.

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.