Responsible research communication

About responsible research communication at Health and in the Central Denmark Region (RM)

At AU Health, there are a set of guidelines for the publication and coverage of new research results in the media. The guidelines are based on the national principles for responsible conduct of research (The Danish Code of Conduct for Research Integrity), and are particularly linked to Section 3 on publication and communication.

The guidelines are intended as a guide and are used by the communication departments at Aarhus University, Health, and the Central Denmark Region in connection with the communication of new research results.

Purpose of the guidelines

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

  1. Ensure credibility and transparency in the communication of research results.
  2. Maintain the positive coverage of AU Health's and the Central Denmark Region’s research in the media.
  3. Establish trust between media, communication department and researchers.

Guidelines for responsible research communication at AU Health and the Central Denmark Region (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?

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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:


Health Communication