How to reach the business media?

Abstract

There are two justifications for increasing efforts in communicating science to a wider audience: firstly, there is a responsibility to inform taxpayers how their money is being spent on publicly funded research (and perhaps gain their support for new and increased research initiatives), while secondly there is a role for communication in getting new technologies to the marketplace. Given Europe’s challenge in transforming research results into commercial success, it was this second role that was the main focus of a forum discussion organised by the Community Research and Innovation Information Service CORDIS (http://cordis.europa.eu/) to address the issues of science-business communication. The specialist business press aims to reach managers and executives within companies that might well be interested in taking up research results from European projects for use in commercial products and services. Business editors from around Europe provided insights into their work and advice on how best to reach the business media