Pandemic analysis doubles University’s media engagement

Work by University of Reading experts to help the media and public to understand the complexities of the Covid-19 pandemic helped the University more than double its media profile in 2020.

The University’s Press Office has launched its inaugural Reading in the News annual report of media coverage, summarising its print, online and broadcast coverage for 2020, and revealing more than 36,000 mentions of the University and its academics in media worldwide.

Read the Reading in the News 2020 annual report >>>

Daily expert analysis and interviews on the latest developments during the pandemic, including announcements of cutting-edge research into the virus and the impacts of the lockdowns on society, and efforts to support the local community, meant that Reading experts were never far from the media.

But it wasn’t all coronavirus coverage: several big non-Covid stories, including research discoveries, major developments, and comment on big news stories such as the US elections and extreme weather events meant the University of Reading achieved a higher media profile in 2020 than in any previous year on record.

“Throughout the pandemic there has been an urgent need for expert guidance and clear, reasoned explanation in the media across a range of different topics, and I am proud to see so many Reading colleagues contributing to this important endeavour" - Professor Robert Van de Noort, Vice-Chancellor, University of Reading

Professor Robert Van de Noort, Vice-Chancellor of the University of Reading, said: “Our academics apply their expertise to understanding some of the biggest issues facing the world – problems such as disease, inequality, climate change and nutrition. Our core purpose is education underpinned by research and discovery, so helping to inform the public through the media is an integral part of our mission.

“Throughout the pandemic there has been an urgent need for expert guidance and clear, reasoned explanation in the media across a range of different topics, and I am proud to see so many Reading colleagues contributing to this important endeavour.

“Working with the media is vital, but rarely easy, and I would like to thank the hundreds of Reading staff and students who have contributed to engaging with the media in 2020.” 

Highlights of the Reading in the News 2020 annual report include:

• 31,011 pieces of online coverage mentioning the University during the year – more than twice the number recorded in 2019. 15 television and radio interviews per day on average – three times the daily average for 2019. Broadcast mentions totalled 5,594 and included a large increase in interviews on high-profile channels such as BBC Radio 4, Sky News and LBC Radio.
• A 48% increase in Reading’s market share of media profile, compared to the UK’s leading universities.
• Three front page stories in national UK newspapers, demonstrating a range of research strengths.
• 621 news stories published on the University’s website – the highest number ever.
• 53% of Reading’s media coverage featured academics in the Biomedical Sciences and Biomedical Engineering research division, showing the influence of the coronavirus pandemic and the contributions of Reading scientists to its coverage in the news.

The University’s high profile in the media in 2020 came from both reactive and proactive media communications. Reactive media engagement was aided by the consistent news agenda around the coronavirus pandemic, plus superb engagement of academics with relevant expertise, including microbiologists Dr Simon Clark and Professor Ian Jones, pharmaceutical technologist Dr Al Edwards, and psychologist Professor Helen Dodd.

The University also made headlines by highlighting its own work in 2020 across a range of academic subjects, including archaeology, food, and climate, and for institutional innovations, such as developing plans for a new film and TV studio complex at Thames Valley Science Park.