ABSTRACT
The time has passed when being an academic requires one only to publish
articles in prestigious journals, contribute to academic books and present one’s
findings at conferences. There is now an increasing requirement for academics
to enter a new, if at times unwelcome, media age. Researchers, in particular, face
increasing demands from various sources to become more ‘media savvy’. The
first of these demands comes directly frommedia organizations. Increasingly, all
modes of media are utilizing the expertise that academics can provide on a vast
array of topics and issues. There are now numerous academics with successful
media careers, presenting popular and successful television programmes. One
only has to look at the recent success stories of Professor Ian Stewart and
Professor Brian Cox, who have both brought science to prime-time television,
while still continuing an academic career. Businesses have also been created with
the intention of tapping this specialist resource, seeking academics who have the
potential to become media experts.
