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Logo da Conferência SciELO 25 Anos

Bori Agency – SciELO 25 Years Seminar

Learning Society

📅 10 May, 2023, 10:00 – 11:30 (BRT/UTC-3)
🌐 Language: Portuguese

Media workshop: how to talk to journalists?

Brazilian researchers do not receive training, in academia, in communicating with the press. For this reason, it is common for them not to know how to act when journalists ask for an interview. In this media workshop, Agência Bori's founding partner and executive director, Ana Paula Morales, and content manager, Natália Flores, explain how communication vehicles work and give researchers tips on how to build a relationship with journalists, prepare for interviews and control the narrative in releasing their research to the press.


In recent years, the demand for scientists as sources in the news has intensified, mainly because of the Covid-19 pandemic. Even so, few Brazilian researchers are trained to communicate with journalists and disseminate their research to the press. Therefore, many researchers do not know how to act when they receive invitations for interviews from journalists. In this workshop, the co-founder and director of Agência Bori, Ana Paula Morales, and the content manager, Natália Flores, present the context of the Brazilian press and bring practical tips on how to communicate with journalists. Questions such as: How to find out if your study is fit for journalistic agenda? How to present your research in an attractive way? How to behave in an interview with journalists?


10:00 – 10:05 Opening and introduction of speakers  [VIDEO] [DOWNLOAD]

10:05 – 10:10 Why be in the media? [VIDEO]

10:10 – 10:15 The press and journalists [VIDEO]

10:15 – 10:30 Is my study fit for journalistic agenda? [VIDEO]

10:30 – 11:00 How to talk about your research? [VIDEO]

11:00 – 11:30 Q&A [VIDEO]


Ana Paula Morales

Ana Paula Morales

Researcher, journalist and co-founder of Agência Bori. Biomedical with a master's degree in Pharmacology, both from the Universidade Federal de São Paulo (Unifesp), she has a specialization in Scientific Journalism from the Laboratório de Estudos Avançados em Jornalismo (Labjor-Unicamp), where she is an associate researcher. She conducts research in the area of ​​public perception and social communication of science. She was executive editor of Ciência & Cultura (2017-2021), of the Sociedade Brasileira para o Progresso da Ciência (SBPC). She holds a PhD in Scientific and Technological Policy at DPCT-Unicamp.

Natalia Flores

Natália Martins Flores

ORCID: 0000-0001-9687-9686
Science journalist, current content manager at Agência Bori. She is also a science communication researcher, with a doctorate in Communication from the Universidade Federal de Pernambuco (UFPE) and a postdoctoral degree from the Universidade Federal de Santa Maria (UFSM) and the Universidade Estadual de Campinas (Unicamp). She has experience in curating scientific studies of journalistic interest and coordinates the content fronts of the dissemination of unpublished research and training for scientists and journalists of Bori.

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