Science is part of society, it promises advance, innovation and prosperity. But since science costs money, it must communicate its actions and results due to various reasons. In this process journalists are intermediaries between science communication and the public. Fundamental change in the media landscape, most notably due to web 2.0 and social media, poses new challenges to present communication. In light of this, this Master’s thesis focuses on identifying the types of social media activities suitable as instruments to reach journalists in science communication
Bräutigam, Yvonne (2011), Raus aus dem Elfenbeinturm! Herausforderung an die externe Wissenschaftskommunikation im Zeitalter von Web 2.0 und Social Media - Unter besonderer Betrachtung der Mittlerzielgruppe Journalisten, Masterthese - PR und Integrierte Kommunikation., Donau Universität Krems - Internationales Journalismus Zentrum, Krems.