How academics can utilise the media to transform research into valuable resources for industry

The global events and festivals sector shapes public space, cultural identity, and social change—but academic voices often remain unheard outside university walls. In this candid discussion, George Bradley, media strategist for the Centre for Events & Festivals, explains why that needs to change. He argues that academics are trusted experts the public and media want to hear from—yet many hesitate to engage, unsure how to translate dense research into accessible, impactful narratives. Drawing on years of experience, Bradley offers practical advice: simplify your message, focus on relevance, and treat media conversations like real-world dialogue, not academic seminars. From op-eds and expert quotes to podcasts and social media, he highlights how strategic, authentic media engagement amplifies research, builds institutional reputation, and drives real-world impact—especially in applied fields like events and festivals. If scholars want to influence policy, public debate, and industry practice, now is the time to find their public voice.

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