Media coverage of AGRO largely positive
There was an unusually large amount of media coverage of AGRO’s research in February 2016 – and the publicity was largely positive, which is good PR for the department.
Each month a media analysis is prepared for the entire university and for each faculty and department. The media analysis for February 2016 reflects a month where Agroecology, DCA, Bioscience and DCE could be said to have stolen the limelight.
It was mainly the new agricultural package that brought the four units into the public eye. This gave rise to 1111 comments in the press. DCE and Bioscience also had a lot of publicity because of their statements on how many wolves now live in Denmark – resulting in 408 mentions.
The effect of the media coverage is converted to a so-called PR score based on whether the comment is positive, neutral or negative, how many comments there have been and how large the reader/listener/viewer audience is. The PR score gives an impression of the tone, the quality and the impact of the press cover and is an attempt to create a PR target value for media coverage. For AU, the opinion is that the PR score should be between 35 and 40 (on a scale from -100 to +100).
AGRO has a PR score of 44. In comparison, the PR score is 37 for Bioscience, 34 for DCA and 16 for DCE.
Most of the negative comments are not about the agricultural package, as you would perhaps have thought, but about the discussion between scientists from KU and AU regarding the return of wolves to Denmark, including their number and the likelihood of their breeding.