Guidelines for media relations at ETH Zurich

To achieve this objective as effectively as possible for the whole of ETH, the following rules apply:

1. Proactive media relations – that is to say, drafting and sending press releases and organising media events – are always done through the Media Relations department. Please get in touch in good time if you would like a topic to be covered in the media.
2. If you are considering a joint communication with other universities or (industry) partners, contact Media Relations or the topic manager before you agree the arrangements in question. Corporate Communications has various in-house channels available and knows the appropriate ways to tailor the communication optimally for your target audience. Media relations may be a part of this communication. We will be happy to make suggestions for you.
3. The departments are responsible for communication with their own expert communities. This also includes targeted placement of stories in specialist journals or publications. If necessary, please contact the person responsible for communications within the department.
4. If you are approached by media professionals in your capacity as a scientist (reactive media relations), it is up to you how you respond. Media Relations will be happy to support you with this. The following points should be noted:
   1. View media requests in principle as a good opportunity to make your research field and your expertise accessible to a broader public. You are not obliged to respond, but as a public institution it is our job to communicate transparently about our work.
   2. Stick to topics where you feel comfortable and have the relevant expertise.
   3. If you receive enquiries about institutional topics (such as university strategy, the attitude of ETH as a whole towards specific issues, etc.) or controversial topics (such as animal testing, genetic engineering, etc.), get in touch with Media Relations before you provide information to media professionals or make any other arrangements.
   4. You are responsible for how you or your employees express opinions in the media. Be aware that you are always perceived as a voice of ETH Zurich. Ill-considered comments can have a damaging effect on your own reputation and/or that of your institution.
5. If you work for the central bodies of the university and are approached by media professionals, please always contact Media Relations first. The team will be happy to support you in coordinating the enquiry and answering questions.
6. Paid articles and “advertorials” may be a possibility for getting a topic into the media. In general, however, we recommend being cautious about this and only considering this option in very well-justified cases. Please always consult Media Relations in these cases.