Communicating research findings to potential users outside the academic community - whether in government, in business, in the voluntary sector or in the general public - has become an essential element in most social scientists' working lives. And one of the most effective ways of reaching your target audiences, influencing policy and practice and changing public opinion is to make use of the media. This publication provides some practical guidelines on how to develop a media strategy that will enable your research, your research programme or your research institution to have a greater impact on the national debate.