Ms Mulder provided a brief background of the South African media landscape and showed students how to identify relevant popular publications suitable for sharing research to a broader audience. Doing so not only showcases the students’ hard work, but also provides an opportunity for the university’s name to be linked to good quality research in a general forum. She also provided the students with guidelines and checklists for writing effective press releases. “The ‘who, what, when, where, how and why’ of a press release is crucial – it is the skeleton on which the story is built,” Ms Mulder asserted.

Masters’ students in the Department of Marketing Management are conducting a variety of interesting studies on topics such as eco-label purchasing behaviour, attitudes towards SMS advertising, motivations for sharing on social networking sites as well as attitudes and shopping behaviour of township shoppers. This lecture certainly equipped students with the necessary requirements for writing effective and suitable articles.