TIP OFF THE PRESS. Sometimes you’ll organise an event or publish a piece of work that has obvious impact beyond your academic field alone. When this happens make sure you talk to your university’s marketing and press team. Work with them to draft a brief and to-the-point piece of text you can send out — press-release style — to relevant news outlets. It might be that you’re organising an event that will benefit the local community so make sure the local papers know about it well in advance. If you can make life easy for them as well by presenting them with text that pre-empts their questions you’ll increase your chances of the event/project being written about. If your work has real national/international impact then it’s really important you work closely with the press team not just to make sure you get press but also so that they can protect you and your intellectual property (no matter how you choose to license it, whether with a Creative Commons license or a more conventional copyright).
Academic work is seldom a fame-game, but it’s always worth publicising important work because it will be bring prestige to your university and give you added kudos in your department (not to mention it may well build an audience for your work and help sell books etc) and that can lead to bigger and better grants. Jesse writes more on this subject in his article, “Promoting Open Access Publications and Academic Projects.” There, he writes, “Our work has value, and it’s safe to openly admit that. In fact, at this moment in education, championing what we do should be a major part of what we do.”