In an era where facts are frequently challenged, higher ed communicators play a vital role in linking credible scholarship with the public. Media Camp, an initiative developed at the University of Toronto in 2021 in response to the pandemic, was created to strengthen that connection by preparing faculty, PhD candidates, and postdocs to engage confidently with journalists and share their expertise. More than 700 people signed up to receive the education, which spoke to the need and depth of interest in the initiative.

The five-day program, with 90 minute sessions, was co-developed by communicators across multiple units and blended core media relations training with insights from media professionals. Participants learned how to craft clear messages, navigate interviews, and work effectively with journalists, while also receiving platform-specific guidance from podcast hosts, video producers, and press event leads.

Media Camp was a female-led initiative and featured women media experts throughout the program, reflecting a broader commitment to amplifying underrepresented voices. As the initiative continues, there is a strong interest in encouraging more diverse perspectives across the University of Toronto’s pool of experts to engage with the media.

Experts from the Globe and Mail, CBC, The Conversation and other outlets donated their time and insight, recognizing the importance of this work. The model has since been replicated in other parts of the University of Toronto. Media Camp emerged at a moment when Canadian journalists were seeking expert voices, particularly in medicine and urban geography. The program served as a proactive strategy to prepare scholars for high stakes media moments before they arose.

Attendees will learn how to:
• Design and deliver a multi-day media training program
• Plan strategically and collaborate across units
• Navigate lessons learned, challenges, and improvements
• Adapt this model to build stronger expert media pipelines on their own campuses