Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

European CommissionResearch DGPablo AMOR

Communicating Framework

Programme 7

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Information on European research

1,5 million hits / month3/week

2,785 (mailing list, unique!)4/month120 journalists/month150/month (articles, TV news…)600,000 readers in 140 + countries15-35 broadcasts each“European research in action” : print-run: 50,000, 11 languages (soon 20)

WebPress Releases/

News AlertsScience

journalistsMedia briefings

Media coverageRTD info

Videos, filmsPublications

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

RTD infoMagazine on European Research

☺ 126,000 copies ☺ Internet and printed☺ 600,000 readers in 140+ countries☺ 4 languages: DE, EN, ES, FR☺ 3-monthly☺ « Service to the citizens »

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

►40+ media events per year►Several kilos of articles !

Biggest campaign ever to study the ozone layer and ozone loss

54 journalists70+ press reports

Bringing the good wordto Member States

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

News alerts

Brussels, 3 April 2003

News alert

Science in the Candidate Countries:enthusiastic but with poor prospects, the

young abandon research careersImportant questions for the future of science in an enlarged Europe are raisedby the first major Commission survey in the Candidate Countries publishedtoday. More than half of all people questioned had little interest in science andtechnology, with young men in Cyprus and Hungary the most likely to valuescience, and older women in Bulgaria and Turkey the least. Young people areturning their backs on scientific careers, citing poor salary prospects as thechief reason. However, eight out of ten people believed that science couldimprove their quality of life and cure terminal illnesses and that generallyEuropean research delivered positive results.Presenting the results of the Eurobarometer on research in the Candidate Countries,European Research Commissioner Philippe Busquin said: "People are more optimisticabout science in the Candidate Countries than in current Member States. They aremore confident in the capacity of science and technology to build a better future. Butthey are abandoning research due to a lack of resources and career prospects inscience. The time is ripe for greater investment in research in these countries as part ofan enlarged EU. We must ensure that we invest now in our scientific legacy for futureEuropean generations.”

For this Eurobarometer survey sample questions were fielded in November 2002 to atotal of 12,247 nationals in the 13 candidate countries: Bulgaria, Cyprus, the CzechRepublic, Estonia, Hungary, Latvia, Lithuania, Malta, Poland, Romania, Slovakia,Slovenia, and Turkey.

Lacking information…The Eurobarometer shows there is a clear science divide in society. 56% of CandidateCountries’ nationals are neither interested in nor informed about science andtechnology (EU15: 45%). Only 35% of people expressed an interest in science (EU15:45%). Two thirds of participants in the survey think they are badly informed aboutscience and technology.

High interest in science and technology is seen in Cyprus (58%), Hungary (53%),Malta (50%) and Slovenia (50%) while two countries present a below-average interest:Bulgaria (34%) and Turkey (22%). Romania is exactly on average: 35%.

….but confident science can improve our quality of lifeDemographic analyses show that women are less interested in scientific topics (29%)than are men (41%). The youngest age group has the highest level of interest inscience and technology (44%), compared to 26% in the oldest age group.

Science is seen as a very positive value in the Candidate Countries; citizens expect alot from scientific progress. About eight in 10 people in the candidate region believe

BAD: Commission launches European Round Table on GMO Safety Research, and publishes Review of Results of GMO research

GOOD:GMOs: are there any risks ?

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Communication in FP7

Annex II, General conditions

II.12. Information and communication

The beneficiaries shall, throughout the duration of the project,take appropriate measures to engage with the public and the media about the project and to highlight the Community financial support.

…

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Guide to communication and media relations• Establishing target audiences

and selecting the appropriate media;

• Defining key messages;• Preparing and supplying

information to the press; • Building good relationships

with journalists;• Evaluating results;• Maximising the exposure of

news stories and press articles, and

• Tapping useful Commission resources

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Since 1 May 2004:•Cyprus•Estonia•Hungary•Latvia•Lithuania•Malta•Poland•Czech Republic•Slovenia•Slovakia

Eurobarometer 2005: the largest survey ever - 32 countries covered

EUAustriaBelgiumDenmarkFinlandFranceGermanyGreeceIrelandItalyLuxembourgThe NetherlandsPortugalSpainSwedenUnited Kingdom

Candidate countries:•Bulgaria•Croatia•Romania•Turkey

European Economic Area•Iceland•Norway•Switzerland

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Optimism about science and technology

0

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50

60

70

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CH AT SI

EL LU FR DK NL SE BE DEEU25 CY PT IT IE CZ ES FI

HU UK SK MT LV LT PL EE

% of people agreeing that s&t will improve the quality of life of future generations

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

A scientific quiz ...

0102030405060708090100

The cent re o f theEarth is very hot

Radioact ive milk canbe made safe by

boiling it

Elect rons are smallerthan atoms

Ant ib iot ics killviruses and bacteria

Earlier humans livedat the same t ime as

dinosaurs

2005 2001 1992

Percentage of good answers

15-24 years

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Communication challenges

1. Beyond popularisation2. “Incommunication” of science3. European fragmentation 4. Scientists and Scientific Officers to

become communication-minded?5. New technologies (digital TV, SMS

alerts, forums, podcasts, news feeds, clips, webcasts, weblogs

6. No propaganda !

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Put science in the Put science in the picture: on EU picture: on EU

televisiontelevision

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

…… TV: main source of TV: main source of info on science in EUinfo on science in EU……

WhatWhat are are youryour main sources of information on science and main sources of information on science and technologytechnology??

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Television Press Radio School/Univ Sc journls Internet

61%

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Science tough to “sell” on TV?

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

YetYet, science: , science: atat the the heartheart of TV fiction of TV fiction renewalrenewal……

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

MagazinesMagazines

……Great Great successsuccess storiestorie

9 M viewers / 35% audience share in France

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

EvenEven withwith difficultdifficult stuffstuff……

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

COPRODS

BriefingsVN

Rs

……TV toolboxTV toolbox…

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

15 M Viewers/epsode ……TV magazines TV magazines ……

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Co-productions: new partnerships with the EU TV industry

ERT

RTE

CZTV MTV Hungary

SVT

CHANNEL 5

RAI

ARD

ARTE (F & DE)

YLE

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

New roles ?

“Scientists are STARS, too”

Tony Blair 3/11/2006

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

MaximiseMaximise opportunities opportunities of the of the ““broadband broadband

revolutionrevolution””

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007

Me TV

Blogs

‘Science TV’s NextWave’

BROADBAND TVUser

generatedcontent

CONTENTCONTENT

Launching FP7 – Conference for Information Multipliers – Brussels, 7-8 February 2007