Communication Work and the Strive for Impact
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Transcript of Communication Work and the Strive for Impact
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Communication Work and the Strive for Impact Dr. ir. Jurgen Ganzevles
Rathenau Institute, The Netherlands
Liège, 27.06.2012
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TA =
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TA = Communication
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TA = Communication
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TA with Impact = Communication
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TA with Impact = Communication2
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TA = Communication
Prof. Dr. Ir. Ing. Mrs. Drs. PhD. MSc. MA. Mr. MBA
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TA = Communication
Prof. Dr. Ir. Ing. Mrs. Drs. PhD. MSc. MA. Mr. MBA
Communication Officer
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TA = Communication
Prof. Dr. Ir. Ing. Mrs. Drs. PhD. MSc. MA. Mr. MBA
Communication Officer
Interesting… but what’s the
message?
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TA = Communication
Prof. Dr. Ir. Ing. Mrs. Drs. PhD. MSc. MA. Mr. MBA
Communication Officer?
Interesting… but what’s the
message?
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TA = Communication
• Turning sophisticated research into plain messages• Get your message across
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TA = Communication
• Turning research into messages • Send them out
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TA = Communication
• Get your message received• Find the audience• Complexity comes in
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TA = Communication
• Get your message received• Find the audience• Complexity comes in…
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TA = CommunicationSTILL ONE MEDIUM, ONE DIRECTION
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TA with Impact = Communication2
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TA with Impact = Communication2
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TA with Impact = Communication2
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TA with Impact = Communication2
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TA with Impact = Communication2
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TA with Impact = Communication2
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TA with Impact = Communication2
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TA with Impact = Communication2
MONITOR FEEDBACK
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TA with Impact = Communication2
HELP!
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TA with Impact = Communication2
STRATEGY
NEEDED
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Designing a TA communication strategy: challenging
• Multiple audiences• Multiple messages• Multiple events• Politically sensitive material• Limited time to make research robust: fast ‘message creation’• Additional in-house communication expertise needed
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Designing a TA communication strategy: challenging
Project plan Project activities Project results Communication of results
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Designing a TA communication strategy: challenging
Project plan Project activities Project results Communication of results
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Designing a TA communication strategy: challenging
Project plan Project activities Project results
Communication of ideas, plans, events, interim results and results
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TA with Impact = Communication2
COMMUNICATION =
PROFESSIONAL DESIGN
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Communication Design at the Dutch Rathenau Institute
• Tasks:– Stimulate political opinion forming on S & T– Stimulate societal debate on S & T– Study the science system
• Formal clientele:– Parliament (both chambers + European)– Government: Dutch Cabinet– Society at large
• Four departments– Technology Assessment (21 persons)– Science System Assesment (22 persons)– Communication (8 persons)– Administrative and support (12 persons)
• Annual budget: around 4 million euros
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Broad range of themes and activities
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Communication Department at the Rathenau Institute
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Designing Communication: an Elementary Model
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An Elementary Communication Model
much progress
little progress
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An Elementary Communication Model
much progress
little progress
little regulationmuch regulation
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An Elementary Communication Model
much progress
little progress
little regulationmuch regulation
Ambassadors
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An Elementary Communication Model
much progress
little progress
little regulationmuch regulation
Ambassadors
Concerned
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An Elementary Communication Model
much progress
little progress
little regulationmuch regulation
Ambassadors
Concerned
Functionalists
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An Elementary Communication Model
much progress
little progress
little regulationmuch regulation
Ambassadors
Concerned
Functionalists
Skeptics
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An Elementary Communication Model
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An Elementary Communication Model
much progress
little progress
little regulationmuch regulation
Ambassadors
Concerned
Functionalists
Skeptics
Relevance for solving societal
problems
Reduce resistance with other segments
Relevance for personal life
Ethical issues
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An Elementary Communication Model
much progress
little progress
little regulationmuch regulation
Ambassadors
Concerned
Functionalists
Skeptics
Relevance for solving societal
problems
Reduce resistance with other segments
Relevance for personal life
Ethical issues
ADDRESS
DIFFERENT
TARGET
GROUPS…
DIFFERENTLY!
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An Elementary Communication Model
• PACITA Task 2.1• Describing existing practices of Parliamentary TA in Europe
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An Alternative Communication Model
Parliament
Science &Technology
Government
Society
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An Elementary Communication Model
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An Elementary Communication ModelINSTITUTIONAL SETTING MATTERS
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An Elementary Communication Model
ADDRESS
DIFFERENT
TARGET
GROUPS…
DIFFERENTLY!
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Communication Work: Relating Products to Impact
• Products– Reports & books– Policy Briefs– Documentaries
• Targeted approaching- Parliamentary expert meetings- Knowledge Chambers at ministries- Presentations before researchers and stakeholders
• Broad campaigning– Launching event– Opinion articles– Radio and television
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A Theoretical Impact Model
http://ec.europa.eu/research/science-society/document_library/pdf_06/european-and-chinese-perspectives_en.pdf
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Communication work: from informing to calling for political action
• Background information• Sketching out policy options• Calling upon politicians to act
• Informational legitimicy• Procedural legitimicy• Legitimicy framed in the text
• TA staffers as ‘public intellectuals’ (ref. W. Bijker)• Substantial training & coaching• Q & A sessions
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Communication work: from project to campaign
Evidence based reportsCitizen participation and public discourse
In function of the political realm; • agenda, recommendations and communication
Professional attitude towards media attentionFrom project to campaign
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Illustrations from the ‘Energy in 2030’ Project
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Foundations built up in the ‘Energy in 2030’ Project
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Foundations built up in the ‘Energy in 2030’ Project
Expert meetings
EssaysInterviews
Illustrations
Launching event
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Foundations built up in the ‘Energy in 2030’ Project
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Foundations built up in the ‘Energy in 2030’ Project
KILL YOUR DARLINGS
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Foundations built up in the ‘Energy in 2030’ Project
KILL YOUR DARLINGSSAY SOMETHING NEW
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Foundations built up in the ‘Energy in 2030’ Project
KILL YOUR DARLINGSSAY SOMETHING NEWSAY STH. CONTESTWORTHY
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Foundations built up in the ‘Energy in 2030’ Project
KILL YOUR DARLINGSSAY SOMETHING NEW
DON’T FEAR CONTROVERSY
SAY STH. CONTESTWORTHY
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Foundations built up in the ‘Energy in 2030’ Project
KILL YOUR DARLINGSSAY SOMETHING NEW
DON’T FEAR CONTROVERSY
STEP BESIDE THE PRODUCT
SAY STH. CONTESTWORTHY
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Foundations built up in the ‘Energy in 2030’ Project
KILL YOUR DARLINGSSAY SOMETHING NEW
DON’T FEAR CONTROVERSY
STEP BESIDE THE PRODUCTENGAGE IN THE DEBATE
SAY STH. CONTESTWORTHY
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Early media avalanche: stepping out is no option
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Interview requests as a “hot potato”
project leader (me!)
director
head of department
coordinator
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Illustrations from the ‘Energy in 2030’ Project
newspapers
magazine
radio
television
reference in parliament
‘Twittering’ MPs
first edition for director-general Energy
symposium
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Messages from the ‘Energy in 2030’ Project..
The national energy economy gets more dirty,
less reliable and less profitable
The energy discourse is dominated by 7 energy
myths
More transparancy & rulemaking necessary
Societal support for energy policy is a major challenge
… appeal differently to different media
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Lessons learned
• Be patient: sound research is always important• Be prepared: timely training & no pub crawl ‘the night before’• Be available: attention wave lasts• Multiply availability (are collegues willing & prepared?)• Hold on: attention wave will go down
• Media attention is not the holy grail – It helps to get political attention and increase public awareness, but is not
equal to political decision making: gap between ‘clear’ media messages and specificity of energy dossiers & nuts and bolds of lawmaking (downside of campaigning model).
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Concluding Remark
TA with Impact = Communication2