Joint Research Centre - Europa · 2018. 12. 18. · Step 10 Communication Valentina ALBERTI COIN...

The European Commission’s science and knowledge service

Joint Research Centre

Step 10 Communication

Valentina ALBERTI

COIN 2018 – 16th JRC Annual Training on Composite Indicators & Scoreboards

07/11/2018, Ispra (IT)

Dissemination vs communication

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Dissemination vs communication

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Key “ingredients” for communication

goal

target

audience message medium

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WHY communicate?

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Interest [not only awareness]

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“More facts” not the answer

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KNOW FEEL DO

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KNOW FEEL Awareness Understanding Acceptance Commitment Ownership

DO

• Policy makers

TARGET AUDIENCE

(non-experts)

• NGOs

• Citizens

• Local authorities

• Private companies

• Academics

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WHAT do we communicate?

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MESSAGES

Contrary to what one might expect, the population size

of a city does not determine its performance

in culture and creativity

” „

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MESSAGES

Cultural and Creative Cities have more jobs

and a diverse work force ” „

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MESSAGES

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” „

#Culture can help cities foster #innovation,

Job creation & social cohesion

What is

your MESSAGE?

• Choose hooks for your audience;

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What is

your MESSAGE?

• Choose hooks for your audience;

• Catch the attention with something new;

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What is

your MESSAGE?

• Choose hooks for your audience;

• Catch the attention with something new;

• Tell a story;

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What is

your MESSAGE?

• Choose hooks for your audience;

• Say it visually

• Catch the attention with something new;

• Tell a story;

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(What is

your MESSAGE?)

• Don’t hide weaknesses

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HOW communicate?

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MEDIA

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• Publications

• Social media

• Events

• Websites

• Media and blogs

• Email/newsletter

OUR PURPOSE

COMPLEXITY OF INFORMATION

LEVEL OF INTERACTIVITY

COVERAGE

Communication tips

Identify your target audience (expert/non expert) before choosing messages;

Always answer ‘why’ and ‘what’ questions;

Avoid scientific communication style (non experts);

Choose messages before media

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Thanks Any questions? You can find me at Valentina.ALBERTI@ec.europa.eu & jrc-coine@c.europa.eu

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