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© 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do Things Better Christina Kaul Practice Leader Public Affairs Europe, Waggener Edstrom Worldwide April 29, 2008 http://www.waggeneredstrom.com

© 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

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Page 1: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

© 2008 Waggener Edstrom Worldwide, Inc. All rights reserved.

Building and Improving Support for RTD Policy and Public Spending

Communication How to do Things Better

Building and Improving Support for RTD Policy and Public Spending

Communication How to do Things Better

Christina KaulPractice Leader Public Affairs Europe,

Waggener Edstrom Worldwide April 29, 2008

http://www.waggeneredstrom.com

Page 2: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

“The combined level of public and private RTD funding is the strongest single indicator for the relative success of a region / country

in the European Innovation Index.”

- European Regional Innovation Scoreboard

Page 3: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

Challenges for RTD Funding in Europe

Coordination

between stakeholde

rs

Strategic

approach to RTD

policy

Indicators an

d

impact

measu

remen

t

Communi-cation

Coop

erat

ion

ac

adem

ia

- in

dust

ry

Page 4: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

Innovation Ecosystem and Role of Communication

Page 5: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

Strands of RTD Communication

R&D

Public science

education

Facilitate business

application

Research and project promotion

Research disseminatio

n

Build public support for

RTD spending

?

Page 6: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

1. Few good practices identified, in particular no systemic examples

2. Communication needs to be content-driven3. Regional vision required about RTD funding to push

RTD policy demands upwards4. More cooperation between all stakeholders necessary

for successful communication5. Hollistic approach fundamental for concrete

communication programs6. RTD Community needs to embrace communication and

educational outreach7. Public science education essential to win long-term

public support8. Lots of open questions how to improve communication

systems

Key Learnings from BIS-RTD

Page 7: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

Communication Principles For RTD Support

Page 8: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

Link RTD with Societal Value Creation

RTD SOCIETAL VALUE INNOVATION

rhianr
Alternative slide - less statistic heavy slide to speak to IIS
Page 9: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

From Logic to Emotion

Leadership Innovation

Innovation Facts

ResearchR&DLabs

EngineersPatents

InventionsProprietary

IPCustomer

insightLifestyleRational messaging Emotional messaging

Innovation Beliefs

InnovativeCreative

RevolutionaryPioneer

Avant-gardeCutting-edge

VisionaryIdeas

Genius

Innovation Narrative

© 2007 Waggener Edstrom Worldwide, Inc. All rights reserved.

Page 10: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

Compelling Stories to People

Page 11: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

An Approach to Communicating RTDC

OM

PLEX

ITY

STO

RY

TELLIN

G

SIMPLE ISSUES

MODERATELY COMPLEX

ISSUES

WHAT IS THIS?

rhianr
Christina: The more complex the proposition, the more demand and relevant role for stories, typically this is easier to illustrate with products (e.g. pen, light, computer chip), however I've attempted to illustrate this in terms of issues (healthcare, environment and agriculture). I'm sure all of these issues are complex and therefore understand that its hard to label one issue simpler that the other.
Page 12: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

RTD - A Complex Community of Interests

Support for RTD

Funding

Universities

Small business

es

Informed elites

Policy Makers

Public

Media

Industry

Page 13: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

Build Pillars of Support

Build stakeholder supportDiversity of stakeholders to build pro-RTD platform with clear objectives and strategy and joint roll-out of program wit continuous involvement of partners

Reach out to policy makers Strategic approach to

build support communities with

various sets of policy makers and win

politicians by their own motives

Win support of informed

elites Develop tailored

arguments for different segments and target

via focused media outreach and online

communication

Educate journalists

Engage with journalism training

and develop tools to foster pools of

specialized journalists

Get buy-in from general publicStreamline science education programs to include societal and individual’s

considerations

Page 14: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

BIS-RTD and Communication: Moving Forward

• Communication manual to build support for RTD funding

• Regional workshops for building stakeholder platforms

• Web-based forum to exchange experience and best practices

• Development of training tools

Page 15: © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do

THANK YOU!