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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
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
“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
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
Innovation Ecosystem and Role of Communication
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
?
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
Communication Principles For RTD Support
Link RTD with Societal Value Creation
RTD SOCIETAL VALUE INNOVATION
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.
Compelling Stories to People
An Approach to Communicating RTDC
OM
PLEX
ITY
STO
RY
TELLIN
G
SIMPLE ISSUES
MODERATELY COMPLEX
ISSUES
WHAT IS THIS?
RTD - A Complex Community of Interests
Support for RTD
Funding
Universities
Small business
es
Informed elites
Policy Makers
Public
Media
Industry
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
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
THANK YOU!