COMMUNICATION AND DISSEMINATION

IN HORIZON 2020

7 December 2017,

KU Leuven

Ayming &Me

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OUR AREAS OF EXPERTISE

Five approaches to supporting innovation

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Me

Ph.D Virology (Lyon , Fr)

Post Doc (Cambridge, UK)

Master Competitive intelligence (Lyon, Fr) : Knowledge Management project manager, strategic information officer (Sanofi pasteur)

Senior Innovation consultant (Alma Consulting Group, Lyon) : Setting up, negociation, management of collaborative projects (scientificcoordination, financial follow up, reporting…)

Impact in the proposal

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What evaluators look for in impact

What is the added value of this project/how is it better than other proposals?

What is the advantage of an EU approach?

Impacts: Research, commercial, investment, social, environmental, policy making & educational (how will the outputs i.e. deliverables translate to impact)

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INNOVATION AND IMPACT

Impact and Innovation needs to be addressed in all 3 sections (excellence, impact and implementation) of a proposal

Proposals must demonstrate an understanding of all aspects of the “landscape” (market, technical, IPR, Competitors, etc), and analyse it to obtain strategic intelligence..

..to select and justify the project objectives and to plan the best route for achieving them (strategies, methodologies and plans)

It’s not about technology, it’s about satisfying needs and wants, and delivering innovations with impact

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Section 2.2 Measuresto maximize impacts

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SECTION 2.2 : Measures to maximize impacts

a) Dissemination and exploitation of results

Draft ‘plan for the dissemination and exploitation of results’, with measures both during and after the project to achieve the expected impact.Business plan where relevant.Data Management plan and strategy.Strategy for knowledge management and protection including measures to provide open access to peer reviewed scientific publications resulting from the project.

Proportionate to the scale and type of the project,

e.g. Innovation actions : credible path to deliver the innovations to the market

b) Communication activitiesDescribe the proposed communication measures for promoting the project and its findings during the period of the grant. Measures should be proportionate to the scale of the project, with clear objectives. They should be tailored to the needs of different target audiences, including groups beyond the project's own community.

DISSEMINATION AND COMMUNICATION

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Difference between dissemination & Communication

What is “dissemination” ?

Public disclosing of project results by appropriate means (other than those resulting from protecting or exploiting the results), including in scientific publications (in any medium) => compulsory in any H2020 projects !

Dissemination is chiefly aimed at peers, usually other researchers working in the area of the proposed project,

Dissemination is for specialists

Classic forms of dissemination :

• Specific website

• Presentation at a scientific conference

• Peer reviewed publication

• ...

Dissemination of results cannot replace communication activities (or vice-versa)

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Difference between dissemination & Communication

What is “communication”?

Promoting the action and its results, by providing targeted information to multiple audiences (including the media and non specialists in a strategic

and effective manner

Communication is more than dissemination! Simply disseminating results is not enough.

Classic forms of communication :

• press release for the general public at the start of the action

• local workshops about the action, targeted at audiences for which the action is of interest

• producing a brochure to explain the action’s work to school or university students to show how interesting this specific research topic can be

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02DISSEMINATION AND EXPLOITATION

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Deliverables vs results

Deliverables:

Deliverables are tangible or intangible objects produced that is intended to be delivered to a stakeholder (either internal or external).

A deliverable could be a report, a document, a server upgrade or any other building block of an overall project

Results:

Exploitable deliverables to satisfy market needs and wants

Exploitable results can be : prototype, sofware, training plans, platform, etc …

GA: ‘Results’ means any (tangible or intangible) output of the action such as data, knowledge or information — whatever its form or nature, whether it can be protected or not — that is generated in the action, as well as any rights attached to it, including intellectual property rights.

The results could be:

direct - like a manual, test, model, new therapy, better product or process, or improved understanding of mechanisms

indirect - like reduced material or energy usage, improved safety, or better-trained staff.

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Plan for the exploitation and dissemination of results (PEDR)

It is mandatory for the beneficiaries to exploit and disseminate the outcomes of the funded activities. A plan for the exploitation and dissemination of results (PEDR) is necessary and the obligation to submit such plan arises at the project proposal stage. The PEDR is a strategic document for the beneficiaries helping them to establish the bases for their intellectual property strategy, dissemination and exploitation activities. A preliminary or draft PEDR is part of the project proposal itself; it should contain a clear vision on the objectives of the project and a well-planned strategy for protection, exploitation and dissemination of results. It is assessed under the Impact section of the project proposal.

It is very important to show in your draft PEDR that you have thought about concrete measures to enhance the innovation capacity and integration of new knowledge and that in general your project has an innovation potential.Including a business plan as part of the project proposal in some projects allows participants to better outline increased economic impact of the project activities.

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Plan for the exploitation and dissemination of results (PEDR)

The PEDR is key to maximising the impact of project results.

This plan should describe, in a concrete and comprehensive manner, the area in which you expect to make an impact and who are the potential users of your results.

Your plan should also describe how you intend to use the appropriate channels of dissemination and interaction with potential users.

Consider the full range of potential users and uses, including research, commercial, investment,social, environmental, policy-making, setting standards, skills and educational training where relevant.

Your plan should give due consideration to the possible follow-up of your project, once it is finished. Its exploitation could require additional investments, wider testing or scaling up. Its exploitation could also require other pre-conditions like regulation to be adapted, or value chains to adopt the results, or the public at large being receptive to your results.

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PEDR : Some of the aspects that applicants could analyse

potential geographical coverage and economic size of the target markets where project results will be exploited and disseminated;

potential users, main competitors and competitive advantages;

analyses on the state of the art, which will allow applicants to describe the planned developments and differences from existing competing products and services;

analyses on the intellectual property that is needed and will be brought to the project, including for example information on knowledge and inventions; these analyses could also cover freedom to operate searches;

facts and figures on the planned exploitable results and their areas of application and intellectual property protection that will allow the evaluation of their potential impact (the intellectual property issues and the questions on the ownership of results in Horizon 2020 projects should be addressed in detail separately, for example within the Consortium Agreement )

description of the exploitation roadmap and business model

description and timeline of the planned dissemination activities (e.g. scientific publications, organisation of conferences, creation of a website), including Open Access to scientific publications resulting from Horizon 2020 actions.

description of the planned management structures and procedures, including governance, policies, systems, structures, operational processes and risk management – who will be involved in the exploitation and dissemination activities and how they will be managed.

The PEDR for Research and Innovation, Innovation and SME Actions should demonstrate a high level of innovation, and focus on the business opportunity and concept for commercialization, such as development of new innovative products and services, compared to competing solutions.

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Guidelines For Dissemination And Exploitation Activities

Link your proposal to the policy context of the call for proposals.

Involve potential end-users and stakeholders in your proposal.

Say how you expect the results of your project to be applied and give the main advantages of the new solution(s) you expect to emerge.

Show you understand the barriers to any application of your results.

How will you tackle them? Your proposal should show you understand these impediments and how to tackle them. Involving disciplines such as economics, business, marketing and public administration could help overcome barriers.

Think ahead. Once your research and innovation is complete, will you need to take further steps to apply it in actual practice?

Examples of further steps: standards to be agreed on, financing the testing, scaling up or production, promoting, acceptance by consumers or other partners in a value chain. Policymakers may also establish follow-up steps to work the results into policies.

Implement open access and consider how you manage your data

Think of use, ownership and access rights.

All projects receiving Horizon 2020 funding are required to make sure that any peer-reviewed journal article they publish is openly accessible, free of charge (article 29.2. Model Grant Agreement). Consider how you will implement this obligation.

As for open access to research data the Commission is currently running a flexible pilot on open access to research data

Prepare your draft exploitation and dissemination plan carefully

03PROTECTION AND EXPLOITATION OF RESULTS

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Exploitation strategy

Which results are expected from this project?

Who is the main user of the result?

What is the relevance for the dedicated user, the target group?

How can you ensure that the user knows about the results obtained?

What do you plan to do with results in a short horizon of time?

How do you bring results into applications/products on the market?

With who and what are the necessary steps to transform results into applications/products on the market?

What are your plans about exploitation of the obtained results? Which steps do you plan for this after the end of the project?

In other words: what are the necessary steps (prospective) to reach higher TRL? What are your plans for financing those further steps of exploitation (to reach high TRL)?

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How to write a draft exploitation plan

Identify project results and claimed ownerships

To publish or to protect? (owner must anticipate impact of publication if a foreseen exploitation is possible => refer to consortium agreement)

Publishable => dissemination or communication actions

Scientific dissemination indicators: publications, thesis…

Other communication : workshops, trainings, coachings, briefs, platform (website), white paper…

Good practice: if possible plan to make a few deliverables of the project publishable

Step by step : publishable results

Partner Publishable result Channel/means Target group (targeted

audience)

Journal, impact factor…

Workshop, briefs Specific target group to

link with project objectives

and impacts

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How to write a draft exploitation plan

For each project result, define the exploitation plan :

Main user

Importance for the main user

Exploitation plan

Further steps after the projects end

Identify :

Exploitable results (usable outputs) and needs to be addressed

Related partner

Background possessed by parties (freedom to operate)

Parties claiming results property

Protection of results (mandatory)

Exploitation vehicles of results (mandatory)

FTO: conduct analysis to demonstrate “right to use”

Competitive patents portfolio analysis

IP: must be properly described

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How to write a draft exploitation plan

Protecting is not exploiting

04BUSINESS MODEL

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Project Business Model in a nutshell

Definition & application:

A BM describes how an organisation operates and generates value from « a value proposal » in a sustainable way

BM is a modelisation

Transposition to your project proposal:

Organisation = consortium partners,

Value proposal = benefits brought to project clients/end users

Sustainability = during and beyond project, ensure shorter Time To Market

Profit = Return On Investment (ROI) for project consortium & benefits for society

Model = one or several realistic scenarios to be implemented in the business plan.

Uncertainty = risk for investors, it must be minimized by confronting your BM to the market (SWOT, IP/FTO, market study, benchmarking, stakeholders)

There is no « Best Business Model » : what matters is the credibility of the overall approach & the operational capacity

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Business model definitionOsterwalder canvas for business model definition

CEA 27

Project Business Model

Business Model Canvas: Alexander Osterwalder

Upstream

stakeholders

Downstream

stakeholders

Value chain,

implementati

on, budget

(costs)

Exploitation &

business plan

Market study

& revenues

(ROI)

Project VP

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Business plan

Exploitation plan: strategy to exploit results

Business plan: operational implementation of exploitation plan

Business plan H2020: explicitly requested in addition to the exploitation plan for some topics (Innovation actions, high TRL…)

To be completed by all private partners + if relevant for RTO with strategic business activities (Technology transfer)

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Business plan : how to capture the market ?29

05OPEN ACCESS

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What is Open Access (OA)?

Open access must be granted to all scientific publications resulting from Horizon 2020 actions (in particular scientific peer reviewed articles).

In the context of R&D, open access typically focuses on access to 'scientific information' or 'research results', which refers to two main categories:

Peer-reviewed scientific research articles (primarily published in academic journals)

Research data (data underlying publications, curated data and/or raw data)

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What Is Open Access?

Open access (OA) refers to the practice of providing online access to scientific information that is free of charge to the end-user and reusable. 'Scientific' refers to all academic disciplines.

The 2 main routes to open access are:

Self-archiving / 'green' open access – the author, or a representative, archives (deposits) the published article or the final peer-reviewed manuscript in an online repository before, at the same time as, or after publication. Some publishers request that open access be granted only after an embargo period has elapsed.

Open access publishing / 'gold' open access - an article is immediately published in open access mode. In this model, the payment of publication costs is shifted away from subscribing readers. Gold open access costs are fully eligible as part of the grant ; if the gold route is chosen, a copy of the publication has to be deposited in a repository as well.

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What Is Open Access?

Open access requirements do not imply an obligation to publish results. The decision to publish is entirely up to the grant beneficiaries. Open access becomes an issue only if publication is chosen as a means of dissemination.

Open access does not affect the decision to exploit research results commercially, e.g. through patenting. The decision on whether to publish through open access must come after the more general decision on whether to publish directly or to first seek protection.

The open access to publications mandate comprises 3 steps:

1. Depositing publications in repositories (online archive)

2. Selecting the open access route (green or gold open access)

3. Providing open access to publications

http://ec.europa.eu/research/participants/docs/h2020-funding-guide/cross-cutting-issues/open-access-dissemination_en.htm

06DATA MANAGEMENT

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Horizon 2020 Open Research Data Pilot

Actions under Horizon 2020 participate in the extended ‘Pilot on Open Research Data in Horizon 2020 ('open research data by default'), except if they indicate otherwise ('opt-out'.)

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Open access to research data

Research data is information (particularly facts or numbers) collected to be examined and considered, and to serve as a basis for reasoning, discussion, or calculation.

Open access to research data : the right to access and reuse digital research data under the terms and conditions set out in the Grant Agreement.

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What are the requirements of the Open Research Data Pilot?

Projects must meet the following requirements:

Step1 - they must deposit the research data, preferably in a research data repository.

These are online research data archives, which may be subject-based/thematic, institutional

or centralised.

Useful listings of repositories include the Registry of Research Data Repositories and Databib.

The Open Access Infrastructure for Research in Europe (OpenAIRE) provides additional

information and support on linking publications to underlying research data. Some repositories

like Zenodo (an OpenAIRE and CERN collaboration), allows researchers to deposit both

publications and data, while providing tools to link them. Zenodo and some other repositories

as well as many academic publishers also facilitate linking publications and underlying data

through persistent identifiers and data citations.

Step 2 – as far as possible, projects must then take measures to enable third parties to access, mine, exploit, reproduce and disseminate (free of charge for any user) this research data.

One straightforward and effective way of doing this is to attach Creative Commons Licences

(CC BY or CC0) to the data deposited. The EUDAT B2SHARE tool includes a built-in license

wizard that facilitates the selection of an adequate license for research data.

At the same time, projects should provide information via the chosen repository about the

tools available to the beneficiaries that are needed to validate the results, e.g. specialised

software or software code, algorithms and analysis protocols. Where possible, they should

provide these instruments themselves.

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Data Management Plan

Participating projects will be required to develop a Data Management Plan (DMP), in which they will specify what data will be open: detailing what data the project will generate, whether and how it will be exploited or made accessible for verification and re-use, and how it will be curated and preserved.

Once a project has had its funding approved and has started, you must submit a first version of your DMP (as a deliverable) within the first 6 months of the project. The Commission provides a DMP template in annex, the use of which is recommended but voluntary.

Costs associated with open access to research data, including the creation of the data management plan, can be claimed as eligible costs of any Horizon 2020 grant.

Guidelines on Open Access to Scientific Publications and Research Data in Horizon 2020

http://ec.europa.eu/research/participants/data/ref/h2020/grants_manual/hi/oa_pilot/h2020-hi-oa-pilot-guide_en.pdf

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Data Management Plan – general definition

Data Management Plans (DMPs) are a key element of good data management. A DMP describes the data management life cycle for the data to be collected, processed and/or generated by a Horizon 2020 project.

As part of making research data findable, accessible, interoperable and re-usable (FAIR), a DMP should include information on:

the handling of research data during and after the end of the project

what data will be collected, processed and/or generated

which methodology and standards will be applied

whether data will be shared/made open access and

how data will be curated and preserved (including after the end of the project).

A DMP is required for all projects participating in the extended ORD pilot, unless they opt out of the ORD pilot. However, projects that opt out are still encouraged to submit a DMP on a voluntary basis.

Guidelines on FAIR Data Management in Horizon 2020

http://ec.europa.eu/research/participants/data/ref/h2020/grants_manual/hi/oa_pilot/h2020-hi-oa-data-mgt_en.pdf

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Good practices in the proposal

Since participation in the ORD pilot is not an evaluation criterion, the proposal is not expected to contain a fully developed DMP. However, good research data management as such should be addressed under the impact criterion, as relevant to the project. Your application should address the following issues:

What standards will be applied? How will data be exploited and/or shared/made accessible for verification and reuse? If data cannot be made available, why? How will data be curated and preserved?

Your policy should also: reflect the current state of consortium agreements on data management be consistent with exploitation and Intellectual Property Rights (IPR) requirements

You should also ensure resource and budgetary planning for data management and include a deliverable for an initial DMP at month 6 at the latest into your proposal.

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Where to deposit data

https://www.openaire.eu/

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How to maximise the impact of your data?

Data repository

Underlying data associated to a research paper

Data paper

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Creative Commons

The European Commission encourages authors to retain their copyright and grant adequate licences to publishers. Creative Commons offers useful licensing solutions (e.g. CC BY). This type of licence is a good legal tool for providing open access in its broadest sense.

https://creativecommons.org/

07COMMUNICATION

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What does communication involve?

The communication activities must already be part of the proposal (either as a specific work package for communication or by including them in another work package). They are taken into consideration as part of the evaluation of the criterion 'impact'.

A comprehensive communication plan should define clear objectives (adapted to various relevant target audiences) and set out a description and timing for each activity.

With your communication activities you call attention of multiple audiences about your research (in a way that they can be understood by non-specialists) and address the public policy perspective of EU research and innovation funding, by considering aspects such as:

transnational cooperation in a European consortium (i.e. how working together has allowed to achieve more than otherwise possible)

scientific excellence

contributing to competitiveness and to solving societal challenges (eg. impact on everyday lives, better use of results and spill-over to policy-makers, industry and the scientific community).

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Good communication

Starts at the outset of the action and continues throughout its entire lifetime,

is strategically planned and not just be ad-hoc efforts,

identifies and sets clear communication objectives (e.g. have final and intermediate communication aims been specified? What impact is intended? What reaction or change is expected from the target audience?,

is targeted and adapted to audiences that go beyond the project's own community including the media and the public,

chooses pertinent messages (e.g. How does the action's work relate to our everyday lives? Why does the target audience need to know about the action?,

uses the right medium and means (e.g. working at the right level - local, regional, national, EU-wide?; using the right ways to communicate - one-way exchange (website, press release, brochure, etc.) or two-way exchange (exhibition, school visit, internet debate, etc.); where relevant, include measures for public/societal engagement on issues related to the action,

is proportionate to the scale of the action.

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Build your communication strategy

Ensure good management (resources, professional, continuity..)

Define your goals and objectives

Pick your audience (well defined, target groups)

For each audience, you should work on a distinct strategy using targeted messages, means and language.

Choose your message

Use the right medium and means

Evaluate your efforts

http://ec.europa.eu/research/participants/data/ref/h2020/other/gm/h2020-guide-comm_en.pdf

08CONCLUSIONS

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Conclusions on open access to scientific publication and research data

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Recommendations on IMPACTS

Impact and Innovation must be addressed in all sections of a proposal, NOT JUST the impact section

Impact and Innovation must be managed in all stages of a project, NOT JUST during exploitation

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Useful resources

Fact sheet on “IP Management in Horizon 2020: project proposal”

http://www.iprhelpdesk.eu/Fact-Sheet-IP-Management-H2020-Proposal-Stage

Communicating EU research and innovation guidance for project participants

http://ec.europa.eu/research/participants/data/ref/h2020/other/gm/h2020-guide-comm_en.pdf

Open Access

http://ec.europa.eu/research/participants/data/ref/h2020/grants_manual/hi/oa_pilot/h2020-hi-oa-pilot-guide_en.pdf or journal vise for ex.:

http://www.elsevier.com/about/open-access/sponsored-articles

http://ec.europa.eu/research/participants/docs/h2020-funding-guide/cross-cutting-issues/open-access-data-management/open-access_en.htm

http://ec.europa.eu/research/participants/docs/h2020-funding-guide/cross-cutting-issues/open-access-dissemination_en.htm

http://ec.europa.eu/research/participants/docs/h2020-funding-guide/index_en.htm