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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 [email protected] & [email protected]
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