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The European Space Agency Communication Policy
THE PUBLIC FACE OF SPACE
14th ISU Annual International Symposium
16 – 18 February 2010
Strasbourg, France
THE PUBLIC FACE OF SPACE
14th ISU Annual International Symposium
16 – 18 February 2010
Strasbourg, FranceF. Doblas, ESA
2
KEY POLICY ELEMENTS
– Main purpose of ESA Communications To give the widest and clearest message as to why Europe must invest in space activities:
– increase the awareness of the importance and benefitsof space for Europe and its citizens;
– inform about the preparation and implementation of the European Space Programme;
– promote ESA’s programmes and projects;
– create and sustain a positive image of both ESA and space activities amongst all relevant target groups;
– Inspire new generations
– The policy caters both for the promotion of ESA and for the co-promotion of national partners.
– Moreover, the ESA communication policy needs to address internal communication as a tool to get the adhesion of staff
3
TARGET GROUPS
– Principal target groups: Decision-Makers & General Public
– Rationale: To steer political decision-making towards a positive outcome for ESA’s space programmes it is important to build-up the support of the general public
– Special efforts are therefore to be devoted to the non-space audiences.
– Other target groups - such as opinion-formers, the younger generation, industry, scientists, users / potential users of ESA space programmes – are also of high importance.
– Last but not least: Staff (in particular, the strengthening of “One ESA”, the reinforcement of corporate spirit and the development of a customer-oriented Agency).
4
Find the principal target group
The influence chain
Supportive, not active
Decision-makers
man on the street
ESA Comm.
ESA lobbying
young educatedAdjunctive, interested
Positive and active
5
ORGANISATION OF ESA COMMUNICATION ACTIVITIES
– For reasons of coherence and efficiency, “all staff responsible for communication activities are members of the Communication Department”
– The Communication Department:– shall interact with Directorates in order to translate their
programmatic priorities into communication actions – is the point of contact for Member State Delegations for
communication activities. – is in charge of the ESA house-style including the use of the
ESA logo.– is also in charge of defining an ESA-wide policy for
sponsorship and licensing activities in which ESA’s image is involved.
– is in charge of the Internal Communication
6
A COMPLEX TASK
– ESA must communicate:
– With 18 different European countries
– Different cultures and sensitivities
– 10 different languages
– In synergy with national stakeholders (delegations, industry,..)
– Key importance of COMMUNICATION COUNTRY DESKS
– Each ESA Centre Communication Office serves as Country Desk for the Countries in the vicinity (translation of corporate productions to national realities, local relations, promotion, partnerships):
– ESTEC(NL): NL, B, Nordic countries
– ESOC (D): D, A, CZ
– HQ (F): F, UK, IRL, CH, LUX
– ESRIN (I): I, Gr
– ESAC (E): E, P
7
A CHALLENGING TASK
– Our fellow citizens are generally “impressed” by Space (challenge, technology, science, aesthetics,…)
– But they have in general a wrong/partial perception about it:– They do not perceive the benefits (for their daily life and for
their future)– They have the impression that it is very expensive and quite
“luxurious”– Hence, our obligation to demonstrate the contrary– A drawback: Europe did not have an Apollo programme– A strength:
– Europe has in ESA an Agency dealing with ALL domains of space activity (Science, Exploration, Launchers, Navigation, Telecommunications, Earth Observation, Human Spaceflight…)
– Space is a strong symbol of European identity (and success)– Moreover, our (basic) obligation to Inspire
8
AN EXAMPLE: LAST MINISTERIAL COUNCIL
– A Communication strategy was developed around two axis:
– A Programmatic axis (the programmes proposed for adoption)
– A Thematic axis: Communicating about the fact that ““EUROPE EUROPE NEEDS (MORE) SPACENEEDS (MORE) SPACE…”…”::
For its Competitiveness For its Scientific Knowledge For its Welfare and Economy (Growth and Employment) For its Strategic Independence For the Education For the Understanding and preservation of the
Environment (Global Change,…) For its active Presence in the World, Cooperation with
developing economies…
–– …… FOR A BETTER FUTUREFOR A BETTER FUTURE
9
Six “Thematic Brochures” were produced(available on-line at www.esa.int)
10
AN APPROPRIATE MOTTO WAS RETAINED FOR THE MINISTERIAL COUNCIL
“Space: A key asset for Europe to face Global Challenges”
“L’Espace: Un atout majeur de l’Europe face aux défis mondiaux”
Some examples of talking points used in our Communication about Space (in general)
12
Public Space Budgets as % of GDP - 2005
0,000
United S
tates
(est.
)
Japan
Canad
a
Europe
France Ita
ly
Belgium
Germany
Switzerla
nd
Sweden
Norway
Netherl
ands
Finlan
d
Austria
Denmark
SpainLu
xembo
urgUnit
ed Kingd
om
Sources: Budgets: AIA, CSA, ESTP (Europe), JAXA; GDP: OECD annual national accounts database 2006 andInternational Monetary Fund, World Economic Outlook Database, April 2007. Endnote 9
% GDP
0.309
0.061
0.097
0.025
0.0580.045 0.050
0.033 0.032 0.028 0.023 0.022 0.020 0.019 0.019 0.016 0.0140.048
* ESA Member States
*
Average Europe*: 0,048% GDP
13
Public Space Budgets per capita - 2005
Source: Budgets: AIA, CSA, ESTP (Europe), JAXA; Population: Eurostat, National statistics. Endnote10
Public SpaceBudget
($ per capita)
127,5
13,9
8,2
32,1
20,117,9 17,2 16,2 16,0
12,4 12,18,9 8,4 7,9 7,2
5,0 4,7 4,11,9 1,3 0,9 0,4 0,3 0,2
Average Europe: $12,1 per capita
12,1
0
10
20
30
40
United
Stat
es
Japa
nCan
ada
Europe
France
Belgium Ita
lyNorw
ayGerm
any
Switzerl
and
Sweden
Luxe
mbourg
Denmark
Netherl
ands
Finlan
dAus
tria
United
King
dom
Spain
Irelan
dPort
ugal
Greece
Roman
iaHun
gary
Czech
Rep
ublic
Poland
14
10
1785
1135
425
175
120Common Agricultural Policy
Civil governmental R&D budgets
Defense expenditures
Public expenditures on Education
Healthcare expenditures
Public Space Budgets
European Space expenditures per capita vs. other public budgets or household consumption expenditures
Sources: Eurostat yearbook 2006-07 “Europe in Figures”; European Defence Agency, “Defence Expenditures”, December 2006; OECD GBAORD data base. Endnote 12
European Public Budgets per capita – 2005
in €
Spendings / common lifeper capita – 2005
in €
27481742
1638
1135
1121
838
774
464
451
361
130
130Education
Gambling
Communications
Health
Alcoholic beverages, tobacco
Clothing and footwear
Furnishings, household equipments
Recreation
Restaurants and hotels
Food & non-alcoholic beverages
Transport
Housing, water, electricity, gas
* GBAORD: ”Government Budget Appropriations or Outlays for R&D”
*
Public space budgets 10Public space budgets 10
Healthcare expenditures
Public expenditures on Education
Public space budgets 10
Defence expenditures
* Civil governmental R&D budgets
Common Agricultural Policy
15
ESD Partners / FL / 070723
Value chain in world telecommunication satellite services in 2005
Source: Euroconsult 2006. Endnote 32
Spacemanufacturing
industry
Satellitteoperations
Groundequipment
Satellite communication
services
Bandwith capacityprovision
(FSS+MSS)
Hardware & software for TVRO’s, VSATs,
gateways, handhelds,
Satellite Value-Addeddelivered services
such as DTH, pay TV, DARs
Satellite Manufacturingand Launch Services
$94,3 B
$3,3 B
$7B
$30B
$54B
X 27,6Space
manufacturingindustry
$3,3 B
Other Satcomvalue chain
items
$91 B
Revenue Muliplier
The means: Communication Channels
17
1.- MEDIA RELATIONS
18
MEDIA COVERAGE IN 2009
387
614556
388 420 387455
401367
851
502
256
15.03
14.9 31.9
77.19
11.72
41.52 43.54
16.41
14.638.45
67.66
11.82
050
100150200250300350400450500550600650700750800850900950
1000
janv févr mars avr mai juin juil août sept oct nov déc05101520253035404550556065707580
number of articles Editorial impact, in millions of readers
From January to March: presentation of the European participants for Mars 500.
June : Herschel / Planck launch ; Astronauts recruitment ( the finalists) ; Upgrade of Hubble ; OasISS
August-SeptemberSTS-128 mission
October : F. de Winne commander of the ISS
November: SMOS / PROBA 2 launch.
Rosetta
December : OasISS : end of mission.
Ariane’s birthday
Images de Herschel
July: Herschel: first images
Mission STS-127
Mars 500: end of 105 days of isolation
September: Images of Planck
Editorial impact: 355 million readers (press only)
Equivalent advertising value: 10.3 million €
19
• Live coverage & broadcasting of ESA satellite launches and astronaut missions
• Broadcasting Up-to-date information and stories for TVs (VNR & TV Exchanges) via EBS
• A video archive with an on-line catalogue, including preview & order service
• Support to broadcasters visiting ESA sites and attending events• Support to TV producers on space-related documentaries• A space magazine on EuroNews: two 4-minute slots per month, each
retransmitted 21 times in seven languages
Some figures:• A cumulated rating of more than 1 billion television viewers of ESA TV
programmes in 2005• Launch of Herschel/Planck: > 400 million viewers• Goce launch, SMOS launches: ~ 200 million viewers each
2.- ESA TELEVISION
20
www.esa.int
3.- ESA web portal: The European reference in Space
• 3.5 million external visitors recorded at the time of the descent of Huygens on Titan in January 2005
• 1 million readers per month (average)
21
www.esa.int
4.- MULTIMEDIA GALLERIES
http://www.esa-photolibrary.com
New (DAM): http://multimedia.esa.int/
22
5.- Exhibitions… for the Space Community
• At the major international air and space shows in Europe
• At specialised conferences within the space sector
23
Exhibitions... for the general public
European Space Center, Redu, Belgium
a
24
6.- EVENTS (OTHER THAN LAUNCHES)
ESA events promote space to different target groups:
• Information sessions with experts
• Space Nights in major cities
• Live links with the International Space Station
• Astronaut or satellite launch events
• Visits of space-related facilities
• Events for the general public
25
EVENTS
26
Events (Example: ESA at Trocadero & the Eiffel Tower, June 2007)
27
The night of the Astronauts (Barcelona, March 2006)
28
7.-ESA INTRANET: ONE ESA, DIFFERENT REALITIES
29
ENGAGING GENERATION Y:
WEB2.0 TOOLS TO SUPPORT ESA COMMUNICATION
(A Challenge and a Synthesis)
30
GEN Y – CRUCIAL FOR SPACE OUTREACH
Gen Y: born 1977-2000 (ages 10-33) – in EU: 79 mio in 2007Gen Y has abandoned newspapers & commercial broadcast TV as public
information sources
For Gen Y, top online destinations include Web2.0 social networking sites (SNS) and search engines such as Facebook, MySpace, YouTube, Flickr, Twitter, Blogger, Wikipedia, Google, Yahoo, &etc.
These sites account for the majority of global Web traffic. They are optimised to upload, find, syndicate and re-distribute text, image & video content created anywhere.
On a practical basis, Web2.0 channels have three things in common:– They enable anyone to generate content– They enable anyone to find & share any content– They enable everyone to communicate (1-to-1, 1-to-many & many-to-1)
31
HOW TO ENGAGE GEN Y?
Requirements for ESA’s Communication
ENGAGE Gen Y & initiate a dynamic, growing CONVERSATION with them
Communication at ESA must leverage Gen Y characteristics so that:
–Our audience becomes INTERESTED in space
–Our audience can EXPRESS their OPINIONS
–Our audience can understand and INTERNALISE the ESA brand & message
–Our audience can PARTICIPATE
Communication at ESA must not merely teach facts, announce results or 'lead the cheer'
We must share our message (and allow our message to be shared!), touch people's lives, tell a story and foster a conversation using the same channels that Gen Y uses every day.
32
WHICH CHANNELS FOR WEB2.0?
Social Media, Syndication and SharingCommunication must utilise social media to spark conversations, achieve instant timeliness, share innovation, enable collaboration and invite participation and passion-sharing
Web 2.0 channels used by ESA (on bold):
– Blogs (multiple platforms) - Opinion/passion sharing– YouTube, Google video - Video sharing– Flicker, Picasa albums, PhotoBucket - Image sharing– Slideshare, AuthorStream, GoogleDocs - Presentation sharing– iTunes, Yahoo Podcasts, Odeo, SwitchPod - Audio sharing– Livestream, Justin.tv, uStream - Live streaming– Wikis - Knowledge management/sharing for communities– Facebook (Friends of ESA), MySpace, LinkedIn (Friends of ESA), Twitter– Google maps - location-based mashups
33
Web 2.0.- SOME ESA CHANNELS
1 Million ESA 1 Million ESA VodcastsVodcasts ((ESApodESApod) ) downloaded in 2007downloaded in 2007
THANK YOU!