Embed Size (px)
Citation preview
• Theme 2: Audiences and Communications
ESU Leipzig, 2016
Dr Jennifer Edmond
Trinity College Dublin
Remember: Infrastructures are like Elephants
IMAGEhttps://pixabay.com/en/blind-men-elephant-story-feel-see-1458438/
CC0 Public Domain
Parthenos@2016
A Few Basic Rules- You need to know your mission…
- What is the scale of your project? What must it achieve, and what might it achieve?
- But don’t be too narrow: think wider than your main outputs, there is a lot of value at the fringes that could be neglected, your project is bigger than you know!
- You need to know and prioritise your target audiences- If you are building an RI, you are probably not building a general public
product- What are you doing of value for your audience(s)? Who are not targets
for you?- What are the key milestones in your project development, and how can
you use them?- Even a digital project is also part of human networks, use them well,
trusted intermediaries and the context of a wider horizon can be key- Be patient and persistant, some relationships take time to build, some
ideas need time to bed in. Critical mass and level of activity will be important for some audiences/instruments (credibility vs tumbleweed effect)
- Strip away layers of complexity to find the story, express it in 3 sentences and, if possible, find the picture too (especially for journalists)!
Who are your audiences?
?
Who are your audiences?Researcher UsersResearcher PeersContent OwnersManagementNational/International Policy makersPeer InstitutionsParallel ProjectsGeneral PublicMediaArtistsIndustryDevelopers?
PARTHENOS Audiences
?What do you want them to know or do?
(Value)
Become a userBecome a better userBuild your reputationTell their friends about youCite your workImprove impact metricsGive you dataGive you moneyWork for youSatisfy curiosityAdapt policy for yourLicense your software Tap into your knowledge?
What do you want them to know or do? (Value)
How can you reach them (Instruments)
?
?Email ListsWebsitePeer Reviewed
PapersAdvertisingBranded SwagNewslettersPostersPress ReleasesPress Conferences
How can you reach them (Instruments)
Personal ContactConference PresentationsTraining eventsWord of MouthNetwork/Project contributionVideo/Still ImageSocial Media (but what platform?)Referral traffic from SM tooLaunch eventTV/Radio/Newspaper/ Magazine
• Communication for impact = reuse/uptake outside of the peer group
• An increasingly dominant force in EU/UK– UK REF Impact Case Studies– Also implicit in the EU Open
Science Agenda• PESTE/STEEP as an older model for
understanding and increasing impact• Co-Creation and Open Science as
newer paradigms
IMPACT
