Public engagement (for trainers) 8. public engagement full slide deck

This project has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement No 643330

Public Engagement

Dean Hogan


Public Engagement The object of this training is to make researchers aware of public engagement skills and opportunities within the context of a EU-funded project.


Public Engagement • The aim of the first exercise is for participants to be better able to communicate their own research to non-specialists.

• Gain an insight into some of the challenges of raising public awareness of research.


Exercise• Break into groups of three. Explain your research project to your partners

• Decide which research topic to take forward

• Plan a 90 second presentation to the group on your partner’s research.


Public EngagementWhen planning a public engagement campaign you need to

know/decide: • Who/What is the intended audience/target group?

• What is their current knowledge?

• Learning outcomes?

• Do you need to assess learning? How?


Public Engagement

• What is your budget?

• Your time must also have a value


Public EngagementChannels, Tools & Content

Channels: Are the pathways through which you will direct your message (Online, TV, Radio, print media, posters etc.)

Tools: Are the conduits that will convey the message (Specific publications, websites, TV shows/demographics etc.)

Content: Represents the information, style, tone, duration of your message


Some Channels & Tools • Media Press Releases, Radio & TV Interviews, YouTube

• Social Media outlets • Research Days, Women in Science, Children’s Science, Street Science • Public Seminars, Poster competitions etc

• Physics showcase at festivals, Film schools, Comedy Clubs


The Message • What do you want to say?

• How do you want to say it?

• What is your Mission Statement, Logo, or Catchphrase?

• What are the implications of your message?

• Is it an innovative product or idea?

• What are the benefits?


What About Me???

In terms of your career & professional development, what do you hope to gain from your involvement in a public engagement

campaign?


Second Exercise

Plan national or regional public engagement campaign.


Plan national or regional public engagement campaign.

• Decide on channels, tools & content

• Each group will make a presentation

• Each member will participate in the presentation

• Presentations will be judged on effectiveness, originality, & budget. Prize for best presentation.


Do a comprehensive identification/mapping exercise of your

intended audience. All dissemination, public relations &

outreach activities should be targeted at this group.

For dissemination activities to be effective they must

be well prepared and targeted.


The Main, or Core, Groups are:

• Scientific Community

• Industry

• Policy Makers

• Government

• General Public

• Media


Each of these groups may be broken down into sub-groups

Scientific Community:

• Professors

• Researchers

• PhD students

• Postgraduates

• Publicly-funded

• Privately-funded


Industry:

• Multi-nationals

• SMEs

• Clusters

• Industry representative groups


Policy Makers:

• EC-level

• International

• Supranational

• National level

• Regional level


Government:

• National politicians

• Regional politicians

• Local politicians

Janet Metcalfe

your lists miss out hte third sector, chariites, foundations, etc.


General Public:

• Retirees

• Employees

• Self-employed

• Children

• First-level students

• Second-level students

• Third-level students

Janet Metcalfe

this needs to be in European language - it is Irish terminology, better to use schoolchildren; undergraduates. third level / doctoral audience wouldn't be seen as public engagment.


General Public Engagement

• Public Communication

• Public Consultation

• Public Participation


Media:

• Press

• Television

• Radio

• Online

Media offers the most opportunities for the multiplier effect.

Each sub-group can be broken down further.


We now wish to identify what individuals, groups, types of

media, etc influence each group and sub-group.


Some influencers that may affect our groups:

• Scientific community – Influenced by policy makers,

government, industry, public opinion

• Industry – Influenced by policy makers, market demands,

shareholders, public opinion, media, scientific

community


• Policy makers – Influenced by politicians, lobbyists, public

opinion, media, special interest groups

• Government – Influenced by policy makers, general public,

lobbyists, industry, special interest groups, media


• General public – Influenced by government, media, policy

makers

• Media – Influenced by public opinion, industry, policy makers,

government


It is quite obvious that several of the core groups influence

each other. It is important to understand how this

influencing effect occurs and how to ensure that our

message is brought to the attention of key influencers in

each core group.


The Central Communications Team needs to identify the target

audience within the six core groups and their sub-groups on a

European level. The Liaison Officers will be responsible for

identifying the same target audience, but at a national/regional

level. That information should be fed to the Communications

Officer for collation.

Janet Metcalfe

will every EU funded project have these roles?? This and the following sldies prhaps need an explanation that it is an example of what may happen in a lare EU project.


Liaison Officers are usually located with project partners in other

cities/countries. Occasionally a Liaison Officer will be located in

an important communications location such as Brussels.


Responsibilities of the Central Communications Team or Communications Officer

• Establish & work with a network of contacts & relationships with stakeholders, funders, EU Reps, member states, LO’s and targeted media

• Maintain a visible and accessible first contact point for other entities interested in working with your organisation/project

• Represent your project/institution to external parties whenever suitable



• Creating, managing, and producing the content and updates for website and other social media tools

• Organising and co-ordinating events such as meetings, workshops, conferences, promotional activities, scientific fairs, working with researchers and L.O.s

• Presenting and promoting your message/information



• Co-ordinate outreach activities

• Preparing, writing, and editing content for press releases and press kits. All other promotional material

• Optimise website exposure by analysing search engine patterns. Page visits, links, click-though rates

• Measuring effectiveness and reporting on all communications activities


The dissemination of information/your message will be provided by two main sources: The activities undertaken by the Communications Officer and the information provided by the Liaison Officers on activities undertaken at the project locations.

Two-way communication. From the central location out to the Liaison Officers and from them back to the C.O.

The L.O.s need to keep the C.O. updated regularly on: Completed communications activities, any other related activities, upcoming publicity opportunities.


The Perfect Communications Officer• Strong knowledge and understanding of marketing, promotion, communication principles and practices

• Ability to analyse technical or scientific information from different sources and to restructure it into clear briefs and other communication activities

• Excellent written, spoken and presentation communication skills in the English language

• Knowledge and ability to use electronic office tools

• Strong organisation and management skills (planning, co-ordination and prioritisation)


• Good customer service skills

• Comfortable dealing with senior level individuals

• Have knowledge of protocol and global etiquette

• Ability to work under pressure to meet tight deadlines

• Ability to establish effective working relationships in a multicultural environment

• Training L.O.’s and maintaining “identity and message”


Thank you for your time, attention and participation

Dean Hogan

Education

Public engagement (for trainers) 8. public engagement full slide deck