Challenges / Trends / Solutions for Science and Innovation Communication

Challenges, Trends and Solutions for Science and Innovation Communication in Germany http://www.slideshare.net/AlexanderGerber/ IC-TrendsStanford 7 th Conference on Innovation Journalism (Academic Track), Stanford University, June 2010 Alexander Gerber Managing Partner, innocomm Head of Marketing Communications, Fraunhofer ICT Group Editor-in-chief, InnoVisions Magazine @InnoVisions / #InJo7

The Trend Study 2010 www.wk-trends.de
1.) Survey
- Standardised, written, anonymised
- Six groups of interviewees in the field of science and innovation communication: 326 science journalists and PR managers, scientists and communication researchers
2. ) Delphi Study
75 renowned experts, researchers and practitioners discuss the findings and challenges as documented in the survey.
Prognoses und scenarios for future developments will lead to roadmaps and strategy recommendations

Community defines and quantifies challenges and trends.   Experts give answers  Interpretation Solutions back to the community: BLOG   Roadmaps   Interpretation 

Community defines and quantifies challenges and trends.   Experts give answers Solutions back to the community: BLOG   Roadmaps   Interpretation   Interpretation

Job losses in editorial offices, job increases in science PR.
Work load of journalists grows continuously
More science blogs with ever more readers
Supplanting the old media? A Nature survey (spring 2009) documented fundamental changes in science communication Brumfiel, Geoff 2009. Supplanting the old media? Nature , Vol. 458, 2009:. pp. 274-277 tinyurl.com/c38kp6 -- www.nature.com/news/2009/090318/pdf/458274a.pdf

Analysis of Popular Science Titles Sold circulation (2000-2009) 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Gerber, A. 2009. Auflagenentwicklung deutscher Wissenschaftstitel? Congress Presentation, WiD-Forum see Slideshare

Analysis of Popular Science Titles Sold circulation (2000-2009) 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 120.000 100.000 80.000 60.000 40.000 20.000

[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber-wk-trends-2009-umfrage]
Freelance journalists far more affected than their employed colleagues. Every third suffered from a decrease in income in 2009. Every second expects a further decrease in 2010. Not more than one out of ten freelance science journalists would clearly recommend his 7 her job to young people.
Freelance Journalists under Pressure Steigerung um mehr als 25% 9,46% Steigerung um bis zu 25% 41,89% Konstant 2 7,02% Verringerung um bis zu 25% 13,51% Verringerung um mehr als 25% 6,75% keine Antwort 1,35% Every second freelancer is afraid of losing income.

The recent economic crisis has had a serious impact on science events and science centers in German-speaking countries, suddenly being confronted with significant decreases in financial support, especially in sponsoring by companies and foundations.
Science Centers Lack Funding Aquciring public funding for science center or comparable exhibitions and initiatives has become… … more difficult (unsure) …easier 63 % 30 % 7 % Aquciring comparable sponsoring from companies and foundations has become… … more difficult (unsure) …easier 78 % 21 % 0 %

Almost every respondent in the survey anticipated the formats in science journalism to develop even more in the direction of staging and entertainment , pushing the existing titles further into smaller niches of special-interest journalism.

According to the survey, the German community sees innovation communication as being most successful in reaching enterprises , but as quite unsuccessful in reaching young people.
Ambivalence in Target Audiences 10 ≈ 2,42 Scientific communities ≈ 2,52 Science-to-Business ≈ 3,16 General public (adults) ≈ 3,21 Young people/ schools

[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber-wk-trends-2009-umfrage] Employed Journalists PR / Marketing Scientists Science Education / Events Freelance Journalists Researchers / Consultants OVERALL The Double Crisis How far has the economical crisis enforced the structural science media crisis?

No “Future in the Making” Which aspects of “Science” are successfully conveyed to the audiences? [Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber-wk-trends-2009-umfrage] Innovation (the economic impact / possible commercialization of research results / new innovative products or services) Process (the methods of creating knowledge in science / the mechanisms of innovation processes

Online First Employed journalists were asked to which extent coverage efforts moved from pint to online [Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber-wk-trends-2009-umfrage] Steigerung um mehr als 25% 3.23% Steigerung um bis zu 25% 29.03% konstant 48.39% Verringerung um bis zu 25% 3.23% Verringerung um mehr als 25% 0.00% keine Antwort 16.13% Every third editor sees a trend towards „online first“.

Community defines and quantifies challenges and trends.   Experts give answers Solutions back to the community: BLOG   Roadmaps   Interpretation   Interpretation

Selected Delphi Responses ( 1 / 2 ) [Selected examples / answers: The final results will be discussed online under http://www.scienceblogs.de/sic]
Growing importance of quality standards, investigation and independence >> Differentiate from social media and corporate publishing!
Increasing quality will lead to an accelerated consolidation in the media market >> Cooperation is the innovation of the 21 st ´century!

TV and radio remain essential platforms for innovation. Crossmedia trends… >> Convergence as an opportunity for entirely new business models!

Selected Delphi Responses ( 2 / 2 ) [Selected examples / answers: The final results will be discussed online under http://www.scienceblogs.de/sic]
Uncertainty, how the profession of science / innovation journalist will change >> From gatekeeper to moderator and information scout!

Teachers’ capabilities of conveying media literacy increasingly crucial >> From media literacy to scientific citizenship!
Demand for conveying not only results but also mechanisms of innovation >> Basic understanding of research processes as a precondition!

Blurred borders between journalism, PR and marketing >> Relation between the players is becoming increasingly complex!

Outlook Community defines and quantifies challenges and trends.   Experts give answers  Interpretation Solutions back to the community: BLOG   Roadmaps   Interpretation 

Alexander Gerber-Crawford Managing Partner, innocomm Head of Marketing Communications, Fraunhofer ICT Group Editor-in-chief, InnoVisions Magazine [email_address] +49 (0)30 - 577 076 - 141 Skype: InnoVisions Blog: scienceblogs.de/sic Nature Network : alex_gerber Twitter: InnoVisions Slideshare: AlexanderGerber Delicious: InnoComm Linked-in: alexandergerber Facebook: AlexanderGerber Xing: Alexander_Gerber3 Competence Site: Alexander-Gerber ResearchGate: Alexander_Gerber

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Challenges / Trends / Solutions for Science and Innovation Communication

by Alexander Gerber on Jun 13, 2010

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