COLOMBIA produces interesting results in health research... but... who knows? who cares? who can use them? Ministerio de la Protección Social Colombian Association of Science Journalism

interesting results in health research... but...

who knows?

who cares?

who can use them?

Researchers will have an effective instrument to communicate to the public Promote social engagement of health research Design a useful strategy, that brings info to non scientists, promotes attittudes, triggers public policies that respond to needs Knowledge producers Info intermediaries Audiences

Researchers will have an effective instrument to communicate to the public

Promote social engagement of health research

Design a useful strategy, that brings info to non scientists, promotes attittudes, triggers public policies that respond to needs

Media as a wonderful tool, cause they are aware of its impact Don’t trust journalists. Better if they have some training Among media, they prefer TV Priority: papers at science journals. No money for other audiences Even if they want, they don’t know how to do it Recommend that funding agencies measure social impact more than papers Knowledge producers

Media as a wonderful tool, cause they are aware of its impact

Don’t trust journalists. Better if they have some training

Among media, they prefer TV

Priority: papers at science journals. No money for other audiences

Even if they want, they don’t know how to do it

Recommend that funding agencies measure social impact more than papers

Info intermediaries (mainly journalists) Written media One month 28 daily newspapers / 24 magazines 469 articles / 79 research results (13 Colombian) Broadcast media One week Interviews: media and PR Other strategies (Film: Lorenzo’s oil)

Written media One month

28 daily newspapers / 24 magazines

469 articles / 79 research results (13 Colombian)

Broadcast media One week

Interviews: media and PR

Other strategies (Film: Lorenzo’s oil)

Wednesdays and Sundays in written media Health, as presented, is not science Sources. governmental and doctors, not researchers News / Entertainment / Health programs Regional broadcast gives more space to long programs No info about research CEET hired health consultant In radio, solution to all health problems Science, and science research are permanent words to give credibility Written media Broadcast

Wednesdays and Sundays in written media

Health, as presented, is not science

Sources. governmental and doctors, not researchers

News / Entertainment / Health programs

Regional broadcast gives more space to long programs

No info about research

CEET hired health consultant

In radio, solution to all health problems

Science, and science research are permanent words to give credibility

With info about health and medicine, journalists and media outlets want to improve quality of life No news. It is more about the facts than new info about illneses PR in the middle, in a sandwich

With info about health and medicine, journalists and media outlets want to improve quality of life

No news. It is more about the facts than new info about illneses

PR in the middle, in a sandwich

Audiences

Workshops and focus groups Four Colombian cities Bogotá Cali Medellín Bucaramanga Four Colombian sectors Health practitioners Policy makers General public Communicators

Four Colombian cities

Bogotá

Cali

Medellín

Bucaramanga

Four Colombian sectors

Health practitioners

Policy makers

General public

Communicators

Science is accurate Need to inform according to the group (different strategies) Create a way to build social networks that trusts the value of knowledge Generate the need to inform about research results and teach how to use that info Need to research on social worries, for immediate use, and for long term research By communicating results easier to find funds to continue research (and to make noise) Interaction is the clue for participation

Science is accurate

Need to inform according to the group (different strategies)

Create a way to build social networks that trusts the value of knowledge

Generate the need to inform about research results and teach how to use that info

Need to research on social worries, for immediate use, and for long term research

By communicating results easier to find funds to continue research (and to make noise)

Interaction is the clue for participation

Appropriate training at colleges There is a gap between knowledge producers and people Researchers are difficult to reach Training, training, training How to detect truly reliable research studies? There is a gap between knowledge producers and journalists An independent body should lead the strategy

Appropriate training at colleges

There is a gap between knowledge producers and people

Researchers are difficult to reach

Training, training, training

How to detect truly reliable

research studies?

There is a gap between knowledge

producers and journalists

An independent body should lead

the strategy

Design Strategy with several instruments according to the audience With easy to understand, trustful and accurate messages That goes beyond the mere production of messages and materials Something that will last Headquarters? Raw material: health research

Strategy with several instruments according to the audience

With easy to understand, trustful and accurate messages

That goes beyond the mere production of messages and materials

Something that will last

Headquarters?

Raw material: health research

Development, test and production First phase Internet site Video Audio Poster to include in newspaper

Internet site

Video

Audio

Poster to include in newspaper

Development, test and production

Services Up to date info for health crisis (avian flu) Information to cross Quick contact with experts Training: Researchers (3 types) Active journalists (Several + graduate program) PR at science research centers Audiences

Up to date info for health crisis (avian flu)

Information to cross

Quick contact with experts

Training:

Researchers (3 types)

Active journalists (Several + graduate program)

PR at science research centers

Audiences