The researcher has completed a promising study and submitted an article for publication. A communications specialist arranges an interview about the research for a major news network without the researcher's consent. The researcher refuses the interview, likely due to concerns about lack of control over the message, potential embarrassment, and priorities around scientific publication over public communication. The documents discuss differences in goals and methods between scientists and communications specialists, as well as challenges around initiating widespread public communication about research without researcher buy-in.

1. To REACH
SCIENCE and
COMMUNICATION

2. The reseacher has finished his research and the results are promising.
His article is submitted, but not yet accepted.
The communication specialist´s attention is drawn and he arranges an
interview for Sky News. A golden opportunity.
The researcher startles and refuses.
What´s happening here?
What objections might the researcher have had?
What kind of things were overlooked by the
communications specialist?
Based on a true story
COMMUNICATION

3. COMMUNICATION
Communications and research (is there a problem?)
Communication through public media is much to prompt for scientists.
You don´t have any controle over what the media will tell.
Before you know it, other scientist will laugh about your public appearance.
Maybe it might harm the interests of our or other institutions.
What is there to gain for me, as a researcher?
I´m not trained to give interviews. It´s scary.
Communication towards non-scientists has no priority.
If it´s not accepted by Burns, it can´t be newsworthy.
My research isn´t sexy enough and far to complicated for tv.
Etc.

4. The scientist
Scientists are full of passion en ideas. They define research targets, define there
designs, collect data, analyse it and they communicate their findings through
highly protocolled ways with other scientists and funders of their research.
Method
By reading, listening and research, new knowledges is achieved and shared by publications and presentations.
The communication specialist
CS are full of passion and ideas. They define their communication targets.
They go out and collect all kind of information and visuals, they analyse it and they
communicate the derivate through all kind of different media
towards target groups and benefactors.
Method
By collecting information knowledge is obtained, analysed and compressed into
messages to be send through all kind of different communication channels
to different target groups..
Scientists and Communicado´s. What’s the difference?
COMMUNICATION

5. Which goals are important for the scientist when he publishes his article in Burns?
Which goals has the PR professional when he wants to sell the story about the above
mentioned research to the New York Times.
Do scientists and communication specialists have different goals?

6. What goals do scientists and communications specialists share?
Funding
Money

7. What goals do scientists and communications specialists share?
Better Care

8. Better
Research
What goals do scientists and communications specialists share?

9. Which different target groups are out there?

10. Which different target groups are out there?
Target groups
Patients
Professionals in burn care
Donors / volunteers
Grant makers
General public
Collegues
Politics / insurance etc.
Other (pot.) scientists

11. Targetgroups What do we want to achieve?
Patients Involvement, participation, to inform
Professionals in burn care Progress, spread knowledge, implementation,
create support
Donors / volunteers accountability, inspiration, motivation
and fundraising
Grant makers Better image, accountability
General public Accountability and sharing information
Stress the importance of burn care research
Generate interest
Build a basis for fundraising
Collegues Inform and stimulate
Politics / insurance etc. Inform and influence, create support
Other (pot.) scientists Share knowledge, create coorperation ,
inspire, train, create interest for burn research
What do we want to achieve with these target groups?

12. How are we going to start?
- Are there any blocking factors?
How do we eliminate them ?
- What could be stimulating factors?
How can we give them an impulse ?
- Wich results do you want to achieve?

13. What do we want to communicate ?
End product: an article, a thesis, a book
A part of the research - at half time
The process of the research
An idea, a wish,
A thought
Your motivation for a research proposal
The design of your research
A review
A preliminary conclusion
(About) a publication
Your dilemmas
A discussion, critisism
Your conference presentation
Etc.

14. What kind om communication means are there?
From stamps
untill mountains!

15. COMMUNICATION

16. Imagen that your boss attended this workshop. He wants his researchers to reach out
and start communicatiating with different target groups. He wants to communicate
widely with the general public. He wants to put burn research into the media spotlights.
And he wants to score as soon as possible.
He appointed you to start up this project and make a plan. It´s Monday, you have a first
brainstorm meeting about how you are going to pull this off.
The brainstorm is there ´to storm´, use your imagination. Think big or small. All ideas
are welcome. Even if incoherent.
But if you need some a little support, here´s a little handhold.
1. What do you want to achieve, who are you targetting at,
which messages should get across?
2. How do you do it? What communication means do you use?
3. Who is going to do it? How do we anchor it in the organisation?
4. How do we know if our plan will work?
Case: what are you goning to do next monday ?

17. See you at the next anniversary of the VSBN (ADBC)…….
ADBC CONFERENCE 2016
..oh it s so anoying,´
These speakers..
……when you are
twittering