Lunch presentation for the Microelectronics Group at the Faculty of EEMCS @TUDelft

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Science and Media
Workshop
Roy Meijer
March 27 2017

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Case 1: Erik Offerman

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In the media

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Results
 New contacts with industry
 Invitation to present the results to a large audience of people
from the metal industry
 Re-establish old contacts at Ministry of Infrastructures and
Environment, and Koninklijke Metaalunie

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Case 2: Arjan Mol

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Press release TU Delft:
Kosten aanpak corrosie jaarlijks 3-7 miljard te hoog
Results in the media
We verven te vaak en te veel
BN DeStem, Brabants Dagblad, Gelderlander, Stentor, Zeeuwsche Courant, Twentsche Tubantia: 17
maart 2016
Onnodig verven kost 6 miljard
Algemeen Dagblad: 17 maart 2016
Onnodig veel kosten voor aanpak
corrosiebescherming
Cobouw: 1 april 2016

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Results
 Discussing the press release with GroenLinks fractie Tweede Kamer in The Hague:
they provide the entrance contacts towards the Ministries of Economic Affairs and
Education (June 2016)
 Ministry of Economic Affairs: TU Delft to provide independent advice on the current
guidelines and regulations
 Ministry of Education: TU Delft to make a case together with industrial representation
to support and raise awareness for multi-level education on Corrosion Engineering,
Management and Control

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 Why?
 Who?
 What?
 How?
Communication strategy

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Why?
 Present results
 Invite public
 Inform colleagues
 Debate
 Start one
 Contribute to one
 Attract customers
 Get funds
 …

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Why? - Erik Offerman

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Why? - Arjan Mol
TU Delft:
 Raising public, political and industrial awareness of
societal and economic impact of corrosion
 `Need for multi-level and in-depth knowledge, and
thus education, on corrosion engineering,
management and control across industrial and public
stakeholders
Acotec:
 Difficulty to introduce novel innovative coating
systems due to current regulations and guidelines

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What that looks like

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 Scientists - inside your field, outside your
field?
 Students
 Politicians
 Business people
 (Other) non-scientists: children, adults
 Etc…
Who?

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What?
 First!
 I’m interesting, contact me
 Give me (more) money
 Buy my stuff
 We’re open, come on in / visit us
 Change your opinion
 Change your behaviour / lifestyle
 Don’t worry, all is well
 Start worrying, we’re doomed!
 Read this / check this out!
 Don’t try this at home
 Use sunscreen wisely
 Hi mom!
 …

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What counts as news?
 Now
 Close to home (or exotic location)
 Societal impact
 Human (interest) element
 Conflict
 Unique (first, biggest, smallest, highest,...)
 Wow
 Sports, health, sex, emotion
 Visual impact
 VIPs
 …

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What?
So What!

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Means

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How?
 Press release
 Call / mail / DM journalists directly
 Blog, Twitter, LinkedIn, Instagram, Facebook, etc.
 Internet, www.tudelft.nl
 Delta, Delft Integraal / Outlook
 Product presentation / launch
 Opinion piece, letter to the editor
 Personal visit
 Fairs, exhibitions, symposia
 Agenda
 Television
 Press conference
 Advert
 …

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Message Box

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When the phone rings…
 Why is the journalist calling?
 What medium do they represent?
 What do they want from you (background information, an interview...)?
 When is the piece going to be published/broadcast?
 When, where and how do they want to interview you?
 On the phone or in person?
 Who else is being interviewed?
 How can you contact the journalist?
Ask for time to think and prepare, and say you will call back.
Journalists are always in a hurry, but insist on your right to preparation time!

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Preparations
 Formulate your core messages – two or three only
 Establish the five Ws: who, what, where, when, why
 The sixth W: wow!
 Know what you want to say. And what not
 Come up with appealing examples and/or comparisons
 Check out the journalist and their medium

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Take control
 Get to the core message as quickly as possible
 Stick to your message, and repeat it if you have to
 Keep your story easy to understand
 Don’t use jargon
 Don’t give too much information
 Be patient
 Separate facts from opinions
 Always be honest
 Don’t be afraid of silences
 YOU decide what you say!

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And finally
 Has everything been said and asked?
 Is any additional material needed?
 Trust the journalist to do their job properly
 Offer to correct any factual inaccuracies
 Radio/tv: it is hardly ever possible to see the final edited version
before broadcast
 How will you be captioned (name, title)?
 If you want to see something changed, make a friendly
suggestion
 You cannot veto broadcast/publication!

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Contact
Roy Meijer
Science Information Officer / Press Officer
015 278 1751
06 140 15 008
r.e.t.meijer@tudelft.nl
@RoyMeijer
http://roy-meijer.nl
Evenings/Weekends: 015 278 7000