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+ Unconventional Ways of  Communicating Science with the  Public — outreach or outrageous?  Oana Sandu  Lars Lindberg Chri...
+We communicateastronomy!                 Panoramic view of the WR 22 and Eta Carinae regions of the Carina               ...
+    How well do we know our audience?Image source: www.arthursclipart.org
Watch video at: http://scaryideas.com/content/21996/ Screenshot from the video “We are the future” from the advertising ag...
+       Traditional ways of communicating       astronomy                                                                 ...
+     Today’s communication landscapeCredit: Jess3
+  “China has the most  complex, fragmented  and developed social  media landscape in the  world with a unique  online cul...
+    The “public” becomes individuals        with personal opinions, ideas and preferences         connected        opi...
+    We have to communicate science                        No young      people     No adults                   No        ...
+    We need a solution!
+    Outrageous Outreach.
+    What is outrageous outreach?        the process of communicating science in an environment where         individuals...
+    It proactively goes after the target Image source: www.supercuter.com
+    It is niche-targetedImage source: www.transnet.co.mgr
Robert’s                               Mug+    It is personalised and has a human touch Image source: www.wikia.com
+     It tells a story and creates a bondImage source: www.thumnpeople.org
+    It is interactive and engagingImage source: www.techwarelabs.com
+    It is unexpected and originalImage source: www.bloc.ning.com
+    It adheres to the individuals’ beliefs "Image source: www.winjitsu.com
+    It generates word of mouthImage source: www.lsgeekster_blogspot.com
+    It is often controversialImage source: www.lovetoknow.com
+Screenshot from the James Bond movie, Quantum of Solace, showing ESO’s Residencia in Paranal blownaway. Credit: QUANTUM O...
Milky J poses in his homemade spacesuit. Credit: Maggie Masetti.   The Racing Green Endurance electric car speeding away a...
Screenshot from the Angels & Demons website opened by CERN
Article about ESO on the International Watch Company (IWC) website. Credit: ESO/IWC
+ How to reach the hard-to-  reach?
+ Step 1. Know your target  group
+    Information sources…        Research studies        Focus groups        Public studies from NGO’s, governments, ma...
+    Insights…        Where does your audience spend their free time?        What are their concerns?        What makes...
+    Step 2. Find the right channel
You          Your                             target group + The right channel is the one used by your target group and no...
+    Bigger is not better.        The Daily Telegraph is Britains biggest-selling quality daily         newspaper, but re...
+ Step 3. Choose the best  approach
+    Learn a new “language” every time    you start an outreach initiative        Tone: cheeky, bold, ironic, parental, p...
+    Write AIDA messages     Attention — choose the right language to be understood     Interest — focus on your audienc...
+    Astronomy news for childrenImage source: www.unawe.org
+    She’s an Astronomer visuals                      Credit: Alex Conu for Baneasa Shopping City
+    She’s an Astronomer visuals                          Role mothers for daughters, as chosen by                       ...
+ How to manage outrageous outreach? No bumps, no bruises.
+    The public duty to communicate    science
+    Planning outrageous outreach        Have SMART objectives              Specific             Measurable            ...
+    Assessing outrageous outreach.        Basic facts: • What? • Why? • When? • How? • Where? • Who?        The logisti...
+    Assessing outrageous outreach            An example workflow for assessing a non-traditional initiative.
+    Evaluating outrageous outreach        website traffic        social media activity (going viral)        exposure to...
+    Let’s recap
+        We have a communication environment         that has placed the individual at its         centre, changing our fl...
+    Go out there        Gather data and research on your audience        Present your management and your peers why you...
+Communicateastronomyoutrageously! "                  Panoramic view of the WR 22 and Eta Carinae regions of the Carina   ...
Cap2011 public
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Cap2011 public

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Cap2011 public

  1. 1. + Unconventional Ways of Communicating Science with the Public — outreach or outrageous? Oana Sandu Lars Lindberg Christensen 13 October 2011, Beijing, China
  2. 2. +We communicateastronomy! Panoramic view of the WR 22 and Eta Carinae regions of the Carina Nebula. Credit: ESO
  3. 3. + How well do we know our audience?Image source: www.arthursclipart.org
  4. 4. Watch video at: http://scaryideas.com/content/21996/ Screenshot from the video “We are the future” from the advertising agency PHD, USA, February2011. Credit: PHD, USA Source: scaryideas.com.
  5. 5. + Traditional ways of communicating astronomy People reading or ignoring the news Journalists selecting stories for newsPIOs writing press releasesImage sources: www.techfilipino.com, www.sciencesurvivalblog.com, www.thelondonrulebok.co.uk
  6. 6. + Today’s communication landscapeCredit: Jess3
  7. 7. + “China has the most complex, fragmented and developed social media landscape in the world with a unique online culture that requires its own specialised understanding” Sam Flemming*, CIC Chairman and Founder*The first and foremost provider of social business intelligence in China
  8. 8. + The “public” becomes individuals   with personal opinions, ideas and preferences   connected   opinion leader   gatekeeper Image source: www.cutcaster.com
  9. 9. + We have to communicate science No young people No adults No No No interested working in astronomy research funding in astronomy results astronomy
  10. 10. + We need a solution!
  11. 11. + Outrageous Outreach.
  12. 12. + What is outrageous outreach?   the process of communicating science in an environment where individuals are most open to receive information because this medium is frequented by the targeted group by choice and out of pleasure, and not as a result of a call for action from the science communicator.   information takes familiar forms   the message is integrated naturally and placed in a context   communication is done in a language that the target understands.
  13. 13. + It proactively goes after the target Image source: www.supercuter.com
  14. 14. + It is niche-targetedImage source: www.transnet.co.mgr
  15. 15. Robert’s Mug+ It is personalised and has a human touch Image source: www.wikia.com
  16. 16. + It tells a story and creates a bondImage source: www.thumnpeople.org
  17. 17. + It is interactive and engagingImage source: www.techwarelabs.com
  18. 18. + It is unexpected and originalImage source: www.bloc.ning.com
  19. 19. + It adheres to the individuals’ beliefs "Image source: www.winjitsu.com
  20. 20. + It generates word of mouthImage source: www.lsgeekster_blogspot.com
  21. 21. + It is often controversialImage source: www.lovetoknow.com
  22. 22. +Screenshot from the James Bond movie, Quantum of Solace, showing ESO’s Residencia in Paranal blownaway. Credit: QUANTUM OF SOLACE/© 2008 Danjaq, United Artists, CPII., 007 TM and related JamesBond Trademarks, TM Danjaq.
  23. 23. Milky J poses in his homemade spacesuit. Credit: Maggie Masetti. The Racing Green Endurance electric car speeding away after visiting ESO’s Paranal Observatory. Credit: RGE/ESO.
  24. 24. Screenshot from the Angels & Demons website opened by CERN
  25. 25. Article about ESO on the International Watch Company (IWC) website. Credit: ESO/IWC
  26. 26. + How to reach the hard-to- reach?
  27. 27. + Step 1. Know your target group
  28. 28. + Information sources…   Research studies   Focus groups   Public studies from NGO’s, governments, mass media   Social media   Profiles of magazines readers   Latest trends, gadgets, aps etc. …give you insights!
  29. 29. + Insights…   Where does your audience spend their free time?   What are their concerns?   What makes them laugh?   Where do they meet their friends?   What gadgets do they use?   How often do they travel? …give you the ideas!
  30. 30. + Step 2. Find the right channel
  31. 31. You Your target group + The right channel is the one used by your target group and not the one you use or the one you think they should use.
  32. 32. + Bigger is not better.   The Daily Telegraph is Britains biggest-selling quality daily newspaper, but readers between 15 and 24 are only 5% of total readership*, while most readers are 45+ which makes it an inefficient channel if you target adolescents.   Top 10 magazines for teenagers include: Cheerleader, Girls’ Life Magazine, Seventeen, TeenVogue etc. (allyoucanread.com) How many of your outreach products addressed to young people were featured in these magazines? * www.nmauk.co.uk
  33. 33. + Step 3. Choose the best approach
  34. 34. + Learn a new “language” every time you start an outreach initiative   Tone: cheeky, bold, ironic, parental, polite, informal, friendly   Vocabulary: jargon, colloquialism   Style: neutral, story plot   Length: tweet, slogan, blog post, script   Symbols, images and characters: # D @ RT 4u
  35. 35. + Write AIDA messages  Attention — choose the right language to be understood  Interest — focus on your audience’s areas of interest  Desire — offer desirable benefits  Action — make it easy for your audience to act
  36. 36. + Astronomy news for childrenImage source: www.unawe.org
  37. 37. + She’s an Astronomer visuals Credit: Alex Conu for Baneasa Shopping City
  38. 38. + She’s an Astronomer visuals   Role mothers for daughters, as chosen by mothers:   Life-saving doctor – 47%   Nobel prize-winning scientist - 20%   Olympic gold medalist – 14%   Best-selling novelist – 9%   5% of respondents chose a celebrity or pop star as suitable role models for young girls*   More than half of teenagers do not want a career - they just want to be famous. When asked "What would you like to do for your career?”, 54% answered "Become a celebrity”** *Study by ICM for the Royal Society **A survey on 1032 16-years-old done in 2010 in UK
  39. 39. + How to manage outrageous outreach? No bumps, no bruises.
  40. 40. + The public duty to communicate science
  41. 41. + Planning outrageous outreach   Have SMART objectives   Specific   Measurable   Achievable   Realistic   Time- constrained.   Design a tool to assess the pros and cons on a case-by-case basis;   Set up a decision tree;   Sign an agreement if you are entering a partnership;   Implement, evaluate and record;   Don’t forget about traditional methods/channels.
  42. 42. + Assessing outrageous outreach.   Basic facts: • What? • Why? • When? • How? • Where? • Who?   The logistics involved;   The number of people involved from the outside and inside;   The costs for the organisation;   A possible programme for the event;   The timeframe.
  43. 43. + Assessing outrageous outreach An example workflow for assessing a non-traditional initiative.
  44. 44. + Evaluating outrageous outreach   website traffic   social media activity (going viral)   exposure to new audiences   trackbacks   number of downloads in iTunes   views of videos posted online   search results in Google and Google News   number of movie or concert tickets sold/ number of movie DVDs sold etc.
  45. 45. + Let’s recap
  46. 46. +   We have a communication environment that has placed the individual at its centre, changing our flows of information.   Know our target group   We have highly demanding and hard to impress audiences.   Find the right channel   We have serious competition from   Choose the best approach other areas like entertainment   Yet, we cannot afford to let people lose their fascination for the Universe"
  47. 47. + Go out there   Gather data and research on your audience   Present your management and your peers why you need to be unconventional   Support untraditional initiatives with funding and resources   Challenge traditional-only approaches   Encourage your colleagues in the field to up the game   Create your own innovative outrageous outreach
  48. 48. +Communicateastronomyoutrageously! " Panoramic view of the WR 22 and Eta Carinae regions of the Carina Nebula. Credit: ESO

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