Non-traditional ways of communicating astronomy with the public: outreach or outrageous?

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A presentation on how to make outreach efforts in astronomy and science more efficient by using non-traditional ways of communication.

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  • If you obtain a PR article in the Sunday Telegraph Life Section you saved 63 euros per scc**, perfect for a JENAM news item, but for inspiring girls to pursue a career in science? ** www.telegraph.co.uk
  • Non-traditional ways of communicating astronomy with the public: outreach or outrageous?

    1. 1. Non traditional ways of communicating astronomy with the public…<br />Outreach or Outrageous?<br />7 September 2010 JENAM, Lisbon<br />@oanasandu<br />
    2. 2. She’s an Astronomer<br />Organiser: Astroclub Bucharest<br />Insights: <br />On 8th March Romanians celebrate Mother’s Day. Usually, families go out in the park. <br />Every girl, woman and mother receives a “martisor” – a token of spring. <br />
    3. 3. She’san Astronomer<br />Activity in Bucharest: Solar Observations in the park offered by women amateur astronomers only and tokens of spring with the IYA2009 logo for all women<br /> Simultaneous activities in more than 9 other cities in Romania<br />
    4. 4.
    5. 5. Bacau<br />Barlad<br />Blaj and Medias<br />Blaj and Medias<br />Tulcea<br />
    6. 6. Credit Alex Conu for <br />Baneasa Shopping City<br />
    7. 7. She’s an Astronomer - Facts<br />Media coverage in Bucharest:<br />22 news websites<br />6 websites for women and on fashion<br />4 blogs<br />Extensive article in city guide magazine<br />Interview in “Careers”<br />Featured article in “Freedom for Women”<br />News at National Television<br />News at 3 radio stations with national coverage<br />Media coverage in the country: 33 more articles<br />
    8. 8. Galilean Nights<br />Organiser: Astroclub Bucharest and The Astronomical Observatory from Bucharest “AmiralVasileUrseanu”<br />Insights: <br />October was a rainy month in Romania and no chance of showing Jupiter to the public. <br />There is a tea culture developing among young people in Romania. Quite a few tea houses in Bucharest are among favorite places to meet and chat<br />Best Plan B at <br />Galilean Nights Awards<br />
    9. 9. Galilean Nights<br />Activity: Galilean Night with hot tea and a journey to Jupiter<br />The Astronomical Observatory was transformed in a tea house.<br />Presentations about Galileo Galilee and journeys to Jupiter with astronomical software<br />
    10. 10.
    11. 11. Galilean Nights - Facts<br />During 6 hours, there were 300 visitors, 250 tea cups prepared and 6 presentations made. <br />The event was broadcast by 3 major TV stations, 4 radio stations and 9 websites, among which: <br />2 of the most visited women websites (with approx. 60.000 and 12.000 visitors per day), <br />3 of the most popular news websites (with approx. 80.000, 180.000 and 290.000 visitors per day). <br />Counting only these websites, we had 622.000 people reached through PR efforts. <br />
    12. 12. Shannon – Weaver model of communication<br />Message<br />Message<br />Perceived signal<br />Signal<br />Noise<br />
    13. 13. Our communication model<br />Internet<br />Twitter<br />Cinema<br />TV<br />Astronomy<br />Magazines<br />Games<br />Facebook<br />Noise<br />
    14. 14. 1. Know your target<br />Research<br />Studies, focus groups, friendly chat<br />Discover their insights<br />What and where they eat and drink, where they spend their free time, who are their role models, what magazine they read etc. <br />
    15. 15. Did you know?<br />From a choice of six role model types for a daughter respondents chose:<br />life-saving doctor – 47%<br />Nobel prize-winning scientist - 20% <br />Olympic gold medalist – 14% <br />Best-selling novelist – 9% <br />5% of respondents chose a celebrity or pop star as a suitable role models for young girls*<br />More than half of teenagers do not want a career - they just want to be famous. Asked the question "What would you like to do for your career?”, 54 per cent answered "Become a celebrity”**<br />*Study by ICM for the Royal Society<br />**A survey on 1032 16-years-old done in 2010 in UK<br />
    16. 16. 2. Chose the right channel<br />The right channel is the channel that your target uses, not the one you use.<br />
    17. 17. Did you know?<br />Top 10 magazines for teenagers include: Cheerleader, Girls’ Life Magazine, Seventeen, TeenVogue etc. (allyoucanread.com)<br />The Daily Telegraph is Britain's 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 a perfect channel if you target are… adults.<br />* www.nmauk.co.uk<br />
    18. 18. 3. Speak your target’s language<br />The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. (Leo Burnett) <br />Use the words and style that your target uses, the images, characters and situations that are familiar to your target group.<br />
    19. 19. Our communication model<br />Internet<br />Twitter<br />Cinema<br />TV<br />Astronomy<br />Facebook<br />Magazines<br />Games<br />Noise<br />
    20. 20. Outreach<br />Outrageous<br />Non Traditional ways of Communicating astronomy with the public<br />
    21. 21. www.astroclubul.ro<br />Oana Sandu, PR Coordinator <br />AstroclubBucharest<br />oana.sandu@astroclubul.ro<br />

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