How can you reach businesses and the public? Draft guidelines by the OpenUP project, Michela Vignoli | OpenUP Training Workshop on Innovative Dissemination
In OpenUP we aim at creating recommendations and simple guidance for researchers on how to plan and organise their dissemination strategy. Michela Vignoli presenting the OpenUP draft guidelines for communicating research to businesses and the general public and useful tips for planning your own dissemination strategy given.
More information on the OpenUP Training Workshop on Innovative Dissemination & video presentations:
https://www.openuphub.eu/community/blog/item/report-on-openup-innovative-dissemination-training-workshop-20th-june-2018-graz
More information about OpenUP
Website: http://openup-h2020.eu
OpenUP Hub: https://openuphub.eu
Twitter: https://twitter.com/ProjectOpenUP
Facebook: https://www.facebook.com/projectopenup/
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How can you reach businesses and the public? Draft guidelines by the OpenUP project, Michela Vignoli | OpenUP Training Workshop on Innovative Dissemination
1. 1
How can you reach
businesses and the public?
Michela Vignoli
AIT Austrian Institute of Technology
Innovative Dissemination Training Workshop,
Graz 20th June 2018
2018-06-20
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Introduction
Draft guidelines by OpenUP
• Purpose
• Methodology
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Introduction
Dissemination
• facilitates research uptake and understanding
• planned process that involves
• consideration of target audiences;
• consideration of the settings in which research findings are
to be received;
• communicating and interacting with wider audiences
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Introduction
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• Show added value that projects provide
• Show relevance of the project's results for our
everyday lives
• Make better use of the project's results through
better take-up
• by decision makers, policy makers, industry, scientific
community
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OpenUP Dissemination Guidelines
5 steps
1. Define dissemination & communication objectives
2. Define target audience(s)
3. Define key message(s)
4. Plan your dissemination & communication strategy
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Define Objectives
• Think about your goals. What do you want to achieve?
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Define Objectives
• Purpose: What should your audience be able to do with your
information?
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Define target audience(s)
• Pinpoint your target audience: Think about who exactly you are trying to
reach.
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Define target audience(s)
• Get to know your target audience.
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Define key message(s)
• Align your key message with what the targeted audiences expect.
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Define key message(s)
• Tell a story and involve their world in it. Explicitly include and address
the targeted audience
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Plan your strategy
• Choosing media, format and dissemination strategy strongly depends
on your communication objectives.
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Plan your strategy
• Share your key message to reach your target audience as passive
listeners.
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Plan your strategy
• Enable your target audiences to become active or do something with
the content that you provide.
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• Targeted dissemination supports inclusion and participation of
stakeholders
• It is important to disseminate target group specifically
• Get in touch with your target audience to learn what they
want to know from you, and in which format
• Adapt your key messages to your objectives and target
audience(s)
• Ask for support if you need it!
Summing up
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Final remarks & tips
• Doing dissemination well pays off
• Plan wisely: it can be a lot of effort!
• Work in a team
• Appoint responsibilities & define activities during the
project runtime
• If you have the means, partner up with experts who
can support you
2018-06-20
Aim: Support researchers to communicate their research to businesses and the general public
- Create guidelines based on requirements by targeted audiences
- Interviews with 7 science communication experts
- targeted at academia or at broader audiences
- facilitate research uptake in decision-making processes and practice
Purpose of communication in research
according to the EC’s definition (EC 2014, 1)
Added value to:
scientific excellence
Europe’s competitiveness
for solving societal challenges
Relevance:
e.g. creating jobs, novel technologies, making our lives more comfortable
Communication and dissemination of project results and targeted audiences in H2020 (Ala-Mutka 2017, 3)
Businesses
Involve business partner in research project
Get business perspective to gain new insights for further research
Develop prototype in real-life context
General Public
Get feedback
Spark debate
Influence behaviours
Invite collaboration
Influence decision-makers
Businesses
Keep business informed/updated on latest research developments
Should they be able to re-use information or resources provided?
-> Clarify the IPR beforehand
General Public
How do you want the information to be used?
Do you want to engage research participants (via Citizen Science)?
Businesses
Large and medium companies with R&D lab
SMEs (without lab)
Startups
Business sector-company association
Creative industry
NGOs
CSOs
General Public
GP is a large & heterogeneous group! Think of specific sub-group(s) & pinpoint them
Build a picture of your audiences, their motivations and experiences.
Businesses
What do the targeted businesses want? Actively ask your contacts!
Achieve/ maintain the pole position in market
Drive innovation in both products and services
Increase quality of the products and services
Validate research done in-house
Find R&D collaboration
General Public
Think about what the public is interested in, not what you want to tell them.
Understanding them will help you engage.
Can you organise a survey or focus groups with your target audience to better understand them?
Businesses
Think about what the businesses are interested to hear about your project, not about what you want to tell them
What can a particular business get out of your research?
Select just one or two key aspects that are the easiest to showcase
General Public
Relate your message to a current challenge or a currently discussed topic that is related to your target audience.
How does science solve problems that our society faces?
People are curious and want to learn something new
Businesses
Identify the specific needs of the targeted business
Design your key messages by addressing how your research can be beneficial to the specifics of their field
General Public
Relate to the everyday lives of your target audience
Think of how you can explain the content by relating it to daily practices of, e.g., a butcher
Businesses
Use 2-3 different media channels to transmit your message.
Consider what the easiest and shortest ways would be for the business to understand your message.
General Public
Participate in public debates
Go with the trend – social media, visual online resources
Use animations
Businesses
Channels such as social media, information sheets and leaflets or advertisements could be useful in this case
General Public
Explain through the big picture
Use “sensational details” to catch attention
Tell a story that is not too technical
Businesses
Face-to-face events, meetings at your venue and networking events could be used in these cases.
General Public
Name contact persons in your project
Participate in interactive, public events.
Laymen can give valuable insights