This document discusses unconventional, or "outrageous", ways of communicating science to the public. It argues that traditional methods are no longer effective given changes in how individuals consume information today. To be successful, outreach must know its target audience, find the channels they use, and adapt the language, style and context of the message. Examples of unconventional outreach using visuals, videos, social media and partnerships with other industries are provided. Planning, assessment and evaluation of outrageous initiatives is also discussed to manage risks while achieving communication goals.

1. + Unconventional Ways of
Communicating Science with the
Public — outreach or outrageous?
Oana Sandu
Lars Lindberg Christensen
13 October 2011, Beijing, China

2. +
We communicate
astronomy!
Panoramic view of the WR 22 and Eta Carinae regions of the Carina
Nebula. Credit: ESO

3. +
How well do we know our audience?
Image source: www.arthursclipart.org

4. Watch video at: http://scaryideas.com/content/21996/
Screenshot from the video “We are the future” from the advertising agency PHD, USA, February
2011. Credit: PHD, USA Source: scaryideas.com.

5. +
Traditional ways of communicating
astronomy
People reading or
ignoring the news
Journalists selecting stories for news
PIOs writing press releases
Image sources: www.techfilipino.com, www.sciencesurvivalblog.com, www.thelondonrulebok.co.uk

6. +
Today’s communication landscape
Credit: Jess3

8. +
“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

9. +
The “public” becomes individuals
 with personal opinions, ideas and preferences
 connected
 opinion leader
 gatekeeper
Image source: www.cutcaster.com

10. +
We have to communicate science
No young
people No adults No
No No
interested working in astronomy
research funding
in astronomy results
astronomy

11. +
We need a solution!

12. +
Outrageous Outreach.

13. +
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.

14. +
It proactively goes after the target
Image source: www.supercuter.com

15. +
It is niche-targeted
Image source: www.transnet.co.mgr

16. Robert’s
Mug
+
It is personalised and has a human touch
Image source: www.wikia.com

17. +
It tells a story and creates a bond
Image source: www.thumnpeople.org

18. +
It is interactive and engaging
Image source: www.techwarelabs.com

19. +
It is unexpected and original
Image source: www.bloc.ning.com

20. +
It adheres to the individuals’ beliefs "
Image source: www.winjitsu.com

21. +
It generates word of mouth
Image source: www.lsgeekster_blogspot.com

22. +
It is often controversial
Image source: www.lovetoknow.com

23. +
Screenshot from the James Bond movie, Quantum of Solace, showing ESO’s Residencia in Paranal blown
away. Credit: QUANTUM OF SOLACE/© 2008 Danjaq, United Artists, CPII., 007 TM and related James
Bond Trademarks, TM Danjaq.

24. 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.

25. Screenshot from the Angels & Demons website opened by CERN

26. Article about ESO on the International Watch Company (IWC) website. Credit: ESO/IWC

27. + How to reach the hard-to-
reach?

28. + Step 1. Know your target
group

29. +
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!

30. +
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!

31. +
Step 2. Find the right channel

32. 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.

33. +
Bigger is not better.
 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 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

34. + Step 3. Choose the best
approach

35. +
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

36. +
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

37. +
Astronomy news for children
Image source: www.unawe.org

38. +
She’s an Astronomer visuals
Credit: Alex Conu for Baneasa Shopping City

39. +
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

40. + How to manage outrageous
outreach?
No bumps, no bruises.

41. +
The public duty to communicate
science

42. +
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.

43. +
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.

44. +
Assessing outrageous outreach
An example workflow for assessing a non-traditional initiative.

45. +
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.

46. +
Let’s recap

47. +
 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"

48. +
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

49. +
Communicate
astronomy
outrageously! "
Panoramic view of the WR 22 and Eta Carinae regions of the Carina
Nebula. Credit: ESO