Part of a two hour workshop on communication.

1. Or rather: Science and Communication Strategy?
Roy Meijer, Science Information Officer TU Delft
Science and
Communication

2. This presentation
 Introduction two cases 3mE
 Communication Strategy
 Message Box
2

3. Case 1: Erik Offerman
3

4. Erik Offerman and media
4

5. Erik Offerman follow up
Results for Erik
 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
5

6. Case 2: Arjan Mol
PR on Economic and Societal Impact of Corrosion
6

7. Arjan Mol and media
7
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

8. Arjan Mol follow up
8
 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
 Current and ongoing action: industrial and governmental team of stakeholders (material supply, application
companies, maintenance and inspection and end users) to identify and target white spots in current
regulations and guidelines
 Ministry of Education: TU Delft to make a case together with industrial representation to support and raise
awareness for multi-level (LBO-MBO-HBO-WO) education on Corrosion Engineering, Management and
Control
 Current and ongoing action: definition of coherent and multi-level course portfolio with ION (Industrial Surface
Treatment Society NL)

9. Communication strategy
Goal
Target group
Message(s)
Means
Just a little logical thought on who you want to reach with your press release
(or overall communication strategy), what you want to tell them and what you
would like them to do with that information, and how to best present, package
and send that out.
9

10. Goal – start with why
10

11. Goal
Start with why
 Personal branding
 Win funds
 Get sponsors / partners
 Share results (why?)
 Attract custumors, sell ‘goods’
 Invite audience to an event
 Inform the public
 Inform colleagues
 Get more students
 Get known (by who and why?)
 Debate
 Start one
 Contribute to one
 …
11

12. Example: goal(s) of Erik Offerman
12

13. Example: goals press release Arjan Mol
TU Delft:
 Raising public, political and industrial awareness of societal and
economic impact of corrosion (structural safety, due maintenance, costs
(3.5% GNP), etc)
 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 in practice due
to current regulations and guidelines (e.g. prescribing three-layer
coating systems while a one-layer systems these days is sufficient).
13

14. What that looks like IRL
14
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 .....“Corrosiebescherming is dan ook
topsport”, stelt Mol. Zowel in de
ontwerpfase, bouwfase, en beheer- en
onderhoudsfase. Het is een complexe
interactie van materialen en milieu.
Probleem ligt in het feit dat kennis
hierover lastig is te vatten in één
persoon. Tijdens de gehele levensduur van
constructies komen nogal wat
bod, die niet altijd van de technisch-
van corrosie en corrosiebescherming op de
zijn.”
Hiernaast zijn opdrachtgevers voor nieuwe
constructies of installaties niet altijd
degenen die in een later stadium
verantwoordelijk zijn voor het operationeel
beheer en onderhoud. Mol: “De kennis
moet doorwrocht zijn vanaf de mensen aan de
tekentafel tot aan de installatie- en
onderhoudsmonteurs in het veld. Er is in de

15. Target group - audience
15

16. Target group - audience
 International
 National
 Regional
 Local
 Specific
 Political
 Scientific
 Demographic
16

17. Message
17

18. Message
 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!
 …
18

19. Message
19
So What?

20. Means
20

21. Means
 ResearchGate, Academia
 Blog, Twitter, LinkedIn, Instagram, Facebook, etc.
 Call / mail / DM directly
 Personal visit
 Press release
 University magazine / newspaper / other (news) platforms
 Opinion piece, letter to the editor
 Internet, www.tudelft.nl
 Calendar
 Product presentation / launch
 Fairs, exhibitions, symposia
 Television
 Press conference
 Advert
 …
21

22. It’s all about the message
22

23. It’s all about the message
23
https://vimeo.com/150175020

24. Message box
24

25. Message box
25

26. Featured blogs
Michel van Baal
http://michelvanbaal.weblog.tudelft.nl/
Communication / media
Roy Meijer
http://roy-meijer.nl and http://www.slideshare.net/roymeijer
(Science) communication / social media
26