This document summarizes two cases of scientists at TU Delft engaging in science communication. For Case 1, Erik Offerman's communication efforts with industry about his research results led to new contacts in metal industry and invitations to present. For Case 2, Arjan Mol released a press report about reducing unnecessary coating costs that was covered by several Dutch newspapers. This led Mol to discuss the issues with politicians and begin advising government ministries on corrosion regulations and education. The document then provides tips on developing a communication strategy by considering why, who, what, and how to communicate research

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Science and Media
Workshop
Roy Meijer
March 27 2017

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Case 1: Erik Offerman

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In the media

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Results
 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

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Case 2: Arjan Mol

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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

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Results
 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
 Ministry of Education: TU Delft to make a case together with industrial representation
to support and raise awareness for multi-level education on Corrosion Engineering,
Management and Control

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 Why?
 Who?
 What?
 How?
Communication strategy

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Why?
 Present results
 Invite public
 Inform colleagues
 Debate
 Start one
 Contribute to one
 Attract customers
 Get funds
 …

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Why? - Erik Offerman

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Why? - Arjan Mol
TU Delft:
 Raising public, political and industrial awareness of
societal and economic impact of corrosion
 `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 due to current regulations and guidelines

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What that looks like

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 Scientists - inside your field, outside your
field?
 Students
 Politicians
 Business people
 (Other) non-scientists: children, adults
 Etc…
Who?

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What?
 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!
 …

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What counts as news?
 Now
 Close to home (or exotic location)
 Societal impact
 Human (interest) element
 Conflict
 Unique (first, biggest, smallest, highest,...)
 Wow
 Sports, health, sex, emotion
 Visual impact
 VIPs
 …

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What?
So What!

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Means

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How?
 Press release
 Call / mail / DM journalists directly
 Blog, Twitter, LinkedIn, Instagram, Facebook, etc.
 Internet, www.tudelft.nl
 Delta, Delft Integraal / Outlook
 Product presentation / launch
 Opinion piece, letter to the editor
 Personal visit
 Fairs, exhibitions, symposia
 Agenda
 Television
 Press conference
 Advert
 …

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Message Box

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When the phone rings…
 Why is the journalist calling?
 What medium do they represent?
 What do they want from you (background information, an interview...)?
 When is the piece going to be published/broadcast?
 When, where and how do they want to interview you?
 On the phone or in person?
 Who else is being interviewed?
 How can you contact the journalist?
Ask for time to think and prepare, and say you will call back.
Journalists are always in a hurry, but insist on your right to preparation time!

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Preparations
 Formulate your core messages – two or three only
 Establish the five Ws: who, what, where, when, why
 The sixth W: wow!
 Know what you want to say. And what not
 Come up with appealing examples and/or comparisons
 Check out the journalist and their medium

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Take control
 Get to the core message as quickly as possible
 Stick to your message, and repeat it if you have to
 Keep your story easy to understand
 Don’t use jargon
 Don’t give too much information
 Be patient
 Separate facts from opinions
 Always be honest
 Don’t be afraid of silences
 YOU decide what you say!

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And finally
 Has everything been said and asked?
 Is any additional material needed?
 Trust the journalist to do their job properly
 Offer to correct any factual inaccuracies
 Radio/tv: it is hardly ever possible to see the final edited version
before broadcast
 How will you be captioned (name, title)?
 If you want to see something changed, make a friendly
suggestion
 You cannot veto broadcast/publication!

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Contact
Roy Meijer
Science Information Officer / Press Officer
015 278 1751
06 140 15 008
r.e.t.meijer@tudelft.nl
@RoyMeijer
http://roy-meijer.nl
Evenings/Weekends: 015 278 7000