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Communication Work and the Strive for Impact

Communication Work and the Strive for Impact . Dr. ir. Jurgen Ganzevles Rathenau Institute, The Netherlands Liège , 27.06.2012. TA =. TA = Communication. TA = Communication. TA with Impact = Communication. TA with Impact = Communication 2. TA = Communication.

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Communication Work and the Strive for Impact

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  1. Communication Work and the Strive for Impact Dr. ir. Jurgen Ganzevles Rathenau Institute, The Netherlands Liège, 27.06.2012

  2. TA =

  3. TA = Communication

  4. TA = Communication

  5. TA with Impact = Communication

  6. TA with Impact = Communication2

  7. TA = Communication Prof. Dr. Ir. Ing. Mrs. Drs. PhD. MSc. MA. Mr. MBA

  8. TA = Communication Communication Officer Prof. Dr. Ir. Ing. Mrs. Drs. PhD. MSc. MA. Mr. MBA

  9. TA = Communication Communication Officer Interesting… but what’s the message? Prof. Dr. Ir. Ing. Mrs. Drs. PhD. MSc. MA. Mr. MBA

  10. ? TA = Communication Communication Officer Interesting… but what’s the message? Prof. Dr. Ir. Ing. Mrs. Drs. PhD. MSc. MA. Mr. MBA

  11. TA = Communication • Turning sophisticated research intoplainmessages • Get yourmessageacross

  12. TA = Communication • Turning research intomessages • Sendthem out

  13. TA = Communication • Get yourmessagereceived • Find the audience • Complexitycomes in

  14. TA = Communication • Get yourmessagereceived • Find the audience • Complexitycomes in…

  15. STILL ONE MEDIUM, ONE DIRECTION TA = Communication

  16. TA with Impact = Communication2

  17. TA with Impact = Communication2

  18. TA with Impact = Communication2

  19. TA with Impact = Communication2

  20. TA with Impact = Communication2

  21. TA with Impact = Communication2

  22. TA with Impact = Communication2

  23. TA with Impact = Communication2 MONITOR FEEDBACK

  24. TA with Impact = Communication2 HELP!

  25. TA with Impact = Communication2 STRATEGY NEEDED

  26. Designing a TA communication strategy: challenging • Multiple audiences • Multiple messages • Multiple events • Politicallysensitivematerial • Limited time to make research robust: fast ‘messagecreation’ • Additional in-house communication expertise needed

  27. Designing a TA communication strategy: challenging Project plan Project activities Project results Communication of results

  28. Designing a TA communication strategy: challenging Project plan Project activities Project results Communication of results

  29. Designing a TA communication strategy: challenging Project plan Project activities Project results Communication of ideas, plans, events, interim resultsandresults

  30. TA with Impact = Communication2 COMMUNICATION = PROFESSIONAL DESIGN

  31. Tasks: Stimulate political opinion forming on S & T Stimulate societal debate on S & T Study the science system Formal clientele: Parliament (both chambers + European) Government: Dutch Cabinet Society at large Four departments Technology Assessment (21 persons) Science System Assesment (22 persons) Communication (8 persons) Administrative and support (12 persons) Annual budget: around 4 million euros Communication Design at the Dutch Rathenau Institute

  32. Broad range of themes and activities

  33. Communication Department at the Rathenau Institute

  34. Designing Communication: an Elementary Model

  35. An Elementary Communication Model much progress little progress

  36. An Elementary Communication Model much progress much regulation little regulation little progress

  37. An Elementary Communication Model much progress Ambassadors much regulation little regulation little progress

  38. An Elementary Communication Model much progress Ambassadors much regulation little regulation Concerned little progress

  39. An Elementary Communication Model much progress Functionalists Ambassadors much regulation little regulation Concerned little progress

  40. An Elementary Communication Model much progress Functionalists Ambassadors much regulation little regulation Concerned Skeptics little progress

  41. An Elementary Communication Model

  42. An Elementary Communication Model much progress Functionalists Ambassadors Relevance for solving societal problems Reduce resistance with other segments much regulation little regulation Relevance for personal life Ethical issues Concerned Skeptics little progress

  43. An Elementary Communication Model ADDRESS DIFFERENT TARGET GROUPS… DIFFERENTLY! much progress Functionalists Ambassadors Relevance for solving societal problems Reduce resistance with other segments much regulation little regulation Relevance for personal life Ethical issues Concerned Skeptics little progress

  44. An Elementary Communication Model • PACITA Task 2.1 • Describing existing practices of Parliamentary TA in Europe

  45. An Alternative Communication Model

  46. An Elementary Communication Model

  47. An Elementary Communication Model INSTITUTIONAL SETTING MATTERS

  48. An Elementary Communication Model ADDRESS DIFFERENT TARGET GROUPS… DIFFERENTLY!

  49. Communication Work: Relating Products to Impact Products Reports & books Policy Briefs Documentaries Targeted approaching Parliamentary expert meetings Knowledge Chambers at ministries Presentations before researchers and stakeholders Broad campaigning Launching event Opinion articles Radio and television

  50. A Theoretical Impact Model http://ec.europa.eu/research/science-society/document_library/pdf_06/european-and-chinese-perspectives_en.pdf

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