Bridging the GAP between stakeholders and science

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Bridging the GAP between stakeholders and science

• Charlotta Järnmark, WP4 leader, communications
  officer
• Science in Society programme
• EU FP 7
• Start 1st April 08 End 30th Sept 09

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Charlotta Järnmark, Sweden

• GAP1 Communications Officer - Outreach
• Independent consultantOver 10 years of Medial
  working experience, news editor and television
  research, webmaster, photographer
• Academic training at Stockholm University2000
  MSc Marine Systems Ecology1997 BSc Natural
  resource management
• Latest achievements 2005-2008 Workpackage
  leader INCOFISH WP1, Data, Tools and
  outreachhttp//www.incofish.org 2003-2004
  International Fisheries Secretariat, project
  officer http//www.fishsec.org
• 2003 Swedish FishBase, research assistant
• http//www.fishbase.se2001-2002 Swedish
  National Television, News graphics and Mitt I
  naturenhttp//svt.se/2.105671/nyheter
• 2000-2001 Teaching natural history for
  Stockholm university http//www.su.se/pub/jsp/pol
  opoly.jsp?d2529a12040
• 1999-2000 Research technician, AMANDA
  projecthttp//www.polar.se

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Outline of talk

• Outreach techniques
• GAP1 Communication and dissemination outcomes
• Future plans GAP 1 Outreach event, GAP2
  Communication

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1. Outreach techniques

• Pressreleases
• Press conference
• Press event
• PR activities
• Webpublications

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Audience

• Who?

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Writing a press release

• Headline
• Introduction
• News value
• Angle
• Quotes
• Edited text all sources included keywords,
  contacts, dates and background
• 1 page maximum

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News value

• Disasters
• Success stories
• Solved conflicts
• New conflicts
• Relation to other news issues
• More

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News value

• 4 Reasons for press releases not being published
  
• a) The journalists didnt grasp the concept
• b) The editors didnt have other news to relate
  yours to
• c) Another greater event crushed your news value
  in the last minute. Try again!
• d) Intake disregarded it due to over-information

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Be catchy!

• Provide most important information on headline
  and introduction
• Note NOT necessarily your scientific news, it
  might as well be your angle that takes up all
  this space.

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Follow up

• Purpose to correct mistakes before they are done
  
• Additional information background articles and
  other information
• Consider easily obtainable format
• Nurture your press contacts!

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Press conferences

• Attention span
• Timing
• Invitation
• Press release
• Venue food included
• Follow up

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Attention span

• Invitation sent
• a week before expect local attention
• a month before expect regional attention
• 3 months before expect national attention
• 6 months before multinational attention.

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Event

• Promotion of results, conference
• Involves more stake holders than media
• Includes commercial interests
• News value, sharing common platform
• Increases momentum to the topic
• Enlargens the audience
• Scientific integrity negotiable?
• Larger risk with message

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Event Marketing

• Consumers
• Public attention Attractors
• Vectors
• Producers Market

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2. GAP1 Communication and dissemination outcomes

• Communication strategy
• Website prototype, site and structure
• Press releases
• Newsletter
• Interviews
• Event
• Issues

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2.1. Communication strategy

• Who
• What
• When
• Where
• Why

?
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2.1. Communication strategy

• WS1 2008 Who?
• EU officials (EU Commission, Scientific officers,
  DG MARE, FP7 programme coordinators Science in
  Society, Environment, Food and Biotechnology
• European Ministers of fisheries/agriculture
• Regional advisory councils North Sea RAC,
  NWWRAC, SWWRAC, Mediterranean RAC, Baltic RAC.
• National management agencies
• National stakeholder bodies, NGOs
• New collaborators, Possible funders, Fishing
  industry

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2.1 Communication strategy

• Steering meeting April 2008 What?
• Primary message not case studies
• Concept, Competence, Capacity
• Bridging the knowledge gap between fishermen and
  science
• Ecological knowledge

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2.2. Website greek

• URL www.gap1.eu
• Software Dreamweaver
• Frontend html, no backend
• Ftp protocol, host ftp.gap1.eu
• Webhotel host ballou.se
• Host directory register.eu
• SEO LINKS!!

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Information feed

• Website is repository of project information and
  data
• Submission challenges
• Websites
• Photos
• Links

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2. 2 Website

• Home
• About us
• News
• Participants
• Workpackages
• Results
• Case Studies

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2. 3. Press releases

• 2008-07-22 Fishermen and scientists explore
  common ground in new project, GAP1, including
  event information
• URL http//cordis.europa.eu/wire/index.cfm?fuseac
  tionarticle.Detail
• Statistics Wired free on CORDIS Wire -None

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2. 3. Press releases

• 2. 2009-01-30, Benefits of Stakeholder
  Participation in Fisheries Management
• http//www.24-7pressrelease.com/press-release/bene
  fits-of-stakeholder-participation-in-fisheries-man
  agement-85244.php
• Stats Wired commercially on 24/7 Pressrelease
  808 Full Displays

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2.2 Press releases

• 3. 2009-05-03, Benefits of Stakeholder
  Participation in Fisheries Management with Event
  advertisement
• CORDIS (EU) web http//cordis.europa.eu/wire/inde
  x.cfm?fuseactionarticle.Detailrcn19210
• Stats None

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2.4. Newsletter

• Distributed to participants, EU officials, NGOs,
  media contacts
• Monthly issues
• GAP1 Newsletter December 2008
• GAP1 Newsletter January 2009
• GAP1 Newsletter February 2009
• GAP1 Newsletter March-April 2009

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2.4. Newsletter

• Media contacts?
• Send to cjarnmark_at_gmail.com

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2.5. Case Study Interviews

• Case Study UK Crab fisheries
• Case Study Germany Shrimp fisheries
• Case Study France/ Spain Tuna/FADs

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2.5. Case Study Interviews

• Preconditions for interview
• Free photos of your case study provided to
  cjarnmark_at_gmail.com
• Schedule a phone interview
• Provide 5 links/ Top references

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2.6 GAP1 Event

• MARE V, Amsterdam July 9-11 2009 People and the
  sea Living with uncertainty and adapting to
  change
• 1. Transformations in fisheries and aquaculture
• 2. Transformations in coastal and deltaic
  landscapes
• 3. Governing under conditions of uncertainty
• 4. Culture and imaginations of coasts under
  change
• 5. Whose needs count in adapting to change?

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2.7. Communication Issues

• Translations
• Distribution network, contacts
• Feedback from participants, mechanisms
• Quality control
• Automatic processes for feedback, control and
  submission
• Internal communication, future needs

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3. Future plans Outreach event

• MARE V, Amsterdam, July 9-11, 2009
• Audience Scientists, NGOs, Media, Policy makers
• Press release
• 2 scientific sessions
• Exhibition - Highlighting GAP1 Outcomes posters,
  brochures, PP, Quizmore?

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Future plans Communication strategy

• Internal communication
• Involving participants in outreach
• Internal reporting incentives Pride, Greed,
  Envy
• Blog? All inclusive. Drive?
• Twitter? Who would twit
• Regional workshops dialogue/ teaching mgm
  practice to decision makers

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Future plans Communication strategy

• INVOLVE NGOS/ CSOs to review and communicate
  messages further
• NGOs to bring out the message diversity!
• Challenge1 Never mind the angle!
• Challenge2 Outreach efficiency
• Neutral basis of communication necessary to
  consider all interests in GAP2

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To do

• Keep Trust
• Lose Fear to fail

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• Thank you
• Tack så mycket
• Grazie
• Gracias
• Merci

• Danke
• Takk
• Grazzi
• Paldies
• Tänän

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Charlotta Järnmark, Sweden

• GAP1 Communications Officer
• Over 10 years of Medial working experience, news
  editor and television research, webmaster,
  photographer
• Academic training at Stockholm University2000
  MSc Marine Systems Ecology1997 BSc Natural
  resource management
• Latest achievements 2005-2008 Project leader
  WP1, Data, Tools and outreachhttp//www.incofish.
  org 2003-2004 International Fisheries
  Secretariat, project officer http//www.fishsec.o
  rg
• 2003 Swedish FishBase, research assistant
• http//www.fishbase.se
• 1999-2000 Research technician, AMANDA
  projecthttp//www.polar.se

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Communication..?

• Dialogue vs parallel monologues
• Mutual interests and benefits
• Known platform
• Exchange of knowledge
• Respect
• What does science give back?

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Communication strategy

• Purpose
• GAP programme advocacy. Raise profile. attract
  attention, facilitate funding, e.g EFF, National)
• Support partners in communication activities at a
  national level
• Develop a strong communication strategy for GAP 2

GAP Communications
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Communication strategy

• Who
• What
• When
• Where
• Why

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Communication strategy

• Who?
• EU officials (EU Commission, Scientific officers,
  DG Fish, FP7 programme coordinators Science in
  Society, Environment, Food and Biotechnology
• European Ministers of fisheries/agriculture
• Regional advisory councils North Sea RAC,
  NWWRAC, SWWRAC, Mediterranean RAC, Baltic RAC.
• National management agencies
• National stakeholder bodies, NGOs
• New collaborators, Possible funders, Fishing
  industry

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Communicating

• What?
• Primary message? (Not case studies)
• Concept, Competence, Capacity
• Bridging the knowledge gap between fishermen and
  science
• Ecological knowledge

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Deliverables

• When
• Where
• Why

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WP4 Effective communication Deliverables
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Communication methods

• PR Website, Media activities, Prints (Brochures,
  Posters, Banners, Flyers)
• Press work (Press releases, Press conferences,
  Events)
• Publications/Media articles (The Parliament
  Magazine, Wikipedia, Local/regional specialist
  magazines, Faculty prints, Scientific Journals )
• Strategic Meetings (Events, National Agricultural
  Ministers)
• Internet Outreach http//www.gap1.eu

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Website purpose and orientation

• Purpose
• To capture interest of the public and provide up
  to date information for partners
• Approach
• Simple but effective
• http//www.gap1.eu

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Activity plan

• List of dissemination contacts from all
  participants (name, email address, institution)
  email now and in September.
• List of interests from industry? Email now and in
  September.
• Outreach activity 1
• Press releases from regional meetings
• Website finalized
• The Parliament advertorial
• Outreach activity 2
• Final advertorial
• Final meeting

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Milestones