Support Theme: Science to society communication strategy

Support Theme leader: Dr Caroline Calvert

Desk researcher: Dr Louisa Wright

See the publications section for reports and presentations from this theme.

Summary

The focus of this Support Theme is the design of good practice and implementation of a strategy for science-society communication to convey the benefits of non-food crops. The communication strategy will involve the use of the media and other mechanisms. The benefits and opportunities of non-food crops, such as bioproducts and new applications, will be identified and defined by the activities of the three Flagship Themes, and set in context by the work of the other Support Themes.

Detailed information

Support Theme objectives

The aims of the media strategy are to:

• develop and implement the media and science communication strategy based upon and extending current good practice procedures;
• increase the public’s awareness of the potential of biorenewables and the use of non-food crops; and,
• aid communication of the results of the EPOBIO project to agriculture, industry and policy-makers through the development of media and other networks.

EPOBIO's approach to science communication

A review of current good practice in science communication in the European media has been undertaken to inform the project’s media strategy. The review analyses the current mechanisms of science-media communication, including how science news is consumed by the European public, how science stories are sourced by the media, science news distributors and science coverage and impact on a European scale. The EPOBIO media communication strategy will build upon existing good practice by adapting and utilising proven effective formats and mechanisms.

Interaction between Support Themes

The science-media communication Support Theme will work closely with each of the Flagship Themes to identify relevant topics, issues and news to develop into formats suitable for communication through the media (popular and specialist). This theme will also interact with the other Support Themes to take into account each of their specific angles - economic and regulatory, agricultural and environmental and social aspects. From these, it is anticipated that this Support Theme will work particular closely with the Attitudes and expectations of the public and policy-makers Support Theme to inform the media strategy as it evolves and to ensure that media outputs incorporate and / or address these.

The science-media communication Support Theme will also assist in providing science communication input to inform the other Support Themes wherever this may be useful.

Key challenges and action

• Competition from other science stories for media coverage. There is no shortage of science stories for the media to cover. Good practice in efficient media communications and maximising impact will be implemented when developing content based on and generated by EPOBIO activities.
• Barriers affecting media distribution and relevance throughout Europe such as differences in national priorities, language and culture which may affect the public’s interest and access to information. The media facilities, contacts and knowledge of the project partners will be used to ensure relevance, direct distribution and access to information, with translations available in the local language wherever possible.
• The poor representation of European research in the European and worldwide media and press forms a potential barrier to receiving media coverage. This will be addressed by the efficient use of existing European media communication resources and news outlets.

Support Theme benefits and outcomes

• Raising awareness of the research areas, requirements of and benefits to policy-makers, interested parties and funding sources on a EU and national scale.
• Contributing to the establishment of a knowledge-based society by increasing awareness of bioproducts, renewables and their applications.
• Facilitating the subsequent development of knowledge and products generated by the project’s activities in order to secure their useful exploitation.
• Generating market demand and/or increase public awareness of new products and technologies.
• Definition and contribution to good practice in science communication through the media.