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11th International Conference on Public Communication of Science & Technology (PCST)December 2010, New Delhi

Al d G b t d b Di T h 1

Challenges, Trends and Solutions 

Alexander Gerber, presented by Dino Trescher 

for Science  and Innovation Communication in Germany

http://www.slideshare.net/AlexanderGerber/TrendsDelhihttp://www.slideshare.net/AlexanderGerber/TrendsDelhi@InnoVisions / #PCST

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The Trend Study 2010http://wk‐trends.de

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1.) Survey‐ Standardised, written, anonymised, , y‐ Six groups of interviewees in the field of science and innovation communication: 326 science journalists and PR managers, scientists and communication researchers

2. ) Delphi Study) p y‐ 40 renowned experts, researchers and practitioners discuss the findings and challenges asdocumented in the survey.‐ Prognoses und scenarios for future developments will lead to roadmaps and strategy recommendations

3 3Interpretation

Community defines

and quantifieschallenges and

Experts giveanswers

Solutions back to thecommunity: 

BLOG

Roadmaps

trends.BLOG

Roadmaps

Interpretation

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Supplanting the old media?A Nature survey (spring 2009) documentedf d t l h i i i ti 4

Job losses in editorial offices, job increases in science PR.

W k l d f j li t ti l

fundamental changes in science communication

Work load of journalists grows continuously

More science blogs with ever more readers

Brumfiel Geoff 2009 Supplanting the old media?Brumfiel, Geoff 2009.   Supplanting the old media? Nature, Vol. 458, 2009:. pp. 274‐277tinyurl.com/c38kp6  ‐‐ www.nature.com/news/2009/090318/pdf/458274a.pdf

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Analysis of Popular Science TitlesSold circulation(2000 2009) 5(2000‐2009)

Gerber A 2009 Auflagenentwicklung deutscherGerber, A. 2009.   Auflagenentwicklung deutscher Wissenschaftstitel?  Congress Presentation, WiD‐Forumsee Slideshare

2000         2001         2002        2003         2004         2005         2006         2007         2008         2009

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Analysis of Popular Science TitlesSold circulation(2000 2009) 6(2000‐2009)

Gerber A 2009 Auflagenentwicklung deutscherGerber, A. 2009.   Auflagenentwicklung deutscher Wissenschaftstitel?  Congress Presentation, WiD‐Forumsee Slideshare

2000         2001         2002        2003         2004         2005         2006         2007         2008         2009

7

Analysis of Popular Science TitlesSold circulation(2000 2009) 7(2000‐2009)

120 000120.000

100.000

80.000

60.000

40 00040.000

20.000

2000         2001         2002        2003         2004         2005         2006         2007         2008         2009

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Freelance Journalists under Pressure8

[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber‐wk‐trends‐2009‐umfrage]

Freelance journalists far more affected than their employed colleagues. j y gEvery third suffered from a decrease in income in 2009.Every second expects a further decrease in 2010.Not more than one out of ten freelance science journalists would clearly recommend his 7 her job to young peoplerecommend his 7 her job to young people.

Every second freelancer is afraid

Steigerung um mehr als 25%  9,46%Steigerung um bis zu 25%  41,89% Konstant 2 7,02%Verringerung um bis zu 25% 13 51%

of losing income.

Verringerung um bis zu 25%  13,51% Verringerung um mehr als 25%  6,75%keine Antwort  1,35%

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Science Centers Lack Funding9

[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber‐wk‐trends‐2009‐umfrage]

The recent economic crisis has had a serious impact on science events and science centers in German-speaking countries, suddenly being confronted with significant decreases in financial support, especially in sponsoring by companies and foundations.

Aquciring public funding for science center or comparable exhibitions and initiatives has become…

…more difficult        (unsure)     …easier

63 %                              30 %         7 %

Aquciring comparable sponsoring from companies and foundations has become…

…more difficult        (unsure)     …easier

78 %                                      21 %         0 %

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Ambivalence in Target Audiences1010

[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber‐wk‐trends‐2009‐umfrage]

Almost every respondent in the survey anticipated the formats in science

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y yjournalism to develop even more in the direction of staging and entertainment, pushing the existing titles further into smaller niches of special-interest journalism.

According to the survey, the German community sees innovation communication as being most successful in reaching enterprises, but as quite unsuccessful in reaching young people.

≈ 2,42 Scientific communities

≈ 2 52 Science‐to‐Business≈ 2,52 Science‐to‐Business

≈ 3,16 General public (adults)

≈ 3 21 Young people/ schools≈ 3,21 Young people/ schools

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The Double CrisisHow far has the economical crisis enforced the t t l i di i i ? 11

[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber‐wk‐trends‐2009‐umfrage]

structural science media crisis?

OVERALL

Employed Journalists

PR / Marketing

Scientists

Science Education / Events

Freelance JournalistsFreelance Journalists

Researchers / Consultants

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No “Future in the Making”Which aspects of “Science” are successfully

d t th di ? 12conveyed to the audiences?[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber‐wk‐trends‐2009‐umfrage]

Innovation (the economic impact / possible(the economic impact / possiblecommercialization of research results / newinnovative products or services)

Process(the methods of creating knowledge in science /(the methods of creating knowledge in science / the mechanisms of innovation processes

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Online FirstEmployed journalists were asked to which extent

ff t d f i t t li 13coverage efforts moved from pint to online[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber‐wk‐trends‐2009‐umfrage]

Steigerung um mehr als 25% 3 23%

Every third editor sees a trend

towards „online first“.Steigerung um mehr als 25%  3.23%Steigerung um bis zu 25%  29.03%konstant  48.39%Verringerung um bis zu 25%  3.23%Verringerung um mehr als 25%  0.00%keine Antwort  16.13%

14 14Interpretation

Community defines

and quantifieschallenges and

Experts giveanswers

Solutions back to thecommunity: 

BLOG

Roadmaps

trends.BLOG

Roadmaps

Interpretation

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Selected Delphi Responses( 1 / 2 )

15[Selected examples / answers: The final results will be discussed online under http://www.scienceblogs.de/sic]

Growing importance of quality standards investigation and independenceGrowing importance of quality standards, investigation and independence>> Differentiate from social media and corporate publishing!

Increasing quality will lead to an accelerated consolidation in the media market>> C ti i th i ti f th 21st´ t !>> Cooperation is the innovation of the 21st´century!

TV and radio remain essential platforms for innovation. Crossmedia trends…>> Convergence as an opportunity for entirely new business models!g pp y y

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Selected Delphi Responses( 2 / 2 )

16[Selected examples / answers: The final results will be discussed online under http://www.scienceblogs.de/sic]

Uncertainty how the profession of science / innovation journalist will changeUncertainty, how the profession of science / innovation journalist will change>> From gatekeeper to moderator and information scout!

Teachers’ capabilities of conveying media literacy increasingly crucial >> F di lit t i tifi iti hi !>> From media literacy to scientific citizenship!

Demand for conveying not only results but also mechanisms of innovation>> Basic understanding of research processes as a precondition!g p p

Blurred borders between journalism, PR and marketing>> Relation between the players is becoming increasingly complex!

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Outlook

17Interpretation

Community defines

and quantifieschallenges and

Experts giveanswers

Solutions back to thecommunity: 

BLOG

Roadmaps

trends.BLOG

Roadmaps

Interpretation

1818Alexander Gerber

a.gerber@innokomm.eu+49 (0)30 ‐ 577 076 ‐ 141

Dino Trescher

d.trescher@innokomm.eu+49 (0)30 ‐ 577 076 ‐ 142

Blog: scienceblogs.de/sic

Nature Network: alex_gerber

Linked‐in: dinotrescher

Facebook: dino.trescher_g

Twitter: InnoVisions

Slideshare: AlexanderGerber

Xing: Dino_Trescher

innocomm Research Center forDelicious: InnoComm

Linked‐in: alexandergerber

innocomm Research Center for Science & Innovation Communication

Friedrichstrasse 6010117 Berlin, GermanyT l 49 (0) 30 577 076 140Facebook: AlexanderGerber

Xing: Alexander_Gerber3

Competence Site: Alexander‐Gerber

Tel.: +49 (0) 30 ‐ 577 076 ‐ 140

innocomm deals in research, development, consulting, marketing and implementation with communication both in research and innovation processes of companies and academic institutions Further itCompetence Site: Alexander Gerber

ResearchGate: Alexander_Gerber

companies and academic institutions. Further it focuses on the commercialization and diffusion of research results in market and society.