BEST PRACTICE IN COMMUNICATING THE RESULTS OF EUROPEAN RESEARCH TO THE PUBLIC
Communication of European Research
Margaret Ashwell and Michel Claessens
Director, Ashwell Associates, Ashwell St, Ashwell, Herts. UK, SG7 5PZ and Head, Information and Communication, Directorate-General for Research, European Commission,1049 Brussels, Belgium
Abstract: Dissemination of results is a contractual obligation of participation in research initiatives supported under the European Union’s Framework Six Programme. The European Commission’s Directorate-General for Research is heavily involved in communicating the results of EU-funded research to the media and the general public. In any research project it is important to start thinking about dissemination and exploitation right at the beginning. How can this be possible when the project has not yet yielded any results? Examples from two ongoing EU supported projects are shared and discussed.
Key words: EU; communication; dissemination; exploitation
1. WHY IS DISSEMINATION SO IMPORTANT?
The European Commission launches some 2,000 new research projects every year. An annual budget of more than EUR 4 billion is being allocated by the European Union for funding research projects.
60
In the Sixth Framework Programme 2002-2006 (FP6), the European
Commission supports very large projects (50-100 partners). Against this
background, dissemination of results is a contractual obligation of
participation in research initiatives supported under the European
Union’s FP6. The specific aims of this provision are to promote
knowledge sharing, greater public awareness, transparency and
education. It also provides tangible proof that collaborative research not
only exists, but also pays dividends in terms of academic excellence,
BEST PRACTICE IN COMMUNICATING THE RESULTS 61 industrial competitiveness, employment opportunities, environmental improvements and enhanced quality of life for all.
At the same time, the communication of successes and the announcement of exploitable developments are of direct value to the participants themselves. Suitably framed messages can help by:
• Drawing the attention of national governments, regional authorities and other public and private funding sources to the needs and eventual benefits of the research;
• Encouraging talented students and scientists to join the partner institutes and enterprises;
• Enhancing the reputation of participants, at local, national and international level; etc.
The European Commission’s Directorate-General for Research is heavily involved in communicating the results of EU-funded research to the media and the general public. Support and help are provided to assist project coordinators and team leaders to generate an effective flow of information and publicity about the objectives and results of their work.
The European Commission’s communication strategy particularly addresses communications via the ‘mass media’ (TV, radio and the written press), the workings of which may be less familiar to scientific/academic partners. It also covers websites and other internally generated support such as print publications, CDs and video.
The European Commission draws in particular the attention of participants in FP6-funded projects on the fact that they can no longer ignore the ‘public communication’ dimension of their activity. As the 2001 and 2003 Eurobarometer surveys of European attitudes to science showed that Europe's citizens have a very positive perception of science and technology, we believe that exposing non-specialists to the results of research work helps to improve their understanding of scientific and technological developments and stimulate public debate on important m m issues.
However, research has shown that our acceptance or rejection of
technological and scientific innovation is determined largely by our
preconceived ideas. This means that we must therefore dispense with the
widely held belief that high-quality scientific information can influence
people's judgement. Many researchers continue to claim, for example,
that opposition to genetically modified organisms is due to the fact that
most of the population fail to understand the underlying scientific
notions.
62 Margaret Ashwell and Michel Claessens The workshop outlined the initiatives taken by the European Commission to improve communication, outreach and dissemination of results from EU-funded research projects, and to facilitate the work of project contractors in this respect. Guidelines and best practices to help project participants in communicating and disseminating their research results were presented and discussed.
2. DISSEMINATION AND EXPLOITATION IN PRACTICE
In any research project it is important to start thinking about dissemination and exploitation right at the beginning. How can this be possible when the project has not yet yielded any results? Examples from two ongoing EU funded projects were shared and discussed.
The EU Childhood Obesity Programme is a one year double blind randomised multi-centre intervention trial on new born infants, comparing isocaloric infant formulas with high and low protein contents within the limit of EU recommendations, balanced by fat. The trial is taking place in 5 EU countries, namely Belgium, Germany, Italy, Poland and Spain. A reference breast fed group will be studied at the same time.
The Programme will study, over the first two years of life, weight and height, body composition, hormonal status and protein metabolism.
Important conclusions will be drawn at the age of 2 years on the relation between protein intake, growth and obesity risk as assessed by the length change over 2yrs. Additionally, children will be followed-up until age 8 years, in order to assess the long-term impact on the prevalence of obesity. Target audiences include: Scientists, Policymakers, Health professionals, and Consumers (parents). Dissemination materials include Printed materials (brochures, newsletters, leaflets), Web site (www.childhood-obesity.org) and Media briefings.
Food in Later Life (www.foodinlaterlife.org )will improve the nutritional well-being of older people and hence their independence and quality of life. The Project will benefit from the assistance of Dissemination and Exploitation Consensus Platforms (DECPs), both at a pan-European Level and at a National level. Some of the roles performed by these panels are as follows:
• Provide specific expertise and advice on industry, management issues
and matters relating to health and social care services.
BEST PRACTICE IN COMMUNICATING THE RESULTS 63
• Encourage the dissemination of European databases arising from Food in Later Life to research centres and industry.
• Assist the development of consumer-friendly tools to allow
manufacturers and caterers to assess food choices and food provision preferences in older people and to allow health professionals to assess nutritional status in older people.
• Explore the potential for targeted ranges of food products and services for older people, according to identified preferences.
This pan-European platform will consist of a small group of stakeholder representatives from the manufacturing, retail and service industries, relevant charities and policy making departments of governments. This panel will meet three times during the project; the meetings taking place during a partners’ meeting.
3. CONCLUSION
This workshop aimed to advise others how they can maximise their dissemination and exploitation plans in any research project.
REFERENCES
EU Childhood Obesity Programme website: www.childhood-obesity.org Food in Later Life website: www.foodinlaterlife.org
