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Pluralizing Acceptance Project dissemination tips First meeting 8-9 July 2010 European University Institute Florence, Italy Terry Martin, advisory board.

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Presentation on theme: "Pluralizing Acceptance Project dissemination tips First meeting 8-9 July 2010 European University Institute Florence, Italy Terry Martin, advisory board."— Presentation transcript:

1 Pluralizing Acceptance Project dissemination tips First meeting 8-9 July 2010 European University Institute Florence, Italy Terry Martin, advisory board member - media ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

2 Contents I.Project Identity issues II.Audience considerations III.Communication tools IV.Recommendations ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

3 I. Project Identity Communication: Liabilities Lack of brand recognition Ad-hoc nature Unknown quantity - Who are these people? - What’s their agenda? Provocative title/logo Assets High-profile topic High-profile sponsor (EU) Academically authoritative Multinational perspective Multilingual output Provocative title/logo ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

4 Project Identity Logo Graphic impact color version upbeat, harmonious symbolically ambiguous (crescent?) Textual resonance provocative, morally imperative tone implores interlocutor to accept undefined “ism” slightly paradoxical ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

5 Clarify lead question What key question is your research trying to answer? A. How can social cohesion be enhanced while respecting ethnic, religious and cultural plurality? or B. How much cultural diversity can be accommodated? ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES Project Identity

6 II. Audience Considerations ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES The media ask: What’s new? (news value - think headline) Says who? (Is source known? reliable? familiar to our audience?) What’s the evidence? - How do we know this? How big was the sample? Think numbers!) Who cares? (explain why your findings matter to whom)  Of relevance to general audience?

7 Audience Considerations Policymakers ask: What does your research tell me about the policy problem I am dealing with? a. in my constituency b. elsewhere Does evidence challenge or support my (partisan) views? Are current policies working, not working? Can I afford to ignore this research? How should my office respond to this policy challenge? (recommendations) ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

8 III. Communication Tools Launch events (15  generating reports and pictures for website) Website (multilingual) Discussion groups (1 per case study in each country  15 x 2 = 30) Policy briefs (multilingual  1 per country = 15 + 3 regional (+ final PB?)) Regional workshops (3  generating reports and pictures for website) Newsletters (quarterly, 39-month project = +/- 11) “Toolkit of Tolerance Indicators” “State of the Art Report on Tolerance and Cultural Diversity in Europe” “Handbook on Ideas on Diversity and Tolerance in Europe” Final conference and report ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

9 Communication Tools Flyer Utilize depliant and adapt to flyer format for print version “Pastel People” watermark good (but avoid color logo overlay) Think of it as a “teaser” – designed to arouse interest – 1st point of contact – key branding tool – send to every contact of potential interest who did not receive earlier version Brochure Adapt “project identity” document to brochure format – a follow-up instrument – aimed at solidifying relationship with contact – opportunity to solicit participatory interest Website If content behind clickable icons/buttons still forthcoming, tease expectations. Display EU flag with “European Research Area” prominently at top of page ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

10 Communication Tools Distribution of labor All partners are equally involved in the empirical work (Case studies) to be undertaken in the project. And all partners are also equally involved in the dissemination strategy. -- Annex 1, Section B.2.3 of ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

11 IV. Recommendations Stress EU credentials to attract interest (door-opener) Prioritize collection and dissemination of empirical comparative data Plan meaningful charts, graphs, maps Headline “Tolerance Indicators” (benchmarking capability) Feed legislative cycles and organs (timely and targeted dissemination) Avoid terms like “deliverables” in external communications ROBERT SCHUMAN CENTRE FOR ADVANCED STUDIES

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