1. 11th International Conference on Public Communication of Science & Technology (PCST)
December 2010, New Delhi
Alexander Gerber, presented by Dino Trescher
Al d G b t d b Di T h 1
Challenges, Trends and Solutions
for Science and Innovation Communication in Germany
http://www.slideshare.net/AlexanderGerber/TrendsDelhi
@InnoVisions / #PCST

2. The Trend Study 2010
http://wk‐trends.de
2
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 as
documented in the survey.
‐ Prognoses und scenarios for future developments will lead to roadmaps and strategy recommendations

3. 
Interpretation
3

  

Solutions Experts give
Community defines
back to the answers
and quantifies
community:
challenges and Roadmaps
BLOG
trends.


Interpretation

4. Supplanting the old media?
A Nature survey (spring 2009) documented
fundamental changes in science communication
f d t l h i i i ti 4
 Job losses in editorial offices, job increases in science PR.
 W k l d of j
Work load f journalists grows continuously
li t ti l
 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. 274‐277
tinyurl.com/c38kp6 ‐‐ www.nature.com/news/2009/090318/pdf/458274a.pdf

5. Analysis of Popular Science Titles
Sold circulation
(2000‐2009)
(2000 2009) 5
Gerber, A. 2009. Auflagenentwicklung deutscher
Gerber A 2009 Auflagenentwicklung deutscher
Wissenschaftstitel? Congress Presentation, WiD‐Forum
see Slideshare
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

6. Analysis of Popular Science Titles
Sold circulation
(2000‐2009)
(2000 2009) 6
Gerber, A. 2009. Auflagenentwicklung deutscher
Gerber A 2009 Auflagenentwicklung deutscher
Wissenschaftstitel? Congress Presentation, WiD‐Forum
see Slideshare
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

7. Analysis of Popular Science Titles
Sold circulation
(2000‐2009)
(2000 2009) 7
120.000
120 000
100.000
80.000
60.000
40.000
40 000
20.000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

8. Freelance Journalists under Pressure
8
[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 g
Every 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 people
people.
Every second freelancer is afraid
of losing income.
Steigerung um mehr als 25% 9,46%
Steigerung um bis zu 25% 41,89%
Konstant 2 7,02%
Verringerung um bis zu 25%
Verringerung um bis zu 25% 13,51%
13 51%
Verringerung um mehr als 25% 6,75%
keine Antwort 1,35%

9. Science Centers Lack Funding
9
[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 %

10. Ambivalence in Target Audiences
10
[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
y y
journalism 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
≈ 2 52 Science‐to‐Business
≈ 3,16 General public (adults)
≈ 3 21 Young people/ schools
≈ 3,21 Young people/ schools

11. The Double Crisis
How far has the economical crisis enforced the
structural science media crisis?
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]
OVERALL
Employed Journalists
PR / Marketing
Scientists
Science Education / Events
Freelance Journalists
Researchers / Consultants

12. No “Future in the Making”
Which aspects of “Science” are successfully
conveyed to the audiences?
d t th di ? 12
[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber‐wk‐trends‐2009‐umfrage]
Innovation
(the economic impact / possible
/ possible
commercialization of research results / new
innovative products or services)
Process
(the methods of creating knowledge in science /
in science /
the mechanisms of innovation processes

13. Online First
Employed journalists were asked to which extent
coverage efforts moved from pint to online
ff t df i tt li 13
[Selected examples / answers: Download the entire results under http://www.slideshare.net/AlexanderGerber/gerber‐wk‐trends‐2009‐umfrage]
Every third editor sees a trend
towards „online first“.
Steigerung um mehr als 25%
Steigerung um mehr als 25% 3.23%
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. 
Interpretation
14

  

Solutions Experts give
Community defines
back to the answers
and quantifies
community:
challenges and Roadmaps
BLOG
trends.


Interpretation

15. 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 independence
standards,
>> Differentiate from social media and corporate publishing!
 Increasing quality will lead to an accelerated consolidation in the media market
>> Cooperation is the innovation of the 21st´
C ti i th i ti f th ´century!
t !
 TV and radio remain essential platforms for innovation. Crossmedia trends…
>> Convergence as an opportunity for entirely new business models!
g pp y y

16. Selected Delphi Responses
( 2 / 2 )
16
[Selected examples / answers: The final results will be discussed online under http://www.scienceblogs.de/sic]
 Uncertainty,
Uncertainty how the profession of science / innovation journalist will change
>> From gatekeeper to moderator and information scout!
 Teachers’ capabilities of conveying media literacy increasingly crucial
>> From media literacy to scientific citizenship!
F di lit t i tifi iti hi !
 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!

17. Outlook

Interpretation
17

  

Solutions Experts give
Community defines
back to the answers
and quantifies
community:
challenges and Roadmaps
BLOG
trends.


Interpretation

18. 18
Alexander Gerber Dino Trescher
a.gerber@innokomm.eu d.trescher@innokomm.eu
+49 (0)30 ‐ 577 076 ‐ 141 +49 (0)30 ‐ 577 076 ‐ 142
Blog: scienceblogs.de/sic Linked‐in: dinotrescher
Nature Network: alex_gerber
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Twitter: InnoVisions Xing: Dino_Trescher
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innocomm Research Center for
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Linked‐in: alexandergerber Friedrichstrasse 60
10117 Berlin, Germany
Facebook: AlexanderGerber Tel.: +49 (0) 30 ‐ 577 076 ‐
T l 49 (0) 30 577 076 140
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