AZTI-Tecnalia

1. MAITRE
Media Actions for International Training of REsearchers
Science Communication
for promoting scientific
knowledge
Communicating food science research
Michela Pichereddu
Minerva Consulting & Communication
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

2. MAITRE project
Communicating food science
research
http://vimeo.com/27044675
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

3. Communicating Science
Communicating scientific results is a challenge
Problem: the media's over-simplification of a given subject
or insufficient involvement from scientists when
communicating to the public at large
Solution proposed: providing the researchers with
knowledge transfer tools to support journalists and
understand the media process
The researchers will be more willing to communicate
scientific information to the media to reach the public
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

4. Research communication’s
objectives
Contribute to the promotion of research knowledge in Europe
by improving the scientists ability to communicate scientific
research to the media
Translate scientific information collected from the researchers
into common language
Provide an answer to consumers needs and demands regarding
food and nutrition information
“Engage the public in participation and
dialogue, media training for food and nutrition
scientists”
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

5. Research communication’s
expected outcomes
Create a science-citizens dialogue: through the
dialogue between Scientists and the media
Simplify the science: turning the subject to be
communicated into something easier for the audience
Enhance the capability of researchers to communicate
Support the dissemination of research results in the
field of food quality and safety at European level
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

6. MAITRE: Communicating food
science research
MAITRE media trainings:
50 training sessions/ 600 researchers to be trained over 3
years (2011 – 2014)
EU and associated countries
Provide knowledge on media methods and functioning
Focus on practical experience
Diversified training material
Different seminar formats to assure efficiency with
flexibility
Active trainers to maximise the training impact
Contacts with the media to learn by doing
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

7. Researchers’ benefits
Participation to seminars is free of charge and enables
food and nutrition researchers to:
get tailor-made media workshops given by senior
journalists
learn how to communicate with media
increase visibility and impact of the research activity
strengthen the food science communication network
access a platform with full contact list of science
journalists and other food researchers
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

8. Journalists’ benefits
Journalists often have little opportunity to interact with
researchers. MAITRE aims to reduce this gap offering
journalists to:
be involved in the training activities and assist the
trainers during the seminars
have an interactive exchange with the researchers
improve the understanding of food scientific issues
access a platform that includes contact information
and profiles of high-qualified food researchers
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

9. Researcher & Journalist Platform
MAITRE platform: online database of food researchers and
science specialised journalists, aiming to:
give researchers and journalists alike the opportunity to network
and create a longstanding collaboration with each other
connect researchers and journalists trough a full detailed contact
list that provided info on the working fields
Once registered, the researcher can contact a journalist
directly asking him/her to publish the research news
The journalist can contact a researcher to get more info on the
topic he/she is writing about
www.maitreproject.eu
Connecting Media with Science
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

10. 2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

11. Media trainings hosted so far
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

12. Researchers’ feedback
The strongest points of MAITRE seminars according to the
participants’ feedback:
Helpful hands-on and practical sessions to test the participants
Professional Radio & TV interview practices to learn the right
approach with different type of media
High qualified trainers and senior journalists
Practical tips to improve researchers’ communication skills
Effective examples and tools to deal with the media
Scientific communication issues and targeted inputs on how to
communicate scientific results to the media
Practical tools to deal with online media
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

13. Next media trainings
Teagasc, Agriculture and Food Development Authority, Ireland, Dublin,
17 - 18.10.2012
University of Life Sciences, Estonia, Tartu, 30 - 31.10.2012
University of Valencia, Spain, Valencia 15 -16.11.2012
Institute for Food Technology, Serbia, Novi Sad, 21– 22.11.2012
The Hellenic Food Authority, Greece, Athens, 29 – 30.11.12
Campden BRI, Hungary, Budapest, 05 – 06.12.2012
University of Ljubljana, Slovenia, Ljubljana, 30 – 31.01.2013
The MAITRE project offers to research centres and universities
located in Europe and Associated countries the opportunity to
HOST A PROFESSIONAL MEDIA TRAINING
for its researchers completely free of charge
Are you a Research centre or university?
Apply for hosting a MAITRE Media training!
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia

14. Thank you for your attention!
Minerva Consulting & Communication
minerva@minerva-communication.eu
michela@minerva-communication.eu
MAITRE project
maitre@maitreproject.eu
www.maitreproject.eu
2nd PLACES Conference - 10-12 October 2012 - Tartu, Estonia