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Non-traditional ways of communicating astronomy with the public: outreach or outrageous?

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Oana Sandu
Oana Sandu

A presentation on how to make outreach efforts in astronomy and science more efficient by using non-traditional ways of communication.

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Non traditional ways of communicating astronomy with the publicOutreach or Outrageous?7 September 2010 JENAM, Lisbon@oanasandu
Shes an AstronomerOrganiser: Astroclub BucharestInsights: On 8th March Romanians celebrate Mothers Day. Usually, families go out in the park. Every girl, woman and mother receives a martisor a token of spring.
Shesan AstronomerActivity in Bucharest: Solar Observations in the park offered by women amateur astronomers only and tokens of spring with the IYA2009 logo for all women Simultaneous activities in more than 9 other cities in Romania
Non-traditional ways of communicating astronomy with the public: outreach or outrageous?
BacauBarladBlaj and MediasBlaj and MediasTulcea
Credit Alex Conu for Baneasa Shopping City
Shes an Astronomer - FactsMedia coverage in Bucharest:22 news websites6 websites for women and on fashion4 blogsExtensive article in city guide magazineInterview in CareersFeatured article in Freedom for WomenNews at National TelevisionNews at 3 radio stations with national coverageMedia coverage in the country: 33 more articles
Galilean NightsOrganiser: Astroclub Bucharest and The Astronomical Observatory from Bucharest AmiralVasileUrseanuInsights: October was a rainy month in Romania and no chance of showing Jupiter to the public. There is a tea culture developing among young people in Romania. Quite a few tea houses in Bucharest are among favorite places to meet and chatBest Plan B at Galilean Nights Awards
Galilean NightsActivity: Galilean Night with hot tea and a journey to JupiterThe Astronomical Observatory was transformed in a tea house.Presentations about Galileo Galilee and journeys to Jupiter with astronomical software
Non-traditional ways of communicating astronomy with the public: outreach or outrageous?
Galilean Nights - FactsDuring 6 hours, there were 300 visitors, 250 tea cups prepared and 6 presentations made. The event was broadcast by 3 major TV stations, 4 radio stations and 9 websites, among which: 2 of the most visited women websites (with approx. 60.000 and 12.000 visitors per day), 3 of the most popular news websites (with approx. 80.000, 180.000 and 290.000 visitors per day). Counting only these websites, we had 622.000 people reached through PR efforts.
Shannon Weaver model of communicationMessageMessagePerceived signalSignalNoise
Our communication modelInternetTwitterCinemaTVAstronomyMagazinesGamesFacebookNoise
1. Know your targetResearchStudies, focus groups, friendly chatDiscover their insightsWhat and where they eat and drink, where they spend their free time, who are their role models, what magazine they read etc.
Did you know?From a choice of six role model types for a daughter respondents chose:life-saving doctor 47%Nobel prize-winning scientist - 20% Olympic gold medalist 14% Best-selling novelist 9% 5% of respondents chose a celebrity or pop star as a suitable role models for young girls*More than half of teenagers do not want a career - they just want to be famous. Asked the question "What would you like to do for your career?, 54 per cent answered "Become a celebrity***Study by ICM for the Royal Society**A survey on 1032 16-years-old done in 2010 in UK
2. Chose the right channelThe right channel is the channel that your target uses, not the one you use.
Did you know?Top 10 magazines for teenagers include: Cheerleader, Girls Life Magazine, Seventeen, TeenVogue etc. (allyoucanread.com)The Daily Telegraph is Britain's biggest-selling quality daily newspaper, but readers between 15 and 24 are only 5% of total readership*, while most readers are 45+ which makes it a perfect channel if you target are adults.* www.nmauk.co.uk
3. Speak your targets languageThe secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. (Leo Burnett) Use the words and style that your target uses, the images, characters and situations that are familiar to your target group.
Our communication modelInternetTwitterCinemaTVAstronomyFacebookMagazinesGamesNoise
OutreachOutrageousNon Traditional ways of Communicating astronomy with the public
www.astroclubul.roOana Sandu, PR Coordinator AstroclubBucharestoana.sandu@astroclubul.ro

More Related Content

Non-traditional ways of communicating astronomy with the public: outreach or outrageous?

  • 1. Non traditional ways of communicating astronomy with the publicOutreach or Outrageous?7 September 2010 JENAM, Lisbon@oanasandu
  • 2. Shes an AstronomerOrganiser: Astroclub BucharestInsights: On 8th March Romanians celebrate Mothers Day. Usually, families go out in the park. Every girl, woman and mother receives a martisor a token of spring.
  • 3. Shesan AstronomerActivity in Bucharest: Solar Observations in the park offered by women amateur astronomers only and tokens of spring with the IYA2009 logo for all women Simultaneous activities in more than 9 other cities in Romania
  • 6. Credit Alex Conu for Baneasa Shopping City
  • 7. Shes an Astronomer - FactsMedia coverage in Bucharest:22 news websites6 websites for women and on fashion4 blogsExtensive article in city guide magazineInterview in CareersFeatured article in Freedom for WomenNews at National TelevisionNews at 3 radio stations with national coverageMedia coverage in the country: 33 more articles
  • 8. Galilean NightsOrganiser: Astroclub Bucharest and The Astronomical Observatory from Bucharest AmiralVasileUrseanuInsights: October was a rainy month in Romania and no chance of showing Jupiter to the public. There is a tea culture developing among young people in Romania. Quite a few tea houses in Bucharest are among favorite places to meet and chatBest Plan B at Galilean Nights Awards
  • 9. Galilean NightsActivity: Galilean Night with hot tea and a journey to JupiterThe Astronomical Observatory was transformed in a tea house.Presentations about Galileo Galilee and journeys to Jupiter with astronomical software
  • 11. Galilean Nights - FactsDuring 6 hours, there were 300 visitors, 250 tea cups prepared and 6 presentations made. The event was broadcast by 3 major TV stations, 4 radio stations and 9 websites, among which: 2 of the most visited women websites (with approx. 60.000 and 12.000 visitors per day), 3 of the most popular news websites (with approx. 80.000, 180.000 and 290.000 visitors per day). Counting only these websites, we had 622.000 people reached through PR efforts.
  • 12. Shannon Weaver model of communicationMessageMessagePerceived signalSignalNoise
  • 14. 1. Know your targetResearchStudies, focus groups, friendly chatDiscover their insightsWhat and where they eat and drink, where they spend their free time, who are their role models, what magazine they read etc.
  • 15. Did you know?From a choice of six role model types for a daughter respondents chose:life-saving doctor 47%Nobel prize-winning scientist - 20% Olympic gold medalist 14% Best-selling novelist 9% 5% of respondents chose a celebrity or pop star as a suitable role models for young girls*More than half of teenagers do not want a career - they just want to be famous. Asked the question "What would you like to do for your career?, 54 per cent answered "Become a celebrity***Study by ICM for the Royal Society**A survey on 1032 16-years-old done in 2010 in UK
  • 16. 2. Chose the right channelThe right channel is the channel that your target uses, not the one you use.
  • 17. Did you know?Top 10 magazines for teenagers include: Cheerleader, Girls Life Magazine, Seventeen, TeenVogue etc. (allyoucanread.com)The Daily Telegraph is Britain's biggest-selling quality daily newspaper, but readers between 15 and 24 are only 5% of total readership*, while most readers are 45+ which makes it a perfect channel if you target are adults.* www.nmauk.co.uk
  • 18. 3. Speak your targets languageThe secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. (Leo Burnett) Use the words and style that your target uses, the images, characters and situations that are familiar to your target group.
  • 20. OutreachOutrageousNon Traditional ways of Communicating astronomy with the public
  • 21. www.astroclubul.roOana Sandu, PR Coordinator AstroclubBucharestoana.sandu@astroclubul.ro

Editor's Notes

  • #18: If you obtain a PR article in the Sunday Telegraph Life Section you saved 63 euros per scc**, perfect for a JENAM news item, but for inspiring girls to pursue a career in science? ** www.telegraph.co.uk