EUROPEAN RESEARCH COUNCIL
EXTERNAL COMMUNICATION STRATEGY 2019
https://erc.europa.eu
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European Research Council
External Communication Strategy 2019
1. Context
2. Objectives
Objective 1 - Attract the best ideas and the brightest minds
Objective 2 - Share our passion for frontier science
Objective 3 - Position the ERC as a success story for Europe
3. Communication Channels, Multipliers and Partners
3a. ERC tools
3b. Earned media
3c. Multipliers and communication partners
Annexes
1.Key communication opportunities and events in 2019
2. Scientific Conferences with planned participation of ERCEA Scientific Officers
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Table of Contents
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1. Context
The European Research Council’s Executive Agency (ERCEA) supports the ERC Scientific Council in its mandate to “communicate with the scientific community, key stakeholders and the general public on the ERC’s activities and achievements”1. External communication assists with the delivery of the ERC’s Work Programme, which is established each year by the Scientific Council and approved by the European Commission. It underpins the ERC’s mission to make Europe a global leader in frontier research.
Building on the work that has been done over the last decade to develop the ERC’s visibility, our external communication strategy for 2019 reflects a desire to consolidate the ERC’s profile but also to reach beyond audiences that are already familiar with the ERC’s actions. It takes account of the fact that 2019 will see a wide-ranging debate on the EU’s future in the context of the European elections and the appointment of a new European Commission. In this context, we will renew our efforts to demonstrate the importance of frontier research for the attractiveness of Europe and for the future wellbeing of citizens, society and the economy. These efforts will also contribute to the wider narrative on the added value of the EU’s budget and its framework programme for research and innovation (both the current Horizon 2020 programme and the future Horizon Europe programme).
On 30 March 2019, the United Kingdom is scheduled to leave the EU. The ERC is involved in the wider efforts to ensure preparedness for all potential outcomes of the United Kingdom’s withdrawal from the EU. We will endeavour to provide timely information about the implications for current grantees and for future applicants, in line with the relevant legal texts and the general guidance provided by the European Commission.
2. Objectives
The ERC’s communication is guided by the ERC mission statement to select and fund “the excellent ideas that have not happened yet and the scientists that are dreaming them up”. The ERC aspires to excellence in its communication.
Objective 1: Attract the best ideas and the brightest minds
DescriptionThe ERC’s funding schemes are open to researchers across Europe and from anywhere in the world. Our external communication aims to sustain the overall number and quality of applications for funding across all schemes and domains.
AudienceTarget audiences under this objective are researchers with a high potential in Europe and elsewhere who could be potential applicants, as well as current ERC grantees who may be interested in applying again under relevant funding schemes.
1) Horizon 2020 Specific Programme, Annex I.1 – Official Journal L347 of 20 December 2013, p981
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In 2019, we will continue to ensure the widest possible awareness of the different calls amongst these target audiences, across different disciplines and funding schemes, but with a reinforced emphasis on the following audiences:
> Researchers from countries that have lower application rates or lower number of grants in ERC calls, particularly from EU-13 countries that have joined the EU since 2004 (in line with the work on widening European participation initiated by the Scientific Council);
> Researchers globally who have the right profile to apply for ERC funding in order to develop their research in Europe, in line with the ambition of the ERC and the European Commission to be “open to the world”;
> Female researchers, in line with the work on gender balance that has been initiated by the Scientific Council.
ActionsCommunication actions planned for 2019 under this objective include the following:> Provide accurate, clear and up-to-date information about the ERC’s funding schemes and
the details of calls via the ERC’s communication channels (website, email lists, social media accounts, etc.);
> Support the participation of the ERC’s President, Scientific Council members, ERCEA Staff (especially management and scientific officers) and ERC grantees in selected scientific conferences and events targeting several research communities;
> Cooperate with multipliers and communication partners (in particular the ERC’s National Contact Points, Host Institutions, Science Counsellors in EU Delegations and the EURAXESS network) in order to ensure the widest possible dissemination of information about ERC funding schemes and calls to the relevant target audiences in EU Member States, Associated Countries and other countries worldwide;
> Identify opportunities for decentralised communication in at least three EU-13 countries (including scientific conferences mentioned in the list of key events annexed to this strategy, events organised by ERC National Contact Points and Host Institutions, as well as events with Principal Investigators organised by the ERCEA);
> Identify opportunities for decentralised communication in at least four non-ERA countries (including the USA at AAAS and the roadshow planned later in 2019, in Japan and China where roadshows are planned next year, and in Brazil where the ERC will attend the Global Research Council including organising information sessions);
> Share the stories of current ERC grantees and their careers as a source of inspiration and guidance for potential applicants, with a particular focus on the experiences of female grantees and grantees from less-represented countries;
> Produce and disseminate a video illustrating the ERC’s efforts to tackle unconscious bias, including gender bias, in its evaluation of proposals;
> Communicate actively about the role of women in science, including on the occasion of the International Day of Women and Girls in Science in February and the Ada Lovelace Day (ALD) in October which celebrates the achievements of women in science, technology, engineering and maths (STEM);
> Web marketing and targeted use of “promoted” content in order to reach the research community via online channels, especially in the priority countries mentioned above.
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Performance managementIn order to gauge current levels of awareness and perceptions in different countries of the ERC’s funding opportunities, we will conduct a survey of key multipliers and partners (including the ERC’s National Contact Points, Science Counsellors in EU Delegations and the Euraxess network) in 2019.
The main indicator to track the effectiveness of our communication actions under this objective will be the overall number of visits to the funding section of the ERC website, as well as trends observed in the number of visits from countries in which major communication actions have taken place. (In 2018, the ERC website attracted 600,000 visits of which almost half were to the funding section.) Over time, the intention is also to work with ERCEA colleagues to analyse the evolution of actual applications under the different funding schemes in order to guide future communications actions (while recognising the wide range of other factors that are likely to influence results in this context).
Objective 2Share our passion for frontier science
DescriptionFrom quantum computing to molecular biology, from sustainable energy to migration flows, from the creation of new concepts to the development of immediate applications, the ground-breaking research carried out by ERC grantees is pushing the frontiers of human knowledge and changing the way we look at the world around us. The ERC’s external communication aims to stimulate interest in science beyond the research community, to provide a platform for ERC grantees to share their work, and to position the ERC as a global leader in frontier research.
AudienceTarget audiences under this objective include policy-makers and influencers at the national, European and international levels, the global research community and members of the public in Europe who have an interest in topics related to research, innovation and science. In 2019, we intend to step up our efforts to support public engagement and outreach.
ActionsCommunication actions planned for 2019 under this objective include the following:> Support especially the ERC’s President, in cooperation with his team, but also members of the
Scientific Council, with speaking engagements, media interviews and other communication activities;
> Work with science media and journalists to encourage reporting on frontier research and the achievements by ERC grantees;
> Provide communication training and support to ERCEA staff, particularly from the scientific department, who represent the ERC at scientific conferences and other events and several of whom are also active on social media;
> Work with grantees, their host institutions and ERCEA staff (particularly management and scientific officers) with a view to sharing stories and research results via the ERC’s communication channels such as events, media interviews and social media;
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> Identify opportunities to collaborate with the producers of popular science podcasts, including a co-sponsored series of podcasts with Nature;
> Collaborate with multipliers and organisers of popular science events including Researchers’ Night, Pint of Science and Science Museums;
> Support the communication actions carried out under two Coordination and Support Action projects that will conclude their activities in 2019 – the ScienceSquared2 project and the ERCcOMICS3 project;
> Work with the European Commission DG for Research and Innovation (RTD), Representations, DG for Communication (COMM) and other DGs with a view to have them include examples of ERC-funded research in wider communication efforts around the Horizon 2020 programme and the Commission’s corporate communication campaigns.
Performance managementInsights into levels of awareness and public perceptions concerning research and innovation will be provided through a specific Eurobarometer opinion survey to be launched by the Commission in 2019 (the first such survey since 2013). These insights will provide a useful baseline for the ERC’s future communication.
Key Performance Indicators (KPIs) under this objective will include:> The number of speaking engagements and media interviews undertaken especially by the ERC
President but also the members of the Scientific Council;> The number of ERC stories shared via the ERC’s communication channels (website, social
media accounts, videos etc.);> The number of ERC grantees speaking at key events;> The number of examples of ERC-funded research featured in campaigns and communication
actions managed by DG RTD, DG COMM and other DGs;> The traffic to the “stories” section of the ERC website, number of views of videos featuring ERC
grantees;> The number of ERC grantees who receive communication training, guidance and support;> The number of ERCEA staff who receive communication training, guidance and support.
Objective 3Position the ERC as a success story for Europe
DescriptionOver the last decade, the ERC has supported the development of new ideas, pushing researchers to follow their curiosity wherever it may take them. This bottom-up approach has produced impressive results. Independent evaluations have shown that more than 70% of completed ERC-funded projects produced breakthroughs or major scientific advances.
The ERC’s external communication seeks to demonstrate the relevance and the added value of the ERC in developing Europe’s competitiveness and its contribution for improving the wellbeing of citizens, and society at large. It serves to enhance the ERC’s visibility and reputation for excellence and to support the broader narrative on the added value of the European Union, its budget and the Horizon 2020 programme. It aims to make the case for blue-sky, curiosity-driven frontier research.
2) https://www.sciencesquared.eu/ 3) https://www.erccomics.com/
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This also involves showcasing the ERC’s structural impact, such as raising the overall level of scientific excellence in Europe and making Europe a hub for top talent, acting as a benchmark on the European research landscape, contributing to the production of new knowledge and methodologies, to the creation jobs and new companies, to the filing of patents, etc. The ERC’s communication will also continue to feed into wider debates on topical issues for the future of European research such as gender balance, open access, fake news and innovation. The ERC’s communication will also contribute to capitalise on the prominent role of the ERC President acting as spokesman for the organisation and for European frontier science.
AudiencesTarget audiences under this objective include decision-makers at international, EU and national levels, key influencers and opinion-leaders, as well as members of the public who have an interest in research, science and related topics. We also aim to maintain and develop the ERC’s good relations with key EU decision-makers in the periods leading up to and following the European elections and the formation of the new Commission in 2019.
ActionsCommunication actions planned for 2019 under this objective include the following:> Support especially to the ERC’s President, in cooperation with his team, but also to members of
the Scientific Council, with speaking engagements, media interviews and other communication activities;
> Work with media and journalists to encourage reporting on frontier research and the results achieved by ERC grantees;
> Participation of the ERC at the World Economic Forum in Davos in January 2019, as well as the “Summer Davos” in China later in the year, as well as stepping up the collaboration with WEF in terms of providing content via their channels;
> Provide communication training and support to ERCEA staff, particularly from the scientific department, who represent the ERC at scientific conferences and other events and several of whom are also active on social media;
> Organisation of a session with ERC grantees at the European Parliament (EP)’s Science Week in February 2019 in cooperation with the EP’s Science and Technology Options Assessment service (STOA);
> Organisation of an Event in December 2019, with the participation of decision-makers from the European Parliament and the European Commission to highlight the broad impact of the ERC at the structural level as well as to foster the “Usefulness of useless research”;
> Continue to collaborate closely with the European Science Media Hub established by the European Parliament, with a view to tackling misinformation and fake news through exchanges between politicians, journalists and scientists;
> Encourage networking and exchange between current and former grantees; > Work with the DG RTD, Representations, DG COMM and other DGs with a view to including
examples of ERC-funded research in their wider communication efforts around the Horizon 2020 programme and the Commission’s corporate communication campaigns.
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Performance managementIdentifying relevant indicators and measuring progress under this objective is more challenging. KPIs that we intend to track in 2019 are expected to include:> The number of speaking engagements and media interviews undertaken by especially the ERC
President, but also the members of the Scientific Council;> The total earned media coverage (media mentions and combined reach) plus some qualitative
analysis of qualitative aspects such as tone, key message penetration, geographical breakdown and the balance between specialised and general media;
> The number of examples of ERC-funded research featured in campaigns and communication actions managed by DG RTD, DG COMM and other DGs;
> The number of people reached via the ERC’s channels, media mentions and participation at events.
3. Communication Channels, Multipliers and Partners
3a. ERC tools
WebsiteWith around 600,000 visitors per year, the ERC website constitutes one of our key communication tools. Taking into account feedback received through user testing in early 2019, we will further improve as necessary the accessibility of information and the user experience.
Target: Further increase overall traffic to the website, with particular attention to the impact of communication actions designed to promote ERC funding schemes and calls (in line with Objective 1 of this strategy) and to share excellent science (in line with Objective 2 of this strategy).
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Social mediaThe ERC has established a solid presence on Twitter, passing the milestone of 50,000 followers in 2018. It also has a growing audience on Facebook and LinkedIn. The ERC’s YouTube and Vimeo channels serve as dissemination channels and repositories for the ERC’s expanding collection of audio-visual products. In 2019 we aim to increase reach and audience engagement across all of these platforms, to share information in line with the objectives set out in this communication strategy, to consolidate our relationship with key influencers (especially our grantees and their host institutions), to build new relationships with potential multipliers (including organisations based in EU-13 countries and organisations that can help to reach out to more female researchers), mobilise ERCEA staff who are active on social media and to make targeted use of promoted content.Targets: Increase the number of followers across the different social media platforms where the ERC has a presence, stimulate greater engagement (likes, shares, comments etc.).
VideosThe ERC has successfully experimented in 2018 with different forms of audio-visual content in order to communicate about funding opportunities and results. These have included live webcasts, square videos for social media, testimonial videos featuring grantees and professionally produced videos presenting the Synergy Grants funding scheme. Targets: Produce 15-20 additional videos (different themes and formats) and organise at least one live webcast. Increase the number of followers of the ERC’s YouTube account. Achieve the maximum possible number of views for the videos produced using a variety of promotion techniques, including paid promotion where justified.
Online magazineIn 2018, we transformed the former “Ideas” newsletter into a new online ERC Magazine. This has already proved to be an effective medium for sharing articles about excellent curiosity-driven research and the work of the ERC via a monthly email digest, social media and other channels. We intend to further develop the editorial content and increase the readership of the magazine in 2019.Target: 40 articles to be published during the course of the year, increase in traffic to the magazine section of the website.
Email alertsThe ERC maintains a database of some 40,000 subscribers who have chosen to receive alerts about ERC funding and stories. In 2019, we will further maintain and develop this mailing list (in line with the relevant data protection rules).Target: 30 alerts to be sent during the course of the year.
Publications Despite the trend to more digital communication, leaflets, brochures and other print publications continue to serve a useful purpose as part of the communication mix (particularly at events). The ERC will publish its 2018 Annual Report next year, including an HTML version that will be widely promoted on social media. Taking into account the key communication opportunities and events planned during the year (see Annex 1) we will also produce a limited number of flyers and thematic brochures.Target: Publish and disseminate the Annual Report, 3 leaflets on Implementing Arrangements and 3 thematic brochures.
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StandThe ERC stands serve as a focal point for networking and exchanges at key events. They are often the forum for discussions between event participants, ERC Scientific Council members, ERCEA staff and ERC grantees. Roll-up banners are also available for use at smaller events where it is not possible to install the full stand.Target: Presence of an ERC stand at 3-5 key events from amongst those listed in Annex 1 of this Strategy.
3b. Earned media
With more than 15,000 media mentions globally in 2018, the ERC is frequently in the news. The ERC President and members of the Scientific Council give numerous media interviews. The release of the results of grant competition results is a key opportunity for earned coverage in the national and international media (both specialised and non-specialised). The announcement of ground-breaking research results by ERC grantees also frequently makes the headlines, as does the awarding of prestigious scientific awards to our grantees.
In 2019, we intend to continue to cooperate closely with science and EU affairs journalists. Our media relations work involves prompt responses to journalists’ enquiries, as well as reaching out proactively to the media with newsworthy information. The Commission’s Representations in EU Member States and the EU’s Delegations in third countries are important partners, as are the press offices of institutions hosting ERC grantees. We will organise media activities or press conferences at key events in 2019 (see list in Annex 1 of this strategy). In order to refine our analysis of media coverage generated by the ERC, on top of the total volume of coverage we will also analyse qualitative aspects such as tone, key message penetration, geographical breakdown and the balance between specialised and general media. The ERC will be present at the World Conference of Science Journalists in July 2019.Targets: > 20 media interviews with the ERC President and Scientific Council members;> 30 press releases and highlights disseminated via the ERC’s media lists, the Commission’s
Representations and other channels;> 10,000 media mentions of the ERC (with a specific focus on generating coverage in EU-13
countries and non-ERA countries in line with the strategic objectives set out in Section 2 of this strategy).
3c. Multipliers and communication partners
Grantees and Host InstitutionsCurrent and former grantees are amongst the ERC’s most effective ambassadors. In 2019, we will continue to provide communication guidance and support to grantees via our website, as well as responses to questions we receive via email. We will work with grantees, their host institutions and ERCEA scientific officers to identify, produce and disseminate new ERC stories highlighting a cross-section of examples from different domains. These stories will take different forms from short “pitches” for inclusion in press releases to social media posts, from individual stories on the ERC website to longer thematic features in the ERC online magazine, from video testimonials to
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podcasts. We will consolidate our repository of stories developed for communication purposes, part of which will be published in the ERIS database. We will involve grantees as speakers in panels and sessions at the various events where the ERC will have a presence next year (see list in Annex). Finally, the ERC will offer for the first time in 2019 communication training to a small group of grantees. In addition, following a first communication workshop with Host Institutions organised in late 2018, we plan an event in 2019 together with other opportunities for networking and exchanges of experiences with communication officers from Host Institutions.
ERCEA staffIn line with the ERCEA’s strategy for internal communication and staff engagement, we will aim to provide next year additional opportunities for staff to act as ambassadors for the ERC. This will include training in various aspects of communication (public speaking, clear writing, social media use, science communication, media relations, filming with smartphones, how to give a Ted talk and story-telling). Staff will also be encouraged to make use of the European Commission’s SMARP platform for sharing social media content, particularly in the context of the European elections.
National Contact PointsThe NCP network will continue to be an important multiplier at national and regional level, particularly as regards the relaying of information about the ERC’s funding schemes and calls in line with the first objective of this communication strategy mentioned in Section 2 above. Two meetings will be organised in 2019 in Brussels to update the NCPs on developments and to exchange good practices.
Commission servicesWe aim to continue our close cooperation in 2019 with the Cabinet of both the outgoing and incoming Commissioners for Research, Science and Innovation. We will work closely with DG RTD, particularly its Communication Unit, to support communication on the Horizon 2020 programme and the future Horizon Europe programme.
We will seek to identify opportunities to work together with DG COMM, particularly as regards the Commission’s corporate communication campaigns but also possible joint actions with the Commission’s central social media team and audio-visual services. The Commission’s Representations are also key partners in providing information on ERC funded-research tailored to specific national and regional contexts.
EU Delegations and the EURAXESS networkOutreach activities in non-EU countries will continue to receive our ongoing support with the science counsellors in EU Delegations and with the EURAXESS network.
Other EU institutionsWe will continue to work closely with key interlocutors in the European Parliament in the run-up to the European elections in May, and in the period following the elections. These interlocutors include in particular the members of the ITRE (Industry, Research and Energy) Committee, as well as STOA (Science and Technology Options Assessment) structure.
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Other potential networks and partnersBuilding on the involvement of science museums in the ScienceSquared CSA project, we will explore next year the possibility of future cooperation with this important channel for outreach and public engagement. In particular, the ERC will participate in the annual meeting of the European network of science centres and museums ECSITE in June 2019.
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2019
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"The European Research Council has, in a short time, achieved world-class status as a funding body for excellent curiosity-driven frontier research. With its special emphasis on allowing top young talent to thrive, the ERC Scientific Council is committed to keeping to this course. The ERC will continue to help make Europe a power house for science and a place where innovation is fuelled by a new generation."
Jean-Pierre Bourguignon ERC President and Chair of its Scientific Council
The
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