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The European Space Agency Communication Policy

THE PUBLIC FACE OF SPACE

14th ISU Annual International Symposium

16 – 18 February 2010

Strasbourg, France

THE PUBLIC FACE OF SPACE

14th ISU Annual International Symposium

16 – 18 February 2010

Strasbourg, FranceF. Doblas, ESA

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KEY POLICY ELEMENTS

– Main purpose of ESA Communications To give the widest and clearest message as to why Europe must invest in space activities:

– increase the awareness of the importance and benefitsof space for Europe and its citizens;

– inform about the preparation and implementation of the European Space Programme;

– promote ESA’s programmes and projects;

– create and sustain a positive image of both ESA and space activities amongst all relevant target groups;

– Inspire new generations

– The policy caters both for the promotion of ESA and for the co-promotion of national partners.

– Moreover, the ESA communication policy needs to address internal communication as a tool to get the adhesion of staff

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TARGET GROUPS

– Principal target groups: Decision-Makers & General Public

– Rationale: To steer political decision-making towards a positive outcome for ESA’s space programmes it is important to build-up the support of the general public

– Special efforts are therefore to be devoted to the non-space audiences.

– Other target groups - such as opinion-formers, the younger generation, industry, scientists, users / potential users of ESA space programmes – are also of high importance.

– Last but not least: Staff (in particular, the strengthening of “One ESA”, the reinforcement of corporate spirit and the development of a customer-oriented Agency).

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Find the principal target group

The influence chain

Supportive, not active

Decision-makers

man on the street

ESA Comm.

ESA lobbying

young educatedAdjunctive, interested

Positive and active

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ORGANISATION OF ESA COMMUNICATION ACTIVITIES

– For reasons of coherence and efficiency, “all staff responsible for communication activities are members of the Communication Department”

– The Communication Department:– shall interact with Directorates in order to translate their

programmatic priorities into communication actions – is the point of contact for Member State Delegations for

communication activities. – is in charge of the ESA house-style including the use of the

ESA logo.– is also in charge of defining an ESA-wide policy for

sponsorship and licensing activities in which ESA’s image is involved.

– is in charge of the Internal Communication

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A COMPLEX TASK

– ESA must communicate:

– With 18 different European countries

– Different cultures and sensitivities

– 10 different languages

– In synergy with national stakeholders (delegations, industry,..)

– Key importance of COMMUNICATION COUNTRY DESKS

– Each ESA Centre Communication Office serves as Country Desk for the Countries in the vicinity (translation of corporate productions to national realities, local relations, promotion, partnerships):

– ESTEC(NL): NL, B, Nordic countries

– ESOC (D): D, A, CZ

– HQ (F): F, UK, IRL, CH, LUX

– ESRIN (I): I, Gr

– ESAC (E): E, P

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A CHALLENGING TASK

– Our fellow citizens are generally “impressed” by Space (challenge, technology, science, aesthetics,…)

– But they have in general a wrong/partial perception about it:– They do not perceive the benefits (for their daily life and for

their future)– They have the impression that it is very expensive and quite

“luxurious”– Hence, our obligation to demonstrate the contrary– A drawback: Europe did not have an Apollo programme– A strength:

– Europe has in ESA an Agency dealing with ALL domains of space activity (Science, Exploration, Launchers, Navigation, Telecommunications, Earth Observation, Human Spaceflight…)

– Space is a strong symbol of European identity (and success)– Moreover, our (basic) obligation to Inspire

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AN EXAMPLE: LAST MINISTERIAL COUNCIL

– A Communication strategy was developed around two axis:

– A Programmatic axis (the programmes proposed for adoption)

– A Thematic axis: Communicating about the fact that ““EUROPE EUROPE NEEDS (MORE) SPACENEEDS (MORE) SPACE…”…”::

For its Competitiveness For its Scientific Knowledge For its Welfare and Economy (Growth and Employment) For its Strategic Independence For the Education For the Understanding and preservation of the

Environment (Global Change,…) For its active Presence in the World, Cooperation with

developing economies…

–– …… FOR A BETTER FUTUREFOR A BETTER FUTURE

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Six “Thematic Brochures” were produced(available on-line at www.esa.int)

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AN APPROPRIATE MOTTO WAS RETAINED FOR THE MINISTERIAL COUNCIL

“Space: A key asset for Europe to face Global Challenges”

“L’Espace: Un atout majeur de l’Europe face aux défis mondiaux”

Some examples of talking points used in our Communication about Space (in general)

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Public Space Budgets as % of GDP - 2005

0,000

United S

tates

(est.

)

Japan

Canad

a

Europe

France Ita

ly

Belgium

Germany

Switzerla

nd

Sweden

Norway

Netherl

ands

Finlan

d

Austria

Denmark

SpainLu

xembo

urgUnit

ed Kingd

om

Sources: Budgets: AIA, CSA, ESTP (Europe), JAXA; GDP: OECD annual national accounts database 2006 andInternational Monetary Fund, World Economic Outlook Database, April 2007. Endnote 9

% GDP

0.309

0.061

0.097

0.025

0.0580.045 0.050

0.033 0.032 0.028 0.023 0.022 0.020 0.019 0.019 0.016 0.0140.048

* ESA Member States

*

Average Europe*: 0,048% GDP

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Public Space Budgets per capita - 2005

Source: Budgets: AIA, CSA, ESTP (Europe), JAXA; Population: Eurostat, National statistics. Endnote10

Public SpaceBudget

($ per capita)

127,5

13,9

8,2

32,1

20,117,9 17,2 16,2 16,0

12,4 12,18,9 8,4 7,9 7,2

5,0 4,7 4,11,9 1,3 0,9 0,4 0,3 0,2

Average Europe: $12,1 per capita

12,1

0

10

20

30

40

United

Stat

es

Japa

nCan

ada

Europe

France

Belgium Ita

lyNorw

ayGerm

any

Switzerl

and

Sweden

Luxe

mbourg

Denmark

Netherl

ands

Finlan

dAus

tria

United

King

dom

Spain

Irelan

dPort

ugal

Greece

Roman

iaHun

gary

Czech

Rep

ublic

Poland

14

10

1785

1135

425

175

120Common Agricultural Policy

Civil governmental R&D budgets

Defense expenditures

Public expenditures on Education

Healthcare expenditures

Public Space Budgets

European Space expenditures per capita vs. other public budgets or household consumption expenditures

Sources: Eurostat yearbook 2006-07 “Europe in Figures”; European Defence Agency, “Defence Expenditures”, December 2006; OECD GBAORD data base. Endnote 12

European Public Budgets per capita – 2005

in €

Spendings / common lifeper capita – 2005

in €

27481742

1638

1135

1121

838

774

464

451

361

130

130Education

Gambling

Communications

Health

Alcoholic beverages, tobacco

Clothing and footwear

Furnishings, household equipments

Recreation

Restaurants and hotels

Food & non-alcoholic beverages

Transport

Housing, water, electricity, gas

* GBAORD: ”Government Budget Appropriations or Outlays for R&D”

*

Public space budgets 10Public space budgets 10

Healthcare expenditures

Public expenditures on Education

Public space budgets 10

Defence expenditures

* Civil governmental R&D budgets

Common Agricultural Policy

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ESD Partners / FL / 070723

Value chain in world telecommunication satellite services in 2005

Source: Euroconsult 2006. Endnote 32

Spacemanufacturing

industry

Satellitteoperations

Groundequipment

Satellite communication

services

Bandwith capacityprovision

(FSS+MSS)

Hardware & software for TVRO’s, VSATs,

gateways, handhelds,

Satellite Value-Addeddelivered services

such as DTH, pay TV, DARs

Satellite Manufacturingand Launch Services

$94,3 B

$3,3 B

$7B

$30B

$54B

X 27,6Space

manufacturingindustry

$3,3 B

Other Satcomvalue chain

items

$91 B

Revenue Muliplier

The means: Communication Channels

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1.- MEDIA RELATIONS

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MEDIA COVERAGE IN 2009

387

614556

388 420 387455

401367

851

502

256

15.03

14.9 31.9

77.19

11.72

41.52 43.54

16.41

14.638.45

67.66

11.82

050

100150200250300350400450500550600650700750800850900950

1000

janv févr mars avr mai juin juil août sept oct nov déc05101520253035404550556065707580

number of articles Editorial impact, in millions of readers

From January to March: presentation of the European participants for Mars 500.

June : Herschel / Planck launch ; Astronauts recruitment ( the finalists) ; Upgrade of Hubble ; OasISS

August-SeptemberSTS-128 mission

October : F. de Winne commander of the ISS

November: SMOS / PROBA 2 launch.

Rosetta

December : OasISS : end of mission.

Ariane’s birthday

Images de Herschel

July: Herschel: first images

Mission STS-127

Mars 500: end of 105 days of isolation

September: Images of Planck

Editorial impact: 355 million readers (press only)

Equivalent advertising value: 10.3 million €

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• Live coverage & broadcasting of ESA satellite launches and astronaut missions

• Broadcasting Up-to-date information and stories for TVs (VNR & TV Exchanges) via EBS

• A video archive with an on-line catalogue, including preview & order service

• Support to broadcasters visiting ESA sites and attending events• Support to TV producers on space-related documentaries• A space magazine on EuroNews: two 4-minute slots per month, each

retransmitted 21 times in seven languages

Some figures:• A cumulated rating of more than 1 billion television viewers of ESA TV

programmes in 2005• Launch of Herschel/Planck: > 400 million viewers• Goce launch, SMOS launches: ~ 200 million viewers each

2.- ESA TELEVISION

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www.esa.int

3.- ESA web portal: The European reference in Space

• 3.5 million external visitors recorded at the time of the descent of Huygens on Titan in January 2005

• 1 million readers per month (average)

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www.esa.int

4.- MULTIMEDIA GALLERIES

http://www.esa-photolibrary.com

New (DAM): http://multimedia.esa.int/

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5.- Exhibitions… for the Space Community

• At the major international air and space shows in Europe

• At specialised conferences within the space sector

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Exhibitions... for the general public

European Space Center, Redu, Belgium

a

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6.- EVENTS (OTHER THAN LAUNCHES)

ESA events promote space to different target groups:

• Information sessions with experts

• Space Nights in major cities

• Live links with the International Space Station

• Astronaut or satellite launch events

• Visits of space-related facilities

• Events for the general public

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EVENTS

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Events (Example: ESA at Trocadero & the Eiffel Tower, June 2007)

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The night of the Astronauts (Barcelona, March 2006)

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7.-ESA INTRANET: ONE ESA, DIFFERENT REALITIES

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ENGAGING GENERATION Y:

WEB2.0 TOOLS TO SUPPORT ESA COMMUNICATION

(A Challenge and a Synthesis)

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GEN Y – CRUCIAL FOR SPACE OUTREACH

Gen Y: born 1977-2000 (ages 10-33) – in EU: 79 mio in 2007Gen Y has abandoned newspapers & commercial broadcast TV as public

information sources

For Gen Y, top online destinations include Web2.0 social networking sites (SNS) and search engines such as Facebook, MySpace, YouTube, Flickr, Twitter, Blogger, Wikipedia, Google, Yahoo, &etc.

These sites account for the majority of global Web traffic. They are optimised to upload, find, syndicate and re-distribute text, image & video content created anywhere.

On a practical basis, Web2.0 channels have three things in common:– They enable anyone to generate content– They enable anyone to find & share any content– They enable everyone to communicate (1-to-1, 1-to-many & many-to-1)

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HOW TO ENGAGE GEN Y?

Requirements for ESA’s Communication

ENGAGE Gen Y & initiate a dynamic, growing CONVERSATION with them

Communication at ESA must leverage Gen Y characteristics so that:

–Our audience becomes INTERESTED in space

–Our audience can EXPRESS their OPINIONS

–Our audience can understand and INTERNALISE the ESA brand & message

–Our audience can PARTICIPATE

Communication at ESA must not merely teach facts, announce results or 'lead the cheer'

We must share our message (and allow our message to be shared!), touch people's lives, tell a story and foster a conversation using the same channels that Gen Y uses every day.

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WHICH CHANNELS FOR WEB2.0?

Social Media, Syndication and SharingCommunication must utilise social media to spark conversations, achieve instant timeliness, share innovation, enable collaboration and invite participation and passion-sharing

Web 2.0 channels used by ESA (on bold):

– Blogs (multiple platforms) - Opinion/passion sharing– YouTube, Google video - Video sharing– Flicker, Picasa albums, PhotoBucket - Image sharing– Slideshare, AuthorStream, GoogleDocs - Presentation sharing– iTunes, Yahoo Podcasts, Odeo, SwitchPod - Audio sharing– Livestream, Justin.tv, uStream - Live streaming– Wikis - Knowledge management/sharing for communities– Facebook (Friends of ESA), MySpace, LinkedIn (Friends of ESA), Twitter– Google maps - location-based mashups

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Web 2.0.- SOME ESA CHANNELS

1 Million ESA 1 Million ESA VodcastsVodcasts ((ESApodESApod) ) downloaded in 2007downloaded in 2007

THANK YOU!