Planes de comunicación efectiva para proyectos de ciencia e innovación: programa marco europeo de ciencia e innovación [comunicación en vídeo y reseña]

por
Comunicación en vídeo. Clic para iniciar reproducción

Resumen

En la evaluación intermedia del Programa Marco de investigación e innovación Horizonte 2020, la Comisión Europea ha planteado el reto de la comunicación de la ciencia como uno de los 7 ámbitos pendientes de mejora, aplicable también al próximo programa marco Horizonte Europa.

El objetivo de este estudio es proponer pautas para el diseño de un plan de comunicación estratégico, orientado a multiplicar el impacto de la inversión pública europea en ciencia e innovación, alcanzando a la sociedad y medios de comunicación.

Como resultado, se brinda una metodología de diseño del plan dinámico-estratégico basado en 10 preguntas clave para generar propuestas más competitivas y proyectos que puedan alcanzar mayor impacto de comunicación en audiencias diversas, y lograr implicarlas.

Como método de desarrollo, se ha llevado a cabo una revisión sistematizada de la documentación de referencia del portal del participante Horizonte 2020 sobre comunicación, base de la evidencia. Para poder presentar la propuesta núcleo de esta comunicación se ha adaptado la metodología de desarrollo de proyectos sociales basada en 10 preguntas clave (Ander-Egg & Aguilar Idáñez, 2005).

En lugar de partir de una comprensión incompleta de sus diferentes dimensiones, responder a estas preguntas actuará como guía para el diseño de planes dinámico-estratégicos para una comunicación efectiva.

Palabras clave

Comunicación de la ciencia; planes de comunicación; proyectos de ciencia e innovación; Horizonte 2020; Horizonte Europa

Abstract

In the mid-term evaluation of the Horizon 2020 Research and Innovation Framework Program, the European Commission has raised the challenge of science communication as one of the 7 areas pending improvement, applicable also to the next Horizon Europe framework program.

The objective of this study is to propose guidelines for the design of an strategic communication plan, aimed at multiplying the impact of European public investment in science and innovation, reaching society and the media.

As a result, a dynamic-strategic plan design methodology is provided based on 10 key questions to generate more competitive proposals and projects that can achieve a greater communication impact on broad audiences and get them involved.

As a development method, a systematized literature review have been made of the reference documentation on communication from the participant portal Horizon 2020, evidence base. In order to present the core proposal of this communication, the methodology for the development of social projects based on 10 key questions has been adapted (Ander-Egg & Aguilar Idáñez, 2005).

Rather than starting from an incomplete understanding of its different dimensions, answering these questions will help as a guide for the design of your dynamic-strategic plans for effective communication.

Keywords

Science communication; communication plans; science and innovation projects; Horizon 2020; Horizon Europe

(…)

Fuente: Resumen y palabras clave del capítulo del libro que recoge la comunicación presentada en el I Congreso Internacional de Comunicación especializada.

Enlaces

Campos, Alejandra; Codina, Lluís. (2020). «Planes de comunicación efectiva para proyectos de ciencia e innovación». En: Sotelo González, J. & Gallardo Camacho, J. (ed.), Comunicación especializada: historia y realidad actual (pp. 1215-1244). McGraw-Hill (ISBN 987-84-486-2430-9)
Citación del capítulo reseñado

Referencias citadas en el capítulo reseñado

  • Ander-Egg, E., & Aguilar Idáñez, M. J. (2005). Cómo elaborar un proyecto. Lumen.
  • Bucchi, M., Trench, B., Borchelt, R. E., & Nielsen, K. H. (2014). Routledge Handbook of Public Communication of Science and Technology. In Routledge Handbook of Public Communication of Science and Technology, Second Edition. Routledge. https://doi.org/10.4324/9780203483794
  • Codina, L., & Lopezosa, C. (2020). SEO de contenidos: conceptos, componentes y guía de recursos 2020. https://www.lluiscodina.com/seo-de-contenidos-2020/
  • Cortiñas, S., & Alonso, F. (2014). La decadencia de las secciones de ciencia en los medios tradicionales: Análisis de sus causas desde los paradigmas dominantes del pensamiento contemporáneo. Prisma Social, 12, 402–435.
  • DESCA. (2016). DESCA Horizon 2020 Model Consortium Agreement. http://www.desca-agreement.eu/fileadmin/content/Desca_2020_1.2/DESCA2020_v1.2_March_2016_with_elucidations.pdf
  • EASME. (2017). Communication workout webinar (60-minute), EASME. https://ec.europa.eu/easme/en/commsworkout-webinar
  • European Commission. (2014a). Communicating EU research and innovation guidance for project participants. September 2014, 0–13. https://ec.europa.eu/research/participants/data/ref/h2020/other/gm/h2020-guide-comm_en.pdf
  • European Commission. (2014b). HORIZON 2020 in brief. https://doi.org/10.2777/3719
  • European Commission. (2016a). EU Open Innovation, Open Science, Open to the World. https://doi.org/10.2777/061652
  • European Commission. (2016b). The EU guide to science communication (videos filmed at the EuroScience Open Forum 2016). ESOF. https://www.youtube.com/playlist?list=PLvpwIjZTs-Lhe0wu6uy8gr7JFfmv8EZuH
  • European Commission. (2017a). Horizon 2020: Key findings from the interim evaluation. Press Release, November, 28. https://doi.org/10.2777/46837
  • European Commission. (2017b). Horizon 2020 Self-evaluation form. Form 2018-2020 (RIA, IA, CSA). (Issue October 2017). https://ec.europa.eu/research/participants/data/ref/h2020/call_ptef/ef/2018-2020/h2020-call-ef-ria-ia-csa-2018-20_en.pdf
  • European Commission. (2017c). Mid-term review of the contractual Public Private Partnerships (cPPPs) under Horizon 2020 – Report of the Independent Expert Group. https://doi.org/10.2777/455356
  • European Commission. (2018). Horizon 2020 Proposal template RIA-IA 2018-2020 (Issue February 2018). https://ec.europa.eu/research/participants/data/ref/h2020/call_ptef/pt/2018-2020/h2020-call-pt-ria-ia-2018-20_en.pdf
  • European Commission. (2019a). Annotated Model Grant Agreement. http://ec.europa.eu/research/participants/data/ref/h2020/grants_manual/amga/h2020-amga_en.pdf
  • European Commission. (2019b). Commission to invest €11 billion in new solutions for societal challenges and drive innovation-led sustainable growth. European Commission News.
  • European Commission. (2019c). H2020 Programme Proposal template CSA 2018-2020. https://ec.europa.eu/research/participants/data/ref/h2020/call_ptef/pt/2018-2020/h2020-call-pt-csa-2018-20_en.pdf
  • European Commission. (2019d). Hacia una Europa sostenible en 2030. https://eur-lex.europa.eu/legal-content/ES/TXT/HTML/?uri=CELEX:52019DC0022&from=PT#footnote56
  • European Commission. (2019e). Horizon 2020, General Annexes. https://ec.europa.eu/research/participants/data/ref/h2020/other/wp/2018-2020/annexes/h2020-wp1820-annex-ga_en.pdf
  • European Commission. (2020a). Communicating your project in Horizon 2020. https://ec.europa.eu/research/participants/docs/h2020-funding-guide/grants/grant-management/communication_en.htm
  • European Commission. (2020b). Communication , dissemination and exploitation Why they all matter and what is the difference ?  https://ec.europa.eu/research/participants/docs/h2020-funding-guide/imgs/quick-guide_diss-expl_en.pdf
  • European Commission. (2020c). Glossary Horizon 2020, Funding & tender opportunities. https://ec.europa.eu/info/funding-tenders/opportunities/portal/screen/support/glossary
  • European Commission. (2020d). H2020 Programme Guidance Social media guide for EU funded R&I projects. http://ec.europa.eu/research/participants/data/ref/h2020/other/grants_manual/amga/soc-med-guide_en.pdf
  • European Commission. (2020e). Horizon 2020 EC Dashboard. https://webgate.ec.europa.eu/dashboard/sense/app/93297a69-09fd-4ef5-889f-b83c4e21d33e/sheet/a879124b-bfc3-493f-93a9-34f0e7fba124/state/analysis
  • European Commission. (2020f). Horizon 2020 Reference Documents, On-line Manual. https://ec.europa.eu/info/funding-tenders/opportunities/portal/screen/how-to-participate/reference-documents;programCode=H2020
  • European Commission. (2020g). Participant Portal Horizon 2020. https://ec.europa.eu/info/funding-tenders/opportunities/portal/screen/opportunities/topic-search
  • European Commission. (2020h). Responsible research and innovation.  https://ec.europa.eu/programmes/horizon2020/en/h2020-section/responsible-research-innovation
  • European Council. (2019). A NEW STRATEGIC AGENDA 2019 – 2024. https://www.consilium.europa.eu/en/eu-strategic-agenda-2019-2024/
  • European IPR Helpdesk. (2016). Fact Sheet Plan for the Exploitation and Dissemination of Results in Horizon 2020. European IPR Helpdesk. https://www.iprhelpdesk.eu/sites/default/files/newsdocuments/FS-Plan-for-the-exploitation-and-dissemination-of-results_1.pdf
  • European IPR Helpdesk. (2018). Making the Most of Your H2020 Project Boosting the impact of your project through effective communication, dissemination and exploitation. http://www.iprhelpdesk.eu/sites/default/files/EU-IPR-Brochure-Boosting-Impact-C-D-E_0.pdf
  • Finfgeld-Connett, D. (2018). A guide to qualitative meta-synthesis. https://doi.org/https://doi.org/10.4324/9781351212793
  • Gimenez, J., Baldwin, M., Breen, P., Green, J., Gutierrez, E. R., Paterson, R., Pearson, J., Percy, M., Specht, D., & Waddell, G. (2020). Reproduced, reinterpreted, lost: Trajectories of scientific knowledge across contexts. Text and Talk. https://doi.org/10.1515/text-2020-2059
  • Lewenstein, B., & Einsiedel, E. F. (2003). Public understanding of science. 12(4). https://doi.org/10.1177/0963662503124002
  • Mazzucato, M. (2018a). Mission-Oriented Research and Innovation in the European Union. https://doi.org/10.2777/36546
  • Mazzucato, M. (2018b). Report Missions: Mission-Oriented Research & Innovation in the European Union. A problem-solving approach to fuel innova-tion-led growth. https://ec.europa.eu/info/sites/info/files/mazzucato_report_2018.pdf
  • Pérez-Montoro, M., & Codina, L. (2017). Navigation design and SEO for content-intensive websites. A guide for an efficient digital communication. Chandos Information Professional Series, Elsevier Ltd.
  • Popay, J., Roberts, H., Sowden, A., Petticrew, M., Arai, L., Rodgers, M., & Britten, N. (2006). Narrative Synthesis in Systematic Reviews: A Product from the ESRC Methods Programme. ESRC Methods Programme, 2006, 93. https://doi.org/10.13140/2.1.1018.4643
  • Poppy, G. (2015). Science must prepare for social impact. Nature, 526. https://doi.org/https://doi.org/10.1038/ 526007a
  • RRI-Tools project. (2015). RRI-tools project. https://www.rri-tools.eu
  • United Nations General Assembly. (2015). Transforming our World: the 2030 Agenda for sustainable development. United Nations General Assembly. https://doi.org/10.1163/157180910X12665776638740