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

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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

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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)
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