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• The public relations literature
• CSIRO’s communications strategy
• Aligning ATNF activities with CSIRO’s
strategy
2 December 2003
NFS Outreach workshop
H.Sim
1. The literature
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What is an effective
organisation?
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Systems theory - maintain stability
Competing values theory - balance
Goal attainment perspective - achievement
Strategic constituencies perspective
– the organisation’s effectiveness is determined
by how well it satisfies the demands of its
important publics
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The purpose of public
relations
• Public relations exists to make the
organisation more effective.
• How can it do this?
– Helping organisation to dominate the world?
– Maintaining the status quo?
– Helping to reconcile the organisation’s goals
with the expectations of its strategic
constituencies.
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Strategic public relations
• Strategic constituencies are those that
constrain or enhance the organisation’s
abilities to achieve its goals.
• Strategic public relations
– Identifies strategic constituencies and works to:
• Improve mutual understanding with them
• Reduce conflict with them.
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NFS Outreach workshop
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2 December 2003
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Which is most effective?
• Most organisations practise a combination
of the four models
• Two-way symmetrical is the most effective
"Consistent with prior results ... the two-way symmetrical model
of public relations was a significant predictor of perceived
public relations effectiveness. ... Respondents who scored higher
on the symmetrical worldview measure, lower on the
asymmetrical worldview measure, and used the two-way
symmetrical model of public relations[,] were more successful."
•
- Deatherage, C.P. & Hazelton, V. (1998). Effects of organisational worldviews on the practice of public relations: A
test of the theory of public relations excellence. Journal of Public Relations Research 10(1), 57-71.
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What’s achievable?
• “[S]trong behavioural effects are unlikely in the short
term. Cognitive effects are more likely in the short
term; and symmetrical, strategic communication
programs increase the likelihood that they will occur.
Over the long term, then, short-term cognitive effects
of symmetrical programs enhance the possibility of
behavioural change …”
– Dozier, D.M. & Ehling, W.P., “Evaluation of Public Relations Programs: What the Literature Tells Us About Their
Effects”, in J.E.Grunig (ed.), Excellence in Public Relations and Communication Management, Lawrence Erlbaum
Associates (New Jersey,1992) pp 159-184.
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When symmetrical
communication can fail
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Conflict rooted in ideology
Strong historical antagonism
Past interventions repeatedly ineffective
One group far more powerful than other/s
A group or groups can’t effectively
represent itself
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How outreach fits in
• Outreach (= education activities, media
relations) falls under the ‘public
information’ model of public relations.
• Government liaison (and similar activities)
falls under the two-way symmetrical model.
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Why do outreach?
• Increase science literacy (knowledge and
understanding)? - a cognitive goal
• Increase science awareness? - an attitudinal goal
• Gain support for an organisation or
outcome? - an attitudinal goal
• Attract young people to science courses? - a
behavioural goal
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Outcomes are not
clear-cut
• "Many in the scientific community believe that a lack of
knowledge about science and technology is a major
obstacle preventing increases in government funding of
research. Another commonly held view is that science
literacy is a major factor in discouraging students from
choosing science and technology careers. ... However,
connections between science literacy and the well-being of
the nation’s research enterprise or society in general that
may seem like commonsense are, in fact, more complex
than the simple statements above imply."
•
Communicating the Future: Best Practices for Communication of Science and Technology to the Public.
Summary of a conference in March 2002 hosted by the US National Institute of Standards and Technology, online at
www.nist.gov/public_affairs/bestpractices/conf_summary.htm#findings .
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Outreach to non-strategic
audiences: why?
• Creating an ideas culture
– Urged by e.g. “The Chance to Change”
• Idealism
– “The ATNF: connecting Australians to the
cosmos”
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Successful programs
involve ...
• Identifying and segmenting stakeholders
• Researching stakeholders and general
situation
• Prioritising stakeholders
• Conscious choice of symmetry/asymmetry
• Realistic objectives
• Pre-program and post-program evaluation
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2. CSIRO
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CSIRO communication
strategy
• Six strategic imperatives
• Eight stakeholder groups
– and corresponding ‘value propositions’ - the
key messages we want to give them
• Nine priority strategic objectives ...
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Strategic imperatives
• Position CSIRO as responsive, collaborative and
innovative, thereby bringing great value to the nation
• Promote and enhance CSIRO's reputation
• Influence and anticipate the public policy debate
• Generate community interest and understanding of science
and its applications
• Clearly communicate CSIRO's role, work and means of
engagement
• Improve the internal efficiency, quality and capabilities of
the communications function
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2 December 2003
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Priority strategic objectives
(1)
• Position CSIRO as a trusted and leading
commentator on research, science and
socio-science issues.
• Articulate the research priorities of CSIRO,
highlighting Flagships and Emerging
Science and their relationship with the
National Research Priorities.
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Priority strategic objectives
(2)
• Generate excitement and interest in science
and promote understanding of science and
ethical issues.
• Cultivate championship of CSIRO’s value
across political parties and at all levels of
Government.
• Develop an integrated approach to managing
CSIRO’s relationship with all levels of
Government.
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Priority strategic objectives
(3)
• Enhance the capability of CSIRO scientists
and management to strategically engage
with an influence Government.
• Ensure CSIRO’s value proposition and the
“when, where and how” to do business with
CSIRO is well understood.
– But wait, there’s more ...
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Priority strategic objectives
(4)
• Actively build networks and relationships
with key influencers both in Australia and in
the international arena.
• Align all communications, brand and
marketing activities to drive one-CSIRO
positioning and corporate identity.
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3. Alignment
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ATNF stakeholders
• Stakeholders are groups affecting, or
affected by, the organisation
• ATNF addresses all of the CSIRO
stakeholder groups except for developing
countries/global agencies
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2 December 2003
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Stakeholders ...
• ATNF has lots of stakeholders but not all
are strategic
• How are our stakeholders prioritised?
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Translation – example
• CSIRO stakeholder group “young people
and teachers” – the easiest case
• Other stakeholder groups - e.g. government
and media – need similar translation
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CSIRO communication strategy
ATNF interpretation – consistent with existing performance goals
CSIRO Stakeholder group
Young people and teachers
(Primary and secondary school children, teachers and career
advisers)
ATNF Stakeholder group
As for CSIRO
CSIRO Key Issues
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Need to maintain and develop awareness of the value of
CSIRO and other science research amongst students,
families and teachers
Declining enrolments in enabling science subjects (physics,
chemistry, maths)
Insufficient quality Australian applicants for CSIRO research
staff positions
Insufficient informal science education experiences
available for regional schools
CSIRO Strategic Objectives
[note: some are really str ategies]
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Improve the standing of scientific research, scientists and
CSIRO amongst young pe ople
Take a key role in collaborations with other science
education providers
Support the science teaching profession including
undertaking projects that link students, teachers and
scientists
Influence science education policy
Expand the CSIRO education programmes
ATNF Objectives
 Attract young pe ople into science
[How can we measure the effectiveness of our efforts?]
 Raise the profile of science in Australia
[In this context, we could interpret this as the first CSIRO objective, i.e. Improve the
standing of scientific research, scientists and CSIRO amongst young people.]
ATNF Strategies [examples only!]
 Collaborate with other science education providers
 Support the science teaching profession
 Deve lop the Parkes and Narrabri visitors centres into major centres for teachersХ
professional development
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CSIRO Communication Initiatives
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Deve lop a new project to expose school teachers to current
scientific research by organising scientific presentations
around Australia
Deve lop youth and teacher web po rtals to CSIRO
education-related sites
Continue development of current CSIRO Education projects
Р CSIRO Science Education Centres, Lab on Legs,
CSIROХsDouble Helix Science Club, Creativity in Science in
Technology (CREST), Student Research Scheme, Totally
Wild, Science by Email, BHP Billiton Science Awards,
CSIRO Shop, Industry Link, Science Challenge,
Scienceathon
Raise the profile and increase school and family numbers
visiting CSIRO Discove ry
Continue broadening the offering of CSIRO publications for
students and teachers
Refine and further develop CSIRO Enquiries operations to
provide information to students and teachers
ATNF Key Messages
....
ATNF Goals - specific
[examples only !]

By April 2004, run an introductory
astronomy workshop for at least
50 high-school teachers at the
Parkes observatory.
Evaluation
measure/s
Person/s
responsible
At least 50 attendees at
workshop.
Rob Hollow ...
Quality evaluation by
participants.
Number of teachers
requesting a repeat
workshop.

In 2004, take an astronomy
roadshow to at least 6 high
schools in regional NSW.
Quality evaluation by
participating teachers.

By August 2004, work with
CSIRO Education to produce an
astronomy-based program for
primary schools.
Program deve loped

In summer 2003-04 , provide a
summer va cation program for at
least 20 undergraduate students
Program held for at
least 20 students.
Eva luation from
participants.

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Number of students
going on to higher
degrees in science.
CSIRO Measure of Success
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Increased numbers of students enrolling in science and
related degrees including higher de grees and the link
between this trend and the work of CSIRO Тstudent and
teacherУprojects
Number of suitably qualified applicants for CSIRO positions
Number of participants in CSIRO science education projects
and increased market demand for CSIRO Education
materials
Eva luations of projects, including feedback from clients,
presenters, partners and other stakeholders
Continuing financial viability for CSIRO Education and
CSIRO Publishing
CSIRO Outcomes
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Greater number of students taking up tertiary science
studies
Increased awa reness and appreciation of the value of
scientific research amongst students and teachers
Increased awa reness of CSIRO amongst students, parents
and teachers
Science education policy deve lopments which support the
number, training and retention of science teachers
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