***General Information***
The networking meeting from 15–17 May 2024 is behind us. Attending were Olaf Kramer, Salina Weber, Anna Köhler, Markus Gottschling and Erwin Feyersinger from the RHET AI Centre in Tübingen, and Annette Leßmöllmann, Patrizia Attar and Monika Hanauska from Karlsruhe. Additionally, our practice partner Science in Dialogue (ger: Wissenschaft im Dialog) was represented by Leya Safiyan and Alissa Schüller in Kiel.
Organised by the Kiel Science Communication Network, the networking meeting took place between the four research centres funded by the Volkswagen Foundation's Wisskomm-Hoch3 initiative – the Kiel Science Communication Network, the Rhine Ruhr Center for Science Communication Research, the Munich Science Communication Lab, and of course the RHET AI Centre.
***WEDNESDAY, 15. May 2024***
Arrival Day!
It started on Wednesday with a panel discussion between Olaf Kramer (RHET AI), Holger Wormer (RRC), Anna Vollersen (KielSCN), and Sarah Stiller (MSCL). The topic: Target audiences in science communication. Whom do we reach, where, how, and why?
During the discussion, the following key questions, among others, arose: What significance do target audiences have and how do we define them? Do more target audiences need to be reached at science communication-specific locations (e.g., museums)? How is the addressing of target audiences carried out technically and in terms of content?
In this context, Olaf Kramer emphasises the importance of communicating broadly and diversifying target audiences. He sees the challenge in information overload and also points out that science communication (and its formats) should not only be made accessible in metropolitan areas but also increasingly in places where there is currently a limited offer (e.g. in small towns or rural areas).
The discussion also prompted the audience to reflect. One attendee raised the difficulty of the term target audience. Is "reaching target audiences" even the right phrase? Or does this terminology lead us in an unintended direction? Another person wanted to know what role building relationships with target audiences plays. Additionally, the question arose about the impact of the necessity for scientists to step out of their usual communication comfort zones on science and scientists themselves.
To conclude the day, each group gave a final statement to summarise the discussion.
Group Statements
MSCL:
How can we improve our listening skills? How can we learn more from the audience? How can we more accurately investigate which intended and unintended target audiences we have reached?
KSCN:
We need: More collaboration, more engagement, and more diversity!
RRC:
We need to strengthen the role of press offices!
RHET AI:
Emotions are the bridge in science communication; we need a community on equal footing – like in a football stadium!
The day ended with a shared dinner at Jan & Hein and Klaas & Pit, accompanied by a pint or two of self-poured beer in Kiel.
***THURSDAY, 16. May 2024***
Workshop Day!
Thursday started afresh with a welcome from representatives of Kiel SCN, Christian-Albrechts-Universität, IPN , and Muthesius Kunsthochschule.
The subsequent lecture by Anna Vollersen focused on the topic of "publicity." Does a "general public" actually exist? And is it reachable in its entirety? Vollersen suggests reframing the question from seeking a broad public to questioning the concept of a "general public," viewing heterogeneity as a challenge. She explains that reaching the public also depends on individual, social, and structural factors.
Afterwards, equipped with coffee or tea, participants engaged in discussions in various café-style settings, in cosy small groups. Conversations covered topics such as targeting audiences, science communication versus marketing, knowledge transfer between research and practice, underrepresented groups, and the persona method. The concept of changing perspectives also emerged during these discussions.
In the afternoon, participants strolled to workshops at various locations in Kiel, such as during the Digital Week, along the Kiel Line, or at the Kiel Research Workshop at the Botanical Garden. This allowed participants to explore the city and immediately afterwards develop science communication formats tailored to their chosen target audiences in the workshops.
Following that, there was a trip on the Fördedampfer to Laboe to a restaurant. The evening concluded with a relaxed beach visit at sunset.
***FRIDAY, 17. Mai 2024***
Departure Day!
In the morning, the science communication formats developed during the previous day's workshops were presented. Anna Köhler, Patrizia Attar and their group emerged as the winners – receiving a flowerpot-trophy in the shape of a crown!
Following this success, a joint recap of the past days and closing statements from various participants marked the conclusion of the networking meeting. Unfortunately, there were delays on the journey home due to the German Railways, struggling with flooding and heavy rainfall in the southwest. It was a shame to leave sunny Kiel behind so quickly!
The next joint networking meeting will be organised by the RRC. A specific date has not been set yet. We are looking forward to seeing our science communication colleagues from the other centres again!