Thanks to Andy for his usual top notch summary that is always of great help
to those of us who can't allways rely on our own notes

Just a few comments on his summary of my presentation added in the body of
the notes:

>====
>Tim Reynolds. The Consultancy View
>
>Tim Reynolds from Key Communications based his presentation on King-Dyball.
>Much of that is familiar to psci-commers. He dwelled on the linear
>relationship between public interest in science and the benefits they
>perceive science to bring. I got the impression that he was suggesting that
>increasing interest was the key to increasing public support.
>
>[I may have noted this incorrectly as I have doubts that this relationship
>is useful. I think it just shows that science consumers are selfish;
>increase the benefits and they get more interested.]
>
Andy this is the point - consumers are selfish - if you want their
interest - you need to show them benefit.  An aditional point when looking
at what the six groups read was the fact that tabloid newspapers have
significant readership in all the groups.

>It is more important to build confidence rather than understanding. We
>should:
>* Influence "Confident Believers" (formerly Politically Aware)
>* Inform "Technophiles"
>* Reinforce "Supporters"
>* Address "Concerned "
>* And stress the benefits to Don't Cares and "Not for mes."

Slight change to Andy's record above
>
>There is no media for science consumers in the UK, however, all media have
>time for good life style stories. The examples shown were sub-zero beer and
>an article about the time tsar at NPL.
>
>Scientists are stereotyped in the media and we need to address this.
>
>Our aims should be to:
>* emphasise the benefits and relevance to lifestyle of science
>* increase its profile in tabloid media whilst looking in the future to new
>media
>* a long term strategy of integrating science with culture.
>
The last point that I raised - and from discussions after seemed to have
some currency -  was the feeling that many 'jobbing' scientists have of
being alienated from society in general.  This is an aspect that I first
talked about with fellow Media Fellows in 1992 and I have seen in other
activities when I was a trade union rep in an R&T organisation.  This can
take the form of scientists feeling that they are unable to take part in
general cultural discussion to the notion that their work is undervalued by
the organisation that they work for (if they work for commercial concerns)
or society in general (if they work in academe).

Thoughts?

Regards
Tim Reynolds
t - 0208 808 0014/ 0207 580 0222/ 07711 942974
f - 0208 376 2748/ 0207 580 0333
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-----Original Message-----
From: [log in to unmask]
<[log in to unmask]>
To: [log in to unmask] <[log in to unmask]>
Date: 14 September 2000 13:32
Subject: New Ways of Slicing the Cake


>Hi, I thought I had sent this to psci-com Friday night, but it seems to
have
>got lost. Apologies for the delay. Andy.
>====
>
>
>New Ways of Slicing the Cake: Implications of Recent Research for
>Communications Strategies
>A Science Communicators Forum at the British Association
>Friday 8 September
>
>





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