MRC-University of Glasgow Centre for Virus Research Understanding viruses. Improving health. Public Engagement and Communication Strategy: 2016-2021 1
This document presents the Public Engagement and Communication Strategy for the MRC-University of Glasgow Centre for Virus Research (CVR) for the quniquennium 2016-2021. The generation of new scientific knowledge is of public value. We have a responsibility to communicate our latest discoveries to anyone with an interest in scientific research, to engage in effective two-way dialogue to help shape the direction of our research; to share our knowledge and expertise to inform media coverage and evidence-based decision-making; to support the wider public to become informed citizens; and to inspire the next generation of scientific researchers. To help us achieve this, we will support CVR staff and students to be effective communicators. The CVR is an exciting partnership between the Medical Research Council and the University of Glasgow. Established in 2010, the CVR is home to the UK s largest grouping of researchers studying human and animal viruses and the diseases they cause. Our research expertise is broad-based, spanning molecular and structural virology, virus-cell interactions, viral pathogenesis, virus ecology, virus genomics and bioinformatics. Through linking approaches at the molecular, cellular, host, population and ecosystem level we strive to understand viruses and improve health. The mission of the CVR therefore is to carry out fundamental research on viruses and viral diseases, translating the knowledge gained for the improvement of health and benefit of society. Our vision is to be the world-leading virology research centre, understanding viruses and viral diseases through innovative fundamental science. Our vision and mission are realised through the pursuit of discovery science, generating new knowledge and improved understanding of the fundamental properties of viruses, the pathogenesis of the diseases they cause and the mechanisms of viral emergence and spread, and developing new strategies for the diagnosis, control and treatment of viral diseases. Over the next quinquennium, we will focus on the following strategic research aims: 1. We will build ambitious, theme-based, collaborative research programmes addressing fundamental problems in virology and viral diseases; 2. We will maximise the impact of our programmes in order to address clinical and public health problems, and thereby benefit society; 3. We will develop One Health and comparative approaches to virology and viral diseases; 4. We will develop expertise and resources to support the UK and international virology communities; 5. We will strengthen current partnerships and develop new ones; 6. We will train the next generation of virologists and research leaders; 7. We will engage and inspire the public about the value and wonder of virus research. Underpinning these aims, and the successful realisation of our mission and vision, is the need for effective communication strategies. Our public engagement and communication strategy aims to achieve effective communication and two-way dialogue between CVR researchers and our target audiences, and is guided by three core principles: to interact, to inform, and to inspire. 2
CVR s Communication Objectives The CVR carries out its research in a constantly changing environment, influenced by a growing public awareness of the risks posed by viruses and viral diseases, the ever-present threat of an epidemic caused by a life-threatening virus and an understanding of the lifestyle and environmental factors that can potentially contribute to the global spread of a virus. We also have a responsibility to stimulate interest in science as a career path for young people and to empower the wider public to engage in public dialogue about science as informed citizens. These external factors, together with the overarching research strategy, vision and mission of the CVR, have shaped the CVR s communication and engagement strategy. Our overall goal is to inform, inspire and interact with our target audiences in strategic and creative ways to promote the CVR as the world-leading centre for virus research. In order to reach this goal we will pursue the following objectives: 1. Communicate and promote the research activities and achievements of the CVR ; 2. Provide information and expertise in response to the emergence of any virus or viral disease that has an impact on society; 3. Empower the wider public to engage in dialogue about science as informed citizens and generate interest in science as a career path for young people; 4. Support staff and students to be effective communicators and ambassadors of the CVR and embed a culture of public engagement. Our public engagement and communication strategy will support the realisation of our scientific vision and mission by: Raising awareness and understanding of the activities and achievements of the CVR; Ensuring a wide range of audiences can access and use our results; Establishing the CVR as a trusted authority on viruses and viral disease; Maintaining awareness of, and ongoing support for, virus research amongst funders, parliamentarians, governmental bodies and the public; Establishing the CVR as a scientifically excellent partner of choice for academic and industrial collaborations; Increasing our attractiveness as the destination of choice for virology trainees and established high calibre researchers; Enabling CVR staff and students to act as champions of the CVR. Our objectives are aligned with the MRC s Communication strategy and will directly contribute to the MRC s Strategic Plan for 2014-2019 which aims to (i) set research priorities which are most likely to deliver improved health outcomes; (ii) bring the benefits of excellent research to all sections of society; (iii) accelerate progress in international health research and (iv) sustain a robust and flourishing environment for world-class medical research. By pursuing these communication objectives we will also contribute to the University of Glasgow s vision to be a world class, world changing university, helping to realise its ambition to create a world class environment for learning and teaching and discover and share knowledge that can change the world. 3
CVR s Target Audiences We have different stakeholders and our communication and engagement activities must therefore be adaptable for different target audiences. Our stakeholders and target audiences include: Wider scientific and academic communities, biotech and pharmaceutical industries; Communication with our academic and industry peers raises awareness of the CVR, ensures our results are accessible and used, strengthens our reputation as a collaborating partner, facilitates the exchange of information and expertise, and increases our attractiveness as a magnet for talent Members of Parliament (MPs) and Members of the Scottish Parliament (MSPs), Dept for Business, Energy and Industrial Strategy (BEIS), Dept for International Development (DFID); Interaction with parliamentarians and government bodies enables us to share the outcomes of our research, its impact and provide expert advice, thus raising awareness of the CVR, improving understanding of virology issues and stimulating support for virology research. NHS Scotland, Health Protection Scotland, Public Health England and Intergovernmental agencies; Collaboration with clinical and public health colleagues ensures that the CVR s fundamental research continues to address clinical and public health needs; Engagement with public health bodies and policy-makers facilitates the exchange of expert advice, expertise and the results of our work, thus supporting evidence-based policy and decision-making; National and international funding agencies, UK Research and Innovation (UKRI); Contact with funding agencies facilities the sharing of CVR activities and achievements, raises awareness of the CVR as the world-leading virology research centre, and helps ensure continued support for virology research. Local, national and international media; Interaction with the media extends our reach to the public, parliamentarians, and policy makers thus raising awareness of the CVR, and strengthening our reputation as a trusted authority; Timely sharing of expert opinion helps ensure the media s reporting of virus related news stories is balanced and responsible. Members of the public, including school pupils and patient groups/associations and charities; Two-way dialogue and discussion with patients and the public can help shape the direction of our research and the ways in which we communicate it by better understanding their perspectives; Engagement with the public helps researchers develop the skills to communicate complex science effectively; 4
CVR staff and students can tell the story of their research, thus helping the public to understand our results and the impact of these on society and encourage on-going support for virology research; Interaction with the public builds trust in science and scientists; By personalising the people behind the scientific endeavour we can inspire the next generation of researchers. CVR staff and students; Effective communication skills are an important element in the professional development of scientific researchers; Empowering CVR staff and students to act as ambassadors of the CVR is vital to the realisation of our engagement and communication objectives. Objective 1. Communicate and promote the research activities and achievements of the CVR CVR researchers undertake world class virus research and the scientific knowledge generated is of immense value. We have a responsibility to share this new knowledge and communicate the work we are doing not only to our colleagues in the scientific community, but more widely to anyone with an interest in virology research. Within this objective, our key target audiences include: Wider scientific and academic communities, biotech and pharmaceutical industries; National and international funding agencies, UK Research and Innovation (UKRI); NHS Scotland, Health Protection Scotland, Public Health England and Intergovernmental agencies; Local, national and international media as a route to the public, parliamentarians and governmental bodies; To share our activities and achievements we will: Use an early alert system to make media colleagues aware of all upcoming publications; Ensure all new publications are immediately available online and so facilitate access to and use of our results within and beyond the virology research community; Promote research outcomes and their impact on society beyond the scientific community through the use of press releases, engagement with media outlets, and via blogs and social media channels to extend our reach and increase awareness and understanding of our research; Develop creative and engaging online content to showcase CVR activities and achievements and maximise its use by adapting it for different channels and target audiences. Through these activities we will: Raise awareness of the activities and achievements of the CVR; Stimulate access to and use of our published results; 5
Generate opportunities for the exchange of information and expertise and the perception of the CVR as a collaborating partner of choice; Increase our attractiveness as a magnet for talent. Objective 2. Provide information and expertise in response to the emergence of any virus or viral disease that has an impact on society Since the CVR was established in 2010, a number of viruses such as influenza, Ebola and Zika have attracted significant media interest and entered the public s consciousness. As a world-leading centre for virology research, the CVR has a responsibility to share information and expertise in response to the emergence of any virus or viral disease that has an impact on society. Within this objective, our key target audiences include: Local, national and international media as a route to the public, parliamentarians and governmental bodies; Members of Parliament (MPs) and Members of the Scottish Parliament (MSPs), Dept for Business, Energy and Industrial Strategy (BEIS), Dept for International Development (DFID) NHS Scotland, Health Protection Scotland, Public Health England and Intergovernmental agencies To share our expertise and expert opinion we will: Develop engaging and informative content in response to the emergence of any virus or viral disease that has an impact on society and maximise its use by adapting it for different channels and target audiences; Build relationships and develop channels of communication with parliamentarians, government bodies and policy-makers through which we can share timely, evidence-based information to improve understanding and help inform decision-making and the shaping of relevant policies; Respond to media queries, with the support of media-trained spokespeople from each of the CVR s research areas, providing accurate up-to-date information to help ensure balanced and responsible media coverage of virus related news stories. Through these activities we will increase recognition of the CVR as a trusted authority on viruses and viral diseases. 6
Objective 3. Empower the wider public to engage in public dialogue about science as informed citizens and generate interest in science as a career path for young people The public continues to be interested in hearing from scientists about medical research, believing that it is useful to have an understanding of science in their everyday lives 1. Scientists too have much to gain from this interaction, understanding the public s perspectives to help inform their research 2. Increasingly, the public prefer to hear about scientific research via television, radio, podcasts or in written form via newspapers, websites and blogs, as compared to public lectures or science festivals. We will therefore distribute understandable information about our research online and via the media, as well as through face-to-face engagement at events. For this objective, our key target audiences include members of the public, including school pupils and patient groups/associations and charities. The broad areas of medical research of interest to the public include: (i) the development of new drugs, vaccines and treatments; (ii) how the body works; and (iii) how the brain works. Whilst our research portfolio does not extend to how the brain works, research in the CVR is perfectly aligned to the other key areas of public interest. Distilling the central themes underpinning our current research programmes, we will focus our interactions with the public on these key questions: What are viruses? Where do viruses come from and how do we find them? How do viruses infect humans and animals? How do viruses spread between humans and animals and jump between species? How do viruses make us sick? How does our body fight viruses? How do we treat viruses? We will: Develop engaging and informative content in response to the emergence of any virus or viral disease that has an impact on society and maximise its use by adapting it for different channels and target audiences; Promote research outcomes and their impact on society through the use of press releases, engagement with media outlets, and via blogs and social media channels to extend our reach and increase awareness and understanding of our research; Maintain an annual programme of face-to-face public engagement events and work in partnership with patient groups, associations and charities to make our research and researchers more visible and accessible; Through these activities we will: Increase understanding of our research amongst the public and awareness of the impact it might have on their lives and society; 1 Ipsos Mori (2016) Wellcome Trust Monitor, Wave 3. London: Wellcome Trust 2 https://royalsociety.org/~/media/royal_society_content/policy/publications/2006/1111111395.pdf 7
Build public trust in science, demystify the scientific process and generate interest in science as a career path; Stimulate support amongst the public for virology research. Objective 4. Support staff and students to be effective communicators and embed a culture of public engagement across the CVR. Our staff and students are our most valuable asset and their involvement is critical to the successful realisation of our public engagement and communication strategy. We have a responsibility to our staff and students to ensure they have opportunities to develop effective communication skills and access to forums and events that will enable them to put these skills into practice. We also recognise the importance of effective internal communication for the benefit of all staff and students and their role as champions of the CVR. We will support CVR staff and students to be effective communicators by: Providing opportunities and support for training in public engagement and communication as an integral component of their professional development; Offering an annual programme of face-to-face public engagement events to support training and development; Maintaining a diverse portfolio of engagement activities covering a range of opportunities and communication channels to support all students and staff wishing to get involved; Recognising the value of the contributions made by staff and students to public engagement and communication through annual professional development reviews and rewards. Through these activities we will:. Embed a culture of public engagement and communication across the CVR; Empower CVR staff and students to act as champions of the CVR and tell the story of their research through effective two-way dialogue that may inform their research; Enhance and extend the reach of our engagement and communication activities. 8
Resources The CVR is entering a new phase in its development as we transition from a newly formed centre to an established entity with a defined identity and mission and a growing international reputation. Our approach to communication and engagement must therefore evolve too. Over the next five years, we will maintain an annual programme of face-to-face public engagement events, including for example Glasgow Science Festival and Biology Week. We recognise the value of these events as an opportunity for training and development of staff new to public engagement and the preferred route of engagement for some researchers. However, we will not commit significant resource to growing this area of activity. Efforts will instead focus on extending our reach and sphere of influence through the promotion of CVR activities and achievements and the provision of information and expert advice in the event of the emergence of any virus or viral disease that has an impact on society. Our aim is to have the CVR recognised as the world-leading virus research centre and a trusted authority on viruses and viral diseases. This strategy will be realised through annual Activity Implementation Plans that will form the basis for all engagement and communications tasks and activities. These plans will be developed by the CVR s Communications Working Group, prepared by the CVR s Communications Officer, and presented to the CVR Steering Committee and the CVR Director for approval. Following approval, the Activity Implementation Plan will be made available to all staff. The CVR will continue to employ a Communications Officer (0.4 FTE) who will provide specialist advice and assistance to staff and students in all aspects of internal and external communications, public relations activities and public engagement and science communication initiatives. The Activity Implementation Plans will serve as a key point of reference when defining workload priorities for the Communications Officer throughout the year. The CVR Research Manager will line manage the Communications Officer, lead on the development of the CVR s public engagement and communication strategy, and oversee the delivery of the Activity Implementation Plans. Dr David Bhella will continue to be the CVR s Public Engagement Champion. In addition, members of the Communications Working Group will also directly contribute to the delivery of the Activity Implementation Plans by leading on social media activities, including our Contagious Thinking blog. Within the University of Glasgow, we have access to public engagement training opportunities, the services of an in-house graphic design team, and the full support of the Communications and Public Affairs Office. Likewise, we will continue to avail of the support available through MRC Head Office for public engagement and communications training, our Partnerships Communication Manager, the Press Office and Public Affairs team. During the period covered by this strategy, there will be annual budget of 5k to support public engagement and communication activities. We will also take advantage of additional funding support available through MRC Seed Funding and participation in the annual MRC Festival of Medical Science. In addition, we will encourage CVR staff and students to access external sources of funding for the development and delivery of new public engagement activities, including for example the New Initiatives Fund offered by the University of Glasgow, and the Microbiology Society s Education and Outreach grants and prizes. 9
Monitoring and evaluation For each activity captured in the annual Activity Implementation Plan, we will ensure that it directly addresses one or more of the objectives identified in this Public Engagement and Communications Strategy. Realistic performance targets will also be set in advance, where appropriate, and processes established to collect the required information to inform subsequent evaluation. CVR staff and students will be encouraged to develop new activities on an ongoing basis and pre-event evaluation will be undertaken by the Communications Working Group to ensure these activities align with our objectives and that suitable evaluation methods have been identified. Appropriate and proportionate evaluation methods will be used to determine the extent to which objectives were met and assess the impact of the activity. These will include, for example: Events Record staff and student attendance at training events; Monitor staff and student participation in events; Record audience attendance at events, where possible; Pre-event evaluation where appropriate, either verbally or in writing; On-site evaluation including questionnaires, charts and effective tools to assess knowledge outcomes such as post-its and graffiti walls; On-site video recording to obtain verbal feedback from attendees and participating staff; Online post-event evaluation if appropriate, from attendees and participating staff, including the use of online surveys; Any other additional post-event feedback that may be provided either verbally or via email. Social media activity Monitor website visits through analytics to understand the ultimate success of activities or campaigns such as recruitment drives; Capture statistics for all digital activity including views, click throughs, followers, shares, comments and likes; Monitor publication readership, using tools such as Altmetrics, to understand the impact of promoting new research publications and associated social media activity. Media Activity Capture all news stories featuring the CVR, and commentary provided by CVR researchers, including radio and television interviews and print media; Use social media analytics to monitor popularity and coverage of stories on these channels, including the capture of reach, likes, shares and comments; For activities involving collaboration with partner organisations, we will also capture statistics generated from their activities to assess the cumulative effect. Furthermore, we will share information about our activities with other stakeholders including the MRC and the University of Glasgow as an additional source of feedback and opportunity to share and learn from best practice. 10
Evaluation and review A post-event review will be undertaken for all major activities. The CVR Communications Officer will collate these reviews into an annual evaluation report for review by the Communications Working Group. The annual evaluation report will also be made available to the CVR Steering Committee and the CVR Director. Review of the Public Engagement and Communication Strategy, together with the evaluation report, will monitor progress against the objectives set and will inform future activity and priorities which will be captured in an Activity Implementation Plan for the forthcoming year, to be prepared by the CVR Communications Officer. This review process will also help us refine and improve future activities and collectively develop our engagement and communication practices. A comprehensive review of the Public Engagement and Communication Strategy will also be undertaken by the Communications Working Group at the midpoint of the current quinquennium to ensure it continues to be fit for purpose; amendments will be made as required. This mid-point review will also serve to assess achievements to date and identify objectives that might require additional attention. Achievement of these objectives will be prioritised through the incorporation of specific activities in the annual Activity Implementation Plans. We will continue to capture and record all communication and engagement activities in ResearchFish and this will primarily be the responsibility of the Communications Officer. 11