The transformation of academic PR: how to cope with the market of ideas and corporate citizenship

Size: px

Start display at page:

Download "The transformation of academic PR: how to cope with the market of ideas and corporate citizenship"

Loraine Bishop
6 years ago
Views:

1 The transformation of academic PR: how to cope with the market of ideas and corporate citizenship Minh Tran Head of Communications, Department of Computer Science Minh Tran

2 學而不思則罔, 思而不學則殆 "To study and not think is a waste. To think and not study is dangerous." The Analects, Chapter 2 Department of Computer Science Minh Tran

This is my take: "Deliberative democratic citizenship means active commitment, responsibility and making a difference in one s community, society and country.

3 This is my take: "Deliberative democratic citizenship means active commitment, responsibility and making a difference in one s community, society and country." "Engagement and participation in society are the principle means of personal and intellectual development, and for social flourishing." Department of Computer Science Minh Tran

4 What is ETH's distinctive culture? What is its DNA? Do academic values 'sell'? Does ETH do a good job as civil servant? What is ETH's contribution in shaping the culture of debate? Does the society itself ask enough probing questions? Is investigative science journalism fighting a losing battle? Department of Computer Science Minh Tran

5 1 Spin-doctoring for 'academic divas' 2 All journalism is 'advocacy journalism' 3 Critical citizenship: wish or reality? Department of Computer Science Minh Tran

There is hope A witness of the transformation: Prof.

Herkle, I've recently read with great interest how D-INFK [the

international world of PR wonderful! Times have changed.

our professors to actively support public relations outside

6 There is hope A witness of the transformation: Prof. Carl August Zehnder Dear Ms. Herkle, I've recently read with great interest how D-INFK [the Computer Science Department] is positioning itself in the international world of PR wonderful! Times have changed. 20 years ago, only exceptional circumstances could have caused our professors to actively support public relations outside their own walls. Lots of success in Hanover. Best wishes, CAZ Department of Computer Science Minh Tran

7 1 Spin-doctoring for 'academic divas' 2 All journalism is 'advocacy journalism' 3 Critical citizenship: wish or reality? Department of Computer Science Minh Tran

Message to our target audiences Minh Tran: " ETH is more than just a university; it stimulates the economy and is the ultimate independent think-tank in Switzerland.

8 Message to our target audiences Minh Tran: " ETH is more than just a university; it stimulates the economy and is the ultimate independent think-tank in Switzerland." 23 D-INFK Spin-offs ( ): approx. 100 employees Government/ Politics Business and Industry General Public Media S t a k e h o l d e r s Department of Computer Science Minh Tran

9 Message to our target audiences Government/ Politics Business and Industry General Public Media S t a k e h o l d e r s Department of Computer Science Minh Tran

10 Message to our target audiences " if different minds are nurtured and brought together, they should be able to solve new and complex problems." Government/ Politics Business and Industry General Public Media S t a k e h o l d e r s Department of Computer Science Minh Tran

11 and still further PR activities: focus on media, research and reputation International media National media ETH publications * Media release, media notice, ETH Foundation announcement, Treffpunkt Science City Radio: TV: Print: Online: Radio: TV: Print: Online: Miscellaneous*: ETH Life Print: ETH Life Online: TOTAL: Department of Computer Science Minh Tran

12 Inhouse editorial: ETH articles and D-INFK spotlights Most successful ETH articles about D-INFK Marc Pollefeys:Smartphone wird zum 3D-Scanner Marc Pollefeys: Spark Award 2014 Pollefeys/Siegwart: ETH tanzt Google Tango Otmar Hilliges: Smartphone versteht Handzeichen Views 29'071 2'724 2'239 2'140 Most successful spotlights written by D-INFK Marc Pollefeys: Transform smartphone into 3D scanner Google and ETH: Tech giant meets knowledge broker' Max-Planck-Institut/D-INFK: Pioneering research network Niklaus Wirth and the art of simplicity Views 10'343 1'615 1'135 1'017 Total views, ETH articles: 47'514 Total views, spotlights: 23'962 ETH News articles and D-INFK spotlights were the engine of all online channels. Niklaus Wirth: Vater von "Pascal" wird 80 MPollefeys, RSiegwart: Fahrerloses Parken Buhmann/Krause/Hofmann: Maschinelles Lernen Pollefeys/Gross/Kossmann: ETH traf New York Adrian Perrig: ERC Consolidator Grant 1'795 1'713 1'335 1'266 1'135 Walter Gander: 50 Jahre Programmieren Avaloq/FFernandez: Shape giving-back cultures Jürg Gutknecht: In a quest for precision and new horizons Enzo: ETH Zurich as a brand Torsten Höfler: New Intel Parallel Computing Center The mix of German and English helped to reach the broadest variety of reader groups. ETH remained the driving force of D-INFK's visibility. Daniel Graf: Ein Abend unter Talenten 1'065 Adrian Perrig: How to reinvent the internet? 482 Department of Computer Science Minh Tran

13 1 Spin-doctoring for 'academic divas' 2 All journalism is 'advocacy journalism' 3 Critical citizenship: wish or reality? Department of Computer Science Minh Tran

14 and we even write the 'critiques' about us on our own science Beat Gerber Department of Computer Science Minh Tran

15 Critique culturally and ethically driven? Klimaethisch problematisch Für die ETH Zürich ist allerdings die Reduktion des globalen CO2-Fussabdrucks ein wesentliches strategisches Handlungsfeld, eng verbunden mit einer Verringerung des fossilen Energieverbrauchs. Nimmt man diese Beteuerungen beim Wort, stellen sich angesichts des Wissenstransfers der Hochschule ins brasilianische Pré-Sal-Projekt auch Fragen der Klimaethik "Problematic climate ethics However, reducing the global carbon footprint is an area of significant strategic activity for ETH Zurich and closely associated with the reduction of fossil fuel consumption. Taking ETH at their word, the institution's knowledge transfer to the Brazilian Pré-Sal poses questions in regard to climate ethics." Department of Computer Science Minh Tran

16 Critique culturally and ethically driven? ETH verteidigt sich Die ETH Zürich beruft sich zum einen darauf, erhebliche Mittel in Lehre und Forschung zu investieren, um dem globalen Ziel einer Reduktion der Treibhausgase schneller näherzukommen. Davon würden unter anderem die mehr als 1200 Forschungsarbeiten zum Thema Klimawandel während der letzten zehn Jahre zeugen... Bisher wurden an der ETH Zürich rund 500 Kurse durchgeführt und 600 Fachleute ausgebildet, vorwiegend Geologen. Petrobras lässt sich die Forschung an der ETH jährlich rund acht Millionen Franken kosten "ETH vindicates itself ETH Zurich points out its investment of considerable resources in education and research to the end of more quickly reaching the global goal of reducing greenhouse gas faster. Testimony to these efforts are the more than 1'200 research papers on climate change produced during the last ten years... To this date, around 500 courses have been conducted at ETH and 600 specialists mainly geologists have been trained. Petrobas spends around 8 million francs for research done at ETH yearly." Department of Computer Science Minh Tran

Looking forward: critical citizenship as a way ahead for civics and citizenship education This is my take: "Critical citizenship requires knowledge, skills, attitudes and values, to be able to

17 Looking forward: critical citizenship as a way ahead for civics and citizenship education This is my take: "Critical citizenship requires knowledge, skills, attitudes and values, to be able to participate as active and informed citizens." "Active participation goes beyond a personal responsibility or a duty to society. Critical citizenship aims to provide the conditions for collective social change." "To address this goal of citizenship, both knowledge and participation are used to empower learners by helping them to understand the underlying causes of scientific and social problems." Department of Computer Science Minh Tran

Es gibt keinen Anlass zu einem sorgenfreien Leben.

Ralph Eichler President of ETH (2007-2014) That is a lesson Hillary Clinton had

13 or so, and so I wrote to NASA to ask how I could become an astronaut.

18 Es gibt keinen Anlass zu einem sorgenfreien Leben. "There is no such thing as a life free from care. Prof. Ralph Eichler President of ETH ( ) That is a lesson Hillary Clinton had to learn early on Hillary Clinton Secretary of State ( ) "I think I was 13 or so, and so I wrote to NASA to ask how I could become an astronaut. And I got a response back which was, 'We're not interested in women astronauts.'" Department of Computer Science Minh Tran

19 Thank you! Department of Computer Science ((Vorname Nachname))

20 Any questions for me? The transformation of academic PR: how to cope with the market of ideas and corporate citizenship science Department of Computer Science Minh Tran

SWISS reports increase in passengers over first nine months

Press Release Zurich Airport, 9 October Traffic figures 1st-3rd Quarter SWISS reports increase in passengers over first nine months Swiss International Air Lines carried a total of 12,465,048 passengers