roberto mussi residence palace, brussels 10th february 2009 sustainable energy goes mainstream where...
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Roberto MussiResidence Palace, Brussels
10th February 2009
SUSTAINABLE ENERGY GOES MAINSTREAM
Where EU energy projects meet the media
Media Coverage Analysis
G.V. Fracastoro, R. MussiDepartment of Energetics
Politecnico di Torino
Main results
Analysis of sustainable energy topics in a survey group of European
newspapers and magazines
Classification and data base of 100 articles according to topic (solar,
wind,…) and typology (editorial, scientific report, interview,…)
List of Strengths and Weaknesses in the way of presenting energy
issues by mainstream and specialized media
100 articles
4 Languages
6 EU countries + USA (see next slide)
28 magazine/newspapers
12 regularly monitored (mainly specialized)
16 single articles (mainly mainstream)
ITALY
•Energia, Ambiente ed Innovazione
•Gestione Energia
•Ilsoleatrecentosessantagradi
•Progetto Energia
GERMANY
•Photon
•Sun and Wind Energy
UK
•The Engineer
•ReFocus
•Energy world
SPAIN
•Energias renovables
FRANCE
•Energie Plus
•Revue de l’energie
First level topics
Renewable energy sources
Improvement of Energy conversion
efficiency
Demand Side Management
Energy transportation and
distribution
CO2 Capture and storage
Miscellaneous
MCA Outcomes
“WHAT A MACHINE DOES”
VS.
“HOW A MACHINE WORKS”
Don’t try to condense in a few lines “how a machine works” if you are not familiar with its technology. It is more effective to say “what it does” and present in separate “boxes” technical descriptions, or references to internet sites.
IDEOLOGICAL
VS.
PRAGMATIC
Don’t analyse RES topics with prejudice. No need to be a negationist nor an environmental fundamentalist. Each technology has its advantages or drawbacks which depend on the context and should be clearly mentioned.
SUSTAINABLE ENERGY
VS.
HIDDEN ADS
Don’t use articles about RES and “sustainability” to advertise a company, nor fall in the trap of politicians who just want to use them for gaining political consensus from electors.
SPECIAL CORRESPONDENT
VS.
“FROM THE DESK”
Almost always, “on the field” project descriptions or personal interviews of those partaking in the project lead to an interesting article, while an article written from the journalist news-desk may soon become boring and trivial. Go and see!
Rodolfo Perez SaracibarResidence Palace, Brussels
10th February 2009
SUSTAINABLE ENERGY GOES MAINSTREAM
Where EU energy projects meet the media
How the sustainable energy projects can be best promoted
to the media
Tips for an effective communication Define your message:
Identify information that could be interesting to the media
Present the results of your project and show practical applications
in daily life
Give concrete examples and be as clear as possible
Connect your message to the news agenda
Target the audience
Disseminate your message using a press release
Put the most information first and find a “catchy” tittle
Build good relations with the media
Evaluate the results of your communication strategy