Institute of Cancer Research and Imperial College
Testing crisis media plans and making scientific communication more relevant to its audiences.
This published case study brings together a brief for crisis media exercises and feedback about communicating scientific work. It highlights two related needs: testing an organisation's response and choosing an explanation that makes sense to the people receiving it.
The brief
The documented requirements called for ongoing critical analysis and regular on-site crisis media exercises. Their purpose was to test the Institute's crisis media strategy and business recovery plans.
For a research organisation, the communication task can involve explaining specialist work while also responding to scrutiny. A rehearsed plan needs to be considered alongside the questions, information and audiences involved.
How Hawkeye Media helped
The brief combined critical review with regular on-site media exercises to test crisis media strategy and business recovery plans. The case study also carries feedback from Professor Maggie Dallman about the communication training provided by Chris.
Her feedback focuses on looking at scientific work differently and selecting material for the intended audiences and stakeholders. It underlines the importance of deciding who needs an explanation and which parts of the subject will matter to them.
Client feedback
Chris taught us to look at what we do differently and target our audiences and stakeholders more wisely with the right material.
Professor Maggie Dallman
Professor Dallman's comments describe a change in how the scientific work was considered and explained. They emphasise audience choice and relevant material: looking beyond the specialist's own knowledge to consider what will make a difference to the people receiving the information.
Planning similar preparation
When planning training around specialist research, identify which subjects need explanation and which scenarios need rehearsal. That distinction helps shape the questions, participants and type of preparation required.
Explore Crisis media training and Media interview preparation.
Plan preparation around your research and responsibilities
Tell us about the subject, the spokespeople involved and the interviews or crisis scenarios they need to prepare for. We will discuss a relevant programme.