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Oct 05, 2022 Article
Strategic communication at the European Space Agency: juxtaposing strategy and public attitudes

by Axel Pfleger, Alexander Gerber and Alexander Struck

This case study analyses the efficacy of the European Space Agency's (ESA) strategic communication through a content analysis and an online attitudes survey in Germany. Our findings generally indicate low efficacy as ESA's communication strategy strongly focusses on press agentry, and is not managed in a sufficiently strategic manner. ESA pays little attention to evaluation and lays emphasis on targeting ‘the general public’. By contrast, we reveal a diversity of attitudes towards ESA among various publics. In light of this disconnect from best practice and public attitudes, we argue for a more inclusive approach which maximises public participation and introduces a more diverse and evidence-based science communication portfolio so as to make ESA's communication more efficacious and sustainable.

Volume 21 • Issue 06 • 2022

Sep 03, 2018 Commentary
RRI: How to ‘mainstream’ the ‘upstream’ engagement

by Alexander Gerber

There are strong arguments for and against having either a dedicated funding scheme for science communication in the next European Framework Programme, or mainstreaming upstream engagement across all disciplines. How could both approaches be combined? The success of either will depend on its operationalisation.

Volume 17 • Issue 03 • 2018