PR for the Life Sciences in a converging media landscape

8/14/2019 PR for the Life Sciences in a converging media landscape

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Enabling a conversation

through texts and pictures

Roger Aeschbacher


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This is a commented version of a talk

given by Roger Aeschbacher at the

BioValley Stammtisch on Feb 16th. 2009

Roger Aeschbacher


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Do you ride the train?

Multiple colours, forms, text styles compete for attention.

This user interface is very confusing.


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Do you drive a car?

Dispersed colours, pictures, forms, texts compete for

attention. Grasping the information is demanding.


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A bus driver crashed into the tram!

Accidents may occur if drivers are confused by such

poorly designed traffic signs.


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The challenge with pictures

Pictures are not decoration. Pictures convey

tons of meanings.

Pictures must and willbe interpreted.

Absence of body language, tonality allows more

room for interpretation.

Very precise selection of pictures is needed.

Danger to use generalized or neutral images


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The challenge with texts

Texts must and willbe interpreted, too.

Science must be translated.

Words may have different meanings

Code words may dominate a whole discussion

and stick.

Danger: Inventing fake words or use more words.


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Texts and pictures affect each other

In a well designed communication instrument,

pictures and texts boost each other to help a

stakeholder understand all our intentions.

Roger Aeschbacher


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By using text and including iconic

images eliciting the intended meaning


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What to avoid with text and pictures

The next slides show some examples of

current advertisements

The pictures are snapshots of posters

displayed at the main train station in Basel


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Negative: Text only

Text states dry facts.

Power of pictures to elicit

emotions is not used.

Im informed, but what

should I do next?


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Negative: Picture is banal

Text is interesting, but

picture is trivial.

Picture doesnt boost

message of text.

Emotions not directed

towards the product.


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Negative: Text and picture are banal

Is yellow light?

Text/Typography is a

picture, too.

Conflict between typo and

picture.

Positive social context is

missing.


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Negative: Nice picture, nice text

Seems perfect, but

doesnt really convince.

Social context is weak.

Identification is

compromised.

Text is perfected,

streamlined but

doesnt touch you.


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Positive examples


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Positive examples

Reduced to maximum, but very precise.

Text evokes an image. Image is a text sign.

Text and picture boost each other.

Target audience adressed as social beings.


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Positive examples

Reduced to max.

Text and picture correspond excellently.

Target group depicted as social beings!


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Simple pictures and texts can be

used to define a whole brand

It appears, as if trivial pictures and simple textwere selected. Yet, elements are selected and

arranged very carefully. Text and picture boost

each other.


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Care for the relationship!

Above all. Caring for the relationship with your customer iskey to enabling conversation.

Brand invites you to become member of a group.

Brand offers comfort through real life picture, emotions,

social settings that are authentic


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PR in the Life Sciences

Classical challenges

Multiple audiences

Some highly informed audiences (e.g.

doctors, Swissmedic, etc.)

General public may be opinionated

Science and non-science compete


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Classical PR was simple

Max Bill:

Ordnung ist Schnheit

Stakeholders are known, have clear identity

Dependencies are obvious.

Interactions between players are well defined

and established. No big surprises in system.


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New challenges for Public Affairs

New media change interaction:

Public uses e.g. Wikipedia, may be well informed

All kinds of information available

People organize in virtual social networks

A person may be member of multiple networks

Opinions / knowledge spread in social networks

Every message is global and will stay in archive


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Today: Stakeholders are interdependent

Alexander Calder:

Untitled

Size, location and identity of

groups is difficult to be

defined at a given moment

Stakeholders appear fluid

Every disruption affects every

player in the system withouttime delay

Minor disturbances can

amplify easily


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How does this affect PR work today?

Distributing information is not enough.

Communication is an instrument, not the goal.

Conversation becomes ever more important.

You cannot avoid entering a conversation with

all your stakeholders anyway.

Steering the conversation is ever more

important.


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What is Conversation after all?

Originally: Communication while respecting the manners.

Solution-oriented exchange between stakeholders.

Caring for stakeholders by pro-actively shaping

the ever more dynamic communication process.


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Each communication instrument is a

chance to enable conversation

Carefully designed communication instruments

help to foster a conversation between stake-

holders.

Roger Aeschbacher


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Leading a conversation through text

and picture

Tell stories. Stories are remembered.

Use carefully selected code words.

Avoid fake words. Speak true and authentic.

Speak simple. Always.

Invest more in meta-communication. Explaining how

you come to a conclusion / what your opinion is. Make your position clear.

Invest more in the relationship with your stakeholders.


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New media change PR in the Life Sciences.

Enabling a conversation is key to overcome

major new challenges in public affairs. Each communication instrument offers the

chance to steer a conversation.

Text and pictures must be selected carefully.

Do a concept for conversation first. Include writers

and designers and media experts right from the start.

Take home messages

Benefit: Strong brand!


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Thank you for your attention.

Find more information under: www.skarema.com

PR for the Life Sciences in a converging media landscape

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