Moving Academia Online
Edited by Annika Zorn, Jeff Haywood and Jean-Michel Glachant
Chapter 9: Effective online communication for policy advisors: experience from the Bruegel think tank
This chapter argues that the use of online tools should be put in the context of an overall communication strategy that has clearly identified goals, for both online and offline channels. The text highlights the challenges and sketches methodologies to map and segment audiences in general, as well as in the specific case of research institutions such as think tanks, where the map of influencers is very dynamic. The author discusses how to engineer tools to reach specific audiences, and to shape messages effectively in using specific platforms. The case study of Bruegel, an international economics think tank based in Brussels, is used throughout the chapter to support a wider reflection on the challenges, common to other research institutions as well, including universities.
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