Higher Education in the Digital Age
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Higher Education in the Digital Age

Moving Academia Online

Edited by Annika Zorn, Jeff Haywood and Jean-Michel Glachant

The European higher education sector is moving online, but to what extent? Are the digital disruptions seen in other sectors of relevance for both academics and management in higher education? How far are we from fully seizing the opportunities that an online transition could offer? This insightful book presents a broad perspective on existing academic practices, and discusses how and where the move online has been successful, and the lessons that can be learned.
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Chapter 9: Effective online communication for policy advisors: experience from the Bruegel think tank

Giuseppe Porcaro


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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