Free Nonsense
The challenge of communicating in an R&D institution
By Joana Ferreira*
I got to know INESC TEC in 2007 when I was working for a communication agency that was hired by INESC TEC. Later on, in 2008, I joined INESC TEC’s Communication Service team. In this seven year-old relationship, I would probably highlight my role as media advisor, as this position was the one which made me feel more accomplished, and the brief period I was leading the Communication Service (because Sandra Pinto was on maternity leave; this period coincided with the 25th anniversary of INESC in Porto), because that was a time of great responsibility and added pressure.
Communicating science and technology to journalists was my biggest challenge at INESC TEC. My role as the institution’s media advisor consisted of turning the complex language filled with technical jargon into clear and appealing texts, showing that the innovations achieved at INESC TEC could have an impact on industry and on the lives of common citizens. Finding a balance between the strictness and the restraints that are required in an R&D institution, and the buzz-words and metaphors capable of drawing the attention and interest of the media, led to a Ping-Pong game between myself and the researchers until we could find the right solution. My role as media advisor also meant managing opposed timings: journalism’s immediacy vs the more pondered rhythm of the research activity. Essentially, it is all about bringing together different realities, priorities and mentalities.
I would like to take this opportunity to express my deep gratitude for these last six years, as I had the opportunity to be part of a unique institution that strives for excellence, an institution whose collaborators have a great bond. I have learned a lot from all those with whom I worked, not only from the services, but also the colleagues from the research centres. These were six intense years, and I have grown a lot, both personally and professionally, but now is the time to take risks and aim higher.
I will continue following INESC TEC closely and celebrating future successes. Part of me will always be inesquian!
*Former collaborator at the Communication Service (SCOM)
