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How to Advertise Policy Dialogue Formats

Authors

  • Esteban Romero-Frías

    currently works as Vice-Rector for Social Innovation, Employability and Entrepreneurship at the University of Granada and is Full Professor in the Department of Accountancy and Finance. His academic and research work focuses on public and social innovation, digital learning, and digital humanities. Through UGR MediaLab, which he has directed since its foundation, he has led various collaborative projects such as Impronta Granada and UnInPública that are aimed at building bridges between universities, public institutions, and society to tackle regional challenges.

  • David Corado

    is a conference interpreter, translator, and predoctoral researcher in the Languages, Texts and Contexts programme at the University of Granada. Trained at institutions such as the Universitat Autònoma de Barcelona and the Universitat Jaume I, he holds an FPU UGR–Santander research contract and is a member of Medialab UGR, where he takes part in projects such as ENGAGEgreen and #YoSigoUGR. He currently combines his teaching and research work with professional conference interpreting, collaborating on a voluntary basis with organisations, associations and non-profit entities. He has participated in academic projects, conferences and publications related to interpreting and communicative competences.

Communication and Dissemination Strategies through Medialab UGR and Impronta Granada

Summary: Key features in a nutshell

  • Integrated communication ecosystem: cross-media approach combining institutional websites, social networks, and local press
  • Branded dissemination materials: merchandising (personalized notebooks, roll-ups, visual identity) for regional events
  • Continuous digital storytelling: regular updates on Medialab UGR and Impronta Granada platforms, including dedicated ENGAGEgreen sections
  • Press and audiovisual coverage: news pieces in IDEAL and Granada Hoy, YouTube webinars, and participation in European conferences
  • Citizen media participation: invitation for UGR County Councils members to record podcasts at Radiolab UGR to showcase territorial initiatives

 

Description

This contribution explores how the University of Granada (UGR), through Medialab UGR and Impronta Granada, develops and implements innovative dissemination strategies to promote science-policy dialogue formats. Within the Erasmus+ ENGAGEgreen project (WP5 – Dissemination and Civic Engagement), the UGR combines digital communication, traditional media outreach, and participatory storytelling to increase the visibility, credibility, and public engagement of initiatives such as the UGR County Councils and the Impronta Granada Meetings.

These communication actions reinforce UGR’s institutional commitment to open innovation and civic engagement, ensuring that dialogues between academia, policymakers, businesses, and citizens reach a wide audience both regionally and internationally.

 

How does the format work?

The dissemination strategy functions as a multichannel communication model coordinated by Medialab UGR. It follows a continuous cycle structured around three phases:

  1. Preparation and branding:

    Development of a visual identity and physical materials to accompany each policy dialogue event. For the launch of the UGR County Councils (20 January 2025), UGR produced personalized notebooks containing project information, roll-ups for visibility, and coordinated catering services to enhance participant experience.

  2. Media publication and digital amplification:

  1. Public visibility and international reach:

    UGR promoted ENGAGEgreen across European forums, such as the Arqus Alliance BIP “Making the Planet a Healthier Place” (May 2025), the SAM Conference “Building Bridges: Shaping Europe’s Science-for-Policy Landscape” (Vienna, 26–27 May 2025), and the ENGAGEgreen Brussels event “Unlocking Science-Policy Synergies for Europe’s Green and Digital Future” (June 2025). These participations were accompanied by multilingual press releases and news coverage in Impronta Granada.

  2. Citizen communication and creative media:

    UGR invites members of the UGR County Councils Living Labs to record podcasts at Radiolab UGR, a professional university recording studio. This initiative allows local stakeholders, researchers, and policymakers to share their projects and challenges with a broader audience, turning dissemination into a cocreated narrative that strengthens the “science for people” dimension of ENGAGEgreen.

 

Challenges

  • Maintaining consistency of branding and visual identity across multiple channels
  • Balancing scientific accuracy with accessible language for non-expert audiences
  • Coordinating timing between local events, press deadlines, and EU-level communication
  • Ensuring sustained engagement after the initial publicity peak
  • Measuring real impact beyond quantitative indicators (likes, reach, and views)

 

Tasks and resources

Scientists

  • Contribute content explaining research findings and territorial results in accessible language
  • Participate in interviews, webinars, and podcasts to contextualize the project’s impact
  • Review press materials to ensure factual accuracy and scientific credibility
  • Engage in live communication (conferences, Arqus Alliance BIP, SAM Vienna, Brussels event) to reinforce visibility in academic and policy communities

Knowledge exchange managers and research managers

  • Coordinate communication strategy and calendar for all ENGAGEgreen dissemination activities
  • Produce, edit, and publish multimedia content (press releases, video reels, YouTube webinars)
  • Manage relations with local and national printed press media (IDEAL, Granada Hoy)
  • Oversee graphic design, branding, and event logistics (merchandising, signage, photography)
  • Maintain web and social media analytics dashboards to monitor engagement trends

Policymakers

  • Support visibility by participating in interviews and providing statements on collaboration outcomes
  • Share ENGAGEgreen materials across institutional channels (municipalities, local development agencies)
  • Encourage territorial dissemination through newsletters and local events

 

Examples

  • 20 January 2025 – First Impronta Granada Meeting: Launch event with 143 participants; dissemination through Impronta Granada and Medialab UGR websites, featured in IDEAL and Granada Hoy, plus a full video recording available on YouTube
  • 24 January 2025 – Press releases: Published on both institutional platforms and cross-posted via social media
  • 9 May 2025 – Arqus Alliance Presentation: UGR introduced Living Labs to 25 students and six researchers from three European universities
  • 26–27 May 2025 – SAM Vienna Conference: International visibility through coordinated session on “Universities and Municipalities Coproducing Solutions for Urban Transformation”
  • 12 June 2025 – Brussels Conference: UGR led a session on “Water and Soil: From Research to Public Policies,” positioning ENGAGEgreen within the EU’s science-policy dialogue ecosystem
  • Radiolab UGR: Ongoing invitation for County Council members to produce thematic podcasts showcasing territorial innovation and sustainability actions.

 

Case studies

A comprehensive publicity strategy combining print, digital, and audiovisual media resulted in broad provincial visibility and EU-level recognition. The integration of Radiolab UGR podcasts extended dissemination into community storytelling, strengthening civic ownership of science-policy dialogue processes.

 

How is the format implemented?

Dissemination planning begins two weeks before each event and continues for up to three months afterward. The Medialab communication team drafts press releases, coordinates publication schedules, and monitors engagement metrics. Key milestones are synchronized with Impronta Granada’s editorial calendar. Podcasts and YouTube webinars are released as follow-up communication to maintain public awareness and continuity.

 

Available resources (what are the main tasks)

  • Institutional websites: ugr.es and improntagranada.es
  • Official social media accounts: Instagram, LinkedIn, YouTube
  • Press-release and branding templates
  • Radiolab UGR recording studio and technical support
  • Mailing lists and stakeholder database for targeted outreach

What works? What doesn`t? (Lessons learnt)

  • Works: consistent visual identity; multichannel approach combining academic and public-facing content; early involvement of media in planning; use of audiovisual storytelling (reels, podcasts).
  • Doesn’t: overreliance on one platform; insufficient coordination between event and post-event coverage; underestimation of time for content production.
  • Lessons learnt: establish a publication timeline; integrate social media analytics into evaluation; ensure that every press release includes a direct quote and high-quality image; repurpose materials for European dissemination networks.

How are the activities evaluated?

  • Outputs: Number of press releases (20+), social media posts (>40), and media mentions (2 major newspapers)
  • Outcomes: Increased visibility of UGR’s Science-Policy dialogue formats; higher stakeholder engagement and replication interest in other universities
  • Indicators: Website traffic, post reach, engagement rates, podcast audience statistics, press citations
  • Timing: Continuous monitoring during 2025; reporting integrated into WP5 evaluation

 

Do you want to know more about the policy engagement toolkit?

Do you want to share your experience in policy engagement? Do you think about contributing to the policy engagement toolkit? Feel free to contact Tome Sandevski via science-policy@pvw.uni-frankfurt.de

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