In the field of science, Central and East European countries (CEECs) have inherited various relics from the past, among them:
• bad communication between science and society,
• low level of public understanding of science (PUS),
• weak co-operation between the science sphere and the production sphere,
• small scale of commercialisation of science,
• practically non-existent infrastructure of scientific and technological knowledge flows in society.

At present, the market reforms in CEECs are far advanced. So now, the main direction in their developments is to build knowledge-based economies/societies. In reforming Central and East European countries towards modern market economies, the science sector faces numerous challenges. Among them, there is the challenge: How to communicate better with society? There are various tools of such communication. One of them is Public Relations (PR). The main aim of this paper is to prove the big potential role of Public Relations as a communication tool between science and society, with a special reference to CEECs. Poland will here be a case-study.

The following issues will be analyzed in the paper:
1. The role of science communication: A brief survey of the literature
2. Public Relations as an element of marketing communication
3. Polish experiences: A short evaluation
4. The desired role of Public Relations in science communication
5. Conclusion

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Public Communication of Science and Technology

 

Public relations as an important tool of science communication with society
The case of Poland

Andrzej H Jasinski   Faculty of Economics and Management, University of Bialystok, Poland

In the field of science, Central and East European countries (CEECs) have inherited various relics from the past, among them:
• bad communication between science and society,
• low level of public understanding of science (PUS),
• weak co-operation between the science sphere and the production sphere,
• small scale of commercialisation of science,
• practically non-existent infrastructure of scientific and technological knowledge flows in society.

At present, the market reforms in CEECs are far advanced. So now, the main direction in their developments is to build knowledge-based economies/societies. In reforming Central and East European countries towards modern market economies, the science sector faces numerous challenges. Among them, there is the challenge: How to communicate better with society? There are various tools of such communication. One of them is Public Relations (PR). The main aim of this paper is to prove the big potential role of Public Relations as a communication tool between science and society, with a special reference to CEECs. Poland will here be a case-study.

The following issues will be analyzed in the paper:
1. The role of science communication: A brief survey of the literature
2. Public Relations as an element of marketing communication
3. Polish experiences: A short evaluation
4. The desired role of Public Relations in science communication
5. Conclusion

A copy of the full paper has not yet been submitted.

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