Carmen LOEW
(PR-Agency talk about science – C. Loew, Vienna, Austria)
Keywords: public relations, stakeholder, stakeholder-values, stakeholder analysis
Abstract:
When it comes to public relations in archaeology, the focus is usually on teaching the widest possible knowledge, for which scientists feel obliged through the use of public funds. This educational work is mostly done by the researchers themselves. With great commitment they have often acquired basic skills in knowledge transfer and expand this by inculding new, creative ideas of their professional colleagues. The researchers, however, often do not have relevant training and further education in teaching or communication.
In fact public relations is meant something different than this. It is the essence of public relations to establish sustainable relations between the researchers, their research institutions and all those people who are affected in different ways by their research. The transfers of pure knowledge can´t help to achieve rewarding relationships, as these require a sincere discussion on the respective opposite and thus a dialogue.
Different groups are affected by archaeological research; alongside colleagues there are for example interested laymen, museum directors, mayors and other politicians, teachers, journalists, property owners, local businesses, etc.
To understand the impact archaeological research can have on those who are affected by it (= stakeholders), a thorough stakeholder analysis is necessary. With this simple PR-tool it is not only possible to unravel the complex relationships in the local community. It also makes it easier to identify opportunities and ways to strengthen the support in public, to secure existing financial resources and, if necessary, to open up new ones. In addition, the results of such an analysis clearly visualize why archaeological research is needed in this specific case and can thus help to define research priorities.
In the talk the stakeholder-values of archaeological research projects are shown in the example of the Hallstatt-research at the Natural History Museum of Vienna.