Changing the Conversation:: Messages for Improving Public Understanding of Engineering

Changing the Conversation:: Messages for Improving Public Understanding of Engineering

by Committee on Public Understanding of Engineering Messages, National Academy of Engineering
     
 

ISBN-10: 0309119340

ISBN-13: 9780309119344

Pub. Date: 06/10/2008

Publisher: National Academies Press

Can the United States continue to lead the world in innovation? The answer may hinge in part on how well the public understands engineering, a key component of the 'innovation engine'. A related concern is how to encourage young people--particularly girls and under-represented minorities--to consider engineering as a career option.

Changing the Conversation

Overview

Can the United States continue to lead the world in innovation? The answer may hinge in part on how well the public understands engineering, a key component of the 'innovation engine'. A related concern is how to encourage young people--particularly girls and under-represented minorities--to consider engineering as a career option.

Changing the Conversation provides actionable strategies and market-tested messages for presenting a richer, more positive image of engineering. This book presents and discusses in detail market research about what the public finds most appealing about engineering--as well as what turns the public off.

Changing the Conversation is a vital tool for improving the public image of engineering and outreach efforts related to engineering. It will be used by engineers in professional and academic settings including informal learning environments (such as museums and science centers), engineering schools, national engineering societies, technology-based corporations that support education and other outreach to schools and communities, and federal and state agencies and labs that do or promote engineering, technology, and science.

Product Details

ISBN-13:
9780309119344
Publisher:
National Academies Press
Publication date:
06/10/2008
Pages:
164
Sales rank:
1,302,961
Product dimensions:
5.90(w) x 8.80(h) x 0.10(d)

Table of Contents


Executive Summary     1
Introduction     17
Messages to Promote the Public Understanding of Engineering     21
Primer on Market Research: Lexicon and Methods     23
The NAE Messaging Project     29
Development of a Positioning Statement, Themes, and Messages     39
Communications Audit     40
Reframing the Image of Engineering     44
Developing a Positioning Statement     45
Conclusion     49
Research Results     51
Qualitative Research     52
Quantitative Research     62
Conclusion     86
Conclusions and Recommendations     97
Using the Positioning Statement, Messages, and Taglines     98
Creating a Shared Public-Relations Resource     102
Launching a Campaign     102
A Final Word     104
Appendixes
Biographies of Committee Members     107
In-Depth Interviews: Interviewer's Guide     115
Focus Groups: Moderator's Guide-Parents     121
Focus Groups: Moderator's Guide-Teens     129
Youth Triads: Moderator's Guide     135
Online Survey     141
Complete Data Tables-Online Survey
Initial SampleAdults
Initial Sample Informed Adults
Initial Sample Teens
Initial Sample Open-ended Question
African American Adults Oversample
African American Teens Oversample
Hispanic Adults Oversample
Hispanic Teens Oversample

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