4. How should we communicate?

KTH’s existing communications strategy sets out how KTH should generate greater interest in its work and engender greater trust in itself through three main principles:

• Use existing relationships to build new ones
• Create stars to convey the message and the personality
  Creating stars does not just mean highlighting a small number of people who are already well known, it also means ensuring that more people can be recognised. More stars help to generate interest, create identification and build trust. 
• Strengthen the brand in our day-to-day work

With the above in mind, taking account of what has emerged from our analysis specifically in relation to sustainable development and having identified why sustainable development is important for KTH, we describe below how we should communicate from a national and international perspective.

Internal understanding and messengers

Build the external through the internal. Students are the workforce of the future, employees provide solutions, alumni take the message out to a range of groups, and adjunct employees have one foot in KTH and one foot in another workplace. The why, what and how need to be clear to everyone. Building up internal understanding also increases the number of messengers for KTH’s work on sustainable development, and these can reach out to more people than those whose work is specifically related to sustainability.

Communications example: A tea towel designed to highlight a sustainable approach to water is included in welcome packs for international students and in all student accommodation. Welcome packs also include information about how waste is sorted at KTH and in Sweden.

When KTH’s new Entré reception hall was opened in 2015, the "Whole Earth?" exhibition was brought to KTH and installed there. A number of coordinated activities were organised alongside the exhibition, such as a seminar series by students for students and drinks with the voluntary sector organisation Stormvarning. The activities linked art, science and sustainable development.

Campus activities

There is potential for more visibility and an increased number of tangible activities to participate in or view. The primary target groups here are probably internal, but this could ultimately lead to increased external visibility.

Communications example: KTH has worked with the THS student union and the university's property owner Akademiska Hus to produce GreenCups, a thermos mug sold in cafés and restaurants on campus. A discount is offered when the mug is used for coffee purchases. The mug reduces the use of disposables and therefore the volume of waste. On a number of occasions, the mug has been sold outdoors on the campus to raise awareness.

To highlight the impact of transportation on the environment, a cycling day is organised each year at the start of the autumn term. The day is also an opportunity to inform and remind students and colleagues about KTH’s work on sustainable development. At the most recent cycling day, students had a chance to win a refurbished bicycle by drawing a picture of themselves on a bike.

Support and data for decision-making for the future

The development of future communications channels could focus largely on providing support for decisions affecting society, such as different types of debate and policy development.

Communications example: In autumn 2015, a series of seminars was run to coincide with COP 21, featuring KTH researchers as speakers. The seminars were aimed at the press and media. The aim was to prepare the ground in advance of COP 21 and push the issue of climate change up the media agenda.

In 2016, women researchers were given media and message training that aimed to increase their active involvement in public debates.

Popular science

Adopting more of a popular science approach to communication, so that KTH students find it easier to disseminate the information more widely.

Communications example: There have been two beehives on the KTH campus since 2016. They were introduced partly to illustrate the need for biodiversity and green corridors on the KTH campus. The bees produce KTH Campus Honey, which is sold in jars in the KTH merchandise shop and used as corporate gifts.

When the hives were introduced, colleagues, students, alumni and external parties were encouraged to choose the names of the two queen bees through an online poll. The winning names were Bee McBeeface and Beeyoncé. The news of the chosen names and thus KTH’s beehive initiative spread to international audiences. Later, a short film about beekeeping, the honey being collected from the hives and the distribution of the honey to various cafés and restaurants on campus, complemented the news item.

Importance of academic institutions

Boost the importance of academic institutions in sustainable development. Identify ways of communicating with other nationally and internationally based universities.

Communications example: For several years, KTH and Stockholm University jointly produced the television programme Crosstalks. In addition to sustainable development, Crosstalks covered many other areas relevant to both universities. The format was a conversation between different researchers led by a host. It was broadcast live, filmed on campus, had an audience on the spot and worked with various messengers and recipients across the world.

Engaging and attention-grabbing

Communicating science (research communication) can by nature be heavy on facts, difficult to assimilate and hard to understand, and is sometimes not relevant to the target group. We need to use engaging forms of communication that focus on the recipient.

Communications example: Since 2015, KTH has been working with the Giants campaign to increase the number of women students on some of KTH’s courses. The campaign highlights technology research and research role models for the target group. It is based on the idea that The future is too important to be left to men, and includes direct mailings, seminars, films, web pages and social media.

Regular, integrated and creates relationships

Long-term relationships are very important for communications measures and sustainable development. In areas such as sustainable development, it can take more time to build up trust, i.e. trust in specialist expertise and trust that what is communicated is accurate. Communication initiatives around sustainable development need to be regular and create relationships. Through both new and existing channels of communication, we need to convey a joint, integrated message that sustainable development is a priority.

Communications example: KTH’s Sustainability Research Day forum has been established for several years. This is an initiative that takes place each year on the KTH campus, involving both KTH researchers and external speakers. Alongside more traditional presentations, the day might include displays, round-table talks, discussions and networking. The aim is to highlight research on sustainable development and discuss current issues.

Increased attractiveness

Being a leading player in sustainable development makes KTH more attractive to a variety of groups. Integrate KTH’s work in sustainable development to strengthen communication about KTH as an organisation.

Communications example: In 2015 and 2016, KTH developed new presentational products featuring the organisation as a whole, e.g. a brochure, descriptive texts and a film. All the products highlight KTH’s aspiration and ability to contribute to sustainable development.