Briefly analysed
Agencies are an important component in public engagement. They help with their outside perspective and support researchers with their expertise. This works best when scientists and practitioners work together as partners. Because it creates a basis of trust, where everyone looks out for each other and wants to achieve the best possible results. For this, it is important that there is an understanding of each other’s work processes. Only then can both understand the respective needs and respond to each other in the best possible way.
Role Agencies, with their external perspective, are an important component in public engagement. However, instead of being service providers, they should be partners.
In the public engagement field, it is mainly scientists who are present. A view from the outside is therefore always worthwhile. There are hardly any practitioners with experience in the media sector in the field. But it is important that they are present, such as agencies. They can advise and support the public engagement representatives with their expertise.
Agencies as support
Scientists and their superiors lack practical knowledge or it is very insufficient. Besides their research, it is impossible for them to deal adequately with practice. Therefore, agencies that have expertise in both science and communication are an important support. Without them, a cultural change in public engagement will be difficult. Because the field needs the analytical view and advice from outside. If only the communication department of the universities advises, this view is missing. They are embedded in the system and thus in the work processes of the university. Thus, they lack contact with practice.
Knowing work processes
Agencies must understand science. Only those who know scientific processes and needs can respond to them optimally. Conversely, this also means that science should understand how agencies work. For example, what steps are behind the production of a video. That acceptances are binding in this process so that agencies can continue to work on the next steps. Mutual understanding of the work processes facilitates cooperation and prevents misunderstandings. It is also important to communicate mutual expectations.
Partners instead of service providers
In this cooperation, it is advantageous to see each other as partners. However, many academics see agencies as service providers. Cooperation at eye level is not always possible with this view – but as partners it is. In our experience, you then switch to “you” relatively quickly. This creates another level: partners look out for each other and want the best for the other person. A trusting relationship develops. Each partner knows that he or she can rely on the other. This often results in long-term partnerships – an advantage for both sides.