MRC - University of Glasgow Centre for Virus Research (CVR)
Communications Plan 2014
The mission of the MRC - University of Glasgow Centre for Virus Research is to carry out
multidisciplinary research on viruses and viral diseases of humans and animals, utilising the
knowledge gained to improve human and animal health.
CVR Communications Objectives
The CVR carries out its research in a constantly changing environment, specific aspects of the
external environment relevant to the Centre’s research include:
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The ever-present threat of an outbreak of life-threatening viruses
Growing public fear of health threats from viruses (e.g. Hepatitis C, influenza)
Lifestyle and environmental factors that assist rapid spread of emerging viruses
These external factors have influenced the CVR’s communication objectives.
CVR aims to approach stakeholders with messages about our research in strategic and creative
ways to meet the following objectives:
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To communicate the work of the CVR to a wide range of internal and external
stakeholders
To promote the CVR as a world-class centre for virology research
To generate interest in science as a career path for young people in Scotland
To share research results directly with Hepatitis C patients and their families
To share the CVR’s research expertise and achievements with journalists, opinion
formers, policy makers and parliamentarians
To provide information in response to emergence of any virus that has an impact on
public or animal health
These objectives are in line with the MRC’s corporate communications objectives listed in
Appendix 1.
Stakeholders/audiences
Scientists working in the CVR regularly interact with a range of stakeholder groups in the
course of their research. In applying a strategic approach to communications, audiences and
activities have been prioritised in a way which maximises the strengths of the CVR’s research
and complements its work and aims.
Key stakeholder groups covered in this plan are:
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Members of the public, particularly school pupils and other young people
Patient groups/associations and charities
NHS Scotland and Health Protection Scotland
Members of the biotech and pharmaceutical industries
Scottish and UK media
Members of Parliament (MPs) and Members of the Scottish Parliament (MSPs)
Wider scientific and academic communities, both national and international
CVR staff
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Communications Activities
1. Members of the public, particularly school pupils and other young people
Ongoing activities:
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Annual PCR workshops for high school pupils and their teachers from across
Scotland, this is organised and run in partnership with Glasgow Science Centre
Regular drop-in ‘meet the scientist’ activities at Glasgow Science Centre
Participation in the annual Edinburgh International Science Festival, through
provision of a virus-based activity and encouraging CVR scientists to take part
Participation in the annual Glasgow Science Festival, through provision of a virusbased activity and encouraging CVR scientists to take part
Encouraging
CVR
scientists
to
become
STEM
Ambassadors
(http://www.scienceconnects.org.uk/index.html)
Monitoring and reviewing external website (both appearance and function) to ensure
accessibility for members of the public
Expanding the CVR’s presence on social media platforms including Facebook and
Twitter
New activities for 2014:
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Work with the University of Glasgow to identify potential sources of support to
expand the successful PCR programme in collaboration with the Glasgow Science
Centre and submit a funding bid
In preparation for the move to the new CVR building on the Garscube campus in
August 2014, we are exploring the possibility of establishing links with a local
secondary school, Drumchapel High School, with a view to developing a longer-tern
partnership between the school and the CVR that would offer opportunities to
interact with pupils at various stages during their time at secondary school.
Following the move to the new building, hold a CVR Open Day and invite school
groups and the local community.
Produce a series of ‘talking heads’ short movie clips featuring CVR scientists,
accessible from the CVR website
2. Patient groups/associations and charities
Ongoing activities:
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CVR researchers have regular interactions with local and national patient groups
including the Waverly Centre, Hepatitis Scotland, Hepatitis C Trust and the
Lymphoma Coalition
HCV Research UK Steering Committee includes representatives from the Hepatitis C
Trust and the British Liver Trust, and so provides an opportunity to informally
update relevant patient groups and arrange more formal updates via their websites
or patient support meetings.
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New activities for 2014:
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Participate in the activities organised by the Waverly Centre to mark World Hepatitis
Day (28th July 2014)
Invite patient group representatives to the official opening of the new CVR building
and to the subsequent CVR Open Day
Produce a series of ‘talking heads’ short movie clips featuring CVR scientists to be
featured on the CVR website
3. NHS Scotland and Health Protection Scotland
Ongoing activities:
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Organise and run the annual Glasgow Virology Workshop for clinicians, veterinary
virologists and biotech companies, as well as research virologists
Regular interactions with colleagues at the West of Scotland Specialist Virology
Centre on research projects of mutual interest (including joint supervision of PhD
students)
New activities for 2014:
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Organise a clinical research day to bring together colleagues from NHS Scotland and
Health Protection Scotland
Invite colleagues from NHS Scotland and Health Protection Scotland to the official
opening of the new CVR building
4. Members of the biotech and pharmaceutical industry
Ongoing activities:
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Organise and run the annual Glasgow Virology Workshop for clinicians, veterinary
virologists and biotech companies, as well as research virologists
Regular interactions with the West of Scotland Specialist Virology Centre on
projects to advance diagnostic capabilities
Regular interactions with the Veterinary Diagnostic Service on projects to advance
diagnostic capabilities
Regular interaction and collaboration with international pharmaceutical companies
through HCV Research UK
New activities for 2014:
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Extend invitations to colleagues and collaborators in NHS Scotland, the Veterinary
Diagnostic Service and HCV Research UK associated pharmaceutical companies to
the official opening of the new CVR building.
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5. Scottish and UK media:
Ongoing activities:
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Assess publications for suitability for press release with support from the MRC press
office
Keep the publications catalogue on the website up to date, to ensure journalists can
keep abreast of the CVR’s most recent research findings
Respond effectively to media enquiries on a day-to-day basis by passing them on to
the MRC Press Office, University of Glasgow Press Officer or MRC Regional
Communications Manager.
New activities for 2014:
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Continue to work with MRC Press Office to find suitable outlet to place ‘Virus of the
Month’ content
Produce a series of ‘talking heads’ short movie clips featuring CVR scientists to be
featured on the CVR website
6. Members of Parliament (MPs) and Members of the Scottish Parliament (MSPs):
New activities for 2014:
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Develop a relationship with constituent MP and MSP by inviting to tour CVR labs and
meet scientists to mark the opening of the new CVR building (see Appendix 2).
Participate in activities in the Scottish or UK Parliament (such as the Royal Society’s
All Party Parliamentary University Group ‘Frontiers of Knowledge’) as advised by the
MRC Regional Communications Manager or MRC or University of Glasgow Corporate
Communications teams.
7. Wider scientific and academic communities, both national and international
Ongoing activities:
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Organise and run the annual Glasgow Virology Workshop for clinicians, veterinary
virologists and biotech companies, as well as research virologists
External seminar series features lectures from a diverse selection of scientists
Sir Michael Stoker CVR Prize Lecture – organised and run by the CVR’s postdoc and
PhD student community and includes a visit by an imminent international virologist
to the CVR
New activities for 2014:
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Explore the possibility of organising a mini scientific symposium to run on the day
of the formal opening of the new CVR building to include colleagues form the
national and international scientific community.
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8. CVR staff:
Ongoing activities:
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Staff meeting – held 2-3 times per year as an opportunity to update all staff on
CVR-related matters including progress of new building and CVR strategy
Staff newsletter – circulated 2-3 times a year. Includes general information about
all CVR activities, including staff changes.
Internal seminar series will continue to be used to integrate staff across the split
sites at Garscube and Church Street by rotating venues and providing transport to
all staff meetings as required.
Post university-unit transfer, CVR staff continue to receive the MRC Team Briefing
(information provided direct from MRC management board), MRC Life, Network and
any other relevant MRC staff publications.
New activities for 2014:
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Develop a ‘public engagement’ internship for CVR PhD students with mentorship
provided by the staff of the Glasgow Science Festival and the MRC’s Regional
Communications Manager and hands-on training offered through participation in
the Edinburgh International Science Festival. As part of this internship, students will
work as a team to develop and deliver virus-based public engagement activities at
the annual Glasgow Science Festival.
Resource
In 2014 we will allocate communications resource to deliver this plan.
Co-ordination of public engagement activities in 2014 will continue to be led by Dr David Bhella,
with support from Maria McPhillips.
Maria McPhillips, with support from the CVR administrative staff, will continue to co-ordinate
internal and external communications, including include website maintenance, overseeing the
CVR’s facebook and twitter activities and preparation of the staff newsletter.
Maria will take the lead on organising the events around the formal opening of the new CVR
building and the CVR Open Days, with support from the CVR administrative staff.
Maria will also take the lead on organising the CVR’s Public Engagement Internship and
initiating contact with Drumchapel High School.
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Evaluation
This plan will be updated annually in consultation with the MRC Regional Communications
Manager.
Evaluation methods for planned activities will include:
1. General public, school pupils and young people:
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Quantitative and qualitative feedback from schools and teachers attending CVR Open
Day
Quantitative and qualitative feedback from schools and teachers attending PCR
workshops
Quantitative and qualitative feedback from children and parents at Edinburgh Science
Festival
Quantitative and qualitative feedback from children and parents at Glasgow Science
Festival
Quantitative and qualitative feedback from audience at any other CVR activities
Number of visitors and repeat visitors to website
Number of interactions through the CVR’s facebook and twitter accounts
2. Members of the biotech and pharmaceutical industries and clinicians
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Initiation of new collaborations and interactions with members of the CVR, including
those at the West of Scotland Specialist Virology Centre
Good attendance at the Glasgow Virology Workshop in February each year and positive
feedback from all classes of attendees
3. Scottish and UK media
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Number of enquiries from journalists
Number of press releases issued
Amount of coverage generated, in which media, plus tone and accuracy
Number of staff undertaking media training
4. Members of Parliament (MPs) and Members of the Scottish Parliament (MSPs)
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Motions submitted to Parliament related to CVR or ongoing contact with MPs or MSPs.
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CVR staff training
Public engagement and/or specific communications training will be required throughout the
year to deliver this plan. In particular, public engagement training will be offered to all staff in
preparation for the CVR Open Day.
Volunteers who participate in the Edinburgh International Science Festival will receive public
engagement training.
Media training will be offered by MRC press office as the need is identified
CVR staff will be invited to participate in science writing training delivered by the MRC
Corporate Affairs Group
Recognition and Reward
To encourage a culture of public engagement in the CVR, time spent on communications and
engagement will be acknowledged by the Director and noted in individual PDRs.
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Appendix 1
MRC Corporate Communication Objectives
The aims of the MRC Corporate Communications Strategy (2010 – 2014) are:
Position: To describe a clear position for the MRC which defines and differentiates it from
other organisations, and which builds its reputation and supports its leadership voice.
Reputation and leadership: To use the MRC’s strong reputation and leadership position to
demonstrate the value and impact of MRC-funded research, and to help secure funding for the
MRC.
Stakeholder engagement: To get positive recognition for what the MRC delivers and
achieves amongst all stakeholder groups by increasing awareness and improving
understanding of the organisation’s aims, activities and achievements.
Public engagement: To increase public awareness of the MRC, and to maintain public
confidence and trust in it as an effective and efficient organisation, by demonstrating that it
delivers an excellent return on taxpayers’ investment and makes a positive impact on
individuals, on the economy, on society and globally through the consistent delivery of key
messages:
 picking research that delivers results and impact
 translating that research into benefits for all
 maintaining the UK as a world leader in research through positive international
collaborations and partnerships
 training and supplying skilled scientists for research and industry.
Staff engagement: To increase staff engagement, productivity and advocacy by promoting
and supporting a culture of dialogue across the MRC.
The objectives of the Unit Communication Plan will reflect and address these strategic aims.
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