Tham khảo tài liệu 'the hands-on guide for science communicators - l. christensen (springer 2007) episode 3', kỹ thuật - công nghệ, cơ khí - chế tạo máy phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | THE PRODUCTION CHAIN scientist in the research phase and in the subsequent iterations of the text. The scientist is also needed in the distribution phase where he she should be available to journalists for quotes interviews and for elaborations. As the success of any given communication product relies on the individual steps in the production process the interpersonal relationships within the team are of vital importance mutual trust and respect is needed to open and preserve good communication channels. The links in the production chain are described in slightly more detail below. MARKET RESEARCH Researching the market where the products are to be sold is vital. It is necessary to understand both the communication environment and the habits and motivations of the target groups. Communication is a highly result driven field and our customers the consumers decide when where how and why our products will be purchased . In science communication the customers are often the media and understanding their needs modus operandi and operational time scales is vital also see chapter 5 . PLANNING Based on the market research a feasibility analysis will clarify the details of the production for example the right choice of product or medium see chapter 6 the right choice of target group see chapter 5 the resource budget such as time and money and schedule. Set an overall goal for the product and plan how to reach that goal. Devise a benchmarking strategy for the evaluation process to recognise when the goal has been reached. It is also worth considering how the product fits into the overall communication strategy and product line. Ask yourself the following questions What do you want to achieve With whom By when Within which budget How How do you know when you get there When you have a plan ask yourself whether it is SMART Is it Strategic Will it have significant impact Is it Measurable How will you know that your goals have been achieved Is it Attainable Are the goals .
