in: Strategic Research and Political Communications for NGOs: Initiating Policy Change: Accenture-Stiftung, Germany, School of Communication Management, International University in Germany, Bruchsal, the Banyan, India, p. 150-166
This workshop is aiming to address the question: ˜How do we make Open Access part of the publishing culture (everyday practice) of a researcher/academic?". The discussion will include some theoretical background on the diffusion of innovations. Current issues in open access will be explored including: discipline trends towards different open access options, publishing trends, the level of market penetration of open access journals versus use of repositories and a view to the future. Marketing methods like identifying natural points in the research cycle, increasing the appeal of the repository, identifying target audiences and overcoming barriers will be covered. Participants will be encouraged to bring examples from their own experience, as this will be an interactive discussion on selling the open access message. The questions being addressed will include: What methods of demonstrating the benefits of open access are working? Do mandates help or hinder?