INTERVIEW WITH PABLO MORALES – SUSTAINABLE INNOVATIONS

“Communication Managers are responsible for translating complex engineering concepts into clear, accessible messages for non-technical audiences — a skill that enables us to engage broader audiences effectively.“

Pablo Morales Moya, Communications Manager at Sustainable Innovations, speaks in this interview about the importance of communication and dissemination in R&D projects and what the keys are to implementing an effective communication strategy.

Q: In the context of ALFAFUELS, a project focused on developing sustainable aviation fuels, what are the main challenges in communicating the progress and achievements of such initiatives to the public and stakeholders?

A: The main challenge lies in the wide range of stakeholders we need to reach. In our communication and dissemination plan, we identify various audiences, from academic and industrial stakeholders to the general public. Ultimately, everyone should be aware of what we are doing and the results we are achieving, but we cannot communicate with all of them in the same way. Communication Managers are responsible for translating complex engineering concepts into clear, accessible messages for non-technical audiences — a skill that enables us to engage broader audiences effectively.

For example, explaining solar-powered photochemistry would require different approaches. For scientists: This method harnesses solar energy to drive the conversion of CO₂-derived molecules into kerosene-like fuel. Unlike conventional chemical processes, which can be costly and less sustainable, this technique utilises solar light to achieve the transformation, offering a more efficient and environmentally friendly alternative. For the general public, I would say that we use sunlight to turn CO₂ into a fuel similar to kerosene. This means we can create cleaner energy without relying on traditional, polluting chemical processes. In the end, different audiences require different messaging.

Q: Communication in R&D projects is not only about dissemination but also about engaging society and policymakers. What key strategies would you recommend to ensure that the impact of the ALFAFUELS project reaches decision-makers and contributes to real changes in the industry?

A: Collaboration and networking are key. Many innovation projects develop standards, processes, and analyses, but these should also serve as dissemination tools to present findings and engage with associations or even the European Commission. For me, an essential part of the process is not only working closely with ALFAFUELS partners but also collaborating with as many related projects as possible. A great example of this is the joint activities we are developing with SUSTEPS, FUELGAE, SUSALGAE, and COCPIT. In fact, with the last three projects, we even created a dedicated cluster called SUSTAFUEL, bringing together initiatives working on sustainable fuel solutions. Clustering, when used strategically, is a powerful tool that allows you to amplify your efforts, maximise impact, and reach broader audiences.