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Communication Strategies RIMC Research Capacity Enhancement Workshops Series : “Achieving Research Impact” • Foster social awareness • Facilitate public dialogue Better • Contribute to evidence-based communication. policy formulation Why? • Build a shared understanding that can lead to social change • Create space for voices of the poor to be heard • More communication does not automatically mean more impact I’ll pause for a moment to let this information sink in. 1. Improve communication of research to policy-makers Communication of Research for Poverty Reduction: Recommendations in the current literature* *Communication of Research for Poverty Reduction: A Literature Review Overseas Development Institute London Working Paper 227 – Strengthen researchers’ communication skills to get the right: • target group • format • timing – Close collaboration between researchers and policy-makers. – Communication platforms for broad engagement (e.g. a public campaign) – Strengthen govt’s institutional policy capacity for uptake Communication of Research for Poverty Reduction: Recommendations in the current literature* *Communication of Research for Poverty Reduction: A Literature Review Overseas Development Institute London Working Paper 227 2. Improve communication of research to (other) researchers – Strengthen Southern research capacity in order to enable Southern researchers to access Northernproduced research. – Support research networks, especially electronic and/or regional networks. Communication of Research for Poverty Reduction: Recommendations in the current literature* *Communication of Research for Poverty Reduction: A Literature Review Overseas Development Institute London Working Paper 227 3. Improve communication of research to end users - the poor and organisations working with them – Incorporate communication activities into project design, using ICTs. – Encourage user engagement – Create an enabling environment; suitable resources and a favourable political environment. Communication strategies Survey Results • Academic institutions are required to engage with the public and demonstrate the impact of their research • Increases the need for communications and marketing skills • Challenge is in evidencing and explaining impact, making research accessible; – – – – Relationship-building Event-management Policy debates Parliamentary briefings • Many opportunities for digital communications and various media channels • Works best with a coherent and integrated communication strategy Tools for Communication Planning Tools 1. Stakeholder Analysis 2. Social Network Analysis 3. Problem Tree Analysis 4. Force Field Analysis 5. National Systems of Innovation 6. Writing a Communications Strategy Packaging Tools 1. Visioning Scenarios: Show the Future 2. Tell a Story 3. Provide a Solution 4. Use Surprise 5. Be Persuasive Targeting Tools 1. Writing Policy Papers 2. Building a Community of Practice 3. Lobbying 4. The Gilbert Email Manifesto 5. Websites 6. Blogging 7. Media Engagement 8. Radio Monitoring Tools 1. Most Significant Change 2. Outcome Mapping 3. Researcher Checklist 4. Communication for Social Change Integrated Model Media Engagement - Media ready checklist • Organisational: Tips on becoming a resource for journalists • Be available. Give reporters mobiles numbers and tell them it’s OK to call • Seek out journalists and give them your card • Be ready to be quoted • Know the issues • Avoid rhetoric and ideological arguments; most journalists have heard all this before • Know your facts; never pass on information unless you know it’s true • Know where to find information or contacts fast and therefore gain a reputation as a good source. – Media strategy – Media plan part of the influencing plan – Revise the media plan as the influence campaign evolves • Infrastructure: – Person responsible for the media plan and coordinating media efforts – Planning calendar of key political events – Primary, formal spokespersons – Clear chain of decision-making for media statements – Budget for media component • Media Systems: – – – – • Up-to-date media lists Clipping file for all relevant media coverage Record of coverage of your work Regular contact with editors and reporters Media information: – Accurate, concise, interesting information about your organisation; mission, history, programmes and services – Clear message and talking points for your policy issues – Meetings with the press who’ll cover your organisation and issues – Information base that’s a valuable resource to the press • Vital communication functions for academic practice; Conferences – – – – – Knowledge sharing Validation Networking Recognition Socializing • But things are changing; – Remote participation, webinars, video streaming, online slide archives – The backchannel, Twitter hashtags, Facebook – Increased socialization through parallel events – Alternative session formats; unconferences, e.g., eBKF Smart Chart 1. A structured approach to communicating a. Broad Goal b. Objective c. Decision Maker 2. Context a. Internal and External Scans and Position 3. Strategic Choices a. b. c. d. e. f. Smart Chart 3.0 (The ‘Logical Framework’ for communications) 4. The “general public” is not a target audience Program Decisions Communications Activities a. b. c. d. 5. 6. Audience Readiness Core Concerns Theme Message Messenger Tactics Timeline Assignments Budget Measurements of Success Final Reality Check Stakeholder analysis Interest Keep Satisfied High Bring around as patrons or supporters for the proposed policy change. Engage Closely and Influence Actively • Decision-makers; government. • Opinion leaders Influence Low Monitor Keep Informed (minimum effort) Could form an interest group or coalition to lobby for change. High Writing Policy Papers Policy Paper Template: Title Table of contents Executive summary Introduction Problem description Argumentation Policy options Conclusions Recommendations. Two factors differentiate policy science from academia: 1. Designing solutions for realworld problems – Provide recommendations and a framework for their application – Analyses are driven by the search for an implementable and comprehensive outcome 2. Presenting value-driven arguments – Use of data as evidence to support your position