Communication Strategies

RIMC Research Capacity Enhancement Workshops Series : “Achieving Research Impact”

Better communication. Why?

• Foster social awareness• Facilitate public dialogue• Contribute to evidence-based

policy formulation• 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.

Communication of Research for Poverty Reduction: Recommendations in the current literature*

1. Improve communication of research to policy-makers– 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: A Literature ReviewOverseas Development InstituteLondonWorking Paper 227

2. Improve communication of research to (other) researchers – Strengthen Southern

research capacity in order to enable Southern researchers to access Northern-produced 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 ReviewOverseas Development InstituteLondonWorking 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 of Research for Poverty Reduction: Recommendations in the current literature*

*Communication of Research for Poverty Reduction: A Literature ReviewOverseas Development InstituteLondonWorking Paper 227

Communication strategies

• 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

Survey Results

Tools for CommunicationPlanning Tools1. Stakeholder Analysis2. Social Network Analysis3. Problem Tree Analysis4. Force Field Analysis5. National Systems of Innovation 6. Writing a Communications

StrategyPackaging Tools7. Visioning Scenarios: Show the

Future8. Tell a Story9. Provide a Solution10. Use Surprise11. Be Persuasive

Targeting Tools1. Writing Policy Papers2. Building a Community of Practice3. Lobbying4.The Gilbert Email Manifesto5. Websites6. Blogging7. Media Engagement8. RadioMonitoring Tools9. Most Significant Change10. Outcome Mapping11. Researcher Checklist12. Communication for Social Change

Integrated Model

Tips on becoming a resource for journalists

Media Engagement - Media ready checklist• Organisational:

– 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

• 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.

Conferences

• Vital communication functions for academic practice;– 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

A structured approach to communicating

Smart Chart1. Program Decisions

a. Broad Goalb. Objectivec. Decision Maker

2. Context a. Internal and External Scans and Position

3. Strategic Choices a. Audience b. Readiness c. Core Concerns d. Themee. Messagef. Messenger

4. Communications Activities a. Tactics b. Timelinec. Assignments d. Budget

5. Measurements of Success6. Final Reality Check

Smart Chart 3.0(The ‘Logical

Framework’ for communications)

The “general public” is not a target audience

Stakeholder analysis

Keep Satisfied

Bring around as patrons or supporters for the proposed policychange.

Engage Closely and Influence Actively

• Decision-makers; government. •Opinion leaders

Monitor

(minimum effort)

Keep Informed

Could form an interest group or coalition to

lobby for change.

Influence

Interest

High

HighLow

Writing Policy Papers

Two factors differentiate policy science from academia:1. Designing solutions for real-

world 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

Policy Paper Template: Title Table of contents Executive summary Introduction Problem description Argumentation Policy options Conclusions Recommendations.