Maximizing the Impact of Research through Communications

Klaus von GrebmerInternational Food Policy Research Institute

Penang, March 26, 2009

Quality of research

Quality of communications

Impact

Research Findings

Potential Beneficiaries

?

Communications

What? With whom?

How?

Academia

Policymaker

Adviser

Media

Public Opinion

NGOs

Readers of “science news” in the U.S.

± 12% of U.S. adults are “attentive” to science stories

Another ± 44% are “interested”

Most know and understand very little science

± 50% know how long it takes Earth to orbit the Sun

Source: U.S. National Science Foundation

Facts and Perceptions Federal Budget on Foreign Aid Median estimate 20% (more than 20

times the actual amount) Only 5% estimated the right amount Severe misperception in all demographic

groups Among those with post graduate

education the median estimate was 8%

Source: PIPA Americans on Foreign Aid and World Hunger. A study of U.S. Public Attitudes, February 2001

Facts and Perceptions What the public proposes as

appropriate (10% - 14%) is much larger than the actual expenditure

Overwhelming majorities are supportive of efforts to alleviate hunger and poverty

Source: PIPA Americans on Foreign Aid and World Hunger. A study of U.S. Public Attitudes, February 2001

Communication Needs

The right “message” (content)

The right form

The right person

The right time

Entering Hillsville

Founded 1734

Altitude 430

Population 4800

Total 6964

“But this is the simplified version for the general public!”

Next

10

Miles

Food Policy Research Results

Confirm actions taken were appropriate Indicate actions needed to reduce

risks/costs or increase benefits Show ex ante outcomes of alternative

policies Show how other policymakers coped with

an issue (synthesis) Alert policymakers to major threats

Brown syrup in sparkling water

1987 - You Can't Beat the Feeling2001 - Life tastes Good2009 - Open Happiness

Canvas and rubber?

“Just do it!”

• Attention

• Interest

• Desire

• Action

Interest of Media

Politics, health, sex, sport ...ChangeControversyCounterintuitiveActualityBeing First

The Expert

The Insider

The Interested

The Layperson(general public)

Food Policy ReportThe Insider

Issue BriefThe Interested

Research Report The Expert

Press Release The Layperson(general public)

In Paris they just simply opened their eyes and stared when we

spoke to them in French!

We never did succeed in making those idiots understand their own

language.

Innocents Abroad, Mark Twain