Knowledge + Impact

leveraging research with

strategic communication

Eric Friedenwald-Fishman

September 13, 2012

Today

• Strategic communication overview

• Application considerations for researchers

• Discussion/Exploration of your needs

Strategic Communication Matters

SUPPORTS:

• Dissemination of findings

• Influence of decision makers/stakeholders

• Outcomes from advocacy to funding

• Impact to policy, practices, culture, lived experience, etc.

Overview: Codify Goals

• Why does this work matter?

• What will be different as a result?

• What are milestones/indicators of advancing the change?

• How will we know?

Overview: Stakeholders

• Who do we ultimately want to impact?

• Who influences them?

• What are our pathways?

• What do we understand about their needs, values, motivators?

• How do we prioritize?

(Audience Mapping)

Overview: Message Framing

• Determine relevancy and connect to values

• Define the problem

• Assign responsibility

• Elevate some solutions and/or discredit others

• Deflect contradictory information or data

• Articulate your solution’s benefits to people

• Suggest meaningful calls to action

In creating an effective message frame, research enables you to…

1Understand context, and identify core, underlying values, needs, desired benefits and most effective strategies to reach audiences and stakeholders

2Test strategies and creative executions (e.g., ads, websites, etc.) to assure attention, engagement and effective transmission of information

3Monitor changes in individuals (attitudes, understanding, behaviors), programs and policies to measure progress

4Demonstrate success or make evidence-based midcourse corrections

Overview: Strategies & Tactics

• Strategies determine the most effective ways to connect audiences with message frames (unusual suspects - NIF, remove opposition -WA Health, Leverage Cultural Currancy – CC)

• Tactics are the delivery mechanisms for strategies (compacts, marketing support, video and performance, etc.)

• Martix strategies and tactics with Audience map to drive priority choices and order

Overview: Evaluate and Evolve

• Track inputs, outputs and outcomes

• Engage listening posts – learn from the field/partners (adoption and adaption)

• Establish protocol for periodic review of what is working and what is not

• Adjust strategy (expand/exit/add)

Application: Research Considerations

• ID goals and stakeholders prior to final research design to flag information needs

• Capture stories as you go

• Design research approach for communication veracity if intended for media/policy

• Clarity of driver (knowledge/impact) and design communication accordingly

• Long-term credibility of researcher as gauge

Application: Stories and Evidence

• What are we finding?

• Why is it relevant?

• How should it be framed?

• What are key proof points/data?

• What are the Stories?

• How do we link stories and evidence?

Application: Researcher as messenger (Power Ps)

• The Power of Preamble

• The Power of Perspective

• The Power of Purpose

• The Power of Passion

• The Power of Plot

• The Power of (professional) Pragmatism

DISCUSS

• Your Outcome/Impact Needs

• Communication Challenges

• Other Questions

Thank you

Eric Friedenwald-Fishman, creative director

Metropolitan Group

Strategic Communication • Resource Development •

Multicultural Communication • Organizational Development

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