1. Communication Strategies RIMC Research Capacity Enhancement Workshops Series : “Achieving Research Impact”

2. Better communication. Why? Foster social awareness Foster social awareness Facilitate public dialogue Facilitate public dialogue Contribute to evidence-based policy formulation Contribute to evidence-based policy formulation Build a shared understanding that can lead to social change Build a shared understanding that can lead to social change Create space for voices of the poor to be heard Create space for voices of the poor to be heard More communication does not automatically mean more impact More communication does not automatically mean more impact I’ll pause for a moment to let this information sink in.

3. 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 Review Overseas Development Institute London Working Paper 227

4. 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 Review Overseas Development Institute London Working Paper 227

5. 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 Review Overseas Development Institute London Working Paper 227

6. Communication strategies Academic institutions are required to engage with the public and demonstrate the impact of their research Academic institutions are required to engage with the public and demonstrate the impact of their research Increases the need for communications and marketing skills Increases the need for communications and marketing skills Challenge is in evidencing and explaining impact, making research accessible; 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 Many opportunities for digital communications and various media channels Works best with a coherent and integrated communication strategy Works best with a coherent and integrated communication strategy Survey Results

7. 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

8. Media tools for communicating All media channels All media channels Books, including e-books and audiobooks. Books, including e-books and audiobooks. E-journals including tools such as Google Scholar and Mendeley. E-journals including tools such as Google Scholar and Mendeley. Delicious/social bookmarking Delicious/social bookmarking Blogs, Tumblr Blogs, Tumblr ‘Web 2.0’ services; YouTube, Wikipedia, Slideshare, Scribd, Cloudworks ‘Web 2.0’ services; YouTube, Wikipedia, Slideshare, Scribd, Cloudworks Social networks; Twitter Social networks; Twitter Google alerts Google alerts Personal network; face-to-face discussions with colleagues Personal network; face-to-face discussions with colleagues Seminars and conferences Seminars and conferences

9. Tips on becoming a resource for journalists Media Engagement - Media ready checklist Organisational: Organisational: – Media strategy – Media plan part of the influencing plan – Revise the media plan as the influence campaign evolves Infrastructure: 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: 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: 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.

10. Conferences Vital communication functions for academic practice; Vital communication functions for academic practice; – Knowledge sharing – Validation – Networking – Recognition – Socializing But things are changing; 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

11. A structured approach to communicating Smart Chart 1.Program Decisions a.Broad Goal b.Objective c.Decision Maker 2.Context a.Internal and External Scans and Position 3.Strategic Choices a.Audience b.Readiness c.Core Concerns d.Theme e.Message f.Messenger 4.Communications Activities a.Tactics b.Timeline c.Assignments d.Budget 5.Measurements of Success 6.Final Reality Check Smart Chart 3.0 (The ‘Logical Framework’ for communications) The “general public” is not a target audience

12. Sample extract: C4D for Asia’s Indigenous Peoples Audience TargetExisting ValueBarrier 1. UNDP. UNDRIP. Inclusion of vulnerable groups within national development programmes; e.g., MDGs, and formal country programmes. Budget constraints. 2. Other development agencies and donors. Poverty reduction initiatives; e.g., PRSPs.Subject to government priorities. 3. National and international indigenous organisations. Realising the UNDRIP; empowering indigenous peoples with their own media channels. Lack of awareness of the opportunities. 4. National governments National cohesion and social inclusion for the poorest sections of society. Resistance to perceived separatist tendencies and vested interests in national development that disregards indigenous rights. 5. Media organisations The news value of widespread systematised injustices; citizen journalism; photo- opportunities with exotic lifestyles and cultures. Government influence on state-owned media. Core Concerns: What existing value can you tap into to engage and resonate with your target audience(s)? What existing belief might be a barrier you have to overcome? Core Concerns: What existing value can you tap into to engage and resonate with your target audience(s)? What existing belief might be a barrier you have to overcome?

13. Stakeholder analysis Keep Satisfied Bring around as patrons or supporters for the proposed policy change. Keep Satisfied Bring around as patrons or supporters for the proposed policy change. Engage Closely and Influence Actively Decision-makers; government. Opinion leaders Engage Closely and Influence Actively Decision-makers; government. Opinion leaders Monitor (minimum effort) Monitor (minimum effort) Keep Informed Could form an interest group or coalition to lobby for change. Keep Informed Could form an interest group or coalition to lobby for change. Influence Interest High Low

14. 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.