1. Knowledge + Impact leveraging research with strategic communication
Eric Friedenwald-Fishman
September 13, 2012

2. Today Strategic communication overview
Application considerations for researchers
Discussion/Exploration of your needs

3. 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.

4. 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?

5. 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)

6. 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

7. Here’s how framing works …
Take a look at this picture. Suppose I tell you that the girls in this picture will go home after their visit to the beach and get sick.
Why might these girls have gotten sick? Too much sun? Ate something bad? Just normal illness for children?
Who’s problem is it that these girls are sick?
And what might be done about it?
Do the rest of us have any reason to be concerned about the fact that these girls are sick?
Is there programmatic or policy implications related to the fact that these girls are sick?
Now, let’s alter your frame of reference on this story.

8. Now, consider again … why are these girls sick. Who’s problem is that
Now, consider again … why are these girls sick? Who’s problem is that? Who’s responsibility is it to do something about that? And what kinds of solutions might be appropriate?
The answers to these same questions are probably very different.
Suddenly, the notion of collective responsibility for solving the problem and the logic of certain policy choices are relevant where before they might have been perceived as over-stepping or extreme.

9. In creating an effective message frame, research enables you to…1
Understand context, and identify core, underlying values, needs, desired benefits and most effective strategies to reach audiences and stakeholders 2
Test strategies and creative executions (e.g., ads, websites, etc.) to assure attention, engagement and effective transmission of information 3
Monitor changes in individuals (attitudes, understanding, behaviors), programs and policies to measure progress 4
Demonstrate success or make evidence-based midcourse corrections

10. 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

11. 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)

12. 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

13. 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?

14. 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

15. DISCUSS Your Outcome/Impact Needs Communication Challenges
Other Questions

16. Thank you Eric Friedenwald-Fishman, creative director
Metropolitan Group
Strategic Communication • Resource Development •
Multicultural Communication • Organizational Development
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