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Building a communicationsstrategy and the use ofsocial mediaJames GeorgalakisHead of CommunicationsIDS

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Session objectivesBasic introduction to research communication skillsUnderstand key steps to building a communicationstrategyLearn how to deliver your messagesUnderstand the use of blogs and social media

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Why does researchcommunication matter?

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Factors affecting research uptake Political context Effective and power research relationships communicationGaps betweenresearchers and Researchresearch users uptake and changes in people’s Southern research lives capacity Character and credibility of evidence

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What is research communications?Research communication is defined as the ability tointerpret or translate complex research findings intolanguage, format and context that non experts canunderstand.It is not just about dissemination of researchresults and is unlike marketing that simply promotesa product. Research communications must addressthe needs of those who will use the research orbenefit from it.

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Communication not as Dissemination… but as engagement

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Research Communications – a Network of Participants and BeneficiariesResearchersJournalistsDonorsNGOs and practitionersCivil society organisationsPolicy makersGovernmentsIndividual beneficiaries All have different communication needs!

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Effective research communications Distillation of research findings Use of plain language Making information accessible Tailored communications for different audiences Identification of the needs of the target groupsConsider technical barriers, language and cultural factors etc

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Three ingredients of effectivecommunication Audience Message Channel Effective communication

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Main delivery channels Publications Online Media Events

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‘Communication’ throughout research project Informing: Research agenda Methodological choices Comms strategy

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Five key questions that your communications strategy should answer:1. Objectives: What are the desirable outcomes from our comms activity2. Audiences: Who do we want to influence and inform and what do we know about them?3. Communications pathways: Who is best placed to communicate with each of our audiences and what are the best ways to reach them?4. Timescales: When will be the best times to communicate?5. Resources: What do we need - what might we have?

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1. Communication objectivesWhat will success look like for the project?What do you want individuals/institutions to do as aresult of your communications with them: Actdifferently; Think differently; Design or implementpolicies differently?How realistic are your objectives – what are themain barriers to your success?

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2. AudiencesWho are you trying to reach?Why should they listen to you or care?Will they agree with you? Are they potential partnersor opponents?What role might they play in the reearch’sdesign, delivery or uptake?

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3. Communications PathwaysWho is best placed to communicate with each ofyour target audiences? Who has theskills, knowledge, contacts, legitimacy, networks?How do your audiences access information andwhat/who influences them?What kind of communication outputs/activities willbe most effective in reaching your audiences?Blog, policy brief, workshop, report, media, journal?

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4. TimescaleWhen will be the best time to influence policyor practice?What are the planned events and processeswhere you could present your research?Particular opportunities to collaborate withothers?Are you tracking policy environment to supportplanning?

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5. ResourcesHave you already mapped out the activities youplan to undertake?What are the major resource implications – time,materials, skills?Will resource limitations or capability issuesmean making any hard choices – how will youprioritise between desirable communicationsactivities?

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Choosing your communications outputs and pathwaysWhen Outputs and Resources Audience(s) Expected pathways outcomesLaunch •Press release to Project comms officer Policy makers, Civilof national media and society orgs Awareness ofproject networks project and interest in •Launch Website Researchers, collaboration fundersYear 1 •Launch Blog Researchers time and All Inform policy •Project e-newsletter support from comms debate officer •Working Papers Academics Grow credibility of online projectYear 2 •Workshops $$$ Policy makers, civil Research design •Policy briefings society orgs and uptake •Working papers academicsYear 3 High level roundtable $$ Policy makers Policy/practice Policy briefings $ NGOs, funders, changes Final report Comms officer decision makers Press conference Practitioners Influence research Journal articles Researcher’s time academics agendas

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Developing your messages

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How to make messages stick – Simple – Unexpected – Concrete – Credible – Emotional – StoriesChip and Dan Heath (2006) Made to Stick

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Framing your messageYou need to know Why should they listen? Why should they take action? What actions do you want them to take?Then tailor your core message? What you say – theories and arguments How you say it – language, style and format Who says it – appropriate messengers When, where and how you deliver

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The analysis The recommendationsWhat is the key What is the keyissue? learning?How does it How will itaffect people? benefit people?What is the What is theevidence? evidence for the solution?An example or Who/Whatkiller fact? needs to change?

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Elevator pitch Statement Evidence Example Call to action

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Social media

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Social networking Applications which enable users to connect by creating personal profiles and inviting ‘friends’ Friends can access each others profiles and other information and interact through message exchanges

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How the internet has changed

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Internet access in Africa Cheap Work College Mobile CyberInconvenient Café Convenient Fixed Internet Expensive

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What’s in it for researchers? Quick and easy way to publish Raises researcher profiles more rapidly Ability to reach a larger audience

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Blogging Short, crisp writing with a point to make from a provocative angle. A blog should invite thought, response, and dialogue. Questions, even rhetorical ones, are a good idea; they invite dialogue and comment. Links to other blogs, articles, (3 or 4 minimum) etc. are good Use quotes from other good articles and give credit. Especially reference & link to important bloggers, journalists A picture or a video embedded in the blog is great. For a picture, there must be copyright permission.Source: Planet Under Pressure email to bloggers

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TwitterA micro-blogging site launchedin 2006500 million active usersworldwide

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What haven’t we covered!Tips for managing media interviewsWriting policy briefsThe theories behind research uptakeM+E