This presentation was delivered by the BRAC Institute of Governance and Development in Bangladesh to sensitize their research staff to different approaches to communicating their research.

1. Welcome!
BRAC Institute of Governance and Development
Workshop
on
Policy Communications Strategy Development
BIGD Communications Team

2. Part 1
What is Communication?
‘Communication is a process of transferring information from one
entity to another’ ... Wikipedia
‘...... a Process by which information is exchanged between individuals
through common system of symbols, signs, behavior....’ ...Oxford
Dictionary
‘Communication is the 2-way exchange of opinions, news and
information by writing, speech or gestures including body language and
facial reactions.’ .... Your Dictionary
Communication requires a sender, message, a medium and recipient

3. Communication
The word Communication came from Old
French communicacion, from Latin
commūnicātiōnem, accusative singular of
commūnicātiō (“imparting, communicating”),
from commūnicō (“I share, I impart”).

4. What is Communications?
The art and technique of using words effectively to impart information
or ideas.
The field of study concerned with the transmission of information by
various means, such as print or broadcasting.
Any of various professions involved with the transmission of
information, such as advertising, broadcasting, or journalism.
A system, such as mail, telephone, or television, for sending and
receiving messages.
A network of routes for sending messages and transporting troops and
supplies.
It is a key function of management
An organization cannot operate without communication between
levels, departments and employees

5. Communication Model
Before 300 B.C, Aristotle, a great philosopher and called as
‘Father of Communication’ came up with first Communication
Model.
Aristotle Model of Communication is formed with 5 basic
elements
(i) Speaker, (ii) Speech, (iii) Occasion, (iv) Audience and (v)
Effect.

6. Communication Model
Wilbur Schramm’s Model

7. Communication Model

8. Communication Process Model
Receiver
Decode
message
Encode
feedback
Form
feedback
Sender
Form
message
Encode
message
Decode
feedback
Transmit
Message
Transmit
Feedback
Receive
encoded
message
Receive
feedback
Noise

9. Functions of Communication
According to Berlo (1960), the sole purpose of communication is to
influence people. Persuasive function of communication i.e. to induce
people is extremely important for extension in changing their
behaviour in the desirable direction.
The Functions
Information
Persuade
Motivation
Emotional Expression/ Feedback
which require and result into
Knowledge management
Decision making
Coordinating work activities
Fulfils relatedness needs

10. Why Communications?
We communicate to persuade
We communicate in order to give or provide
information
We communicate seeking information
We communicate to express our emotions

11. Functions of Communication
Four Functions of Communications
Functions of
Communication
Persuade Motivation
Emotional
Expression
Information

12. Communications Barriers
Perceptions, Filtering, Language, Jargon, Ambiguity,
Information Overload

13. Communication Failure

14. Communication failure

15. Communication failure

16. Types of Communications
Fundamentally, there are four Types of Communication.
1. Inter-personal Communications
2. Intra Personal Communication
3. Small group Communication
4. Public Communication
Different institutions practice different type of
communications based on organisational nature, size,
goals etc.
For example,
Communications of a Think Tank institution
Communications of a University
Communications of Car company, pharmaceuticals etc.

17. Think Tank Communications
Communications department/division of a Think
Tank can support through the following:
Policy Engagement Communications
Lobbying to Public and Private officials to influence
Lobbying with Policy makers, Lawmakers, Public
Officials, Donor agencies, NGOs and INGOs
Converting Research outcomes into Communicative
Materials
Design/Develop a Plan based on Think Tanks
mission and vision

18. Think Tank Communications
Engagement with Media (Both Mainstream and
Social )
Train Media Workers/Public Officials/
Internal and External Branding
Finalize communications Channels (Events,
Publications, Media, Digital), tools (Report,
Press release, Launching ceremony, Facebook,
Twitter etc)
set up rules with mix
Testing and continue monitoring and evaluation

20. Part 2
An Introduction
to
Communications Channels and Tools

21. In this Session
• Identifying different tools available
• Identifying different channels for communications
• How to choose the right mix of tools and channels
for your organisation
• Group exercise
- Putting together an universe of Channels and Tools
- Discussion

22. Tools of Communications
Imagine some most common tools we
use for everyday communications.
Identify some tools that we use for our
organisation, e.g. communicating with
stakeholders.

23. Channels of Communications
Publications Media Digital/Online
Events

24. PUBLICATIONS

25. Digital/Social Media

26. EVENTS

27. MEDIA

28. How to choose the right mix of tools
for an organisation?
Not all the tools are appropriate for all
organisations. Each organisation must
choose the most appropriate mix.
Communications as an orchestra

29. To follow this approach…
Think tanks need to:
• Identify the universe of channel and tools
• Define which are applicable to them: that is,
what is appropriate for the think tank’s context,
what it has the resources to deliver, etc.
• Develop ‘rules’ to know when to combine them
for maximum impact:
• Assign responsibilities –for each channel and
for ‘conducting’
• Test and learn by doing to improve each tool,
the rules and the ‘mix’

30. Group Exercise
Think of a past project/event of your
organisation and the tools used for
that project.
How would you use the tools
differently after having the knowledge
of channels and tools of
communications?