Le Lets T ts Talk about R lk about Reaching aching Wider A - - PowerPoint PPT Presentation

Sidney B. Westley East‐West Center

Le Let’s T t’s Talk about R lk about Reaching aching Wider A Wider Audiences with our diences with our Re Research Re Results

Cont Context

S.M.A.R.T.

• bjective

Message Coalition partners Channels and formats Messenger/s

Elements of a communication Elements of a communication strat strategy gy

Policy audience Monitoring and evaluation

• 1. What are your S.M.A.R.T. objectives?
• 2. Who is your policy audience?
• 3. What is your context—the current policy

debate?

• 4. Who should be your coalition partners?
• 5. What is your persuasive message?
• 6. Who would be the best messenger(s)?
• 7. What should be your communication

actions?

• 8. M&E: How will you measure success?

Suggest Suggested plan of action ed plan of action

What are y What are your ur S.M.A S.M.A.R.T .R.T. .

• bjectiv
• bjectives?

es?

Communication objective(s)  What do you want to do?  These actions are outputs that you monitor Program objectives(s)  What do you want the policymakers to do?  These actions are outcomes that you evaluate

Two types of objectiv

• types of objectives

es

Are y Are your objectiv ur objectives… es…

 S pecific  M easurable  A chievable  R elevant  T ime-based

Le Let’s writ t’s write do e down an objectiv wn an objective

Who is y Who is your policy ur policy audience? audience?

• 1. Who can make the decisions you

want?

• 2. Whose support would be helpful?
• 3. Who might block the decisions you

want made?

We’re talking about three types ’re talking about three types

• f audience
• f audience

 Government officials  Elected representatives  Journalists  Leaders of nonprofit organizations  Company executives  Staff of donor organizations  Even your own boss

The They could be all sor y could be all sorts of people s of people

 How much do they know?  What do they care about?  What are their sources of information: How can you reach them?

For all these individuals… r all these individuals…

Le Let’s look at their heads t’s look at their heads

 What is the policymakers’ level of knowledge about your issue?  How much technical information can they handle?

Ne Next, le xt, let’s look at their hear t’s look at their hearts ts

 What are the key values and core concerns? Is there a “we” message?  What beliefs, values, or concerns will you have to overcome?  How might the policymakers themselves benefit from supporting your issue?

Le Let’s describe some policymak t’s describe some policymaker ers

What is y What is your policy ur policy cont context? t?

You ha u have already f already filled out a illed out a policy cont policy context questionnaire t questionnaire

This was designed to help you think about:  What individuals and groups are involved in policymaking on your issue?  Do these policymakers use research evidence as a basis for decision-making?  Is your policy issue currently “on the agenda”?

Do y Do you need t u need to…

 Jump into an existing debate?  Introduce a new issue that no one is thinking about?  Counter the arguments of your

• pponents?

 “Reposition” your issue into a new discussion that you are more likely to win?

Who w Who would be y uld be your ur best coalition best coalition par partner ners? s?

Communication be Communication beyond “us” nd “us” and “them” and “them”

Coalition partners Audience

 Who has access to policymakers?  Who has convincing research results?  Who can advocate for a policy change?

We all bring some all bring something t thing to the the table table

 Establish an advisory board that includes the policymakers themselves plus researchers, advocacy leaders, media, and others

• Better, more relevant research
• Better ownership of results

 Give your coalition partners an active role throughout the research process

• They present the research results
• They develop the policy response

Mak Make and maintain contacts and maintain contacts fr from the

• m the beginning

beginning

Who do y Who do you need as coalition u need as coalition par partner ners?

Media Advocacy groups Government policy makers Influential researchers International donors UN agencies Business community NTA research team

What do they know? What do they care about? How will you reach them?

Who do y Who do you need as coalition u need as coalition par partner ners?

Media Advocacy groups Government policy makers Influential researchers International donors UN agencies Business community

De Developing a loping a message: What do message: What do yo you h have to to s say?

 25-page scientific paper or report  4-page policy brief  1-page take-home message

• Problem ― solution ― action: Each

35 words

The 25 : 4 : 1 f The 25 : 4 : 1 formula rmula

You must be able to answer three questions:

 Why should they care? Importance of your research  What should they do? Policy recommendation  How much will it cost? The bottom line

Bef Before y re you appr u approach

• ach a policy

a policy audience… audience…

Your coalition can help with this ur coalition can help with this

 We’re tired of problems with no solutions  Along with benefits, give us a realistic estimate of political and financial costs  Show us a human face  Or better yet, let the human face do some of the talking

• Beneficiaries
• Policy champions

Sho Show the social and economic the social and economic benef benefits of y ts of your research ur research

 Three message tests: Your mother, teenage children, breakfast cereal  Memorable indicators: 1–3 numbers, simple graphics  How do we “frame” our message?

• Serious problem…practical solution
• Fits well into political context
• Does not conflict with institutional pressures
• Consistent with ruling ideology

Clear messages, memorable Clear messages, memorable indicat indicators, sensitiv , sensitively framed ely framed

 Identify an NTA or CWW research finding  Describe the policy context for this finding  Create a message based on your finding and a policy implication: 2–3 sentences, possibly a number

Writ ite a e a policy message policy message

 Who are you and why should this person listen to you?  What is NTA or CWW?  Why is NTA or CWW important to this person? Examples of some useful findings  What do you want this person to do?  How can this person get in touch with you?

Ex Exercise: The one-minut ercise: The one-minute ele elevat ator speech

• r speech

Ho How do y w do you best u best deliv deliver y er your ur message? message?

WHO deliv WHO deliver ers the message is just s the message is just as impor as important as what y ant as what you sa u say

Which messenger(s) are most likely to convince you policy audience of the importance of your findings and the need to take action?

Choose an ef Choose an effectiv ctive messenger e messenger

 You?  Your boss?  Collaborating organization?  Policy champion?  Third-party validator?  Potential beneficiary?

• 1. Informal policy briefings
• 2. Mass media: Interviews, opinion

pieces by experts, news articles

• 3. Policy briefs
• 4. Scientific papers or reports with

related nontechnical summaries and policy recommendations

• 5. Formal presentations at meetings

Channels and f Channels and formats (r rmats (roughly

• ughly

in order of impor in order of importance) ance)

 New leaders want new ideas  If it costs money, it must be presented at the right point in the budget cycle  Use focusing events or help create your

• wn

 Be ready (“lurking”) when the time is right

• Good communication links established
• Clear, compelling messages formulated

Tips on timing Tips on timing

M&E: Ho M&E: How will y w will you u kno know if y if you are u are successful? successful?

 Did you complete each activity that you planned and produce each written communication?

• On time?
• Within budget?

 What did you learn that will help you do better?

Monit Monitor y r your outputs ur outputs

 Did knowledge, behavior, or policy change as a result of your activities?

Ev Evaluat aluate the outcomes the outcomes

Measurements of outputs and outcomes need to be:  Defined  Reviewed, and  Possibly redefined Throughout the communication process

M&E is acontinous M&E is acontinous pr process

• cess

• 1. Set S.M.A.R.T. objectives
• 2. Think clearly about your policy audience
• 3. Join or start up a coalition that maintains

continuous dialogue with policymakers and other key groups

• 4. Provide clear, simple messages with

memorable indicators

• 5. Use credible messengers and a variety of

channels and formats

• 6. Pay attention to timing
• 7. Monitor and evaluate your activities and

learn how to do better

Key components of successful y components of successful policy communication policy communication