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Presented by Simon E. Omoding
Communications Analyst, UNDP Consultant in Development Communication, Advanced Communications Ltd
Tel: +256-772-382608E-mail: [email protected]
Research for Development Workshop, Kampala, Uganda, July31, 2009
The desired purpose of conducting action-oriented research/assessment is: That it is
ultimately up-taken and utilized to bring about the desired change/result
As such this presentation will attempt to do 3 things:
(a) To explore the concept of Research Uptake Pathways
(b) Discuss critical elements of a Research
Communication Strategy
(c) Stimulate brainstorming and discussion; each participant to already start visualizing/mentally
drafting their strategy for their assessment/research
“Refresh” participants with key issues in communication strategies &
communicating research
Help participants appreciate the importance of, and design a
communication strategy in research for evidence based advocacy
Stimulate Dialogue on the challenge of communicating research, suggest solutions, pose more questions.....
2.1 A definition
It is not pushing research output/knowlegde through the hose pipe with hope that some of it will come through the other end
It is more focusing on the pull end than the push end
2.1 Why Uptake Pathways?
Some advantagesIt’s strategicIt’s spot onUsability is
high..................................
2.2 Critical Uptake FactorsFor research to be up-taken, the following are critical:
Relevance: Applicable to the life and work of the target user; thematic, geographical, ...
Timely: Available when the issue is hot
Well packaged: easy to access/read, even nice looking, convenient in terms of cost, time and effort
Value-adding: Different, brings something new to the table
Participatoriness: research conceived involving a potential user and followed through the process by the user is more likely to be used
2.3 Uptake Pathways and a Communication Strategy: The Relationship
The “uptake pathways” is an approach, a frame of mind, an attitude, a framework. A communication strategy
is concrete steps towards delivering the research product to the consumer
Two ways of communicating research you can take: Ad hoc, or strategic
(i) Ad hoc has its own strengths (impromptu, cheaper,…., but lacks system, etc)
(ii) Strategic (systematic, well thought out, ….but has a cost, in time, money and human resource, etc
3.0 TOWARDS A COMMUNICATION STRATEGY....Definitely strategic has more benefits/strengths
3.1 Key Elements of A good Communication Strategy(A) Set the Goal & ObjectivesCritically examine your organization: What do you stand for (mission, vision, raison d'être, existing environment of the issues you are championing, what do you intend to achieve from this exercise. Therefore set the goal (larger picture)-to address the issue: To show that there is no value for money in primary education, owing to leakages in government allocationsWhat the are the objectives: Be specific (SMART) objectives
e.g. to inform all the 10 members of the education committee in Parliament on the leakages
(B) Identify & Profile the Target AudiencesList and name them (committee of parliament, the mass
media (x, y,z), academia (x, y,z), advocacy CSOs, education ministry technocrats, donors to education,
Profile: What are their characteristics: how often do they use research information, what is their attitude towards
research by CSOs, what are their main sources of information, when do they use information, etc
Anticipate non-use risks: What risks stand your way given these profiles for use of your findings
(C ) Identify Available channels of communication
There are a million and one channels: conventional and non-conventional (publications: reports, policy briefs, etc; website, drama groups, media supplements, face to face
meetings...
But of all these, in view of the profiles of your target audience, which are more relevant? Look at the advantages
and disadvantages of each: e.g websites are best for academia, media, etc but not accessible to local
governments, or low internet connectivity or high cost connectivity
Narrow down to specific activities for each medium e.g TV talk shows and materials required for each activity
Attempt target audience-media matrix showing suitability
(D) Who are your partners?Has anyone done a similar thing before, who else might have
interest and a stake in the issue, what resources can be leveraged, etc?
(E) ResourcesWhat do we need to bring the plan to work, how much money,
time, (wo)man power, who does what
(F) Monitoring & Evaluating the PlanVis-à-vis the set objectives what was achieved; how far did we go with our indicators (e.g. 10 features in the newspapers, did
we achieve that, engage 5 MPs, did we meet them? etc
Target audience
Media channel
Strength weakness
MPs Workshop,policy briefs, website
Workshops have low follow up of issues, policy briefs are not detailed to faciliate propoer discussions, etc
CSOs
Government officials
Target audience
Media channel
Strength wea
MPs Workshop,policy briefs, website
Workshops have low follow up of issues, policy briefs are not detailed to faciliate propoer discussions, etc
CSOs
Government officials
Target audience
Media channel
Strength weakness
MPs Workshop, policy briefs, website
Workshops provide talk environment for politicians, immediate call for actions
Workshops have low follow up of issues, policy briefs are not detailed to facilitate proper discussions, etc
CSOs Reports, website, workshops
CSO good at report reading & analysis,
Low internet connectivity, etc
Government officials
( G) Generate the messages
Messages must be closely tied to the goal & objectivesThey are important issues that you want your audience to think
and act upon
Messages must show the urgency, importance, magnitude of the issue, put a face to the issue e.g “every day a bus-ful of
women die in child delivery in hospital Y,’ is better than statistical “50 women die every day’
NB: Other people would include some other items e.g activity plan, etc, but in my view these are the main
issues
Over to you...
Havland,I.(2005) Successful Communication: A Toolkit for Researchers and Civil Society Organizations, London, RAPID Toolkit, ODI
Muzammel,M. et.al (2005) Strategic Communication for Community Driven development: A Practical Guide for Project Managers and Communication Practitioners,
Washington DC, World Bank
PANOS (2007), Making Poverty the Story: Time to Involve the Media in Poverty Reduction; Promoting Dialogue, Debate and Change, London, PANOS
Start,D., I. Havland (2004), Tools for Policy Impact: A Handbook for Researchers, London, ODI
UNCDF(2005), Delivering the Goods: Building Local Government Capacity to Achieve the Millennium Development Goals, NY,
UNDP (2006), Communicating for Empowerment: Developing Media Strategies in Support of Vulnerable Groups; Practical Guidance Notes, NY
UNDP (2004), The Blue Book: A Hands-on Approach for Advocating for the Millennium Development Goals
, NY
UNDP(2002), Tools for Effective Communication in UNDP; Communications Training Manual, NY
Recommended websites
www.odi.org.uk
www.panos.org
www.comminit.net
www.undp.org
