(5) Convincing links/ communication

Training in Policy Relevant Solutions Oriented Research

Bridging research, policy and politicsThe RAPID+ framework – Convincing links

What you need to know to communicate effectively

What you need to do How to do it

How to reach the key stakeholders?

How and when to present the messages?

What is role of media, informal networks and who are the gatekeepers and what is their influence?

Whose side are they on?

Have a communication plan

Effective messaging Build on reputation and

credibility Build coalitions and

partnerships Become present in existing

networks and use infromal opportunities

Use media wisely

Partnerships between researchers, policy makers, and communities

Make a communication product and events – different strategies for different stakeholders

Communicate together with/ through direct affectees (farmers, women, environmental refugees)

Use diversity of communication channels

Stakeholder list Stakeholder Position/interest Resources/

influenceTrigger

Political party members

Leaders (sheikhs, majors, big farmers, security)

Top bureaucrats

Midlevel bureaucrats

Farmers/ direct stakeholders

General audience

NGOs/ Private Sector

Communication planStakeholder How to reach What message Action to do:

Political party members

Leaders (sheikhs, majors, big farmers, security)

Top officials

Midlevel bureaucrats

Farmers/ direct stakeholders

General audience

NGOs/ Private Sector

Communicating with politicians, leaders and top officials

Effective messaging (1)

• Use direct stakeholders to communicate (farmer, women, ..)• Avoid conflicting contradictory viewpoints, as this reduces the confidence of

decision makers• Use confident and optimistic (not pessimistic) messages about solutions and

ways forward – decision makers needs to know what to do and what to not to do – even if it works 75%

• Use costs and benefits – avoid that things look unpredictable and uncertain• Present recommendations as yes/no decision points or as ‘options’ - making the

decision maker responsible for taking decisions• Avoid too many recommendations: maximum 3 • Be conscious of time factor – if a plan is presented break down the plans in

manageable steps/ portions

Try to give

Confidence

Source: http://www.glenknight.com/wp-content/uploads/cartoon-02-fortune-teller.gif

Effective messaging (2)

• Engage end-users and main stakeholders in the communication – for instance through involving water user communities in the analysis or through workshop face-to-face workshops between officials/ politicians and community members.

• Relate to the real world – use the human touch such as ‘As my grandfather used to say..’

• Make use of trusted sources and partly build up this credibility within the research team

Means

• Elevator pitch• Informal discussion• 2 slide presentations• Policy briefs – visual attractive• Use of numbers• Supported by communication to mid level, direct

stakeholders and NGOs etc

Exercise ‘The Elevator Pitch’

• You have 1 minute to convince the key person of the main points and recommendation of your research

Briefs: Yemen Water Factsheets (also in Arabic)

! Page:IssuesResearch finding (map, figure)Recommendation (max 2)

Communicating with farmers/ NGOs/ civil society and mid level

bureaucrats

Effective messaging

• Build on engagement in research

• Use different channels (create buzz)

• Visuals (that are spread by key persons)

• Figures (they carry themselves)

• Presentations and one-to-one briefings

• Events

Presentations: what is its importance?

• Is to impress the audience with your knowledge?

• Is it to make sure the message you want communicate gets across?

Examples: organizing events

Umgeni Water (South

Africa) organizes a

marathon as part of their

water festival. The

starting point is a dam

and the marathon is run

around a lake

Examples: using visual (posters)

Educational posters:

Often have a lot of information

and interesting details

Meant to have a closer look

Examples: using posters (2)

Promotional posters:

Clear at a glance

Usually one large slogan and

few details

Exercise

• Make poster/ or policy brief of the research activity