Communications 'from the ground floor'
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Transcript of Communications 'from the ground floor'
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Communications ‘from the ground floor’
FSD Africa @ FSD Kenyawith FSD Tanzania, Access to Finance Rwanda & FSD Zambia
Richard DarlingtonHead of News, IPPR
@RDarlo
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Communications as a ‘bolt-on’
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‘From the ground floor’
G: plan1: design research2: conduct research3: ‘trail’ research (interim report?)4: Launch research5: Merchandise coverage6: Reheat research7: Repeat research
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Designing the research with comms
Ask questions that generate stories on message themes:• Youth / age / demographics• Women / gender• Family businesses• Jobs / employment• Mobile / technology• Sectors (like agriculture, mining)
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Communicate during research
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@RDarlo #WonkComms
The pyramid of engagement
RT
Tweet
News coverage
Blog / op-ed
Exec summary
Full report
Launch event / roundtable seminar
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@RDarlo #WonkComms
What’s wrong with my pyramid of engagement?
RT
Tweet
News
coverage
Blog / op-ed
THE BIG
GAP IS RIGHT
HERE
Ex
ec summary
Full report
Launch event /
roundtable seminar
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The [other] pyramid of engagementRT
Tweet
Social media graphi
c
News coverage
Blog /
op-
ed
Video / animation
/ podcast
Slideshare / Prezi
Exec summary
Infographic
Interactive web
app
Full report
Launch event / round
table
seminar
All day
/ weekend festival
@RDarlo #WonkComms
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Infographic: single point
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Infographic: summary
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Infographics: narrative
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Animated videos
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Digital content distribution channels
DON’T FORGET EMAIL!
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The Grid (time & space)Dec 2012 Mon 3 – Sun 9
Reg away
Mon 10 – Sun 16 14 Darlo on leave
Mon 17 – Sun 23 22 Ellie away – 7 Jan20 Tim in Austria – 2821-16 Imogen away
Mon 24 - Sun 30 Darlo on duty 22-29 Tim on duty 30-1
TBC
External news Weds 5: Autumn Statement + Cameron EU speech
11: Census data & Ed M immigration speech (Sarah)12: Unemployment (inc nationality breakdown) 13-14: EU Council (Fiscal compact)
19: Energy Bill 21-7 Recess
Fri 28: Clegg: Women and the Banks Recess
ippr stories Wealth taxes story (Kayte)Fiscal targets story (Tony) Social Exclusion under New Labour (Clare) - Randeep Ramesh / Progress & C&YPN SBT (Social Business (Marc/Imogen) PAPER Sun 9: Housing – Observer, Lucy Rock
Mon 10: unemployment story Mon 10: Housing & Young People Waites (Jenny/Dalia) PAPER – Spectator blog / ES / BBC London Juncture: Heather Boushey - Staggers Juncture: Jon Curtice: Europe – ConHome
Mon 17: Fuel Poverty (Reg) PAPER 17: Juncture: Mike Kenny - Staggers Thurs 20: Juncture: Jackson - LabourList Updated Spending Review slides (Kayte) Sat 22: Banker bonus (Kayte/Graeme) OUT Sun 23: WAAGs story (Dalia) OUT
Thurs 27 Juncture:Reich Kamark Fri 28: Living Wage story (Kayte) Sun 30: Migration 2013 (Sarah) – Spectator blog OUT
ippr events 5 YP unemp6 Food Security WI (Glenn) York
Mon 10: Dromey/PriskTues 11: Families Symposium (Dalia)Tues 11: Fuel Poverty
ippr North Thurs 6: #IPPRHE – Willetts & Siobanha (Rick)
@RDarlo #WonkComms
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‘From the ground floor’
G: plan1: design research2: conduct research3: ‘trail’ research (interim report?)4: Launch research5: Merchandise coverage6: Reheat research7: Repeat research