Planning policy influence workshopCommunications strategies – challenges and opportunities

Antony Robbins, 24 November 2008

Three things

• The communications environment and a few communications basics

• The foundations of a communications strategy• Practical tips for success

Communicating for impact

• Central to our mission• Policy assesments; policy advice;

research results – no impact unless communicated

• Part of ‘four pillars’ of what we do• Integral – yet hard to measure

Modern communications

• 24-hour communications culture• Growing competition• Tell a good story – about people• Be available, be dependable• Establishing your expertise – big

picture stuff• User-generated content• Understand the audience

DFID and its public

• DFID – ‘re-igniting the conspiracy of 2005’• Expanding communications resources• Focus on ‘the public’• What would my granny in Lincoln say?• Growing ministerial expectations• But 19th century system – submissions and

red boxes!• Changes needed are cultural

Getting the fundamentals right

• Why does our organisation exist?• What are we trying to do?• What are our objectives?• Establish our position

Who are your audiences?

• List and prioritise them…..are they:

policy makers; agricultural specialists; researchers; decision-takers; government ministers; civil servants; journalists; broadcasters; special advisers; administrators; members of the public?

The shoes of your audience…

• Who are they? where are they?• What’s our relationship with them? How

do we want to change it?• How do we prioritise them?• What do we want communications to

achieve?- Change behaviour? raise profile? Attend

an event? lend support? commit funds?

What’s the message?

• Understand what you’re trying to say• Purpose?• What’s new or different?• Write like you talk• Plain language – is not dumbing

down• Basic principles

Top tips for all audiences – do

• Keep it human and personal• Keep it relevant• Short sentences – 15-20 words• Check – and then check again• Think pictures

‘Almost everything easy to read is difficult to write and everything difficult to read is easy to write.’ Anon

…and don’t

• Overuse acronyms and jargon• Make assumptions • Write long meandering sentences –

one point per sentence• Overcomplicate

…..and mind your language

Policy horror!

‘The government’s sub-optimal performance will be tackled through a programme of retrenchment, and a multi-donor basket funded programme of targeted capacity building interventions.’

The shout from the bus

Policyspeak

• Actors; drivers; pilots• Develop a networking approach to

policy dialogue• Capacity-building; modalities; pro-

poor• Outputs and interventions• Health extension workers

Meeting audience needsHow would you reach

them?

• Web?• Article in a newspaper?• E-mail?• Briefing?• Speech?• Networks?• Podcast?

Writing for publications

• Work backwards from publication date• Be realistic about consultation time• Break up the text. Short sentences/paras• Text boxes – short and infrequent• A picture’s worth a thousand words• Executive summaries are good• Distribution?

Writing a speech

• Attention-grabbing intro – clear conclusion

• Lively chatty style• Short sentences• Avoid jargon and acronyms• Use punctuation to indicate a pause for

breath• Make it personal – read it out load

How to write for the web

• Be concise – short to the point• Readability – careful about

assumptions• Usability• Accessibility• Context – catchy headline• Low-res photos

News Agenda

• May work in your favour• …or against you• Be prepared to respond• Learn from others

Summary

• Think about distinctivness• Be clear about your message• Shoes of your audience• Plan ahead. Check everyone

understands and knows their role• Watch the jargon and the policyspeak• Tell a story• Keep it simple

Stay in touch

Antony Robbins 07891964131