ESPA Summer School – Communicating Research Effectively – April 2016 1

Liz Carlile

11 April 2016Liz Carlile

11 April 2016

Liz Carlile, Director of Communications, IIED

ESPA Comms Advisor

Research

Communicating Effectively

ESPA Summer School – Communicating Research Effectively – April 2016 2

Liz Carlile

11 April 2016

Effective

Communication

1. Who

2. Why

3. What

4. When

5. How

ESPA Summer School – Communicating Research Effectively – April 2016 3

Liz Carlile

11 April 2016

1. WhoStakeholder Mapping

• Who are they?

• What people, groups, networks are related to the work we are doing?

• Their role in the process of change - what might they need to know?

• Their potential power in the process of change?

• Their level of interest and engagement?

ESPA Summer School – Communicating Research Effectively – April 2016 4

Liz Carlile

11 April 2016

2. Why

Strategic Framework

Influencing Mobilising

&

Engaging

Accessible

InformationProfile

raising

ESPA Summer School – Communicating Research Effectively – April 2016 5

Liz Carlile

11 April 20163. What WhatResearch content interpreted through:

• Academic reports

• Journal articles

• Policy Briefings

• Stories

• Media releases

• Audio Visual

• Web Content

• Slide sets

People looking for:

• Facts

• Figures

• Evidence

• Evidence for a particular context

• Bitesize information

• Memes, phrases

• Data visuals

• Info-graphics

• Short summaries

• Descriptions

ESPA Summer School – Communicating Research Effectively – April 2016 6

Liz Carlile

11 April 2016

4. When

Scoping, Listening, Researching

Context is KEY:

• Processes (local, national, international)

• Newspegs

• Events

Demand not Supply

Enabling Environment

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Liz Carlile

11 April 2016

5. How

What channels to use

ESPA Summer School – Communicating Research Effectively – April 2016 8

Liz Carlile

11 April 2016

Communicating Research

What is different?

Timing

Tricky messaging

Credibility

Over-cautious

Layers

Networks/communities of

practice

ESPA Summer School – Communicating Research Effectively – April 2016 9

Liz Carlile

11 April 2016

ESPA Summer School – Communicating Research Effectively – April 2016 11

Liz Carlile

11 April 2016Stakeholder Mapping

• Mapping

• Power Analysis

• Audience Development

• Relationship Management

ESPA Summer School – Communicating Research Effectively – April 2016 12

Liz Carlile

11 April 2016

Power Analyses for

Stakeholders

• Influence change

• Fund/support

• Capacity

• Availability

• Awareness

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Liz Carlile

11 April 2016

ESPA Summer School – Communicating Research Effectively – April 2016 14

Liz Carlile

11 April 2016Exercise – Stakeholder Mapping

Group work – 20/25 mins

On your tables in groups of 5/6

1. Presenter please outline

your project

2. Discuss & Map all possible

stakeholders

3. Identify them under the

following headings & the kind of

message they would need

• Champions

• Blockers

• Preachers

• Sleepers

4. Share feedback