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Reaching your audience. How can we get our message to them?. Media and methods. Many different ways to reach a policy audience How does your organization do it? How does your organization not do it? How does your competition do it?. Ways of reaching policy makers. Printed

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Reaching your audience l.jpg

Reaching your audience

How can we get our message to them?


Media and methods l.jpg
Media and methods

  • Many different ways to reach a policy audience

  • How does your organization do it?

  • How does your organization not do it?

  • How does your competition do it?


Ways of reaching policy makers l.jpg
Ways of reaching policy makers

Printed

  • Policy briefs

  • Brochures

  • News stories

  • Opinion articles in newspapers

  • Letters

  • Evaluation reports

  • Books

Broadcast

  • TV/radio interviews

  • Chat shows

  • Documentaries

  • Current affairs programmes

  • TV/radio spots

  • Videos

  • Websites, blogs


More ways of reaching policy makers l.jpg
More ways of reaching policy makers

Face-to-face

  • Meetings

  • Lobbying

  • Conferences

  • Study tours

  • Presentations

  • Briefings

  • Debates

Social/professional

  • Friendships

  • Social events

  • Trusted associates

  • Revolving door

  • Professor-student relations

  • Staff hiring


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Yet more ways of reaching policy makers

Public pressure

  • Elections

  • Public opinion

  • Horse-trading

  • Political pressure

  • Demonstrations, strikes

  • Protest marches

  • Violence

  • Non-violence

  • Suicides

Corruption

  • Entertainment

  • Expensive gifts

  • Expenses-paid trips

  • Bribery

Don’t do these…But if the issue is important, someone else probably will!


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How badly do you want things to change?

Do you (just) want to present evidence from your research, and maybe have an influence on policy?

You need a communication strategy for your organization

Do you really want to make a difference on this issue?

You need a carefully thought-out communication campaign strategy on the issue


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Appropriate methods

  • What are the most appropriate methods?

    • For your organization?

    • For your topic?

  • What will it take?

    • Budget

    • Information

    • Staff skills

    • Organizational capability

  • Use multiple channels

    • Not just a policy brief, but…

    • Policy brief, presentations, lobbying, study tour, briefings…


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Design your communication strategy

  • Identify your audience

  • Identify your objective

  • Select your message

  • Choose your channels

  • Design your information materials

  • Deliver your message

  • Monitor and evaluate


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