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Reaching your audience

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

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  1. Reaching your audience How can we get our message to them?

  2. 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?

  3. 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

  4. 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

  5. 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!

  6. 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

  7. 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…

  8. 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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