NIHR Trainees Comms masterclass 9am thur 5th july

How to develop a good communications plan?Sixth NIHR Infrastructure Doctoral Research Training Camp

‘The Art of Communicating Your Science,’ Ashridge, 9th July 2015

Simon Denegri, NIHR National Director for Patients and the Public in Research and Chair, INVOLVE

Let’s get tuned in….

Think about the health research stories that have made the biggest impression on you in the last month:• Do you think they have been responsibly reported?• What do you think the public made of them?

WHAT WE WILL COVER

Importance of strategy Having clear aims and objectives Understanding your audience Developing your key messages Content, delivery, messengers Evaluation and measurement

The good news – people want to hear from you

Where do you get your science information from?

Do you think it is important to know about science in your daily life?

• 57% agreed in 1988• 68% agreed in 2011• 72% agreed in 2014

Do you see and hear too much science information?• 6% agreed• 51% think they see and hear

too little

BIS/Public Attitudes to Science Survey 2014

And they are on your side….

https://www.ipsos-mori.com/Assets/Docs/Polls/pas-2014-main-report.pdf

The bad news – it’s a crowded marketplace

The importance of strategy

STRATEGY IS KNOWING…..

What you want say?Why you want to say it?Who you want to say it too?How you want to say it?The impact you want to have?What resources you have at your disposal?

SETTING YOUR OBJECTIVES

What’s the purpose of your communications? Is it to: Raise public awareness Change people’s behaviour Spark a public debate about an issue Improve knowledge among health professionals Fundraise for more research money Or is it a call for action?

KNOW YOUR AUDIENCE…..

Find out who they are, what they know, where they get their news……

Diabetes UK example: Birth defects• Key research finding: Women with diabetes are at greater risk

of having a child with birth defects• Likely impact: Anxiety and helplessness leading to potential

inertia• But crucially: Blood glucose levels at time of conception have

the greatest impact on risk• Therefore key message: Emphasise the need for contraception

or good pre-conception planning to reduce blood glucose levels

General public

People with diabetes

Healthcare professionals

Women with diabetes of

child bearing potential

Target audiences

DEVELOPING YOUR KEY MESSAGES

Keep them simple They convey the most important information Three to four max…one or two sentences each Easy to remember Test them again and again Tailor them for different audiences

http://communications4clintrials.org/developing-and-using-key-messages/

CONTENT, DELIVERY, MESSENGERS….

Things to think about: ‘Context’ Language Materials Content Case studies Partners and endorsements Who will be the face of your news?

Wellcome Trust Monitor 2013

http://www.wellcome.ac.uk/stellent/groups/corporatesite/@msh_grants/documents/web_document/wtp052590.pdf

….publishing in an academic journal, developing a web page and possibly issuing a news release is unlikely to be sufficient!

Think outside the box

• Give your research a human face by getting involved in comms yourself

• Bring your work to life by making use of pictures, video, audio and social media

• Do not be afraid to engage, even with controversy

• Find your own case studies• Aim high but don’t forget that

‘local’ comms can be just as important as ‘global’ comms

Do not despair if things don’t go to plan

• Use alternative routes to get your message across

• Join the debate online• Seek corrections, right of

reply or write opinion pieces to correct errors

• Remember that you cannot satisfy everyone but avoid silence

Evaluation and measurement

• How will you know if you have informed, enthused, or engaged your audience?• Often overlooked part of communications planning• Formal and informal measurement • Will be driven by your objectives

Surveys Focus groups Media coverage Website or social media traffic Numbers of people taking part in associated events Examining solicited and unsolicited responses, tone and style

SOME FINAL THOUGHTS

Good preparation is the key Use your strengths as researchers Give yourself time to do this Get help! Good luck...You can do it!

involvementlastminute.com

THANK YOU….ANY QUESTIONS?

Simon.Denegri@nihr.ac.uk Twitter: @SDenegriBlog: http://simondenegri.com/