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Dissemination to Policy and Decision

Makers and a Wider Audience Peter J. Bates

pjb Associates

Email pjb@pjb.co.uk http://www.pjb.co.uk

DG Research Kick-off Conference Présentation 12 November 2004

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My Background

2 reports for European Parliament – options for policy makers» Informational Society» Educational Multimedia in Schools

Various studies, R&D & project management covering new technologies and learning

Dissemination activities including 60 Briefing Papers covering socio-economic research in Education and Training http://www.pjb.co.uk/npl/index.htm

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Presenting Results to Policyand decision Makers

Is the most important output of any European funded project

They can create policy to implement your project’s recommendations

….thus adding value to your work!

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Dissemination Process

This should start at the beginning of a Project

Not as an after thought at the end!!

It should be ongoing throughout the project

…. Does provide valuable inputs to the project

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Types of Dissemination - outputs

Website – public - that is kept up to date and creates a “community of interest” – different from networks of excellence

Press releases – start, during and end Newsletter – popular style helps develop the

“community of interest” and keep policy makers informed

Briefing paper – for policy makers (initial, interim and final)

Policy informing workshops

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Dissemination - Website

Make it distinctive – with a house style and a brand (logo) – that appears to all publications

Keep it up to date Use it as a tool to share expertise and attract

those that are interested in your research – community of interest

Example - http://www.neskes.net/workalo/inician.htm

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Dissemination – Press Releases

Identify opportunities that makes your project or aspects of it “newsworthy” – local, national and European context

Think about what “angle” – you can adopt Develop relationships with the press Establish a database of contacts Co-ordinate activities across the project

» e.g. a common press release translated into different languages + local dimension added

Example http://www.pjb.co.uk/pr080903.htm

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Dissemination – Newsletter

Use a popular style – short articles Aimed at informing and attracting attracting

interest – “community of interest” PDF format A4 – 4 pages - that can be

emailed or accessed off the website Example -

http://www.pjb.co.uk/m-learning/Mobilearn%20Newsletter%202.pdf

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Dissemination – Briefing papers

Target - policy and decision makersNeeds to be short – clear and conciseWritten in good, but plain EnglishExample -

http://www.pjb.co.uk/npl/bp13.htm

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Initial Briefing paper

Structure: -» Context of research (linked in with the

“bigger picture” – Key European issues)» Key Issues» Further Information – Full title, website» Research Institutions» Contact

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Interim Briefing paper

Structure: -» Context of research (linked in with the

“bigger picture” – Key European issues)» Initial Conclusions» Initial Recommendations» Further Information – Full title, website» Research Institutions» Contact

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Final Briefing paper

Structure: -» Context of research (linked in with the

“bigger picture” – Key European issues)» Key Conclusions» Key Recommendations» Further Information – Full title, website» Research Institutions» Contact

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Briefing paper - Recommendations

Must be a recommendation not a statement or a conclusion

Must be clear and concise (Use short sentences)

Use plain English not technical phrasesThink about the audience - policy

makers - NOT research community

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Briefing Paper - Recommendations

Most important: -Phrase it in a way that helps the policy

maker know what to do nextGuide the policy makerWhich level of policy makers should be

influenced? European, National Regional, local?

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Briefing paper - Recommendations

Phrases to avoid: - It is recommended that:

» “the European Community……..” » “Europe should……….”» “European Commission should……..”

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Briefing paper - Process

Process is as importantas the product

…. It could reduce the risk having to revise final reports

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Briefing paper - Process

Helps to clarify the: -Broader contextKey IssuesKey ConclusionsKey Recommendations

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Briefing paper - Process

Working backwards - Briefing paper (4-6 pages) provides a useful checklist for further detail in the: -» Executive Summary» Interim and Final Reports» Thematic Reports

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Dissemination – document Flow

Think about the re-usability of content from different documents

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Dissemination – document Flow

Project Summary

Press Briefing Paper Website

releases

Executive Summary

Final Report

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Dissemination – Other Formats

To illustrate key issues and results

where possible make use of: -Diagrams and graphicsPerhaps simulations

» Helps explain complex cause and effect relationships

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Dissemination – organisation

Suggestion - appoint an overall External Relations coordinator who: -» Has a good spoken and written English» Can write in plain English» Is able to write about complex issues in a non-

technical language» Can write for different audiences» Can seek out useful “angle” for spreading results» Is senior enough to act as a spokesperson and

capable of speaking to senior policy makers and the press

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Thank you for your time

Any Questions?