Upload
paul-stapleton
View
700
Download
4
Tags:
Embed Size (px)
Citation preview
A strategy for CIP
Paul StapletonHead, Communications and Public Awareness Department (CPAD)
Communications – creating interest, achieving understanding
CIP
Boa
rd M
eeti
ng
2009
Why communicate?
■ Proactive and well-
targeted communications
ensure that the results of
research by CIP and its
partners have impact
Output
Outcome
Why impact?
■ Donors measure impact in terms of the benefit it brings or
the effect on beneficiaries
■
■ “… the ultimate goal is the increasing use of the development
results of individual projects as an important criterion for
channeling money … for future development work.”
■ “… impact assessed against the specific objectives for which the
donor had provided the funds … assessed also in relation to a
wider set of criteria, to try to judge how the lives of the
beneficiaries had been helped.”
What is impact?
■ Credible evidence
■ Facts
■ Improvements in status
Example of impact
■ Nearly 70,000 vine cuttings of orange-fleshed sweetpotato
have been distributed for planting in the farming
communities in Orissa, eastern Uttar Pradesh in the past 3
years
= output
■ In Orissa, 40,000 children suffer from eye disease brought on
by vitamin A deficiency. Most of them go blind in a year. The
orange-fleshed varieties developed by CIP are rich in vitamin
A, so blindness has been reduced by 60 percent
= outcome
What is our communications goal?
■ By 2018, CIP is recognized by all stakeholders as a
center of excellence and partner of choice in potato
and sweetpotato research for development
Who are our audiences?
■ CIP’s research scientists
■ Research and development partners
■ Policymakers
■ CIP’s community
■ [The CGIAR Consortium]
■ Donors and investors
■ Media and general public
What are our messages?
■ CIP achieves impact
■ CIP is a global center of excellence in research for
development
■ CIP is a partner of choice for donors
Medium-term Objective 1
■ By 2018, CIP will be communicating effectively to all its interested
audiences through a coordinated communications program based on
a clear understanding of the information needs of its primary
audiences
■ CPAD fully staffed
■ Corporate identity
■ Websites
■ Audiences surveyed
■ Staff supported
Medium-term Objective 2
■ By 2018, the potato and sweetpotato research community will be
fully aware of CIP’s scientific accomplishments through active, rapid
and widespread dissemination of all CIP’s research outputs to
interested research audiences
■ Dissemination CIP’s research outputs
■ Research material available
Medium-term Objective 3
■ By 2018, CIP’s community of donors, policymakers and investors will
be fully aware of the high impact of CIP’s scientific accomplishments
and its value as a partner of choice through a program of public
awareness activities coordinated closely with CIP’s Resources
Mobilization Department
■ Coordination with Resources Mobilization
■ Donor-specific products
Mapping products and skills
Research outputs
Working papersProject proposals
Annual ReportNewsletter
Grant writingReport writing
Press releasesMedia/WebArticlesVideoRadioSocial media
Journalistic skills
Readability
Scientific knowledge and editing skills
Scientific content
What are our products?
Website
Products
■ Insert images …
Key staff positions for CPAD
Head, CPAD
Spanish editor/writer
Science writer (English)
Executive assistant
Chief designer
Webmaster
Support staff
Conclusions
■ Communications
■ creating interest
■ achieving understanding
■ reaching goals