Transcript Presentation Title Goes Here

Knowledge + Impact
leveraging research with
strategic communication
Eric Friedenwald-Fishman
September 13, 2012
Today
• Strategic communication overview
• Application considerations for researchers
• Discussion/Exploration of your needs
Strategic Communication
Matters
SUPPORTS:
• Dissemination of findings
• Influence of decision makers/stakeholders
• Outcomes from advocacy to funding
• Impact to policy, practices, culture, lived
experience, etc.
Overview: Codify Goals
• Why does this work matter?
• What will be different as a result?
• What are milestones/indicators of advancing
the change?
• How will we know?
Overview: Stakeholders
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Who do we ultimately want to impact?
Who influences them?
What are our pathways?
What do we understand about their needs,
values, motivators?
• How do we prioritize?
(Audience Mapping)
Overview: Message Framing
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Determine relevancy and connect to values
Define the problem
Assign responsibility
Elevate some solutions and/or discredit others
Deflect contradictory information or data
Articulate your solution’s benefits to people
Suggest meaningful calls to action
In creating an effective message
frame, research enables you to…
1
2
3
4
Understand
context, and
identify core,
underlying
values, needs,
desired benefits
and most
effective
strategies to
reach audiences
and stakeholders
Test strategies
and creative
executions (e.g.,
ads, websites,
etc.) to assure
attention,
engagement and
effective
transmission of
information
Monitor changes
in individuals
(attitudes,
understanding,
behaviors),
programs and
policies to
measure
progress
Demonstrate
success or make
evidence-based
midcourse
corrections
Overview: Strategies & Tactics
• Strategies determine the most effective ways to
connect audiences with message frames
(unusual suspects - NIF, remove opposition -WA
Health, Leverage Cultural Currancy – CC)
• Tactics are the delivery mechanisms for
strategies (compacts, marketing support, video
and performance, etc.)
• Martix strategies and tactics with Audience map
to drive priority choices and order
Overview: Evaluate and Evolve
• Track inputs, outputs and outcomes
• Engage listening posts – learn from the
field/partners (adoption and adaption)
• Establish protocol for periodic review of what
is working and what is not
• Adjust strategy (expand/exit/add)
Application: Research
Considerations
• ID goals and stakeholders prior to final
research design to flag information needs
• Capture stories as you go
• Design research approach for communication
veracity if intended for media/policy
• Clarity of driver (knowledge/impact) and
design communication accordingly
• Long-term credibility of researcher as gauge
Application: Stories and
Evidence
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What are we finding?
Why is it relevant?
How should it be framed?
What are key proof points/data?
What are the Stories?
How do we link stories and evidence?
Application: Researcher as
messenger (Power Ps)
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The Power of Preamble
The Power of Perspective
The Power of Purpose
The Power of Passion
The Power of Plot
The Power of (professional) Pragmatism
DISCUSS
• Your Outcome/Impact Needs
• Communication Challenges
• Other Questions
Thank you
Eric Friedenwald-Fishman, creative director
Metropolitan Group
Strategic Communication • Resource Development •
Multicultural Communication • Organizational Development
Free articles, tips and tools available at:
www.metgroup.com