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 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 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

Here’s how framing works … Take a look at this picture. Suppose I tell you that the girls in this picture will go home after their visit to the beach and get sick. Why might these girls have gotten sick? Too much sun? Ate something bad? Just normal illness for children? Who’s problem is it that these girls are sick? And what might be done about it? Do the rest of us have any reason to be concerned about the fact that these girls are sick? Is there programmatic or policy implications related to the fact that these girls are sick? Now, let’s alter your frame of reference on this story.

Now, consider again … why are these girls sick. Who’s problem is that Now, consider again … why are these girls sick? Who’s problem is that? Who’s responsibility is it to do something about that? And what kinds of solutions might be appropriate? The answers to these same questions are probably very different. Suddenly, the notion of collective responsibility for solving the problem and the logic of certain policy choices are relevant where before they might have been perceived as over-stepping or extreme.

In creating an effective message frame, research enables you to… 1 Understand context, and identify core, underlying values, needs, desired benefits and most effective strategies to reach audiences and stakeholders 2 Test strategies and creative executions (e.g., ads, websites, etc.) to assure attention, engagement and effective transmission of information 3 Monitor changes in individuals (attitudes, understanding, behaviors), programs and policies to measure progress 4 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 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) 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