1. Communicating FoodPolicy Research A Guidebook Klaus von Grebmer, Suresh Babu,Valerie Rhoe, and Michael Rubinstein

2. Importance ofCommunicationsGood research alone is insufficient To have impact, it must becommunicated to the right people 3. Core Research ValuesCommitment to high-quality research Accuracy Integrity State-of-the-art science Driven by research findings, not by point of view 4. Good Research MeritsQuality of ResearchGood Communication Quality of Communication Effort 5. The Goal is Impact 6. Basic Principles of Communication 7. The Four QuestionsWho do you want to reach?Why do you want to reach them?How do you reach them?What are your main messages? 8. Who Do You Want to Reach? Policymakers Donors Researchers 9. Why Reach Them?Policymakers - to incorporate yourresearch and recommendations intotheir policymakingDonors - to fund your workResearchers to share newinformation, methods, data, etc. 10. How Do You Reach Them? Policy advisors Policy analysts Political parties 11. How Do You Reach Them (2)? Private sector NGOs & research institutions Opinion leaders Special interest groups 12. How Do You Reach Them (3)?Newspapers and magazinesMajor radio & TV programsWorkshops, seminars, & conferencesJournals, books, & discussion papers 13. How Do You Reach Them (4)?Web sites: IFPRINetworks: SAI, SADC, REDCAPAList serves: New At IFPRI, DG Alerts,African Open Learning Forum 14. Exercise List organizations within country orregion of research that would benefitfrom your research or assist you ininforming others about your research results. 15. Main MessagesPrimaryMessage Main Messages Supporting Points 16. All Main Messages and Supporting PointsClearConciseCompellingMessages should pass the grandma test 17. Primary Message:Report Release Unless more aggressive measures aretaken, progress against child malnutritionis likely to slow over the next twodecades. IFPRIs report projects that childmalnutrition will decline by only 20 percentover the next 20 years. 18. ExerciseDevelop a primary main message,main messages, and three or foursupporting points for your currentresearch project. For an example,see appendix A. 19. Next10 MilesFatality Risk5 x 10-6 20. Match Publication to Audience 21. But this is the simplifiedversion for the general public! 22. In Paris they simply stared when Ispoke to them in French. I never didsucceed in making those idiots understand their own language. Mark Twain 1835 - 1910 23. MakingPresentationsConferences and other events 24. Presentation: Four Steps Plan Prepare Practice Present 25. PlanningEstablish the purpose of yourpresentationKnow your audienceAdapt the presentation style to suityour audience 26. PreparingRefer to your main messagesWrite main points of your talk onindex cardsDevelop your presentationDO NOT USE A SCRIPT!!! 27. Using Note CardsHand-sized cardsKeywords onlyDont readLarge printWhite spaceNumber the cardsUse as needed 28. The Triple T PrincipleTell them what you are going to tellthemTell themTell them what you told them 29. The KISS PrincipleKeep It Short and SimpleTo keep it short: Stand Up . . .Speak Up . . .Shut Up . . . 30. Content1. Introduction2. Body3. Conclusion4. Questions/Answers5. Second conclusion 31. Preparing Your Introduction State your purpose Create rapport Grab audiences attention Ask a question Tell a story Use a quotation Compliment the audience Start with something counterintuitive 32. Dont Waste TimeNo long introductory statementsDont say I will be briefDont complain about the lack of timeDont tell them youre not an expert 33. Delivering the MessageInclude major points of presentationIntroduce the pointExplain and supportTransition quickly and smoothly to the nextpointGive examplesProvide all sides of the issue 34. Preparing Your Conclusion Reiterate your main messages Appeal to action Create emotional impact Transition to question/answer session End with a bang! Avoid saying In conclusion... 35. ExerciseUsing your current research project, write an outline for a presentation. 36. Your Second ConclusionTransition gracefullyAvoid saying if there are noquestionsSummarize and leave audiencewith major points of thepresentation 37. PracticingPracticePractice in front of colleaguesVideo or audio tapeTime yourselfCheck the pronunciation of wordsAvoid words that make you stumble 38. Practicing (2)Failure to practice is the number onecause of poor presentations. 39. Presentation Skills and Techniques 40. An Effective PresenterCommands interest and attentionIs positive and enthusiastic about thesubjectConveys credibility 41. Beginning YourPresentationWalk slowly to the podiumPause and look at your audienceLook friendly and positive 42. Eye ContactMake eye contactLook in all people of the room 43. SpeechSpeak clearly, distinctly, and slowlyCompensate for bad acoustics or noiseAdd emphasis to key wordsStop speaking, if the audience isdistracted. 44. MovementUse your handsAlways stand or sit uprightDo not turn your back or side to theaudienceDo not return to your seat until thepresentation & questions arecompletely finished 45. Negative Body LanguageAvoid: Leaning back in your chair Removing spectacles too often Pointing your finger Scratching Playing with coins, pens, or paper Putting your hands in your pockets Folding your arms 46. Why Cant I Hear You?Keep your mouth close to the microphone at all times! 47. Overcoming FearBecome comfortable with yourpresentationBecome comfortable with thespeaking venue and logistics 48. Overcoming Fear (2)Arrive earlyUse strategic pauses and positivegesturesSpeak slowly and clearlyChannel your nervous energy intopassionBreathe! 49. Handling InterruptionsAnswer questions to clarify onlyPostpone answering questions thatrequest more detailDo not get diverted 50. Answering QuestionsListen actively, make notesAcknowledge and compliment the questionRepeat the questionKeep eye contact with audienceNod and smileDont be defensiveView difficult questions as an opportunity 51. Be Yourself!Share your passion for your workPretend you are speaking to aclose friendLet go of stiffness and formality 52. Designing aPowerPointPresentation 53. Basics of PowerPoints andTransparencies: TypefaceSolid block (sans serif)Larger font size for titles than textUpper and lower-case lettersUse color, bold, or italics for emphasis 54. LayoutGenerous marginsText & image: 75% of spaceStart at the top-left cornerMost important information at the topFlush-left textConsistent format 55. Avoid Heavy Content6 words per line6 lines per slide36 words per slide 56. ColorBright & intenseDark rooms: dark or light backgroundwith opposite coloring of the textLight rooms: pale background, darktext 57. More on ColorUse only 3-4 colorsPretest a sample for projection qualityGroup arguments that are relatedDifferentiate parts of a drawingBe consistent 58. In-house Seminars 59. Logistical Arrangements Podium Microphone type Visual aid equipment Hand-outs 60. Room Set-upConfirm the number of participants10-15 people round table with a fronttable20-30 people U-shape arrangementwith a front table30> people Classroom arrangement 61. ModeratingIdentify the chairperson/ moderatorInstruction sheetTitle of seminarPresenters nameBio-sketch of presenterTime allowed for presentation and Q&AsessionList of participants 62. EvaluationsSpeakers abilityRelevance and substance of theseminarVenueOrganization 63. Communicatingwith the Media 64. MediaReaches policymakers and donorsIncreases the credibility of your researchGives the impression of importanceCreates public awareness & public action I saw it on TV, so it must be true. 65. Basic Principles Media 66. Basic PrinciplesFocus on influential media:National and major city dailiesNational news programsRegional newspapersFinancial newspapersWeekly policy magazines 67. What Type of Media? Articles News shows Interview programs Editorials Commentaries Letters to the editor 68. How to Identify KeyJournalistsLook for articles relating to yourresearch in targeted media outletsConduct web searchesRead from hard copyBuy a media directory 69. Media DatabasesMaintain a database of key contactsand update regularly to track:Their interestsWhat articles theyve written about yourorganization and its researchEach time youve contacted them 70. Principles of Working withthe PRESS Persistence Relationship Education Sensitivity Selectivity 71. PersistenceKeep trying to reach journalistsDont take it personallyLeave messagesKeep after them 72. RelationshipTry to meet in personEstablish trustMaintain contactProvide information on a regular basis 73. EducationFew specializeYour job is to educateBe a resource 74. SensitivityDont waste their timeDo you have a moment to talkBe prepared with a succinct talkAlways be politeCorrectly spell their namesLearn about their work 75. SelectivityWhen approachingExciting news topicsAvoid bombardment 76. If You Follow ThesePrinciplesyou will succeed! 77. How to Call a JournalistEngage his/her attention quickly:Introduce yourselfDo you have a moment to talk?Compliment their coverageFind the news hook 78. How to Call a Journalist (2)Make your pitch Cite the main messages of your research Ask for a meeting Allow the journalist to ask questions 79. Never call a journalist without practicing your pitch. 80. News Conferences 81. Press Conferenceor Briefing?Press conference only forimportant, major new findingsPress briefing smaller, moreinformal discussion of researchissues, over lunch or refreshments 82. Choosing a VenueSuitable meeting room in your owninstitutionLocation convenient to journalistsRooms should not have obstructionsRoom should be small -- crowded isgood 83. Set-upTable at entranceSign-in sheet for journalistsPress kitsReport copiesRoom set-upSeat around a tableTheater style 84. Inviting JournalistsPrepare guest listSend invitations 7-14 days in advanceMake follow-up callsTrack acceptance and declines 85. The InvitationVery brief -- must fit on one pageInclude contact informationConcisely explain: Who What Where When Why 86. Speaker GuidelinesKeep presentations simpleNo more than 4 - 5 speakersNo more than 4 - 5 minutesDont use PowerPoint 87. Choosing SpeakersPick the best speakers not thebest experts to presentChoose a good moderatorEnsure diversity of speakers:GenderRaceNationalityAge 88. Keeping on MessageGive talking points to all speakersRehearse presentationsPrepare answers to difficult questionsRole play 89. Press KitsNews releaseBios of speakersGraphics: photos, charts, mapsFact sheetsInformation about your organizationExecutive summary of research 90. Format of Press Releases Print on organizational letterhead, include: Date of release Contact information No more than 3 pages long Print only on 1 side of paper Double space 91. Content of Press Releases Base content on main messages Use simple language Explain technical terms Avoid company and self-promotion 92. Content of Press Releases (2)Write it as a news storyFirst paragraph--key news pointsQuotations may state opinions --restof text must be facts only 93. ExerciseUsing your current research, write a press release. For an example, see Appendix D. 94. Follow-upFollow-up with attendees by phone ore-mailMonitor press coverageUse press-clipping service, if possibleKeep contact with important journalists 95. Press Interview 96. Press InterviewSelect a programAsk for an interviewPrepare for the interviewGive the interviewListen to the interview 97. Select a ProgramInfluential programsMake sure you know the details: When is it broadcast? Is it live or pre-recorded? How long are the interviews? What is the interviewer like? Does it have a political perspective? 98. Ask to be InterviewDevelop a very short talkPractice before you callCall the host or producer 99. Prepare for the interview Identify main messages Write messages on note cards Anticipate questions & develop answers Ask for a list of questions in advance 100. Give the InterviewGive short answersAvoid jargonDont answer questions that arebeyond your knowledge or expertiseI dont knowDo not speculate 101. Direction of the InterviewYour job is to get your message acrossIf the questions take you off track, usetransitions likethe most important issue here is...but what I think we need to focus on is 102. Body LanguageIs important even if the audience cantsee youSmile and use gesturesSit up straight 103. The Surprise InterviewGather your thoughtsGet the journalists business cardKnow when it will be broadcasted If youve practiced speaking your main messages, spontaneous interviews willnot be a problem. 104. Listen to the InterviewLearn from the experience:Listen to the broadcast,Listen from the web site,Request a tapeAsk your colleagues for constructivefeedback 105. Opinion Pieces 106. How to Writean Opinion Piece Engage Propose Illustrate Call to Action 107. Engage Your ReaderStart with a startling fact, a visceralimage, or strong statement of a serious problem 108. ProposeMake a proposal, suggesting anapproach or solution. 109. IllustrateHow will the proposal work?Why is it important 110. Call to ActionCall on government leaders,policymakers, or others to take a specific action. 111. How to Submit an Opinion PieceCheck publications guidelinesLook at other opinion piecesCommentaries about 750 wordsLetters to the editor 100-250 wordsIf possible, submit by e-mail 112. Writing StyleWrite with passionAvoid jargon and acronyms 113. Communicatingwith DevelopingCountry Governments 114. One-on-One 115. Meeting PolicymakersProactive StrategyIdentify & understand key opinion leadersIdentify & understand key civil servantsMonitor legislative & policy trendsInform them of your issuesBrief institute on emerging issues 116. PreparationPrepare an agendaCirculate highlighted papers in advanceInvite the right peoplePrepare meeting room & equipmentOrganize food & drinksClarify roles of chairperson, secretary &participants 117. Meeting with Policymakers Get information Give information Establish policy information needs Ask what, when, where, how, and who Diplomatically ask why Be punctual 118. PolicyCommunicationWrite-upsPolicy Memoranda and Policy Briefs 119. Policy MemorandaPurpose Inform policymakers What do I do next?Format Simple language Easy to read 120. Policy Memoranda: ContentIdentify key policy problemsDiscuss why a solution is neededShow consequences of inaction 121. Policy Memoranda: Content (2)Explain research objectivesData type and data sourceMethodologyResultsPolicy options and their consequencesEnd where you started 122. ExerciseUsing your current research topic,write a policy memoranda. For anexample, see appendix F 123. Policy BriefsContent Research results Policy implications Contact informationFormat 1-2 pages Lay language Use directly quotable statements 124. ExerciseUsing your current research, write apolicy brief. 125. Communicating with InterestGroups 126. What Groups to Target?Assess each group according to: Positions on issues Personalities of leaders ConstituenciesBe prepared to respond to criticism 127. Last Words 128. Importance ofCommunicationsGood research alone is insufficient To have impact, it must becommunicated to the right people 129. Critical Steps to Remember Before you communicate:Clarify your messageTarget your audienceStrategize your approachPractice speakingDisseminate widely 130. Anyone can learn effectivecommunications. The more you do it, the better you get