This presentation was given by Alison Norwood, of the Institute of Development Studies, at a capacity building workshop on research communications held at IDS in April 2008.

1. Publications – some tips
Date: 08.04.2008

2. Know your audience
Before you get too far into the writing think about …
Format: are you producing a short concise policy
briefing with a direct message, or a more finished
piece like a Discussion Paper?
Tone: the shorter policy briefings are for a busy
audience who want to find the relevant points
quickly. (More on this later.)
Whereas the reader of a Discussion Paper is
looking for substantial research and considered
opinions to further their own work, and has more
time to spend looking at it.

3. Peer review
Check procedures with publisher: what form of
peer review is required? At IDS we request one
internal and one external review – quick and
informal.
Other publishers may have more rigorous and time-
consuming double-blind method.
Make revisions as necessary: take on board
suggested points to tighten up the pacing or style of
writing; or reorder sections into more logical form.
Show that revisions have been made: when
submitting the paper.

4. Submitting papers
Check that your finished paper has all the
necessary elements, as well as being set into the
publisher’s house style …
Prelims: author biographies, abstract, table of
contents, foreword, preface, acknowledgements.
Body of text: introduction, substantive text,
conclusion and recommendations.
End matter: appendices, glossary, references,
index.
Check that the reference list matches the texts cited
within the paper.

5. Design briefs
If you’re commissioning promotional material from
designers and printers remember to …
Draw up a detailed design brief covering:
- Timescales for the overall job
- Budget
- Creativity: fitting within branding guidelines – or
not.
- Practical details: what size and type of paper
(stock) is required, what ink colours, how many
copies.
- Images: supplied or to be sourced?

6. Images
Think about audiences, and format of the
publication. A journal cover needs a long-lasting,
memorable impact; whereas a leaflet requires a
more direct visually-arresting photo.
Be respectful of your subject, ensure their consent
is obtained, and retain their dignity in the final
image.
Avoid stereotyped images, but represent the truth.
Do not misrepresent a subject by cropping.
Always use a caption, and credit the
photographer/agency.

7. Policy Briefs
Date: 08.04.2008

8. Why produce a policy briefing
When you want to reach beyond an academic
audience – Policy Makers
Something topical that you want to disseminate
Something relevant to the audience – that they want
or ought to know
Has policy or practical implications

9. Know your audience
Not always experts
Very busy
Overloaded with information
BUT they do need information and want to feel
informed…

10. What they need
Clear concise information
Very readable and easy to skim
Something that makes them feel informed
Directing them to further information

11. How we can achieve this
Keep a simple and logical line of argument
Make it thought provoking and fresh
Use non-specialist language
Use bullet points
Show evidence and use real world examples
Be decisive but not opinionated
Give clear conclusions
Create Terms of Reference for authors and editors
and brief them thoroughly

12. A thought about images
May be the decider…
Keep it interesting
Use a pithy caption
Don’t forget credit
Use graphics to make information clearer

13. Try to avoid
Assumed knowledge
Academic jargon
Long words, sentences and paragraphs
Information overload
Dull pictures (workshops, meetings etc.)