A strategy for CIP  Paul Stapleton Head, Communications and Public Awareness Department (CPAD) Communications – creating i...
Why communicate? <ul><li>Proactive and well-targeted communications ensure that the  results  of research by CIP and its p...
Why impact? <ul><li>Donors measure impact in terms of the benefit it brings or the effect on beneficiaries </li></ul><ul><...
What is impact? <ul><li>Credible evidence </li></ul><ul><li>Facts </li></ul><ul><li>Improvements in status </li></ul>
Example of impact <ul><li>Nearly 70,000 vine cuttings of orange-fleshed sweetpotato have been distributed for planting in ...
What is our communications goal? <ul><li>By 2018, CIP is recognized by all stakeholders as a center of excellence and part...
Who are our audiences? <ul><li>CIP’s research scientists </li></ul><ul><li>Research and development partners </li></ul><ul...
What are our messages? <ul><li>CIP achieves impact  </li></ul><ul><li>CIP is a global center of excellence in research for...
Medium-term Objective 1 <ul><li>By 2018, CIP will be communicating effectively to  all its interested audiences  through a...
Medium-term Objective 2 <ul><li>By 2018, the potato and sweetpotato  research community  will be fully aware of CIP’s scie...
Medium-term Objective 3 <ul><li>By 2018, CIP’s community of  donors, policymakers and investors  will be fully aware of th...
Mapping products and skills Journalistic skills Readability Scientific knowledge and editing skills Scientific content Res...
What are our products?
Website
Products  <ul><li>Insert images … </li></ul>
Key staff positions for CPAD Head, CPAD Spanish editor/writer Science writer (English) Executive assistant Chief designer ...
Conclusions <ul><li>Communications </li></ul><ul><ul><li>creating interest </li></ul></ul><ul><ul><li>achieving understand...
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Communications Strategy for the International Potato Center

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A summary of the draft communications strategy that has been developed for the International Potato Center in Per, for a 15-minute presentation to the Board. The full text can be downloaded from www.cipotato.org/communications. This version is unfinished but comments are very welcome.

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Communications Strategy for the International Potato Center

  1. 1. A strategy for CIP Paul Stapleton Head, Communications and Public Awareness Department (CPAD) Communications – creating interest, achieving understanding CIP Board Meeting 2009
  2. 2. Why communicate? <ul><li>Proactive and well-targeted communications ensure that the results of research by CIP and its partners have impact </li></ul>Output Outcome
  3. 3. Why impact? <ul><li>Donors measure impact in terms of the benefit it brings or the effect on beneficiaries </li></ul><ul><ul><li>“… 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.” </li></ul></ul><ul><ul><li>“… 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.” </li></ul></ul>
  4. 4. What is impact? <ul><li>Credible evidence </li></ul><ul><li>Facts </li></ul><ul><li>Improvements in status </li></ul>
  5. 5. Example of impact <ul><li>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 </li></ul><ul><li>= output </li></ul><ul><li>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 </li></ul><ul><li>= outcome </li></ul>
  6. 6. What is our communications goal? <ul><li>By 2018, CIP is recognized by all stakeholders as a center of excellence and partner of choice in potato and sweetpotato research for development </li></ul>
  7. 7. Who are our audiences? <ul><li>CIP’s research scientists </li></ul><ul><li>Research and development partners </li></ul><ul><li>Policymakers </li></ul><ul><li>CIP’s community </li></ul><ul><li>[The CGIAR Consortium] </li></ul><ul><li>Donors and investors </li></ul><ul><li>Media and general public </li></ul>
  8. 8. What are our messages? <ul><li>CIP achieves impact </li></ul><ul><li>CIP is a global center of excellence in research for development </li></ul><ul><li>CIP is a partner of choice for donors </li></ul>
  9. 9. Medium-term Objective 1 <ul><li>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 </li></ul><ul><ul><li>CPAD fully staffed </li></ul></ul><ul><ul><li>Corporate identity </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Audiences surveyed </li></ul></ul><ul><ul><li>Staff supported </li></ul></ul>
  10. 10. Medium-term Objective 2 <ul><li>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 </li></ul><ul><ul><li>Dissemination CIP’s research outputs </li></ul></ul><ul><ul><li>Research material available </li></ul></ul>
  11. 11. Medium-term Objective 3 <ul><li>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 </li></ul><ul><ul><li>Coordination with Resources Mobilization </li></ul></ul><ul><ul><li>Donor-specific products </li></ul></ul>
  12. 12. Mapping products and skills Journalistic skills Readability Scientific knowledge and editing skills Scientific content Research outputs Working papers Project proposals Annual Report Newsletter Grant writing Report writing Press releases Media/Web Articles Video Radio Social media
  13. 13. What are our products?
  14. 14. Website
  15. 15. Products <ul><li>Insert images … </li></ul>
  16. 16. Key staff positions for CPAD Head, CPAD Spanish editor/writer Science writer (English) Executive assistant Chief designer Webmaster Support staff
  17. 17. Conclusions <ul><li>Communications </li></ul><ul><ul><li>creating interest </li></ul></ul><ul><ul><li>achieving understanding </li></ul></ul><ul><ul><li>reaching goals </li></ul></ul>
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