A strategy for CIP Paul Stapleton Head, Communications and Public Awareness Department (CPAD) Communications – creating interest, achieving understanding CIP Board Meeting 2009

Why communicate? Proactive and well-targeted communications ensure that the results of research by CIP and its partners have impact Output Outcome

Proactive and well-targeted communications ensure that the results of research by CIP and its partners have impact

Why impact? Donors measure impact in terms of the benefit it brings or the effect on beneficiaries “… 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.” “… 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.”

Donors measure impact in terms of the benefit it brings or the effect on beneficiaries

“… 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.”

“… 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.”

What is impact? Credible evidence Facts Improvements in status

Credible evidence

Facts

Improvements in status

Example of impact 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 = output 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 = outcome

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

= output

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

= outcome

What is our communications goal? By 2018, CIP is recognized by all stakeholders as a center of excellence and partner of choice in potato and sweetpotato research for development

By 2018, CIP is recognized by all stakeholders as a center of excellence and partner of choice in potato and sweetpotato research for development

Who are our audiences? CIP’s research scientists Research and development partners Policymakers CIP’s community [The CGIAR Consortium] Donors and investors Media and general public

CIP’s research scientists

Research and development partners

Policymakers

CIP’s community

[The CGIAR Consortium]

Donors and investors

Media and general public

What are our messages? CIP achieves impact CIP is a global center of excellence in research for development CIP is a partner of choice for donors

CIP achieves impact

CIP is a global center of excellence in research for development

CIP is a partner of choice for donors

Medium-term Objective 1 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 CPAD fully staffed Corporate identity Websites Audiences surveyed Staff supported

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

CPAD fully staffed

Corporate identity

Websites

Audiences surveyed

Staff supported

Medium-term Objective 2 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 Dissemination CIP’s research outputs Research material available

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

Dissemination CIP’s research outputs

Research material available

Medium-term Objective 3 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 Coordination with Resources Mobilization Donor-specific products

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

Coordination with Resources Mobilization

Donor-specific products

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

What are our products?

Website

Products Insert images …

Insert images …

Key staff positions for CPAD Head, CPAD Spanish editor/writer Science writer (English) Executive assistant Chief designer Webmaster Support staff

Conclusions Communications creating interest achieving understanding reaching goals

Communications

creating interest

achieving understanding

reaching goals