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Communications Strategy for the International Potato Center
 

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 ...

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 Communications Strategy for the International Potato Center Presentation Transcript

    • 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
    • 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.”
    • What is impact?
      • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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 …
    • 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