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Communications Strategy for the International Potato Center
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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 …

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 This version is unfinished but comments are very welcome.

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  • 1. A strategy for CIP Paul Stapleton Head, Communications and Public Awareness Department (CPAD) Communications – creating interest, achieving understanding CIP Board Meeting 2009
  • 2. Why communicate?
    • Proactive and well-targeted communications ensure that the results of research by CIP and its partners have impact
    Output Outcome
  • 3. 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.”
  • 4. What is impact?
    • Credible evidence
    • Facts
    • Improvements in status
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 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. What are our products?
  • 14. Website
  • 15. Products
    • Insert images …
  • 16. Key staff positions for CPAD Head, CPAD Spanish editor/writer Science writer (English) Executive assistant Chief designer Webmaster Support staff
  • 17. Conclusions
    • Communications
      • creating interest
      • achieving understanding
      • reaching goals