hey found that three conditions are key: a majority that is flexible with their views, a minority that is intractable, and a critical threshold wherein about a tenth of the population advocate the minority opinion. They also saw that the time it takes to reach social consensus drops dramatically as the minority grows past this tipping point,
Communicating research in the age of style
Communication & Research in an age of Style1 Exploring how KM and Communication can support your RIU project get more interest from donors and partners1 hat tip to Hastings Chikoko
What are the triggers?The tipping point for creating a revolution is 10%!
Ignorant Target groups... Scientists... ... will gladly ...possess all change theirexpert knowledge attitudes and and scientific behaviour wisdom accordingly
Difference between conventional research communication & Communication for R4DArea Conventional Research Comms Communication for R4dObjectives Contribute to bodies of Change perceptions and behavior, contribute knowledge to development processes Inform and provide informationTargets Researchers, scientists, Multiple actors (farmers, planner, policy academics makers, private sector, NGOs, etc)Methodology One way, mechanistic Two way, iterative process – multiple actors Passive involved, participatoryStrategies Publish in journals Facilitation, interaction and engagement Attend scientific meetings Use multiple channels, products – what works Message focused for the audience we are trying to focus on Hand over information to Focused on use rather than production media/Public InformationWhen At end of research process Continuous process where communication is seen as a process for deriving shared meaning
Why communication is important• Research and development institutions are being challenged to demonstrate a poverty orientation (pro-poor), show impact and ensure results are cost-effective.• Research generation is not more important than research utilization: both are equally important.• Knowledge management and communication make the big difference.
Networks & Partnerships: like a value chainLeverage networks and partnershipsMaximize opportunities within these networks toestablish relationshipsLooks at impact pathways, who we want toinfluence, what we want to change Next End Research users users
Elements to CPWF KM M&E Process and Outcomes Communication Information Management (supporting changes Data collection identified in impact pathways) Information bits
Approach to KMProcesses Packaging Partnerships Power:information = power
What we have to offer you• Information management and knowledge sharing systems: – Yammer & e-letter – Youtube/slideshare/etc – Document Repository: CG-Space linking all your documents to the CG repository
Resources and support for external communications• Support from the Basin I can’t reach it still. I need communicators something• Media/Journalist work longer• Linkages to global events, i.e. COP17, WWW, WWF• Visual identity guidelines• Planning on Com dev or policy communication processes
Vehicles to publish your materials • Working papers • Field stories • Briefing notes • Blogs • CPWF E-letter
What we would expect from you• Each project should try to set aside 10% of budget for communication (materials, partner workshops, etc)• Contribute to the information management systems: – Flickr, Youtube, slideshare, Cgspace• Contribute to the our different communication vehicles – Contributions to e-letter – Contribution to different CPWF series: working papers, briefing notes, outcome and field stories series
Linking communication plans to OLMs and Milestone plans Theories of •What we want change to change Impact •How we will go about the pathways change Communication •How to support plans linked to research to milestones achieve impact Research • What research we strategies will carry out
Discussion• What are your own communication needs? What support would you like?• How should RIU engage with BDCs and/or global level – what communication linkages should be in place• How can we use communication to enhance linkages to partners/donors to continue the RIU work or become part of it?