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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 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>