CPWF, Research into Use (RIU) inception / review workshop, Bangkok, 25-28 Oct. 2011, Communication and knowledge Management in support of your research, Michael Victor

1. Communication & Research
in an age of Style1
Exploring how KM and
Communication can support your RIU
project get more interest from
donors and partners
1 hat tip to Hastings Chikoko

2. Don’t be such a scientist
‘Don’t be such a scientist: talking substance in an age of style’(Island
Press 2009), Randy Olsen, marine biologist and film maker :
Scientists should pay more attention to how they communicate their
work. They should focus not only on substance or content, but much
more on the style of communication: “….communication is not just
one element in the struggle to make science relevant. It is the central
element. Because if you gather scientific knowledge but are unable to
convey it to others in a correct and compelling form, you might as
well not even have bothered to gather the information”

3. What are the triggers?
The tipping point for creating a revolution is
10%!

4. Ignorant Target
groups...
Scientists...
... will gladly
...possess all
change their
expert knowledge
attitudes and
and scientific
behaviour
wisdom
accordingly

5. Difference between conventional research
communication & Communication for R4D
Area Conventional Research Comms Communication for R4d
Objectives Contribute to bodies of Change perceptions and behavior, contribute
knowledge to development processes
Inform and provide information
Targets 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, participatory
Strategies 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 Information
When At end of research process Continuous process where communication is
seen as a process for deriving shared meaning

6. 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.

7. We are here
Dr. Peter Ashton, CSIR 7

8. Networks & Partnerships: like a value
chain
Leverage networks and partnerships
Maximize opportunities within these networks to
establish relationships
Looks at impact pathways, who we want to
influence, what we want to change
Next End
Research
users users

9. Elements to CPWF KM
M&E
Process and Outcomes
Communication Information Management
(supporting changes Data collection
identified in impact
pathways) Information bits

10. Approach to KM
Processes Packaging
Partnerships
Power:
information
= power

11. 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

12. 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

13. Vehicles to publish your materials
• Working papers
• Field stories
• Briefing notes
• Blogs
• CPWF E-letter

14. 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

15. 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

16. 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?