1 dissemination to policy and decision makers and a wider audience peter j. bates pjb associates...
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Dissemination to Policy and Decision
Makers and a Wider Audience Peter J. Bates
pjb Associates
Email [email protected] http://www.pjb.co.uk
DG Research Kick-off Conference Présentation 12 November 2004
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My Background
2 reports for European Parliament – options for policy makers» Informational Society» Educational Multimedia in Schools
Various studies, R&D & project management covering new technologies and learning
Dissemination activities including 60 Briefing Papers covering socio-economic research in Education and Training http://www.pjb.co.uk/npl/index.htm
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Presenting Results to Policyand decision Makers
Is the most important output of any European funded project
They can create policy to implement your project’s recommendations
….thus adding value to your work!
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Dissemination Process
This should start at the beginning of a Project
Not as an after thought at the end!!
It should be ongoing throughout the project
…. Does provide valuable inputs to the project
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Types of Dissemination - outputs
Website – public - that is kept up to date and creates a “community of interest” – different from networks of excellence
Press releases – start, during and end Newsletter – popular style helps develop the
“community of interest” and keep policy makers informed
Briefing paper – for policy makers (initial, interim and final)
Policy informing workshops
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Dissemination - Website
Make it distinctive – with a house style and a brand (logo) – that appears to all publications
Keep it up to date Use it as a tool to share expertise and attract
those that are interested in your research – community of interest
Example - http://www.neskes.net/workalo/inician.htm
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Dissemination – Press Releases
Identify opportunities that makes your project or aspects of it “newsworthy” – local, national and European context
Think about what “angle” – you can adopt Develop relationships with the press Establish a database of contacts Co-ordinate activities across the project
» e.g. a common press release translated into different languages + local dimension added
Example http://www.pjb.co.uk/pr080903.htm
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Dissemination – Newsletter
Use a popular style – short articles Aimed at informing and attracting attracting
interest – “community of interest” PDF format A4 – 4 pages - that can be
emailed or accessed off the website Example -
http://www.pjb.co.uk/m-learning/Mobilearn%20Newsletter%202.pdf
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Dissemination – Briefing papers
Target - policy and decision makersNeeds to be short – clear and conciseWritten in good, but plain EnglishExample -
http://www.pjb.co.uk/npl/bp13.htm
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Initial Briefing paper
Structure: -» Context of research (linked in with the
“bigger picture” – Key European issues)» Key Issues» Further Information – Full title, website» Research Institutions» Contact
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Interim Briefing paper
Structure: -» Context of research (linked in with the
“bigger picture” – Key European issues)» Initial Conclusions» Initial Recommendations» Further Information – Full title, website» Research Institutions» Contact
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Final Briefing paper
Structure: -» Context of research (linked in with the
“bigger picture” – Key European issues)» Key Conclusions» Key Recommendations» Further Information – Full title, website» Research Institutions» Contact
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Briefing paper - Recommendations
Must be a recommendation not a statement or a conclusion
Must be clear and concise (Use short sentences)
Use plain English not technical phrasesThink about the audience - policy
makers - NOT research community
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Briefing Paper - Recommendations
Most important: -Phrase it in a way that helps the policy
maker know what to do nextGuide the policy makerWhich level of policy makers should be
influenced? European, National Regional, local?
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Briefing paper - Recommendations
Phrases to avoid: - It is recommended that:
» “the European Community……..” » “Europe should……….”» “European Commission should……..”
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Briefing paper - Process
Process is as importantas the product
…. It could reduce the risk having to revise final reports
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Briefing paper - Process
Helps to clarify the: -Broader contextKey IssuesKey ConclusionsKey Recommendations
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Briefing paper - Process
Working backwards - Briefing paper (4-6 pages) provides a useful checklist for further detail in the: -» Executive Summary» Interim and Final Reports» Thematic Reports
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Dissemination – document Flow
Think about the re-usability of content from different documents
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Dissemination – document Flow
Project Summary
Press Briefing Paper Website
releases
Executive Summary
Final Report
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Dissemination – Other Formats
To illustrate key issues and results
where possible make use of: -Diagrams and graphicsPerhaps simulations
» Helps explain complex cause and effect relationships
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Dissemination – organisation
Suggestion - appoint an overall External Relations coordinator who: -» Has a good spoken and written English» Can write in plain English» Is able to write about complex issues in a non-
technical language» Can write for different audiences» Can seek out useful “angle” for spreading results» Is senior enough to act as a spokesperson and
capable of speaking to senior policy makers and the press
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Thank you for your time
Any Questions?