Making communication count: a Strategic Communications Framework
IIED Briefing, 4 pages
PDF (271.07 KB)
Published: June 2011IIED Briefing Papers
Many researchers and development actors know that if their work is to benefit people and planet they need to communicate it. But we need to guard against focusing on individual products such as books and briefings rather than thinking about the end goal and what impact we need to achieve. We need to be strategic in how we think about communications. Experience suggests that a Strategic~Communications Framework — which distinguishes approaches based on their underlying purpose be that influencing policy change, mobilising communities, sharing information or raising profiles — can help identify the most appropriate strategy for the purpose at hand and point to relevant tools and tactics to ensure communication activities make an impact.