GFAR webinar "building a bridge between scientists and communicators"
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These is the slide deck of presentations used during the webinar "Building a bridge between scientists and communicators" This webinar was organised by GFAR It was introduced in this blogpost: https://blog.gfar.net/2017/01/03/webinar-scientists-and-communicators-friends-or-foes/ The video recording of the actual webinar can be found on our Youtube channel: https://youtu.be/HK8Q0JgAaGQ
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GFAR webinar "building a bridge between scientists and communicators"
- 1. Webinar “Building a bridge between Communicators and Scientists” Organized by GFAR
- 2. Webinar structure: • Marjana Westergren: scientists view • Marianne Gadeberg: building the relationship with scientists • Q&A • Boris Rantasa: motivation and shifting attitude • Valérie Poiré: strategic comms planning with scientists • Peter Casier: building empathy • Q&A
- 3. The Scientists’ View Marjana Westergren Slovenian Forestry Institute
- 4. Building the Relationship with Scientists Marianne Gadeberg Freelance Communications Consultant WLE, CGIAR
- 5. subversive səbˈvəːsɪv/ adjective 1. seeking or intended to subvert an established system or institution
- 10. MOTIVATION AND SHIFTING ATTITUDE TOWARDS COMMUNICATING Boris Rantaša, Slovenian Forestry Institute
- 11. WHERE TO BEGIN? How to start from nothing?
- 12. Starting out as a comms manager • Get familliar with project plan, goals and deliverables – what is my job? • Place focus on goals, and everything else will fall in place • Example: Apparances on national TV • Take in account your own specifics/specifics of your project team • Begin work!
- 13. Begin preparations • Are we up to the challenge? • If not, research, get educated, get help • Create a story and develop it with your team (simplify, but don‘t lie) • Test your story out (see if its publish-worthy)
- 15. CREATING BEST PRACTICES Positive examples will „start the machine“
- 16. Ingredients • Publication-worthy story • Team members with positive attitude (Face or faces for your story) • Educate, prepare and support your team members • Promote your story (create opportunities) • Take advantage of opportunities • Always be prepared to fill in
- 22. MOMENTUM When the „machine“ will run, good results will come
- 23. National TV appearance • Refined and tested story • Good public speaker (personality) • Pitching (with greater ambitions than before) • Success from before motivates other scientists to appear • If possible, show scientists in their „natural“ environment – forest, laboratory – less stress, more room for error • If possible, use your best speaker for the studio
- 27. 9 PRINCIPLES 9 principles for being a successful communications/ dissemination manager
- 28. 9 principles • Create a strategy and focus on your goals. Always have your general course and final goal in mind. Don’t stray too far from them and constantly re-evaluate your efforts to get closer. • Foster great relationships. Relationships are in my opinion the real currency in this business. Without sympathetic, like- minded co-workers, partners and journalists it is very hard to “penetrate” the media landscape and impossible to finish great projects. Understanding and empathy go a long way in nervous moments. It’s always good to have friends. • Build interesting stories. Interesting/relevant stories will attract co-workers, friends, followers, and the media to your project/research. They will also get your content published faster than funds and connections.
- 29. 9 principles • Stay active and always be on the lookout for new opportunities. You might be somewhere with a clear set of aims/goals, but be ready to change/complement them if a new opportunity arises. You never know when your next big “score” might hit you in the face. • Take advantage of your opportunities. Great opportunities usually only come once. Try to recognise them and don’t be afraid to “roll the dice” when your think one’s there. • You’ll get nervous. And that’s normal. Project management and public speaking are very stressful. It gets easier with experience, but it’s never easy. However, it’s very important to learn how to effectively manage stress. Most of us have to learn that lesson the hard way.
- 30. 9 principles • Preparation is key. Prepare, train and rehearse to make sure you do the best job possible. After a public appearance, you don’t want that voice in your head telling you that you could have prepared better. • Be flexible and always try to stay positive. Sometimes things might not go your way. That only means you need to re-adjust your course. Each failure is a learning experience, what doesn’t kill you makes your stronger, etc. etc. • Always be ready to learn. Last but not least. Set aside a few hours per week to take courses, explore new tools and read up on the current trends. These hours are rarely wasted.
- 31. Thank you. Keep in touch! boris.rantasa@gozdis.si https://rantasa.me/ https://www.facebook.com/boris.rantasa https://twitter.com/borisrantasa https://si.linkedin.com/in/borisrantasa
- 32. Strategic Communication Planning Helping scientists manage change for better impact Valérie Poiré, Editorial and Multimedia Services Manager, CIFOR
- 33. Why scientists and communication? • This is about strategic planning from the get-go. • To facilitate the adoption of their research results by users. • For increased impact by preparing and packaging research results to overcome user resistance e.g. lack of awareness, motivation or know-how. • To support their theory of change: using communication to foster changes in knowledge, attitudes and practice. • To embed communication in their research agendas, get user feedback, and generate buy in.
- 34. Program/project success goes further than delivery of research results… To achieve impact (development outcomes) scientists need to ensure uptake of research results by users: • NGOs • Extension agents • Development organizations • Farmers associations • Farmers • Policy/decision makers • Governments • Research institutions • Value chain actors • Private sector • Etc… For better impact
- 35. Program/project success goes further than delivery of research results… The work of CGIAR scientists is evaluated by measuring how results contribute to development outcomes this way: Research result X used by research organization Y and development organization Z. This means that research results are considered successful if they are adopted and used by others. For better impact
- 36. Communication can facilitate sustainable adoption and uptake of research results by: Communication for adoption • Raising awareness & increasing knowledge Knowledge: Are users aware of and do they understand what the result is? • Explaining needs for, and benefits of adopting new ideas/policies/technologies Attitude: do they see how they will benefit from it? How does it meet theirs needs? • Demonstrating and teaching proper use of recommended tools/ technologies/solutions Practice: do they know how to change to adopt the result? What do they need to do differently?
- 37. Planning with scientists to: 1. Identify key research results 2. Link results to expected development outcomes -> SDGs/Grand challenges 3. Identify key users (target audiences), envision how they should use the research result 4. Imagine why they would resist to use it, i.e. what would prevent them from adopting it 5. Identify users’ current and desired levels of Knowledge, Attitude and Practice Communication planning process
- 38. 6. Use strategic communication to address gaps 7. Develop communication plan – objectives, strategies, channels and tactics – to facilitate adoption of research results, and enable two-way flow of communication 8. Develop action plan: lead, timeline and budget Communication planning process
- 41. Considering how we envision them using the research result and the resistance we may encounter, what changes are necessary in terms of Knowledge, Attitude and Practice to enable adoption of result. Communication planning template
- 45. 1. Scientists possess enhanced capacity to plan and use strategic communication to facilitate change management and overcome constraints to adoption 2. Communication activities are “co-owned” by scientists and communicators, planned and budgeted from the get-go, and prepared before research results are ready for dissemination 3. Users are involved in the research process, which gives them opportunities to provide feedback and generates buy in 4. Results are communicated in a more strategic and targeted way that leads to increased adoption by users 5. How results contribute to development outcomes, grand challenges and SDGs is clear and easy to communicate Conclusion
- 46. cifor.org blog.cifor.org ForestsTreesAgroforestry.org “I had never thought about the resistance factors hindering adoption; it changes the way I see research interventions and will modify how I interact with Innovation Platforms stakeholders.” Dr. Oluwole Fatunbi, Acting Divisional Manager for Visioning and Knowledge Management, FARA “I had planned to attend only the first hour of the workshop but I participated until the end. All of our scientists should be taught how to plan and use communication in this way.” Dr. Jean-Claude Bidogeza, Agricultural Economist, AVRDC
- 47. Building Empathy Peter Casier GFAR Community Coordinator
- 48. Empathy “the ability to understand and share the feelings of another.”
- 49. Workshop: Scientists in the shoes of communicators
- 50. Citations in ISI journals of peer-reviewed articles written by the center’s scientists had the biggest jump ever in 2011 ISI Citations Total number of publications downloaded Life of a researcher: citations & downloads
- 51. The power of a blog 340 440 540 640 740 840 07-Jun 27-Jun 17-Jul 06-Aug 26-Aug 15-Sep Before the blog: 3 per day Since then: 7 per day During 3 days after the blog: 35 per day Downloads “Publishing is good. Being read is better.” (Bruno Locatelli) A paper published in the journal Forests (18 Mar 11) A blog article about this paper on the center’s website (16 Aug 11)
- 52. Blog readers’ survey Government representative 6.4% Donor 1.6% Intergovernmental (IGO) representative 3.1% Non-governmental (NGO) representative 17.2% Scientist /Academic 20.4%Private sector worker 11.0% Journalist 4.0% Student 27.6% Other 8.7% Who are they? (2,690 survey respondents) 55% of readers download science articles after reading blog stories 1/3 said blog stories made them think differently about topic
- 53. Give them feedback 1. # blogpost views and comments 2. Click conversion: # downloads/click through’s 3. #Facebook/Twitter views and shares 4. Have a friendly competition
- 54. Question/Remarks