Dissemination to Policy and Decision Makers and a Wider Audience

1. Dissemination to Policy and Decision Makers and a Wider Audience Peter J. Bates pjb Associates Email pjb@pjb.co.uk http://www.pjb.co.uk DG Research Kick-off Conference Présentation 12 November 2004

2. 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 Traininghttp://www.pjb.co.uk/npl/index.htm

3. 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!

4. 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

5. 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

6. 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

7. 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

8. 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

9. Dissemination – Briefing papers • Target - policy and decision makers • Needs to be short – clear and concise • Written in good, but plain English • Example - http://www.pjb.co.uk/npl/bp13.htm

10. 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

11. 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

12. 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

13. 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 phrases • Think about the audience - policy makers - NOT research community

14. Briefing Paper - Recommendations Most important: - • Phrase it in a way that helps the policy maker know what to do next • Guide the policy maker • Which level of policy makers should be influenced? European, National Regional, local?

15. Briefing paper - Recommendations Phrases to avoid: - • It is recommended that: • “the European Community……..” • “Europe should……….” • “European Commission should……..”

16. Briefing paper - Process Process is as importantas the product …. It could reduce the risk having to revise final reports

17. Briefing paper - Process Helps to clarify the: - • Broader context • Key Issues • Key Conclusions • Key Recommendations

18. 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

19. Dissemination – document Flow • Think about the re-usability of content from different documents

20. Dissemination – document Flow Project Summary Press Briefing Paper Website releases Executive Summary Final Report

21. Dissemination – Other Formats To illustrate key issues and results where possible make use of: - • Diagrams and graphics • Perhaps simulations • Helps explain complex cause and effect relationships

22. 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

23. Thank you for your time Any Questions?