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Start Spreadin’ the News Disseminating Research to “Practitioners”

Start Spreadin’ the News Disseminating Research to “Practitioners”. Christopher B. Swanson Director, Research Center Editorial Projects in Education Presentation for IERI Annual Principal Investigators’ Meeting Washington, DC – August 26, 2005. A (very) Brief Personal History .

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Start Spreadin’ the News Disseminating Research to “Practitioners”

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  1. Start Spreadin’ the NewsDisseminating Research to “Practitioners” Christopher B. Swanson Director, Research Center Editorial Projects in Education Presentation for IERI Annual Principal Investigators’ Meeting Washington, DC – August 26, 2005

  2. A (very) Brief Personal History • Academic Pedigree • Sociologist of Education • Post-doc at R&D Center • Exposure to applied research • Think Tank • The DC policy scene • Research Director at a Newspaper • Sort of …

  3. No One-Size-Fits-All Solution • Crafting an effective dissemination strategy depends on many factors • What works in one situation may not work in another • Will highlight some issues to consider • Questions to ask your self • Offer some lessons from personal experience • More and less effective outreach

  4. Reaching Out to “Practitioners” • What is a practitioner? • Not a researcher • Not a policymaker • Traditional practitioners • Teachers • Administrators • What is the best way to reach a practitioner? • Directly • Through an intermediary

  5. The Indirect Approach • Best way to reach practitioners may be to target allied groups and networks. The Press Philanthropy Community Advocates Membership Organizations Program Developer Administrator Teacher

  6. Types of Research • What kind of research to you have to share? • Indicators Reporting • Analytic Study • Qualitative/Quantitative • Basic/Applied/Policy Analysis • How much sex appeal? • Beauty is in the eye of the beholder • How timely is the work? • How much of a connection to policy and/or politics?

  7. Goals of the Research • Research can serve many purposes • What are you trying to accomplish with your work? • Create new knowledge • Identify problems • Highlight solutions • “Stirring the pot” • Getting tenure or getting the word out?

  8. Crafting and Recrafting the Message • What are you trying to say? • Know your audience(s) • Ultimate targets • Intermediate targets • May have to frame issues different ways so that your audience … • Understands what you are saying • Understands why what your are saying is important • Need to “sell” it? • Don’t be shy

  9. Setting Your Sights • Think about how high to aim • Does the research have inherently local/national orientation? • EEPA or Ed Week? • Everyone wants to get in the Times, but … • Does your audience read the Times? • Most effective communication strategy might not be the most effective way to get tenure

  10. “All Politics is Local” • All practice is local too • Applicability of research to audience’s “local” context needs to be clear • Everyone wants to get in the Times, but … • Does your audience read the Times? • Local media can be more accessible and receptive • EEPA or Ed Week? • Most effective communication strategy might not be the most effective way to get tenure

  11. Partnering Up • Sometimes targets for research can become partners for dissemination • Advocacy groups • Foundations • Strange bedfellows and comfort levels • Choose your partners wisely • Advocates and researchers don’t always speak the same language • Will need to arrive at consensus messaging • Toeing the party line

  12. The Whole Package • Hope for the Perfect Storm • Timing can be everything • Luck doesn’t hurt either • Lay the groundwork • Reach out to key parties early (if you can) • Multi-stage Messaging Strategy for a 1-2-3 Punch • The Headline • The Whole Story • The Follow-Through • Learning how to say “Yes” • Be available and be patient

  13. Three Tales From the Trenches • Academic Publication – Standards Based Reform • “Write it and they will come” • Mother was excited, Friends called, but … • National Study on Graduation Rates – Losing Our Future • The Full Monty – News Conference Event • Partnered up (one of partners brought checkbook) • Strong coverage in national media • Very wide coverage in local press • Framed the issue as “crisis” • Local Follow Through – Confronting the California Graduation Rate Crisis • The Half Monty • Taking the show on the road (with the Usual Suspects) • Research/Advocacy/Policymaker Conference • Very strong coverage in CA media outlets • Secondary pick-up in national press

  14. Contact Information • How to reach me: • Christopher Swanson Director Research Center Editorial Projects in Education cswanson@epe.org www.edweek.org/RC

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