Know-How Exchange : Strategy

First, I would determine if the strategy is for internal or external communications.

1.Check external perceptions of your center/program among potential target audiences before you start. Think about how you fit into the external horizon.

2. Provide a statement of your objectives in communicating the project, don't simply restate the objectives of the project itself. Make the objectives clear, simple and measurable.

3. Be clear on the principles of your strategy. Some may be self-evident, like producing honest, credible and cost-effective communications. Think about what you are prepared to do, and not do, as part of your communication strategy.

4. Develop some simple messages and model how these might work in different contexts - a press release, a report, a newspaper article, a website page, an email newsletter ( contact https://www.pepperblue.com for more info). Make sure your project is branded in line with your objectives.

5. Be clear about your target audiences and user groups and prioritise them relative to your objectives.

6. Think about both the actual and preferred channels your target audiences might use and decide if you are planning to use the right ones for maximum impact.

7. A full list of all the relevant communications activities, developed into a working plan is crucial!

8. Make sure the strategy is easy to manage... don't underestimate the time involved in communication.

9. Estimate the time and money involved. Some recommend around five per cent of the total funded research budget should be allocated for communication. Ensure value for money by targeting communication effectively. Also, don't be afraid to hire a "specialist" if necessary.

10. Include some simple evaluation measures at the beginning so that you'll know if and how you have succeeded in meeting your objectives.


Hope that helps!! Good Luck!

I would certaingly agree that you probably need a huge PR presence, but the Issues/Audiences in the 10 point plan above should bring that out anyway.

Thanks so much for all of your feedback and comments.

This is a difficult task as having been in the industry for years and having dealt with the media very closely for years and doing all the normal and even orginal things to ensure communications occur in a timely fashion, a board member feels that we need a strategy over and above the Marketing and Communications Plan that we currently have. It is a unique situation to say the least.

Certainly we meet with the editorial boards, submitt articles, issue releases, have a weekly email newsletter, address industry issues, issue reports and plans as well as have a whole host of plans and timetables that exist.

Thanks again for all of your comments and taking the time to give me your responses.