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Communications 'from the ground floor'

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WonkComms
WonkComms

This document discusses strategies for integrating communications into research from the initial planning stages in order to maximize media coverage and engagement. It recommends designing research around questions that will generate stories on key message themes. During the research process, the document suggests communicating interim findings and tailoring content like infographics, videos and digital formats for different audiences. The goal is to build engagement through retweets, tweets and ultimately media coverage, blog posts, and executive summaries leading up to the full report launch.

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Communications ‘from the ground floor’ FSD Africa @ FSD Kenya with FSD Tanzania, Access to Finance Rwanda & FSD Zambia Richard Darlington Head of News, IPPR @RDarlo
Communications as a ‘bDZ-Dz’
‘From the ground floor’ G: plan 1: design research 2: conduct research 3: ‘trail’ research (interim report?) 4: Launch research 5: Merchandise coverage 6: Reheat research 7: Repeat research
Designing the research with comms Ask questions that generate stories on message themes: • Youth / age / demographics • Women / gender • Family businesses • Jobs / employment • Mobile / technology • Sectors (like agriculture, mining)
Communicate during research
The pyramid of engagement RT Tweet News coverage Blog / op-ed Exec summary Full report Launch event / roundtable seminar @RDarlo #WonkComms
What’s wrong with my pyramid of engagement? RT Tweet News coverage Blog / op-ed THE BIG GAP IS RIGHT HERE Exec summary Full report Launch event / roundtable seminar @RDarlo #WonkComms
The [other] pyramid of engagement RT Tweet Social media graphic News coverage Blog / op-ed Video / animation / podcast ݺߣshare / Prezi Exec summary Infographic Interactive web app Full report Launch event / round table seminar All day / weekend festival @RDarlo #WonkComms
Infographic: single point
Infographic: summary
Infographics: narrative
Animated videos
Digital content distribution channels DON’T FORGET EMAIL!
The Grid (time & space) Dec 2012 Mon 3 – Sun 9 Reg away Mon 10 – Sun 16 14 Darlo on leave Mon 17 – Sun 23 22 Ellie away – 7 Jan 20 Tim in Austria – 28 21-16 Imogen away Mon 24 - Sun 30 Darlo on duty 22-29 Tim on duty 30-1 TBC External news Weds 5: Autumn Statement + Cameron EU speech 11: Census data & Ed M immigration speech (Sarah) 12: Unemployment (inc nationality breakdown) 13-14: EU Council (Fiscal compact) 19: Energy Bill 21-7 Recess Fri 28: Clegg: Women and the Banks Recess ippr stories Wealth taxes story (Kayte) Fiscal targets story (Tony) Social Exclusion under New Labour (Clare) - Randeep Ramesh / Progress & C&YPN SBT (Social Business (Marc/Imogen) PAPER Sun 9: Housing – Observer, Lucy Rock Mon 10: unemployment story Mon 10: Housing & Young People Waites (Jenny/Dalia) PAPER – Spectator blog / ES / BBC London Juncture: Heather Boushey - Staggers Juncture: Jon Curtice: Europe – ConHome Mon 17: Fuel Poverty (Reg) PAPER 17: Juncture: Mike Kenny - Staggers Thurs 20: Juncture: Jackson - LabourList Updated Spending Review slides (Kayte) Sat 22: Banker bonus (Kayte/Graeme) OUT Sun 23: WAAGs story (Dalia) OUT Thurs 27 Juncture: Reich Kamark Fri 28: Living Wage story (Kayte) Sun 30: Migration 2013 (Sarah) – Spectator blog OUT ippr events 5 YP unemp 6 Food Security WI (Glenn) York Mon 10: Dromey/Prisk Tues 11: Families Symposium (Dalia) Tues 11: Fuel Poverty ippr North Thurs 6: #IPPRHE – Willetts & Siobanha (Rick) @RDarlo #WonkComms
‘From the ground floor’ G: plan 1: design research 2: conduct research 3: ‘trail’ research (interim report?) 4: Launch research 5: Merchandise coverage 6: Reheat research 7: Repeat research

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Communications 'from the ground floor'

  • 1. Communications ‘from the ground floor’ FSD Africa @ FSD Kenya with FSD Tanzania, Access to Finance Rwanda & FSD Zambia Richard Darlington Head of News, IPPR @RDarlo
  • 2. Communications as a ‘bDZ-Dz’
  • 3. ‘From the ground floor’ G: plan 1: design research 2: conduct research 3: ‘trail’ research (interim report?) 4: Launch research 5: Merchandise coverage 6: Reheat research 7: Repeat research
  • 4. Designing the research with comms Ask questions that generate stories on message themes: • Youth / age / demographics • Women / gender • Family businesses • Jobs / employment • Mobile / technology • Sectors (like agriculture, mining)
  • 6. The pyramid of engagement RT Tweet News coverage Blog / op-ed Exec summary Full report Launch event / roundtable seminar @RDarlo #WonkComms
  • 7. What’s wrong with my pyramid of engagement? RT Tweet News coverage Blog / op-ed THE BIG GAP IS RIGHT HERE Exec summary Full report Launch event / roundtable seminar @RDarlo #WonkComms
  • 8. The [other] pyramid of engagement RT Tweet Social media graphic News coverage Blog / op-ed Video / animation / podcast ݺߣshare / Prezi Exec summary Infographic Interactive web app Full report Launch event / round table seminar All day / weekend festival @RDarlo #WonkComms
  • 13. Digital content distribution channels DON’T FORGET EMAIL!
  • 14. The Grid (time & space) Dec 2012 Mon 3 – Sun 9 Reg away Mon 10 – Sun 16 14 Darlo on leave Mon 17 – Sun 23 22 Ellie away – 7 Jan 20 Tim in Austria – 28 21-16 Imogen away Mon 24 - Sun 30 Darlo on duty 22-29 Tim on duty 30-1 TBC External news Weds 5: Autumn Statement + Cameron EU speech 11: Census data & Ed M immigration speech (Sarah) 12: Unemployment (inc nationality breakdown) 13-14: EU Council (Fiscal compact) 19: Energy Bill 21-7 Recess Fri 28: Clegg: Women and the Banks Recess ippr stories Wealth taxes story (Kayte) Fiscal targets story (Tony) Social Exclusion under New Labour (Clare) - Randeep Ramesh / Progress & C&YPN SBT (Social Business (Marc/Imogen) PAPER Sun 9: Housing – Observer, Lucy Rock Mon 10: unemployment story Mon 10: Housing & Young People Waites (Jenny/Dalia) PAPER – Spectator blog / ES / BBC London Juncture: Heather Boushey - Staggers Juncture: Jon Curtice: Europe – ConHome Mon 17: Fuel Poverty (Reg) PAPER 17: Juncture: Mike Kenny - Staggers Thurs 20: Juncture: Jackson - LabourList Updated Spending Review slides (Kayte) Sat 22: Banker bonus (Kayte/Graeme) OUT Sun 23: WAAGs story (Dalia) OUT Thurs 27 Juncture: Reich Kamark Fri 28: Living Wage story (Kayte) Sun 30: Migration 2013 (Sarah) – Spectator blog OUT ippr events 5 YP unemp 6 Food Security WI (Glenn) York Mon 10: Dromey/Prisk Tues 11: Families Symposium (Dalia) Tues 11: Fuel Poverty ippr North Thurs 6: #IPPRHE – Willetts & Siobanha (Rick) @RDarlo #WonkComms
  • 15. ‘From the ground floor’ G: plan 1: design research 2: conduct research 3: ‘trail’ research (interim report?) 4: Launch research 5: Merchandise coverage 6: Reheat research 7: Repeat research