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Module 2: Strategic Communication

In the Strategic Communication module participants learn how to be strategic in their policy communication approaches in order to influence policy change. The focus is on identifying communication objectives and key audiences, and crafting evidence-based messages that are relevant to a policy change goal. These steps form the foundation of a communication strategy. Participants practice these steps through both small group exercises and individual exercises based on their own research. The concepts introduced in this module are key to successfully understanding and applying the skills taught in Modules 3 through 8. This module contains two sessions directed toward those who do not have a strong foundation in research, yet want to ensure that their advocacy messages are evidence-based.

At the conclusion of this module, participants will be able to:

  1. Identify a policy change goal.
  2. Write communication objectives.
  3. Identify key policy audiences.
  4. Describe the differences between research findings, implications, and recommendations.
  5. Write policy relevant implications and recommendations based on evidence.
  6. Develop evidence-based policy messages with SMART recommendations.

At the conclusion of this module, participants will have developed their own:

  1. Communication strategy including policy change goal, communication objectives, and key audiences.
  2. Evidence-based policy messages.
  3. A 60-second soundbite of their research.

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Components

Strategic Communication I: Policy Goal, Audiences, & Objectives (SC1L)

Time: 30 min.

In this presentation, participants are introduced to the first steps in a policy communication strategy—policy goal, audiences, and communication objectives.

Components

Presentation

Facilitator Guide

Required Preparation

MEASURE, 2009

Smith et al., 2015

Creating a Policy Goal & Communication Objectives & Identifying Audiences (SC2A)

Time: 20 min. or homework

This exercise asks participants to apply what they learned in the Elements of Strategic Communication presentation to their own work, identifying a policy change goal, target audience, and communication objective.

Components

Worksheet

Facilitator Guide

Using Data for Advocacy (SC3L)

Time: 1 hr.

This presentation focuses on how evidence can improve advocacy messages. Participants who are not researchers or familiar with research data gain an introduction to resources for adding evidence to their advocacy messages.

Components

Presentation

Facilitator Guide

Finding the Evidence (SC4A)

Time: Varies

Participants use the resources identified in the Making Advocacy Evidence-Based presentation to select relevant data and indicators for their advocacy products.

Components

Worksheet

Facilitator Guide

Strategic Communication II: Messages (SC5L)

Time: 45 min.

This presentation walks through the final steps of a communications strategy and focuses on the foundations of a policy communication message: key findings, implications, and recommendations. Participants learn how to formulate and package effective messages.

Components

Presentation

Facilitator Guide

Crafting Evidence-Based Policy Messages (SC6E)

Time: 1 hr. 30 min.

Participants apply their understanding of findings, implications, and recommendations through a group exercise with a research case study.

Components

Small Group Exercise

Facilitator Guide

Required Preparation

Read Ethiopia Case Study

Read Kenya Case Study

Elevator Speech (SC7E)

Time: 45 min.

Participants develop advocacy messages further by packaging findings, implications, and recommendations into a 60-second soundbite for a policymaker. This exercise is based on a case study and builds on the message content developed in session SC6E.

Components

Small Group Exercise

Facilitator Guide

Required Preparation

Complete small group exercise from session SC6E

Evidence-Based Policy Messages: Individual Work (SC8A)

Time: 45 min. or assign as homework

Participants work with their own research topic to select policy-relevant findings and write implications and recommendations. Participants benefit from an understanding of the policy landscape from Module 1 and having identified audiences and communication objectives during earlier sessions of Module 2.

Components

Worksheet

Facilitator Guide

60-Second Soundbite (SC9A)

Time: 30 min. or assign as homework

Participants practice developing advocacy messages with findings, implications, and recommendations to their own research.

Components

Worksheet

Facilitator Guide

Supplemental Activities

Working Group Session 2 (SCS1G)

Time: 2 hrs.

This session allows participants to meet in small groups and receive detailed feedback from peers and a facilitator about their policy goal, objectives, audiences, and messages.

Components

Facilitator Guide

Required Preparation

Worksheet used in exercises SC2A and SC8A