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1: Playing to your audience

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Usually know audience partially this may need extending with input ... Present in a creative and attention grabbing way (sales technique) Workshop session 1 ... – PowerPoint PPT presentation

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Title: 1: Playing to your audience


1
1 Playing to your audience
  • Getting a message across and achieving more

2
Workshop session 1
  • Two way communication
  • Who is your audience how do you define that?
  • Usually know audience partially this may need
    extending with input from funder
  • What is the question/message?
  • Who do you actually want to listen?
  • Communication plan
  • Early engagement of stakeholders help scope work
    (its often too late)

3
Workshop session 1
  • Does that audience want to listen?
  • What are their interests/motivations? engage
    their interest
  • Dont make assumptions (they may know more than
    you!)
  • Speak their language (e.g. scientists to policy
    makers/funders)
  • Do you need a go-between if you cant speak their
    language?
  • Develop relationships - trust

4
Workshop session 1
  • Disseminate an output or communicate an outcome?
  • What will this research lead to? - context
  • Trust is built on being reliable, giving updates,
    understanding expectations, listening to feedback
    and acting on it
  • Is the mechanism in place to enable stakeholders
    to be engaged with you?
  • First understand before being understood

5
Workshop session 1
  • Do they need to understand the science or just
    how it will affect them?
  • They will have a need a problem that needs to
    be solved, an improved vision, etc.
  • Context - What are their working methods,
    systems, processes, tools, etc?
  • How will the research fit into the above?
  • How do people like to be communicated to?
  • Present in a creative and attention grabbing way
    (sales technique)

6
Workshop session 1
  • Intelligently pick your medium
  • Multiple audiences for outputs different
    outputs are often needed
  • Review process trust in the outputs
  • Audiences can change (even within the same
    organisation)
  • Availability of researchers for the transition
    period to generate outcomes from the outputs
    funders need to recognise this need, as do the
    researchers in scoping work

7
Workshop session 1
  • Relationship with the audience extends beyond the
    end of the RD where is the true project end?
  • Funders need to see the whole picture

8
Workshop session 1
  • What are the 6 golden rules?
  • Build trust/relationships
  • Tailor communication to your audience
  • Early and full planning
  • Maximise engagement
  • Understand the context
  • Clarity of outcomes/vision

9
Workshop session 2
  • Recognition by RD community
  • Acknowledgement of results from the RD
  • Should we be learning for the sake of learning?
  • Shouldnt we be wanting solve problems?

10
Workshop session 2
  • Stakeholder analysis who are the major players,
    etc?
  • Get to know people
  • What is their baseline of understanding?
  • Get to understand their lives more fully
  • Establishing trust
  • Understand their missions
  • What is important for them to solve their
    problems?

11
Workshop session 2
  • Creating and win-win outcome
  • Communicating with them
  • What will make them pay attention?
  • How will they learn?
  • How to get the message across effectively
  • Face to face communication
  • Learn how they communicate and taylor it
    accordingly
  • Link with other activities and organisations to
    maximise interest (take advantage)

12
Workshop session 2
  • Finding common ground
  • Set up steering group, but this can sometimes be
    a bit late and formal
  • Sometimes need more informal activities
  • Finding time and resources to do it
  • Start early
  • Motivation can be low if too early, but also if
    too late
  • Potentially address different people at different
    stages

13
Workshop session 2
  • Need to start even before the project starts
  • Planned, pro-active process
  • Honesty - Do what you say youre going to do
  • People appreciate you paying attention to them
  • Cultural differences can exist and must be taken
    into consideration (e.g. organisations vs
    individuals)
  • Adapt to recipients or clients culture

14
Workshop session 2
  • Motivation/interests context of message
  • Dissemination is a social process
  • Chink in the armour not being what was expected
  • Timing of radical solutions needs to be sensitive
    you need to show you care
  • Understanding the bigger picture
  • How can we motivate?
  • Should we motivate?

15
Workshop session 2
  • Ask for their help there is often goodwill
    towards researchers
  • Sometimes understanding and trust is enough
    input might be limited
  • Using champions within the community
  • Ownership of the solution

16
Workshop session 2
  • What are the 6 golden rules?
  • Trust
  • Ownership
  • Planning and resources
  • Listening and understanding
  • Connecting and tailoring
  • Look for the win-win
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