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 Successful
Communication: A Toolkit for Researchers and Civil Society Organisations
It is sometimes assumed that we need more communication of evidence
within the international development field. This is not necessarily
true. More communication can simply end up as a form of 'pushing
knowledge down a hosepipe, in the hope that at least some of it
will come out the other end'. What we need is far better communication
of evidence within the international development field. This handbook
is therefore designed to help development actors communicate better.
It presents 23 tools (click for list of tools),
divided into the following categories: 'Planning', 'Packaging',
'Targeting' and 'Monitoring'.
Communication is crucial in development - whether in the form of
dissemination, guidelines, prescriptions, recommendations, advocacy,
promotion, persuasion, education, conversation, roundtables, consultations,
dialogue, counselling or entertainment. Sometimes, providing information
is the most powerful strategy available. Information is a tool that
helps people help themselves, in a 'fishing-pole-rather-than-fish'
sort of way. Information is also the lever that people need to hold
government accountable and to ensure transparency in participative
and empowering processes. As one development communicator has put
it 'They say sunlight is the best disinfectant, well let the sunlight
in!'
But communication is often about more than providing information.
It is about fostering social awareness and facilitating public democratic
dialogue. It is about contributing to evidence-based policy, and
about building a shared understanding which can lead to social change.
It is about creating space for the voices of the poor to be heard,
and, ultimately, it is about redistributing power. However, these
positive effects of communication do not come automatically. More
communication does not automatically mean more development. In fact,
in certain situations, disempowering or esoteric communication dynamics
can dramatically hinder development - just think of gender and power
issues, or the provision of incorrect information. This is why it
is important to communicate better. We hope this toolkit can help.
The RAPID programme
This toolkit builds on the previous work and experience of the
Overseas Development Institute (ODI), especially its Research and
Policy in Development (RAPID) programme. RAPID aims to improve the
use of research and evidence in development policy and practice
through research, advice and debate. Previous relevant RAPID publications
include a literature review on communication,
a literature review on knowledge management,
a working paper on knowledge strategies,
and a handbook on 'Tools for Policy
Impact'. A forthcoming complementary toolkit on 'Knowledge and
Learning' may be especially helpful for anyone using the present
toolkit on communication. RAPID is now beginning a process of identifying,
developing and using tools and resources that can help a range of
actors improve their communication. The present toolkit should therefore
be seen as work in progress.
Target audience: researchers and practitioners in CSOs
This toolkit is for researchers and practitioners who wish to
communicate to policymakers. The tools are therefore specifically
geared towards the needs of researchers and practitioners in civil
society organisations (CSOs), including development NGOs, research
institutes, think tanks, universities and networks. The toolkit
addresses the questions of how researchers and CSOs can best communicate
evidence in order to inform or influence policy, to achieve their
own stated development objectives, or simply to make their own knowledge
accessible and understandable to a wider audience.
The tools
This handbook presents work-in-progress on communication tools,
specifically geared towards the needs of researchers. The tools
are grouped under the headings Planning, Packaging, Targeting and
Monitoring Tools - as listed below. Click on the links for access
to information on each tool via the online
version of the Toolkit for Successful Communication:
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