Harnessing research for development to tackle wicked problems - Water Scarcity, Livelihoods and Food Security - page 66

Research and communications in engagement strategies
The CPWF Communications group worked with researchers to foster engage-
ment with decision-makers to help translate research outputs (information) to
development outcomes (changes in decision-maker policy or practice). R4D
requires researchers to learn new skills to communicate, including brokering,
knowledge sharing and the ability to tailor their presentations to different
audiences and different contexts (Table 3.2). The emphasis was to ensure that
communication processes were linked to the change identified in impact
pathways. R4D communication includes the needs of conventional research,
but in R4D, materials are focused on supporting changes identified along the
impact pathways. The divisions between “users of research” and participants in
the research often become blurred. This is different from carrying out isolated
studies and then packaging messages to end users in the expectation they will
use and adopt them.
In the examples below we show how the CPWF used communication
strategically to enhance research outcomes.

Table 3.2 Different needs for communication in conventional research and in R4D
research.

Area Conventional research Communication in R4D

communication (includes column 2 as well)

Objectives To inform and provide Change perceptions, discourse,

information policies and behaviors, contribute

to development processes

Targets Researchers, scientists, Multiple actors (farmers, planners,

academics policymakers, private sector,

NGOs)

Methodology One-way Two-way; multiple actors involved

Passive Participatory

Engaged and active

Strategies Publish in journals Strategic communication linked to

Attend scientific meetings changes in knowledge, attitudes and

Message-focused skills of the intended audience

Hand over information to Seen as part of the social sciences

media, public information Use multiple channels and products

Focused on use (outcomes) rather
than production and reach
More co-creation

When At end of the research Continuous process where

process communications is seen as a process

for deriving shared meaning,
putting due emphasis on regular
learning and sharing

Source: Victor and Baca (2011).