Communication Strategy. Listening to Aboriginal voices and valuing Aboriginal solutions for improving Aboriginal health

Transcription

1 Communication Strategy Listening to Aboriginal voices and valuing Aboriginal solutions for improving Aboriginal health

2 Cooperative Research Centre for Aboriginal Health Communication Strategy Key Theme: Listening to Aboriginal voices and valuing Aboriginal solutions for improving Aboriginal health 1. Purpose This Communication Strategy has been developed to acknowledge and address the challenges faced by the CRCAH in developing and maintaining meaningful relationships. These relationships are either internal with our Partners or external with the Aboriginal health sector and the research and health industries but are of equal importance as we work toward the achievement of the CRCAH Vision of: Sustained improvements in Aboriginal health through strategic research and development. 2. Background The CRCAH commenced in July 2003 and is a collaboration of twelve organisations, including Aboriginal community controlled health services, research bodies and government agencies from around Australia. The CRCAH s Core Partner organisations are: Danila Dilba Biluru Butji Binnilutlum Health Service Aboriginal Corporation; The Central Australian Aboriginal Congress Inc; The Menzies School of Health Research; The Australian Institute of Aboriginal and Torres Strait Islander Studies; The Queensland Institute of Medical Research; Flinders University; Charles Darwin University; University of Queensland; University of Melbourne; La Trobe University; The Australian Government Department of Health and Aging; and, The Northern Territory Department of Health and Community Services. In working toward our Vision the CRCAH seeks to ensure that the highest quality research is carried out with greatest impact on Aboriginal health outcomes through improved partnerships, greater Aboriginal participation and control and better ethical practices. 3. Objectives This Strategy is constructed around five objectives to ensure that: 2

3 1. Partners are fully informed and engaged in and with CRCAH activities and staff, and determine the CRCAH s strategic direction. 2. The CRCAH is recognised as Australia s leading credible organisation improving Aboriginal health through effective research. 3. CRCAH research is promoted strategically to an appropriate audience. 4. CRCAH research project transfer plans are promoted and advocated effectively, in order to bring about improvements in Aboriginal health. 5. The CRCAH approach to reforming Aboriginal health research is advocated and promoted. Appendix A details activities designed to achieve these objectives, and performance measures to assess whether the steps required to get to those outcomes are being achieved. 4. Internal and external communications This Communications Strategy reflects the equal needs of the CRCAH for effective external and internal communications. The collaborative nature of the CRCAH makes it essential that effective communication takes place between the CRCAH, its Partners and the broader Aboriginal health and research communities. While the CRCAH seeks to achieve change, it does so mainly through the actions of either its Partner organisations or other health-related agencies, and thus critically relies on collaboration, strong relationships and negotiation. Internal communication refers to information flow within the structures of the CRCAH (between staff, between staff and management and between staff and the Board) and between the CRCAH and its Partners (Core Partners, Associate Partners, and research collaborators including Aboriginal community organisations, government agencies, and non-government organisations). Of equal importance is the development of a high public profile required for the CRC s other core communications imperative; that of influencing health policy, planning, education and informing debate on how best to effect positive change in Aboriginal health. Additionally, a high public profile is crucial if the CRCAH is to motivate a broad range of individuals, communities and organisations to engage in either the development of the research agenda, undertaking the research itself or putting into practice the results of our research. 3

4 External communications, including use of the media, is a vital element in our efforts to promote the CRCAH s principles of research including the Indigenous Research Reform Agenda and advocacy for change including expediting research transfer. 5. The CRCAH Communication Context There are a number of key principles or operational components in the CRCAH context that have implications for the organisation s communications strategies. These are: Aboriginal direction of research Being a virtual, collaborative organisation The programmatic approach and the facilitated development of research Outcomes focused research and research transfer Diversity and engagement of stakeholder groups Credibility 5.1 Aboriginal direction of research Work carried out by the CRCAH s predecessor, the Cooperative Research Centre for Aboriginal and Tropical Health, showed that Aboriginal direction of and participation in the whole research process was a vital part of making sure that health research was relevant and meaningful for Aboriginal people, and would be conducted ethically and appropriately in the Aboriginal health context. 5.2 A virtual, collaborative organisation As a virtual organisation with remotely-located Partners one of the principal challenges to the CRCAH is the exchange of information within and between the Partners. As a collaboration, the CRCAH relies heavily on good-will and the maintenance of strong relationships between individuals, organisations and sectors. As a virtual organisation trying to bring about change, the CRCAH relies on influence, persuasion and advocacy to encourage policy and service provision agencies to enact that change. 5.3 The programmatic approach and facilitated development of research The CRCAH is focussed on five major research areas or programs. A CRCAH program is a strategic body of research work with specific research and health goals aimed at producing important outcomes for Aboriginal health. It comprises a number of related research projects as well as research transfer and capacity development activities that together form a coherent approach to addressing areas in which improvements in knowledge or its uptake may lead to health gains. The programmatic approach also provides greater opportunity for effective targeted transfer of research findings into policy and practice through a synthesis of a range of evidence/knowledge, by bringing together the combined efforts of a range of CRCAH funded projects and projects contributed as in-kind by CRCAH 4

5 partners. This has implications for the way that research findings are communicated, that is, with greater focus on synthesised evidence than individual one-off project findings. The CRCAH s programmatic approach also requires a different approach to the development of research in order to achieve the CRCAH s goals. The CRCAH facilitated process of project development is very different to the traditional way research is developed. Rather than groups of researchers putting forward proposals, the CRCAH works with industry to identify broad research issues (indicative research questions) and then brings together researcher and industry Partners in cross-disciplinary and cross-institutional project teams, to design, conduct and disseminate the research. The aim of the facilitated research project development process is to create an environment that is collaborative and developmental, whilst still focussing on the priorities identified by the Aboriginal health sector and enabling the conduct of high quality research. This facilitated development approach has important implications for communications strategies as it both demands creative approaches and constant attention to communication, and provides a highly effective arena for communication and engagement at the in depth levels required to bring about change. 5.4 Outcomes focused research and research transfer With its focus on Aboriginal health, the CRCAH has a driving imperative to ensure that research that is carried out is likely to produce real outcomes in improving Aboriginal health. This has focussed the CRCAH on two key areas of research: setting research priorities that meet the identified priorities of the Aboriginal health sector; and, ensuring that research is done in a way that makes it most likely to be of use and to be used to bring about positive change. This has led to a shift from the dissemination of project findings to a concerted focus at the beginning of the project to ensure the project is designed to maximise its likelihood of translating into policy and practice. This includes: Making sure the potential users of research are involved in project planning, conduct and dissemination. Ensuring the research questions and methodologies will result in findings that are useful and credible to the Aboriginal health sector. While it is essential that research transfer planning is carried out for each project to maximise its likely impact, evidence strongly suggests that the most effective research transfer occurs around the synthesis of larger bodies of work, rather than individual projects. The CRCAH is thus now focussing on research transfer at a programmatic level, and does this by developing research transfer plans that articulate how the goals of each program can be achieved through concerted action by a range of stakeholders to implement evidence and remove barriers to change. 5

6 5.5 Diversity and engagement of stakeholder groups One of the most challenging aspects of the CRCAH s communications is the diversity of its stakeholder groups. Aboriginal community controlled health services, researchers and governments are not groups that communicate easily with one another. Within these groups, there are other subsets including the competing interests of different levels of government, rival research organisations, and the diversity of Aboriginal cultures, including the diversity of urban and remote communities. These diverse stakeholder groups mean that in most of its communications, the CRCAH must take into account the different communication styles and preferences of a wide range of audiences. At the same time, it is the in depth exchange of knowledge that comes from bridging different perspectives and bringing together very divergent interests that is one of the great strengths of the CRCAH s collaborative approach. 5.6 Credibility One of the key issues for the CRCAH s effectiveness in bringing about improvements in Aboriginal research is its credibility as an organisation, in its ways of working, and in its research. This has implications for communications in terms of ensuring and maintaining the integrity of relationships, clarity and integrity of messages and communications, establishing and maintaining a public profile, and in ensuring the quality of CRCAH is both assured and recognised. 6. Key Messages The principles and components of the CRCAH s communications context outlined above inform the key messages that are central to achieving the communications objectives set out in section 3. The key messages are: That Aboriginal people must be decisively involved in setting the agenda and priorities of Aboriginal health research. The importance of end-user involvement in research from conception through to dissemination. That community engagement, research transfer and capacity development are critical components of good research. The importance of evaluating health programs and services to ensure fully informed decision making by policy makers and health service providers. The CRCAH has a role as a facilitator of relationships between Aboriginal people and organisations, governments, research institutions, professional bodies and other health-related organisations. The importance of reform to education and training structures to enable greater participation and success by Aboriginal students in health and health-related disciplines. 6

7 7. Audiences Meeting the objectives of this communication strategy will involve targeting a wide range of audiences using a variety of tools (see Appendix B for details of tools). The main audiences for CRCAH communications include: CRCAH Partners The Aboriginal community controlled health sector Governments and non-government health related agencies Health practitioners and professional bodies The broader Aboriginal public The broader research community The general Australian public. 7

8 APPENDIX ONE COMMUNICATIONS STRATEGY: OBJECTIVES AND HOW THEY WILL BE ACHIEVED 1. Partnerships Partners are fully informed and engaged in CRCAH activities, and determine the CRCAH s strategic direction Objectives Audience Tools Measuring Success Board members are aware of CRCAH activities, engaged with CRCAH staff and develop appropriate CRCAH policy in an informed way and, as Partner representatives, lead their organisation s engagement with the Board members and PAs Board papers & minutes Briefings by Link people, Program Leaders and CRCAH staff CEO Update letters Network of Interest Gwalwa-Gai Newsletter Convocation Showcases CRCAH. CRCAH staff Board Decisions and minutes circulated to CRCAH staff Staff attend Board meetings when appropriate Board papers sent out on time Attendance at Board meetings Number of CEO update letters Feedback from Board through annual survey CRCAH staff appropriately informed of Board outcomes Implementation of Board Decisions in a timely manner 8

9 Link people are informed and active in maintaining effective links between CRCAH and Partners Link people Research Fellows Board papers, decisions and minutes circulated Improved induction process for Link people Gwalwa-Gai Newsletter Regular project updates via research newsletter Number of Link meetings and attendance Numbers of s distributed to Link people by Coordinator Feedback from Link people through annual survey. Link people contacting the CRCAH. Network of Interest Regular contact by Link coordinator Fortnightly updates by Link Coordinator Regular Link Group meetings (4 per annum with two face-to-face) Convocation/ Showcases The Aboriginal health sector is informed and engaged with CRCAH research activities and policies Aboriginal health and community organisations Health-related NGOs Involvement in CRCAH research development and conduct Network of Interest Face-to-face meetings Level of involvement in CRCAH research development and conduct Attendance at Small-to-Medium Enterprises (SME) Forum 9

10 and Industry groups Website/I Gwalwa-Gai Aboriginal/mainstream media Number of references to CRCAH activities in SME newsletters etc Number of CRCAH/SME meetings Partners staff are informed of and engaged with CRCAH activities Health service staff Managers, Policy makers and planners Public servants Researchers Aboriginal health workers Board members/link people Involvement in CRCAH research development and conduct Network of Interest Gwalwa-Gai newsletter Regular project updates via research newsletter Convocation/Showcases Local CRCAH or Research Reference Groups (as Flinders and Congress operate) Partner media units Level of involvement in CRCAH research development and conduct Attendance at Convocation/Showcases Response to CRCAH opportunities (eg courses, etc) Number of programs newsletters 10

11 2. Public Profile The CRCAH is recognised as Australia s leading credible organisation improving Aboriginal health through effective research. Objectives Audience Tools Measuring Success Increased recognition of CRCAH as leader in Aboriginal health research Decision makers inc. politicians and bureaucrats Partners and stakeholders Australian (and international) public Media releases & briefings Network of Interest Gwalwa-Gai newsletter Showcases Merchandise Event & awards sponsorships Collaboration with Partner media units Number of positive reports of CRCAH activity Number of positive citations of CRCAH work Number of media inquiries Number of collaborations with Partner media/promotions units Aboriginal community recognises CRCAH brand and our role 1 in improving health outcomes Aboriginal community Network of Interest Gwalwa-Gai newsletter SME Forums Showcases Aboriginal and mainstream media Event sponsorships Increased participation by Aboriginal SMEs in CRCAH activities Increased mention of CRCAH in Aboriginal media Increased applicants for Aboriginal scholarships 1 Including roles of our Partner organisations. 11

12 Participation in NAIDOC and other cultural activities Increased Aboriginal applicants for vacant CRCAH positions Increased CRCAH presence at NAIDOC and other events Media seeks comments and background briefings from CRCAH on Aboriginal health issues Media Media releases Media briefings Media awards sponsorships Media visits to Aboriginal communities and research sites Increased media enquiries and CRCAH responses Increased mention of CRCAH in media Increased CRCAH-facilitated media visits to Aboriginal communities and organisations 12

13 3. Research Dissemination CRCAH research is promoted strategically to an appropriate audience. Objectives Audience Tools Measuring Success CRCAH research is reported and published as appropriate to relevant audiences Academic audiences Aboriginal health services Government Health practitioners Government Aboriginal organisations involved in health-related sectors, eg housing. Quality assurance process for completion of project reports Publication of project reports in user friendly formats (eg 1: 3: 25) in hard copy or on web Publication of project findings in journals Launches, media releases, Partner websites, etc. Website search capacity provides easy to find access to CRCAH publications Publications reviewed in relevant journals, magazines, eg MJA Conference presentations, Showcases, Convocation Gwalwa-Gai newsletter Number of high quality user friendly publications Mentions of CRCAH research projects & outcomes in media Number of CRCAH projects reported in journals Publications reviewed in relevant journals, magazines or newsletters. Conference presentations etc 13

14 Aboriginal health industry is aware of CRCAH research projects & outcomes AMSs and other industry bodies Aboriginal Health Workers Aboriginal health peak bodies (AMSANT, VACCHO etc) Network of Interest Gwalwa-Gai newsletter Convocation/Showcases/SME Forum Website Media Partnerships with local Aboriginal health services, peak bodies Involvement of Aboriginal health service managers and staff in CRCAH programs Regular project updates via research newsletter Involvement in CRCAH capacity development activities Articles in targeted publications, eg Aboriginal Health Workers Journal, The Chronicle, CARPA newsletter, professional association publications. Specific promotional campaigns and targeted publications around research projects/programs. Membership of Network of Interest Mentions of CRCAH activities in AMS and other industry newsletters Involvement of AMSs in CRCAH program activities Mentions of CRCAH research projects & outcomes in media Industry survey (Third Year Review) 14

15 Aboriginal communities are aware of CRCAH research outcomes Aboriginal communities Gwalwa-Gai newsletter Showcases Aboriginal/Mainstream media Mention of CRCAH research projects & outcomes in Aboriginal & mainstream media Policy makers and planners are aware of CRCAH research outcomes Public servants and government decision makers, involved in health or related sectors Politicians Involvement in CRCAH programs Peer championing of project/program outcomes Personal relationships established with CRCAH Board members, staff, Partners Regular project updates via research newsletter Regular briefings and presentations Convocation,/showcases SME Forum, local seminars, workshops Network of interest Placement of articles in targeted publications, eg The Chronicle Website Media Involvement of public servants and government decision makers in CRCAH research. Attendance at CRCAH events Briefings sought & provided 15

16 Health practitioners are aware of CRCAH research outcomes Professional bodies Doctors Allied health professionals Health promotions specialists Aboriginal health workers Nurses Providers of health education, professional development etc. Convocation/Showcases SME Forum Network of interest Website Media Gwalwa-Gai Involvement of health practitioners in CRCAH program Peer championing of research outcomes Placement of articles in targeted publications, eg Aboriginal Health Workers Journal, The Chronicle, CARPA newsletter, professional association publications. Specific research transfer/promotional campaigns and targeted publications around research projects/programs. Regular project updates via research newsletter Frequency of briefings to professional bodies Frequency of published articles/papers on CRCAH research outcomes Professional bodies of health practitioners participate in Convocation/showcases and SME Forum 16

17 4. Research Transfer CRCAH research project transfers plans are promoted and advocated effectively. Objectives Audience Tools Measuring Success Governments, Aboriginal organisations and other relevant bodies (eg NGOs) are aware of and help implement CRCAH research transfer plans, in order to improve Aboriginal health. Aboriginal health services Peak bodies Government policy makers & planners SMEs Health service managers, planners & policy makers are involved in transfer plan development Transfer plans are communicated to relevant sectors Advocacy and lobbying Media Network of interest Involvement of relevant sectors in planning and implementation of research transfer plans Wide awareness of transfer plans in relevant sectors 17

18 5. Research Reform The CRCAH approach to reforming Aboriginal health research is advocated and promoted. Objectives Audience Tools Measuring Success Aboriginal people, organisations and communities have positive, informed view of research and how it can contribute to problem solving. Aboriginal health services Peak bodies Other Aboriginal organisations Aboriginal participants in research General Aboriginal community Partnerships between CRCAH Partners and local communities and community organisations Convocation/Showcases SME Forum Involvement in CRCAH research Conference presentations & workshops Publication promoting best practice in ethical, useful, Aboriginal controlled health research Community briefings Specific research transfer promotions about particular Increased Aboriginal involvement in CRCAH research development and conduct Increased Aboriginal interest and involvement in CRCAH capacity development activities Increased scholarship applications 18

19 project/program outcomes Capacity development activities supporting the use of and involvement in research The Indigenous Research Reform Agenda (IRRA) informs the conduct of researchers and research funders Research institutions NHMRC ARC DEST Researchers Research educators Other organisations with Aboriginal research focus Research publications Conference presentations Specific briefings & workshops for research funders and educators Publications, eg Links Monographs or journal articles CRCAH Partners and other research institutions encouraged to follow best practice in relation to IRRA Convocation/showcases Involvement of researchers in CRCAH activity Media Newsletter Increased presentations on IRRA at conferences and meetings Research funders adapt their own practices to reflect the IRRA Research institutions adopt practices that support the IRRA Increased mention of IRRA in media and research publications 19

20 The CRCAH Facilitated Development Approach is understood and promoted CRCAH Partners CRCAH stakeholders Research community Health research funding bodies Other organisations with Aboriginal research focus Network of Interest Website Evaluation of approach is promoted through publications including newsletters Convocation/showcases Specific briefings & workshops for organisations with Aboriginal research focus, research funders and educators Aboriginal/mainstream media Frequency of presentations on facilitated development approach at conferences and meetings Number of specific briefings and workshops Frequency of mentions of facilitated development approach in media and research publications 20

21 Appendix B: CRCAH Communication Tools The following communication tools have been identified in Appendix A Communications Strategy: Objectives and how they will be achieved. These tools will be used to ensure effective internal and external communication: 1. Meetings 2. Link people 3. Communications unit 4. Network of interest 5. Events 6. Media 7. Website 8. Newsletters 9. Merchandise and promotional materials 10. Academic publications 11. Participatory activities/engagement 12. Targeted research transfer tools 1. Meetings Meetings form one of the foundations of internal communications. Regular CRCAH meetings that help support two-way flow of information include: Board meetings (quarterly) Research Development Group meetings (face to face and teleconference, approx quarterly) Link Group meetings (two face to face meetings a year, plus additional regular teleconferences) Executive meetings (weekly) Programs group meetings (Program Managers, Research Fellows, Capacity Development Officer and Research and Development Manager, Communications staff, plus others as relevant, fortnightly) Staff meetings (weekly update meetings and quarterly planning meetings). All meetings, except regular staff meetings, are minuted and action items identified. Minutes should be circulated as appropriate to ensure effective flows of information. Board meetings The Centre Agreement sets out requirements for the circulation of papers prior to Board meetings and of minutes and decisions after the meeting. The four Board meetings held annually provide an opportunity for ensuring greater understanding by staff of the Board s policies and priorities. It is important that all staff get an opportunity to attend a Board meeting, particularly if they have prepared a significant paper for the Board s consideration. Board decisions and 21

22 minutes should be circulated to staff and actioned as appropriate as soon as possible following a meeting. Link people are to receive copies of Board papers at the same time as Board members, in order to be able to effectively brief Board members. 2. Link People The Link Person is the key conduit of communications between the CRCAH executive and the Partner organisations. They are the key players in effective internal communication within the CRCAH. It provides a mechanism for involvement with, effective contribution to and information flow within and between Partner organisations and the CRCAH. The role can also facilitate the development and strengthening of positive and effective collaborative relationships and partnerships. In realising its potential, the role requires the support of both the CRCAH and the Partner organisation within which it sits. The agreement between the Commonwealth and the Partners outlines the commitment made by each Partner to contribute to the CRCAH objectives. In Schedule 1 of this agreement, it is stated that the CRCAH will utilise designated link people within Partner organisation as the key conduit of day-to-day feedback and information to core partners. The Link role should complement the work of the Board member. Board members are responsible for overseeing the operation and management of the CRCAH and determining its strategic direction. The Link people are responsible for providing the operational support to achieve the CRCAH objectives. As a group, the Link people bring together perspectives from a range of organisations and provide an excellent opportunity for communication and capacity exchange. The group facilitates the sharing of information between Aboriginal 2 and non-aboriginal people, between research organisations, government departments and health service providers, and between researchers and administrative staff. If Link People are not aware of CRCAH policy, processes and other significant developments it is unlikely that our Partners will be, so Link people will receive all board papers, minutes and decisions sheets. Twice yearly face-to-face meetings between other CRCAH staff and Link People are held after each Board meeting. Phone hook-ups involving all Link People and select CRCAH staff are held every two months or so. 2 Throughout this document, Aboriginal should be understood to include Torres Strait Islander peoples. 22

23 As the key tool for communication with Partner organisations, there is an identified Link Coordinator who reports directly to the CEO, but all staff have responsibilities in relation to Link people. Other Partner-based activity Link people and other partner staff carry out a range of local activities to support the CRCAH and its objectives. These include: CRCAH or Research Reference Groups (as used by Congress and Flinders University) Building and maintaining partnerships with local communities, Aboriginal organisations, government agencies, health service providers and/or research groups. Showcases, seminars, presentations Promotion of CRCAH activities through partner newsletters or other publications Liaison with partner media units, web managers, etc. Regular reports at staff meetings updates Target people to keep updated on a one on one basis Disseminate good news stories Liaise with internal communications people and/or Aboriginal studies unit about CRCAH activities Promote CRCAH at Partner organisation open days and other functions 3. Communications unit Including: Work of Communications unit Mailing lists Image library Partner communications, publishing and media units Image Library A comprehensive photo and video library needs to be established to illustrate CRC publications including the annual report, Gwalwa-Gai and our website. Use of all photo or video images need to be approved by the subject(s) signing a CRCAH release form. When appropriate images will be also be made available to media to ensure a more empowered and active representation of Aboriginal people and their health. Partner communications, media and publishing units As well as the resource provided by the CRCAH s own communications unit, there are significant resources within Partner organisations in the form of Partner communications, media and publishing units. 23

24 The development of effective working relationships with these units means that the work of the CRCAH communications unit can be shared, gaining greater leverage of resources. Partner communications and media units should be integrally involved in external and partner-internal communications about CRCAH activity in that location or by that partner. Wherever possible, the resources of partner communications and media units should be used to supplement those of the CRCAH itself. Similarly, the CRCAH should explore the opportunities for closer collaboration with partner publishing units to produce or promote academic or other publications. 4. Network of Interest The Network of Interest is essentially the CRCAH community, made up of individuals from partners, research collaborators, Aboriginal health services, governments, other health-related organisations, and including students and interested individuals. The Network of Interest operates through a combination of tools, including a listserv, newsletters, Convocation, showcases, involvement in CRCAH research, and workshops. One of the main tools is an electronic information dissemination and discussion system, operating from our existing web site, which includes an ability to broadcast information and news to the CRCAH community and to support online discussion of relevant issues between members of the community. The Network of Interest provides members with access to a range of opportunities, as set out in the following table. 24

25 Network of interest members Aboriginal health services (formerly main group of SME) and staff Government agencies/staff with an interest in Aboriginal health and related matters Professional bodies and members Non-government organisations and members (eg Kidney Australia) Other health practitioners Researchers Students Interested individuals Components of the network s activities Regular newsletters updating program activity (projects underway, findings, transfer activities, etc) Partnership in CRCAH research projects and access to findings. Invitations to attend seminars, showcases, Convocation. (Convocation could still include a session specifically for Aboriginal health services, like the SME Forum). Opportunities to access training, including how to use data to improve service provision, demystifying research, quality research methods. Opportunities to initiate research ideas, seek advice for troubleshooting, share own successes and failures through newsletters, web site or list serv. Opportunity to network with other similar organisations/peers, and with organisations or professionals from very different background, eg the CRCAH network of interest can link up health services in different parts of the country, and can also help link up health services with research expertise they want. Opportunities to use CRCAH networks for lobbying, advocacy, access to information, etc. 5. Events The CRCAH holds or participates in a number of key events that help ensure communication within and beyond the CRCAH community. These include: Convocation SME Forum Showcases Seminars, workshops Event & awards sponsorships Participation in NAIDOC and other cultural activities Convocation The Convocation is like the CRCAH s annual conference. It is an effective tool for both internal and external communication as it provides a means to showcase the CRCAH s research and ways of working, review achievements, and plan future work in a collaborative environment. 25

26 Partner organisations are supported to bring industry collaborators and partners to the Convocation. This provides a way of introducing industry partners, particularly Aboriginal health service partners, to the CRCAH s research context. Invitations to strategically chosen news media to attend the Convocation should be considered in the future. Small to Medium Enterprises (SME) Forum The annual SME Forum is an important part of maintaining and building our relationships with Aboriginal organisations including AMSs, Housing Corporations and other health-related and research bodies including the Australian Medical Association, the Australian Nursing Federation, the Rural Health Alliance and the Public Health Association. It is essential that the CRCAH takes a strategic approach to targeting specific SMEs for membership and involvement in the SME Forum. A list of targeted SMEs should be developed to ensure a broadly representative SME forum, both sector-wise and geographically. The Forum provides a mechanism for SMEs to hear about recent CRCAH activity, and for SMEs to feedback to the CRCAH their own research needs and assist in informing research priorities. A new position of SME coordinator will be established and based at the Central Australian Aboriginal Congress. This will allow for the building of closer and more strategic relationships with the smaller industry groups which make up the SME Forum participants. CRCAH communications tools such as the newsletter, the Network of Interest and the website need to be marketed to SMEs as an efficient means of research dissemination. In particular the Network of Interest s capacity to allow two-way communication via web-based electronic forums and to generate automatic s advising subscribers of new web postings will support communication with SMEs. In future, the CRCAH Communications Unit may have capacity to provide occasional service to SMEs in the form of media releases and briefings, media training and website development. Showcases To highlight the work of the CRCAH and strengthen our relationship with Partners a series of Expos showcasing the CRCAH and Aboriginal health research should be undertaken every two years. These will be held in the locations of our main Partners and will be jointly organised by the CRCAH executive and Partner organisations. 26

27 Additionally, showcases should be considered in regions where we have no Partners located, for instance in New South Wales, North Queensland and the Kimberley. Board members, Link people, and Partners communications/media units should all be encouraged to participate in organising showcases Event & Awards Sponsorships Award sponsorship and nomination of individuals for already-established awards provide good opportunities for the promotion of the CRCAH and our work and policies in the public agenda. In light of this opportunity it is recommended that the CRCAH Board consider offering to sponsor an award for Aboriginal Health Worker of the Year in either the NAIDOC or Deadlys Awards. In addition CRCAH Board members and staff should be investigating opportunities to nominate Aboriginal health workers, nurses, doctors, researchers and others working in the health field for community service-type awards such as Australian of the Year, Young Australian of the Year etc. Aboriginal people are seriously under-represented in award nominations of these types. Consideration should be given to sponsoring an Aboriginal health component in the various media awards including the NT Media Awards and the Walkely Awards. Participation in NAIDOC and other cultural activities A CRCAH presence at NAIDOC and other significant Aboriginal cultural and sporting events will improve the CRCAH s Aboriginal community engagement, the public recognition of the CRCAH and provide additionally media promotional opportunities 6. Media Aboriginal and mainstream media Collaboration with Partner media units CRCAH facilitated links between researchers, industry Partners and media Involvement in, influence of journalism training Launches, media releases, Partner websites, etc. Media Media awards sponsorships Media briefings Media releases Media visits to Aboriginal communities and research sites 27

28 The most efficient method of ensuring our key messages reach the widest possible audience is the use of the media; radio, television, newspapers, magazines and web-based media. Regular and effective media interventions by the CRCAH will ensure the rise of the organisation s profile and relevance in the Aboriginal health sector and that will, in turn, ensure that journalists and commentators recognise the CRCAH as a leading source of response, reaction and comments relating to Aboriginal health. In the first instance the CRCAH s spokespeople should be the Board Chair and the CEO. Preference should be given, when appropriate, to Aboriginal researchers being spokespeople for their project in keeping with the CRCAH s commitment to developing Aboriginal capacity and promoting strong and articulate Aboriginal voices in the health sector. Limited in-house media training should be offered to researchers participating in CRCAH media activities. Areas of opportunity for mass-media interventions include: Launches of research reports and discussion papers; Releases of government reports that relate to Aboriginal health e.g. the Productivity Commission s Report on Indigenous Disadvantage; Breakthroughs in Aboriginal health improvements e.g. the Central Australian Aboriginal Congress s success at their Alukura birthing centre in increasing Aboriginal birth weights to a level comparative with non- Aboriginal birth-weights; Speeches and presentations by CRCAH Board members, staff and researchers at conferences; and Sponsorship of community service-type awards and/or nominations of Aboriginal health workers and others to existing awards such as NAIDOC and the Deadlys. Joint media releases with Partner organisations will build stronger relationships and engender media understanding of the nature of the CRCAH and its Partners. In addition to the pro-active interventions listed above it is essential that the CRCAH ensure we respond in a timely way to media requests for reactions or comments. Particular emphasis should be made on developing strong relationships with the Indigenous media sector. The Koori Mail and the National Indigenous Radio Service and other radio networks provide opportunities for the CRCAH to reach Aboriginal audiences across the country in urban, regional and remote settings. 28

29 The Indigenous media sector provides particular opportunities for research transfer efforts into the Aboriginal community. 7. Website The CRCAH website is a key component of both internal and external communication. The CRCAH s website will remain as the point-of-first-contact for many people interested in Aboriginal health and research. As such it is critical that the website is both well-designed and well-marketed. The website will be the engine for the Network of Interest and it is critical that we take full advantage of the expanded contacts arising out of the network and build our website audience. A review of the CRCAH Website has been conducted and a list of renovations compiled. Work has commenced on redeveloping the site. The digital library attached to the website is a comprehensive resource and should be marketed to students, practitioners and professional bodies more effectively through articles submitted to university publications, via Edith Cowan University s Indigenous Healthinfonet, Flinders University s PHCRIS Infonet and publications of professional health bodies such as the AMJ and the Aboriginal Health Worker. Increased postings of conferences, forums, scholarships and employment opportunities will further develop the relevance of the website to a wide audience. A concerted effort needs to be undertaken to ensure the CRCAH website is linked with other relevant website including all our Partners 8. Newsletters These include: Gwalwa-Gai newsletter Regular project updates via research newsletter Articles in targeted publications, eg Aboriginal Health Workers Journal, The Chronicle, CARPA newsletter, professional association publications. The CRCAH s regular newsletter now named Gwalwa-Gai - has been an important vehicle for providing information to the CRCAH community. Gwalwa- Gai is a 6 x yearly e-newsletter ed directly to subscribers via a link on the CRCAH website. 29

30 Gwalwa-Gai is aimed at both internal and external audiences and features a regular profile of a CRCAH student and at least one research project each edition, as well as research program and education and training updates A new newsletter focused more specifically at reporting on CRCAH research projects will be developed in The newsletters work in conjunction with the CRCAH website by alerting subscribers to new postings and thereby serving as a valuable marketing tool to increase website usage. Newsletter articles should be regularly submitted to newsletters that reach CRCAH stakeholders, such as those published by the Public Health Association, the Rural Health Alliance, the Australian Medical Association, Australian Nurses Federation, the Central Australian Remote Practitioners Association, and the Chronic Disease Network, along with internal partner newsletters. 9. Merchandise & Promotional Material A series of brochures within a branded CRCAH folder are the principal print method of profiling the CRCAH and the priorities as determined by the Board. Brochures on core Partners, structure, CRCAH history, programmatic approach, the Indigenous Research Reform Agenda and specific project profiles will be a key resource for researchers, students, practitioners and the general public. Poster displays which follow the folder contents will also be designed and produced for use as a promotional tool at Convocation, conferences, festivals, community visits and other appropriate events. The production and sale or free distribution of merchandise, including pens, rulers, hats, t-shirts and water bottles will progress the CRCAH s efforts to raise its profile in the both the Aboriginal and general community and will allow the CRCAH a more visible role at conferences and festivals that we attend. All CRCAH merchandise and promotional material will prominently feature our website address. 10. Academic Publications While the CRCAH s emphasis is on the transfer of research findings into practice, there remains a need for quality assured publications of CRCAH research. Editorial committee and quality assurance process for CRCAH research publications 30

31 Publication of project reports in user friendly formats (eg 1: 3: 25) in hard copy or on web Publication of project findings in journals Conference presentations & workshops Collaboration with partner publishing units Publications reviewed in relevant journals, magazines, eg MJA Academic publications are a source of professional credibility for the CRCAH and as such must be of the highest standard. In order to achieve this, an editorial committee must be established as a matter of urgency. This proposed editorial committee should include researchers with relevant expertise, and representatives of end user groups such as a suitably qualified and experienced health policy/planning specialist, a member of the communitycontrolled Aboriginal Medical Service community. The editorial committee would: Coordinate the review of all submitted papers Recommend publishing priorities Suggest suitable reviewers and/or editors Set publishing policy and guidelines Distribution policy When appropriate reports and discussion papers arising out of research projects published by the CRCAH should have a short (2 4 page) plain-english brochure published concurrently for distribution to Aboriginal stakeholders as part of our efforts to achieve improved Aboriginal community engagement and research transfer. There should be close links between the editorial committee, Program Leaders and Program Managers to ensure publications reflect the research transfer priorities of the CRCAH. Program Leaders and the Research Development Group could also take a lead in identifying priority publishing needs and commissioning papers on specific subjects, particularly program synthesis papers. Program Leaders and Managers should also encourage the publication of research reports in peer reviewed or other journals, and the presentation of papers or posters at conferences, seminars and workshops. An expanded distribution list of targeted organizations/agencies and libraries need to be created as a matter of urgency. Consideration should be given to a joint publishing policy with appropriate bodies such as AIATSIS s Aboriginal Studies Press and Onemda. 31

32 11. Participatory activities/engagement A large part of the communication between the CRCAH and its stakeholders occurs through direct involvement in the development, conduct and dissemination of research. These activities include: Participating in industry roundtables Involvement in project teams and quality assurance reviews Capacity development activities supporting the use of and involvement in research Involvement in CRCAH research Involvement of Aboriginal health service managers and staff in CRCAH programmatic activities (beyond individual projects) Involvement in Research Development Group 12. Targeted research transfer tools Communications tools are an important part of the way that the CRCAH approaches achieving the transfer of its research into policy and practice. These tools include: Research transfer plans Specific research transfer promotions about particular project/program outcomes Personal relationships between CRCAH Board members, CRCAH staff, Partner staff. This includes peer championing of project/program outcomes. Specific briefings & workshops for potential research users. Advocacy and lobbying, particularly supporting the Aboriginal health sector to achieve research transfer goals through advocacy and lobbying. Research transfer plans Research transfer plans identify the strategies required to achieve specific goals based on the implementation of either what is already known, or emerging research findings. These plans are developed with the involvement of those who will be responsible for achieving the changes required to achieve these goals, including governments, health services, practitioners, community members etc. Specific research transfer promotions From time to time the CRCAH will develop specific research transfer plans around particular projects. These might include activities such as official launches of reports, targeted briefings, production of promotional materials, lobbying governments. Personal relationships Evidence shows that personal relationships, particularly relationships of trust, are one of the most important tools for the transfer of research into policy and practice. This includes relationships with politicians, community members, relationships between researchers and research users, etc. A specific aspect of this is that peer-to-peer communication is the most effective, ie doctors listen to 32

33 doctors, a strategy that is incorporated into the design of CRCAH projects. The CRCAH s facilitated development approach to research is designed to build relationships between individuals through working together. Briefings and workshops for research users Regular briefings and workshops for the CRCAH s main industry partners will set up a mechanism for regular contact and exchange of information. This could be particularly important for expanding contact between the CRCAH and the larger partners DHCS and OATSIH. Advocacy and lobbying As a research organisation, the CRCAH will not normally be the front-line of advocacy and lobbying for change, but will have an important role in facilitating advocacy through organisations such as peak bodies to do this. CRCAH support for lobbying and advocacy can come in the form of: Providing persuasive credible evidence Providing evidence in professionally presented formats relevant to particular audiences Networking and contacts to support lobbying Facilitating meetings Providing new ways of thinking about old problems, ie through research transfer plans, conceptual diagrams, etc. 33