EPA Guidelines for a Research Project Communication Plan The value of communication for research projects Communication is a vehicle for demonstrating the value of a research project and soliciting feedback from stakeholders to improve the quality of a research project. Formal communication plans allow a project team to foster an understanding of the research project and its benefits to all stakeholders at every stage of the project. Conversely, lack of effective communication dramatically increases the risks projects face and the likelihood of falling short on deliverables. In traditional research projects or fellowships, the final report can be the main communication output. However, a mistake that many projects make is assuming that all communication activities should be at the end of a project. Furthermore, many projects communicate solely via dissemination (broadcast based approach) and fail to solicit any feedback from the audience. These approaches miss opportunities throughout the project where information could be exchanged, events could be organised, and stakeholders could be engaged in the project to strengthen its impact. One of the main goals of the EPA Research Strategy 2014 2020 is to increase communications and awareness of the work funded by the Research Programme. The knowledge generated by EPA Research can help Irish people make better choices about their futures - from the government using our knowledge and data to inform their policy making, to enabling individual citizens to make more sustainable and healthier decisions in their daily lives. For this reason, EPA has included the need to prepare a Communication Plan as part of new projects and fellowships funded from the 2015 research call onwards. This communications plan should be submitted alongside the first technical progress report.. Further details on the communications budget and guidelines for developing a research project communication plan are included in this document. EPA Research Communication Plan Guidelines Nov 2015 Version 1 Page 1 of 8
Communication Plan guidelines A communications plan is a core document within a project management plan. Although communication plans should be customised to suit the project, the first questions that should be addressed when putting a communications plan together are who do you want to communicate to, what do you want to communicate, when do you want to communicate it, where is the best place to communicate from and most importantly, why do you want to communicate it. A good communications plan will give the researcher or project team a focus on the messages of the project and will build credibility and visibility for both the organisation undertaking the project and EPA Research. For the purposes of EPA-funded research fellowships and projects, the key elements of a communication plan should include: 1. Project overview A short (approx. 1 page) summary of the project as adapted from the project proposal, including project objectives, work packages, and associated tasks. 2. Communication Objectives Define the need or motivation to communicate each task/deliverable to stakeholders. These should be SMART objectives i.e. Specific, Measurable, Achievable, Realistic and Time driven. Setting SMART objectives before starting any communications effort is essential because they guide and develop the other elements of your plan. These objectives should also be reflective of the project objectives you outlined when you first began work on the overall project. You want to make the results of the project available to the largest possible related audience. Key communication deliverables (final report, workshops, conferences, etc.) should also be included as identifiable items in the main project Gannt chart. 3. Stakeholder identification A stakeholder is any individual, group, or organization with a stake or interest (be it positive or negative) in the project outcomes. Project sponsors and partners are also considered to be stakeholders in a project. Within a communication plan document, stakeholders can be categorised into types (e.g. NGOs, relevant policy makers) for ease in communicating to various sectors. 4. Communication techniques The communication technique defines how you will approach communicating your message and to which relevant stakeholder groups. You may also wish to include progress updates with steering committees, risk management reviews, team meetings, and communication with end users. For all communication, the medium (how) must be as strong as the message. The communication preferences of each stakeholder should be considered as part of the approach. 5. Budgeting For research projects and fellowships funded under EPA Research 2014 2020 onwards, 5% of the project budget must be allocated towards communications. The breakdown of this is 3% for ongoing communication work during the lifetime of the project and 2% for post dissemination (i.e. after the project has completed). EPA Research Communication Plan Guidelines Nov 2015 Version 1 Page 2 of 8
In addition to using the 5% communication budget allocation to enhance engagement with stakeholders, researchers should also use the resources available from the communication office within their academic institution. Examples can include assistance with the preparation of press releases, radio interviews with regional media, project videos and social media expertise. EPA Research can provide help with disseminating information about workshops, events, social media activities and project websites through the quarterly newsletter, events calendar and twitter account. Additional advice and support may be available if it is flagged in the communications plan, well in advance and there are sufficient resources available. Please note that printing costs (where required) for final reports are covered by EPA Research and do not need to be included in the communications budget. 6. Evaluation Proper evaluation is a vital part of the communications plan and indicates what worked and what did not in your communications activities. It will help to report to stakeholders on your effort. Another important thing to remember is that communications efforts are not a one-time effort instead, the evaluation may help to refocus for a second effort or a future project. This plan should be completed for the entirety of the project/fellowship and submitted as part of the project s first technical progress report. The communications plan should then be executed and monitored over the course of project implementation. A communication plan template with examples under each heading is attached below. EPA Research Communication Plan Guidelines Nov 2015 Version 1 Page 3 of 8
Communication Plan template 1. Introduction/Project Overview Describe the project in approximately one page based on the project proposal. Include a summary of the following: Project aim Project objectives List of project Work Packages and associated tasks and deliverables Any additional project outputs 2. Communication Objectives Outline your main communication objectives. You may have one overarching or main objective such as increase awareness of project outcomes amongst our stakeholders This can be broken down into a number of smaller objectives such as: Website Events Social Media Press However, it is not sufficient to just list a set of objectives, as above. Objectives should be outlined using the SMART goals method. (Specific, Measurable, Achievable, Relevant and Time bound.) Examples of SMART objectives would be: Website Create a website for the project, which has a hit counter or analytics facilities that contains all relevant information for our stakeholders within nine months of project start date Events Run a stakeholder workshop within six months to introduce project objectives and seek stakeholder feedback which will feed further into the overall project objectives. Social Media Set up a twitter account at project outset and send out at least one tweet a week about the project, as well as tweeting any other information relevant to stakeholders, to build up core followers. Press Liaise with EPA to issue a press release upon release of final report which details the outputs of the project and implications for stakeholders/the public. Measure impact upon social media engagement/website hits. In setting SMART goals, pay particular attention to what is achievable and relevant. Whilst it might be extremely achievable and relevant for a medium or large-scale project to set up and run a website, it may not be suitable for a desk-study or a fellowship to do so. The above examples are for illustrative purposes only. 3. Stakeholders By definition, a stakeholder is any individual, group, or organization with a stake or interest (be it positive or negative) in the project outcomes. Summarise stakeholder categories EPA Research Communication Plan Guidelines Nov 2015 Version 1 Page 4 of 8
relevant to the project in the following table (you can add or remove stakeholders depending on the relevance to your project): Group Project team Project partners Project sponsors Steering committee Relevant research organisations/funding bodies Relevant NGOs Relevant current research projects Relevant policy makers Relevant practitioners Relevant technical experts Relevant industry organisations General public Specific stakeholders 4. Communication techniques Communication techniques are the tools you will use to implement your objectives. These techniques generally fall into 2 categories: Controlled Uncontrolled Controlled Techniques involve items which you have full editorial control over, such as newsletters, printed material, videos, websites, external research and advertisements. Uncontrolled Techniques involve items which you do not have full control over, such as social media marketing, news releases, press briefings, interviews and feature articles. You should think about using techniques from both categories. If there are any tasks requiring more detailed communications (e.g. workshop/conference, media event, etc), include specific sub-sections to detail plans for these tasks. Sub-headings may include: Delegates to be invited to event Pre-event actions Event agenda, including objectives of event Post-event actions EPA Research Communication Plan Guidelines Nov 2015 Version 1 Page 5 of 8
5. Budgeting Include a brief outline of how you intend to allocate the communications budget, bearing in mind that 3% of the total project budget should be allocated to communications activities which happen during the lifetime of the project and that 2% is allocated to post dissemination activities. 6. Evaluation It is extremely important to evaluate the success of your plan. This will ensure that you are communicating effectively to your stakeholders. Evaluation should be regular and not just undertaken at the end of the project. After each objective is achieved (or not) you should be looking into what worked and what didn t, to better inform your activities for the rest of the project. Progress on the implementation of the plan should also be included in each Technical Progress Report under the Plan section. Further examples of communications activities that researchers could use as part of their communications plan are available from EPA reports 131, 132 and 133. http://www.epa.ie/pubs/reports/research/spr/ EPA Research Communication Plan Guidelines Nov 2015 Version 1 Page 6 of 8
Appendix Sample requirements Project Type Description Typical Funding Typical Duration Budget Website Stakeholder events Social Media Press Desk studies Can involve one person full time for six months, or 2-3 people part time for 12 months. Field work usually not involved Up to 100,000 6 12 months 3,000 Ongoing 2,000 Post Dissemination 5,000 Total Not essential due to time and budget constraints could consider a blog using free online blogging tools. Make use of organisations inhouse website. At least one event or workshop should be run to engage and involve stakeholders. Twitter account should be set up and tweets sent at least fortnightly updating followers on project progress, field trips, reports and other useful updates. Inform EPA so the account can be promoted by @EPAResearchnews. Not necessary, but could consider local press coverage for field trips or events, if relevant. Liaise with EPA on all planned media activities. Medium scale studies Can involve 2-3 people for up to three years and may involve a range of research disciplines. Up to 350,000 24 36 months 10,500 Ongoing 7,000 Post Dissemination 17,500 Total Simple, regularly updated website should be created outlining project details, goals and timelines as well as event details. At least 2-3 events or workshops should be run to engage and involve stakeholders. Consider report launch event. Twitter account should be set up and tweets sent at least weekly updating followers on project progress, field trips, reports and other useful updates. Inform EPA so the account can be promoted by @EPAResearchnews. Consider press coverage for report launch and any pertinent findings. Liaise with EPA on all planned press activities. Consider using other social media platforms such as Facebook or Linkedin to reach a broader audience. EPA Research Communication Plan Guidelines Nov 2015 Version 1 Page 7 of 8
Large scale studies Involves multiinstitutional groups taking an interdisciplinar y approach to policy-relevant research. Is comprised of a suite of subprojects to provide an integrated research response to key environmental issues. Up to 1,000,000 36 48 months 30,000 Ongoing 20,000 Post Dissemination 50,000 Total Consider employing web design company to create website outlining project details, goals and timelines as well as event details. Multiple events should be run. Consider running events based on each sub-project. Twitter account should be set up and tweets sent at least weekly updating followers on project progress, field trips, reports and other useful updates. Inform EPA so the account can be promoted by @EPAResearchnews. Consider using other social media platforms such as Facebook or Linkedin to reach a broader audience. Consider incorporating a blog into website. Liaise with EPA on all planned press activities. Make use of in house media experts. Research fellowships Work on EPA defined research priorities Up to 250,000 24-36 months 7,500 Ongoing 5,000 Post Dissemination 12,500 Total Not essential - could At least one event or consider a blog workshop should be using free online run to engage and blogging tools. involve stakeholders. Make use of organisations inhouse website. Depending on project, Project dependant. twitter account could be set Liaise with EPA on up and tweets sent weekly all planned press updating followers on activities. project progress, field trips, reports and other useful updates. Inform EPA so the account can be promoted by @EPAResearchnews. EPA Research Communication Plan Guidelines Nov 2015 Version 1 Page 8 of 8