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18 November 2017
Career skills toolkit part 7 of 7: How to report on your ‘Publishing for Research Uptake’ campaign and next steps, including publication distribution and awareness strategy Print
Friday, 14 March 2014 00:00

After all your hard work you have a beautiful print and/or digital publication ready to use. Again, what you do with it depends on why you have run this campaign in the first stage and what you have produced. But what you do know is that you need to report on this stage of the project. And that you want your publication to reach the stakeholders it is intended for.

Q: How do we report on the concept-to-publication stage?

A: In section 2 ‘How to begin a ‘Publishing for Research Uptake’ campaign we worked through how to prepare a successful campaign document that could also serve as a road map for your journey through the campaign from concept to product (i.e. a print or digital Development Research Uptake publication).

You used this campaign document to help produce your production schedule, and throughout the running of the campaign you’ve kept referring back to this campaign document to check that you were on track (monitoring) with what needed to be done (implementation) in order to produce your publication. 

Now, with your print and/or digital publication produced and in your hands, it is a good time to pause and report back on progress from concept to publication.

An example for insight [find it at the end of this section]

* ‘PLATFORM2013 Concept-to-Print campaign report

A template for action * ‘Concept-to-print campaign report template.

Compare the ‘PLATFORM2013 Concept-to-Print campaign report example and ‘Concept-to-print campaign report templateprovided here, with their planning counterparts provided in Section 2.

[As a reminder, the planning documents from Section 2 are * the example document, ‘DRUSSA RUC2013 Campaign: Stage 1 – Concept to Publication; and * the blank ‘Campaign strategy template’ supplied for you to adapt to your own purposes.]

 You’ll see that the strategy documents supplied in Section 2 are perfectly aligned with the reporting documents supplied in this section, i.e. if you worked through the exercises outlined in Section 2 you already have a structured document and content backbone for  your reporting document. 

The following information is static from concept to reporting stage i.e remains the same across both documents:

  • Your campaign mission
  • Communication channels to achieve your campaign goals
  • Participant groups involved
  • The personality and style to be applied to your campaign

The information below is ordered in columns in your campaign doc. The reporting document simply adds another column titled ‘Achievements and Feedback’ that gives you space to input reporting information that corresponds directly with your strategy regarding:

  • Campaign goals ranked in order of roll out.
  • Campaign objectives.
  • Campaign Key Performance Indicators [KPI’s] and
  • Campaign Tactics.

Space has also been made for additional paragraphs of reporting information. Again, these documents can be adapted to suit and serve your own particular requirements.

 

Q: Now that we have a publication, how do we begin distributing and promoting it?

A: If you found it useful to adopt a campaign strategy to produce your Research Uptake publication [i.e. strategy, implementation, monitoring and reporting], you may want to take a similar approach to distributing and promoting it.

Note: While the information in this chapter is presented here for the first time, you will realize that in reality you will need to look at this stage of the strategy in conjunction with the strategic processes covered in Chapter 2 i.e the strategic thinking at the beginning of your Research Uptake Publishing campaign, where you clarify your overall objectives and strategy.

Tips: When looking at ways to distribute and promote your publication you may want to consider:

  • Scheduled events where promotion and distribution of your publication would be relevant i.e. you might organize a slot within an existing conference to launch your relevant publication.
  • An announcement or article on your University website: Your University website is a platform that you can use to bring stakeholder attention to your Research Uptake publication. Talk to your University’s communications liaison to discuss how to make this happen.
  • Media coverage: Media (print, radio, digital, TV, etc.) can be a very effective way to reach your stakeholders. Again, chat to your University’s communications liaison about the publication you have produced, and brainstorm how you can present this news to relevant media in a way that will be of interest to them. Your University’s communications liaison should be able to work with you to draft a press release, to identify media contacts it should be sent to, and to do this using the correct etiquette required when approaching media.
  • Leveraging existing relationships and word of mouth: As a participator in your field you no doubt already have existing networks in your field. You may have worked with these networks on previous projects. If that worked out successfully – do it again. If you haven’t tried working with your existing community on such a campaign then think about what would work particularly well with them, and give it a try.
  • Print copies: Tangible, printed Research Uptake Publications have a place. A poster campaign that rolls out in rural meeting points, brochures handed out in relevant places, printed books that conference delegates can take back to their home universities – these can all yield good reach and results.
  • Digital and social media: This section requires a whole blog series of its own! But in brief – digital and social media can be incredibly helpful, especially if the stakeholders you want to reach are geographically dispersed and digitally reachable. If you have email addresses for your stakeholders then you can look at putting together an email campaign to bring your publication to their awareness. If you are professionally networked on social media – LinkedIn, Twitter, Facebook, Google+ or other – then work out a strategy to create awareness of your publication on these platforms. You can publish a digital version of your publication on all, or some, of these platforms. As always, you will need to devise a strategy that strategically complements what you have produced, and implement, monitor and report accordingly.

 

Find the previous post in this series: ‘Career skills toolkit part 6 of 7: How to produce and publish a Research Uptake publication.’

 

Discussion: Have you got a handle on how our strategic planning documents dovetail with the reporting documents? Would you consider a series on post-publication promotion and distribution using digital and social media platforms useful?  In particular, would it be useful if we shared insights and learning from the PLATFORM2013 Post-print Distribution and Awareness Campaign?

 

 

 

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