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A 'Brief' Form Of Communication

You probably have a standard template for briefs for research and data analysis projects. But what sort of information does it contain? Most briefs focus on business and research objectives, and the methods needed to address these. Most will have very little or nothing at all about communications.
 
Let’s start at the very beginning…
However, to be truly effective, the results of a project must be communicated properly. It helps to think about the key audience and any other interested parties before the project starts. How can you reach them and get through to them? You will find that if effective communication is planned before you begin, it is much more likely to happen!
 
We therefore believe that a communications plan should be a mandatory element of a research brief. It should also be reviewed at the end of the project. This may even change the way in which some activities are carried out. For instance, if communications would be enhanced by a video, then at least some of the field work should be videoed.
 
Plan for success
So, how do you start planning the communications part of your brief? Firstly, you need to add a template section to your briefing documents that specifically addresses communications needs. You should: 
  • Make a list of the key people to whom the results should be communicated
  • Start planning the most effective way of communicating with them
  • Decide on content that will engage them, and ways of driving forward any action that is needed
Don’t be afraid to modify your plans - you may want to adapt and develop them further once you have seen the results of the research.
 
And having put a communications plan in the internal brief, share it with your agencies and maybe they can help with the onward communication process.
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