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6. Communicating Results to Influential Audiences
Foundations operating in the policy arena and seeking to help bring about major system improvements, such as those needed in health care, must take the same hands-on approach to communicating the results of their work as they do in developing and monitoring projects.
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Build strong connections between program and communications staff. A communications unit that is intimately familiar with programmatic work and actively looking for opportunities to package it effectively is central to each program's success. The unit should be led by an experienced and creative leader, who serves on the foundation's executive management team. |
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Develop publishing and distribution strategies geared to the needs of influential audiences for timely, easy-to-use information. The Fund has emphasized publishing new information to policy audiences in easily accessible formats. The Fund's commitment to self-publishing most of its survey and sponsored research has paid off in timeliness and media attention. |
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Package information to attract targeted audiences. Program and communications staff should be prepared to provide substantial writing and communications support in the publication of sponsored research. With commissioned sets of reports, sequential releases of the individual papers can build momentum on an issue. |
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Exploit the power of the Internet. A state-of-the art Web site enables dissemination of research papers, newsletters (including The Commonwealth Fund Digest, Quality Matters, and States in Action), testimony prepared for congressional hearings, grantee profiles, and other research that might not otherwise be widely disseminated. An enhanced e-mail alert system has enabled the Fund to promote sponsored research published in peer-reviewed journals. Additional Web-based communications vehicles such as Washington Health Policy Week in Review and the bimonthly Health Care Opinion Leaders Survey are proving useful to the Fund's audiences and are helping build its reputation as an information resource. |
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Communications output of 101 grant projects completed July 2003-June 2004 |
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