Ten Questions to Guide the Development of Communications Tactics for Research Projects

The document argues that communications planning must begin at the project design stage, prior to securing funding, to ensure research results are used rather than just published. It outlines a ten-question framework to identify desired outcomes, specific target individuals, and appropriate delivery products. The guide emphasizes moving beyond simple PDF uploads toward integrated media and direct stakeholder engagement. It also provides a comprehensive inventory of communication tools categorized by 'many to many' (group processes), 'one to many' (dissemination), and 'one to one' (restricted/secure) interactions, alongside education and training approaches.

• Communications planning should be integrated into the project design stage and budget before funding is secured, rather than at the project's conclusion, to ensure research is utilized.
• Effective communication requires shifting focus from deliverables, such as publications, to specific mid- to long-term outcomes, such as changes in government policy, company practice, or awareness levels.
• Planners should identify 10–20 specific key individuals they wish to influence, rather than using broad categories like 'government' or 'civil society'.
• Research projects should employ a variety of products throughout the project cycle, including preliminary reports, blogs, and workshops, rather than waiting for a final report. As a general rule, every project should produce a policy brief and a press release in addition to the full report.
• The document categorizes communication tools into three primary interaction models: 'many to many' (e.g., C4D, e-conferencing), 'one to many' (e.g., publishing, social marketing, blogs), and 'one to one' or 'a few to a few' (e.g., Intranets, groupware, instant messaging).

APA

Creech, H. (2006). Ten Questions to Guide the Development of Communications Tactics for Research Projects. International Institute for Sustainable Development. https://www.iisd.org/system/files/publications/networks_10q_comm_planning.pdf

Chicago

Creech, Heather. Ten Questions to Guide the Development of Communications Tactics for Research Projects. International Institute for Sustainable Development, 2006. https://www.iisd.org/system/files/publications/networks_10q_comm_planning.pdf.

Wikipedia

{{cite report |last1=Creech |first1=Heather |title=Ten Questions to Guide the Development of Communications Tactics for Research Projects |publisher=International Institute for Sustainable Development |date=2006 |url=https://www.iisd.org/system/files/publications/networks_10q_comm_planning.pdf |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{creech2006ten, author = {Creech, Heather}, title = {{Ten Questions to Guide the Development of Communications Tactics for Research Projects}}, institution = {International Institute for Sustainable Development}, year = {2006}, url = {https://www.iisd.org/system/files/publications/networks_10q_comm_planning.pdf}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }