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  Communications strategy – template Before completing this form please see the Communications Strategy section of the ESRC's Communication Toolkit. The Step by Step guide within this section should be used for reference. The guide covers all the elements necessary for pulling together your strategy such as setting ob!ectives agreeing principles developing messages and branding prioritising audiences choosing channels planning activities estimating time estimating budget evaluating success 1. Objectives of the research programme/centre   # very a short summary$statement of the programme$centre.  %ou do not need to restate the full ob!ectives of the research itself. &t is important to remember that we are already aware of these. This should be the publicity 'pitch' for the research  concise clear engaging and user friendly.  The Spatial Economics Research Centre (SERC) aims to provide high *uality independent research to further understanding as to why some regions cities and communities prosper whilst others don+t. Research willfocus on why there are disparities in economic prosperity at all spatial levels including regional city,region local and neighbourhood. #dditionally SERC aims to in-uence and improve policy decision,making atthe national and sub,national levels connecting / policy makers with international e0pertise evidence and good practice in understanding and tackling such di1erences. 2. Communications objectives, principles and key messages # clear detailed statement of the ob!ectives in communicating the principles underpinning this strategy and your key messages. These should be aligned with the ob!ectives of the programme$centre. SERC aims to produce academically rigorous research that advances the 2eld of spatial economics. To achieve this it will need to communicate with a range of stakeholders to ã Connect with state of the art research 1  ã &dentify emerging research areas ã 3rovide critical feedback to help improve our research ã 4isseminate our research methodologies and 2ndingsSERC aims to in-uence and improve policy decision,making at the nationaland sub,national levels. To achieve this ob!ective we need to communicate with a range of stakeholders to ã 5elp develop our research programme to address emerging policyneeds ã Ensure that our research 2ndings are transferred to and understood by the appropriate audiences ã 6acilitate access to e0isting policy relevant research ã Raise our pro2le as a provider of policy advice and evidence that meets the highest academic standards of rigour and independence. &n achieving these communication ob!ectives we will be guided by the principles that we should ã Be open to the ideas and suggestions of others and to di1erent and potentially con-icting interpretations of our research 2ndings ã Sub!ect our ideas and 2ndings to the criticism of others early andoften in their development. ã 7henever possible sub!ect our work to independent peer review. ã  Translate research 2ndings to provide accessible high *uality useable evidence for policy makers ã 8nly communicate research 2ndings (whether our own or the work of others) that meet appropriate academic standards of rigour and independence ã Ensure that when research does not give a clear cut answer to a *uestion we do not pretend to be able to provide a clear cut answer to the *uestion./ey messages ã Spatial disparities occur both  because people are di1erent and  because places are di1erent. ã Some spatial di1erences are bad but some are good. 3olicy should seek to address the former but not the latter. ã 3roviding a rigorous understanding of the precise nature e0tent causes and conse*uences of these disparities is key to identifyingthe appropriate policy responses. ã 8ther key messages to emerge as the research centre develops. 2  . !ey udiences 7ho are you communicating with  a detailed description of your key audience and user groups.   7hat are your   priorities9 &nclude what they already may know about you  people research sub!ect 7hat do you think they should know9 #nd do break down the users into sub categories and add contacts already made. &n addition to the funders stakeholders include institutions of government and governance 2rms and business associations trades unions the voluntary and community sectors and the wider academic community.  The Centre cannot hope to directly engage with such a diverse range of stakeholders. To help prioritise we have undertaken a stakeholder mapping e0ercise involving the director of SERC as well as representatives from BERR and C:;. This e0ercise involved (i) identifying relevant stakeholders< (ii) assessing their degree of interest in the centre< (iii) assessing their importance to the centre both as a consumer of our research and as potential future funders of research (their =in-uence>)< (iv)considering how we would like to change their interest or in-uence as the Centre develops. The results from this e0ercise are reported in appendi0 #. The diagram illustrates the current (at launch date) interest that stakeholders are likely to have in SERC activities and outputs (hori?ontal a0is) and their degree of in-uence on Centre activities (vertical a0is). #cronyms are e0plained in the table that follows the diagram. #rrows showthe pro!ected change in interest and in-uence that the Centre hopes to achieve through the Communications plan and stakeholder engagement activities.8n the basis of this mapping e0ercise we have focussed on consulting with speci2c stakeholders about the work of the centre. This has involved meetings with the following stakeholders BERR 6our themed meetings@Skills Ard #pril A.,D.A@;lobalisation th #pril F.,G.A@Entrepreneurship and &nnovation th #pril .A,H.@Cross cutting issues HIth #pril F.,G.A CLG Research programme consultation meeting Dth June Other government departments 4E6R# (Kictoria Co0< H th  June) 3  473 (Simon 7ood< D th  June)5LT :ocal ;overnment (Caroline Jack and Su?y /antor< HH nd  6eb)5LT Meighbourhood Renewal 3ublic Space and rban 3olicy Branch (Rachel Radice James 3aton ;areth #rthur< N th  Larch) Devolved Administrations 7#; Economic Research #dvisory 3anel (;areth Lorgan< N th  6eb)Scottish ;overnment (;ary ;illespie 4ominic Lunro and colleagues< G th  6eb)Morthern &reland (Bobby Clulow Economic 3olicy nit< D th  Lay) Local government, regeneration and planning Royal Town and 3lanning &nstitute (Jenny Crawford< Hnd #pril):ocal ;overnment #ssociation (Tim #llen< st Lay) RDA’s and other regional stakeholders :4# (;:# economics< three meetings< A st  Larch H th  Lay  th  June)EE4# (;lenn #thley< HI th  Lay)SE4# (&van 3erkovic< G th  Lay)EL4#$#7L (7ill Rossiter and 3hilip #mison<  th  #pril)S7R4# (Shane Kallance< TBC) %orkshire 6orward (3atrick Bowes Tom Riordan Simon 6oy< I th  June)M74# (Simon Mokes< I th  Lay)8neMorthEast (Research meeting< F th  #pril)#ssociation Regional 8bservatories (Micola nderdown Co,ordinator< 3hilipEadie Chair< G th  Larch)7est Lidlands Regional #ssembly and :ocal ;overnment #ssociation (Sherman 7ong<  th  #pril)Morthern 7ay (Richard Baker< #ndrew :ewis< H th  Larch)R4# Secretariat (Sue Ba0ter< N th  #pril) City regions Lanchester Enterprises (Like Emmerich$Rupert ;reenlaugh< F th  Lay)Core Cities (Chris Lurray<  th  Larch) Other  Commission for Rural Communities (#lastair Johnson Roger Turner ;ordonStokes< A rd  6ebruary) Centre for Cities (4ermot 6inch Lalcom Cooper 3aula :ucci< I th  6eb)Regional Studies (Sally 5ardy< A st  Larch)CB& (&an LcCa1erty< TBC) 4
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