MEASURE Communication Final Report - Population Reference ...

MEASURE Communication Final Report
3
and local staff owing to joint team visits, and more
timely dissemination of research results.
● USAID Missions lack incentives for data use. Since
USAID Mission result frameworks rarely include
results that focus on data use activities, there are limited
incentives for devoting resources to these activities
in the field.
Publications
● Cross-country comparisons are valued. From a policy
standpoint, users place high value on being able to
compare their own country’s progress to others and
on learning about approaches to issues and problems
that have been tried elsewhere.
● The publications had a wider range of end-uses and
-users than those specified in the project’s results
framework; USAID should support publications to
reach these audiences. In addition to use for policy
and program development, the materials were used in
research, classroom teaching, training of nurses and
other service providers, and community education in
rural areas, where there is typically a dearth of information
materials.
● There is no “best” format or style for international
publications. Key informant interviews revealed that
some readers prefer shorter, more concise materials
while others seek greater detail. Similarly, some prefer
more data-oriented presentations while others appreciate
stories and experiences. Also, readers differed on
the importance of making publications visually
attractive. Making each new publication available as a
set of materials, or covering a single topic from multiple
angles could be most effective for meeting the
needs of diverse audiences.
● Developing country users still want print materials.
Increasing numbers of users are retrieving information
via e-mail and the Internet, but the vast majority of
audiences still prefer having print copies of materials
for convenience, cost, and readability.
Media
● A series of media workshops that include the same
journalists over time builds a deeper knowledge
base and stronger commitment among the participants.
This approach develops stronger and broader
expertise on reproductive health among participants;
bolsters relationships among journalists as they draw
support from each other, strengthening their commitment
to and coverage of the issues; and enables the
journalists to gain respect and influence in their
newsrooms and in their communities.
● Support for high-level media networks creates leaders.
By arming journalists with accurate and timely
information and helping them to incorporate this in
their news stories, PRB’s media work created leaders
as well as media experts—leaders in local journalism
communities as well as civil society. Some of the journalists
moved on to serve in policymaking positions
within their governments, while others move up in
their journalism profession. Others were tapped by
NGOs, businesses, and government officials to share
their knowledge by serving on panels and facilitating
workshops on reproductive health issues.
● Networks that include journalists and policymakers
open communication channels. PRB explored different
models for its media work, most notably by
including policymakers and other influential people
in a network with high-level journalists. This model
showed that mixing the two groups improves communication
between them and, as a result, improves
news coverage of important issues. Each learns how
to talk to the other, clearing the way for more effective
and accurate news reporting.
Capacity building
● Workshops can lead to institutional change
if that is an explicit part of the curriculum.
Dedicating structured time to discuss with participants
how they can institutionalize new skills and
concepts within their organizations can result in the
official adoption of new approaches once they return
home.
● Creative funding approaches build sustainability
and increase participant commitment. Requiring
interested workshop candidates to try to find their
own funding, but with the caveat that funding is
available for a limited number of qualified applicants,
significantly increases the likelihood that participants
will come with their own funding and builds the sustainability
of the training program.
● MEASURE Communication’s capacity building
approach strengthened the project’s partner universities.
Establishing the training programs within
credible regional universities and transferring workshop
techniques to local faculty helps build the
capacity and the reputation of each institution as a
regional training center or “hub.”
● Building a training team reduces the staff burden
and adds to sustainability. Each regional university
has one to two “star” faculty who often find themselves
pulled in many directions. Building teams of
faculty with the requisite skills over time helps reduce
overload and ensures a “threshold’ of trained staff
who can share the burden of conducting intensive
two-week workshops or a semester course.
● Using alumni to facilitate training is cost effective.
Drawing on local or regional workshop alumni to