Partnering on Copyright

This is a guide to creating a communication plan. This is needed in order to help ensure any advocacy initiative is as effective as it can be. As part of the communication plan, the following must be identified:

• The target stakeholder groups;
• Their information needs, including the benefits and perceived problems in respect of each group;
• The overall aims and objectives of the project;
• The approach and methods (materials, activities, etc.) used to meet the aims and objectives;
• The timescales for the project; and
• The methods used to evaluate the project.

Identifying Stakeholder Groups

Different people will have different perspectives on Open Access and self-archiving. It is, therefore, important to break down into the different constituents all those involved in the scholarly communication process. Their needs can then be identified and the messages tailored effectively, using the most appropriate means of communication.

Identifying Information Needs

Each of the stakeholder groups have their own information needs, i.e., information of particular interest and importance to them. In order to identify the information needs of the various groups the following issues should be considered:

• what the specific key benefits to OA and self-archiving are to each group.
• what concerns each group may have with OA and self-archiving;
• what particular aspects of OA and self-archiving must be communicated to each group in order for them to understand and participate in the OA arena.

It is very important to note that even within individual stakeholder groups these information needs will vary depending on existing knowledge and experience of open access and self-archiving.

Identifying Aims & Objectives

Having identified the stakeholder groups and their information needs an actual advocacy initiative may then be developed. Firstly, it is necessary to identify specific, realistic aims and objectives that the initiative will hope to achieve. These may be identified by answering the following questions:

• Which stakeholder group(s) is to be targeted? How much does this particular group know already about the subject area? What are the gaps in their knowledge?
• What are their particular attitudes towards OA and self-archiving?
• What do you want them to know and why?

A list of core messages can then be created to target the stakeholder group. The goals of the advocacy initiative may need to be prioritised as, in most cases, there is a lack of available resources, such as time, funds and staff.

Identifying Effective Communication Methods

By identifying the stakeholder groups and the core messages for each group a communication strategy can then be formulated. The choice of strategies will depend on the groups being targeted, the time, resources and money which can be afforded on the project, and the desired outcome of the project.

There are a number of strategies which can be used. See Different Approaches to Advocacy and Advocacy Methods & Materials for a more detailed discussion of these.

Creating A Time Plan

Once the most effective communication/advocacy strategies and activities/materials are identified a time plan must be devised. This is essential so as to help ensure the actions to be taken as part of the advocacy initiative are carried out at the right time and in the right order. Timescales will be dependent on a number of factors, including availability of staff, and level of budget. An example of a time plan and action plan is available here.

Evaluating The Project

This is an important step as it will enable both successful and unsuccessful processes and outcomes of the project to be identified. These can then be incorporated, built upon or discarded.

The effectiveness of a project can be determined in a number of ways, including:

• Interviews;
• Surveys;
• Questionnaires; and
• Focus groups.

Obtaining feedback from the stakeholder groups will not only help ensure the future success of advocacy initiatives, but also encourage inclusiveness and collaboration, which will, in turn, encourage the establishment and adoption of good practices. These good practices, however, must be continuously reviewed and up-dated to reflect developments in such aspects as policies, attitudes, and technology.

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