Communication is an integral part of programme activities and must be constantly reshaped in line with the programme’s objectives and vision. Every programme has a communication strategy and an operational plan comprising internal and external communication to various target groups. Mistra wants to emphasise the importance of focusing on user benefits in all communication. Succeeding in this endeavour calls for special communication skills. One person should bear overall responsibility for communication, and a special budget for communication must be set aside in the programme.
Developing the user dialogue
As early as during the planning of a programme, the dialogue between researchers and users should be initiated. This dialogue then needs to be developed and kept alive throughout the course of the programme, so that the programme results can be put to use. How the user dialogue of the programme develops is governed by the type(s) of users of the research results that the programme caters for. The dialogue also needs to be adapted to various stages in the development of the programme.
Programme communication involves everyone in the programme. It consists of everything that is done and said in the programme. The work needs to be headed by a professional communicator on, at least, a 50% position.
Mistra’s programme communication requirements
- A communication strategy and a communication plan (to be included in the overall programme plan).
- An annual report intended to reach a broader user group.
- An external website.
- A person responsible for communication.
- A special budget for communication purposes.