Chapter 3 – Communications Strategies

When managing a large-scale genomics research project, effective communication is vital. A well thought-out communications plan to strategically disseminate relevant information to stakeholders is the surest way to achieve communications goals. A detailed communications plan can ensure a coherent, unified message from all collaborators and helps shape public opinion and discussions about the project. This involves identifying the audience(s), determining messages to convey to them, and choosing tactics used to communicate the messages. An eight-step method for communicating messages is presented in this chapter: 1. Audiences: Who are the audiences and stakeholders? 2. Challenges: What are their concerns? 3. Consideration: Are the audience’s concerns valid? 4. Messaging: What should be said in response? 5. Tactics: What is the best way to reach the audience? 6. Priority: Which audiences and messages are most important? 7. Tactic Evaluation: Were the communications messages received? 8. Strategy Evaluation: Are the tactics working?