©2015-2018 SUKHOTHAI THAMMATHIRAT OPEN UNIVERSITY SOME RIGHTS RESERVED
17703 Paradigm and Communication Arts Research
1
Module 6 Research Communication and Publication Vivien Chiam, Communications Consultant, Singapore E-mail address: vivienchiam@gmail.com
Lesson 6.1: Strategic Communications for Researchers Issues to be discussed: 1. What is Strategic Communications and why is it important to researchers? 2. Building Relations with the Media 3, Outreach to Policymakers
Lesson 6.2: Research Publication Issues to be discussed: 1. What are the Channels Available for Research Publication? 2. Publishing in Print 3. Publishing Online
Sukhothai Thammathirat Open Univers ity
2
Module 6 Research Communication and Publication
Module 6: Research Communication and Publication Lesson 6.1: Strategic Communications for Researchers 6.1.1 Building a Communications Strategy •
What is the context for the research?
•
What are the strategic considerations?
•
What are the objectives for communication?
•
Who are the target audiences?
•
What are the key messages for them?
•
What are the channels and tools to reach them?
•
How do we evaluate our progress?
6.1.2 Building Media Relations •
Why building relationships with the media is important
•
Ways to reach the media
•
How to write a press release
•
How to conduct a press interview/conference
6.1.3 Outreach to Policy Makers •
Policy Briefs
•
Policy Dialogues
School of Communication Arts
17703 Paradigm and Communication Arts Research
3
Lesson 6.2 Research Publishing 6.2.1 Channels Available for Publishing 6.2.2 Publishing in Print 6.2.3 Publishing Online
Objectives of Module 2: After being introduced to Research Communication and Publication, students will be able to: 1. 2. 3. 4. 5. 6.
Understand the importance of strategic communications in order to publicize their research; Draw up a Communication Strategy for their research project; Identify the different groups of people who would be interested in their research and find appropriate ways to engage with each of them; Build relations with the media to help widen their publicity and outreach; Learn to find suitable channels and sources for publishing their research work in print and online Understand how to organize content and write effectively to get a research paper published in the desired medium.
Sukhothai Thammathirat Open Univers ity
4
Module 6 Research Communication and Publication
Highlight Contents of Module 6: Lesson 6.1: Strategic Communications for Researchers Issues to be discussed: 1. What is Strategic Communications and why it is important to researchers 2. Building Relations with the Media 3, Outreach to Policymakers
Most researchers tend to think about how to distribute or promote the outcomes of their research only at the end of their project. It is common for researchers to be too caught up with their research design, methodologies and analysis and leave the dissemination of their research work to the end. The danger of doing that is some very good research work will end up in a neatly bound book or file on a shelf or in a drawer. The main aim of researchers is to see their research outcomes being used for the purpose that it was intended for. Strategic communication is simply a set of activities planned around delivering the research outcomes to reach the right people and at the right time to maximize the research uptake and utilization. This is therefore an important area that cannot be just an after-thought, or left to chance, but must be incorporated into the research planning process from the beginning. It is acknowledged that communications is a specialized discipline in itself and researchers cannot be expected to be communications experts. However, as long as researchers have a strategic plan that engages with various stakeholders, rather than
School of Communication Arts
17703 Paradigm and Communication Arts Research
5
just dissemination and distribution of their research papers, then there is a better chance of their research becoming more visible and making a difference when applied. In a 2008 World Bank publication, Development Communication Sourcebook, the author, Paolo Mefalopolus, says in his preface that there is a difference between communicating about development results and communicating for development results. The latter involves engagement with stakeholders to make a change, and not simply dissemination. When researchers and development practitioners have a plan for such engagement with their stakeholders, they are becoming strategic communicators.
6.1.1 Building a Communications Strategy In recognition of the above philosophy, the International Development Research Centre of Canada (IDRC), which supports developing country researchers through capacity building grants and training programmes, has developed a toolkit that helps researchers build their own Communications Strategy. IDRC’s Toolkit for Researchers advocates that consideration be given to the following issues when drawing up a Communications Strategy:
a.
What is the context of the research?
Researchers should already be aware of the economic, social and political context of their research. The situation is perhaps less complex if the research is only addressing a national issue. However, in more complex research backgrounds, for example, in a Sukhothai Thammathirat Open Univers ity
6
Module 6 Research Communication and Publication
region like ASEAN, which has diverse cultures, languages, and various levels of economic, social and political development, more attention needs to be paid to context. Do these economic, social and political factors influence how the research can be utilized? What are the societal trends and public opinion regarding the issues related to the research?
b.
What are the strategic considerations?
Having established the context, researchers need to do a situational and risk analysis. What could change in this context in the near future and what will it mean for the research? Would any change bring about favourable or unfavourable outcomes for the research? One needs to look at how to adjust or manage the communications in the event of such changes. For example, while the existing political leadership may support climate change research, it is not guaranteed that the next government will follow the same line of support. Hence the communication strategy may have to be changed accordingly to engage the new leadership and to explain the issues in a way that will make sense to them and persuade them to see the researchers’ point of view. IDRC’s toolkit also advocates undertaking a SWOT analysis – Strengths, Weaknesses, Opportunities and Threats – and to be on the lookout for potential champions as well as potential opponents to the research.
c.
What the objectives for communication? Four key things to remember when setting objectives:
School of Communication Arts
17703 Paradigm and Communication Arts Research
7
Set your goals clearly Make them SMART Be realistic Never work backwards
It is advisable to start your plan with a clear performance outcome in mind. For example, if your research is about the issue of illegal sand mining on riverbanks, what is a specific outcome you would like to see emanating from your research? Are you trying to get the attention of the local authorities so that they will tighten their enforcement on these illegal activities? If so, then one of your goals might be to highlight the ill effects of the illegal sand mining on the local community and environment. Getting the local media to write about the situation and getting community leaders to express their support for action may produce results. Goals should be SMART – Specific, Measurable, Attainable, Relevant, and Timely. Researchers also should be realistic about what is doable – going back to the context and strategic considerations assessed earlier. The idea of “working backwards”, according to IDRC’s Toolkit, is to do something in a hurry with a leftover budget, like a video, without giving sufficient thought to its usefulness. The video could be a useful tool if planned beforehand to be part of the communication strategy. d.
Who are the target audiences?
In other words, who should know about your research, in order for you to achieve your goals? In the above example about research on illegal sand mining, the target audiences would include: Sukhothai Thammathirat Open Univers ity
8
Module 6 Research Communication and Publication
- the local community/residents affected by the illegal activities, e.g. farmers, fishermen living on the riverbanks where the illegal activities are taking place - the local authorities - the state/national government - the media - the NGOs, donor agencies interested in the issue It is important for the researchers to find out how each group would react or respond to their research outcomes and how they could contribute to the researchers’ communication goals. For example, if they engage the media to write about the issue they may gain more public support, which in turn would pressure the local authorities to act faster or more effectively. e.
What are the key messages to be conveyed?
Researchers may need to craft different messages for different audiences, depending on what is their objective in reaching out to those audiences. However, the messages must be consistently repeated to gain traction. Using the above example about research on illegal sand mining, some key messages the researcher could develop may be the following:  For the local villagers: Illegal sand mining will erode the riverbanks and jeopardize their livelihoods as fishermen or farmers  For the local authorities: Illegal mining destroys the natural environment and robs the local government of income which could come from properly licensed miners if a proper system was put in place. It also reduces the faith of the people in local government to protect them from the legal miners.
School of Communication Arts
17703 Paradigm and Communication Arts Research
9
For the local media: Research helps to present hard facts and statistics that will allow the media to have a better understanding of the problem for their reporting. For civil society/donor agencies: Joint community and international support and participation are needed to combat the issue that is threatening the environment and local livelihoods. f. What are the channels and tools to reach target audiences? After researchers have developed their communication objectives, identified their target audiences, and crafted their messages, they need to decide which channels or tools would be most appropriate for delivering those messages to each group of audience. To outreach to the academic community for their support, appropriate tools would include speaking at conferences or seminars, publishing articles in journals or books, or incorporating the research findings into the teaching curriculum and textbooks. For local residents, activities organized by the local citizens’ groups would be a good target - for example, showing documentary videos in the town halls, or organizing talks or debates to allow local residents to express their views on the issue. IDRC’s communications toolkit also advocates developing short-term and long-term channels. In the short-term, influencers on social media would also be good vehicles for communicating key messages. Long-term channels include those with influence over the public and those in authority, who could be champions and allies, such as local journalists or politicians who are interested in the research issue.
Sukhothai Thammathirat Open Univers ity
10
Module 6 Research Communication and Publication
In terms of local government, the tools to reach them should be those that grab their attention quickly and that are directly linked to their goals, such as saving government expenditure, boosting the economy or helping their citizens improve their livelihoods. Media reports are a good indirect channel. A more direct way might be to hold a conference or dialogue and to invite local government officials to attend, together with other key stakeholders, such as local businessmen or international experts, academics and representatives from donor agencies. This may also be a welcome opportunity for the government representatives to express their views on the matter in public and make some commitments on action they will take. Even if no immediate action is taken, the conference or dialogue will serve as an awareness-building platform for all stakeholders involved. In fact, researchers should aim to build relations with the local officials, and work in partnership with them, providing hard evidence from their research to help government decision-making. As government people are usually too busy to read long reports or books, sending them a short, 2-page policy brief would be more useful and welcome, in addition to the detailed report. The policy brief should clearly state the following:
-
Identify the problem the relevant research findings and outcomes what can be done to remedy the problem (based on the findings) what might happen if the problem was left unsolved (also based on the findings)
Include some photo images, with succinct captions, as a picture tells a thousand words.
School of Communication Arts
17703 Paradigm and Communication Arts Research
g.
11
How to evaluate progress?
To evaluate progress, one has to go back to the objectives. If the objectives are SMART – Specific, Measurable, Attainable, Relevant, and Timely, then assessing the results could be quite easy. For example, if one of the objectives were to build awareness of the research through the number of media articles published or conferences organized within a fixed duration, the progress or non-progress will be quite evident just by counting the number of conferences or publications. A communications strategy should be quite organic and can be changed any time according to the situation or if new ideas emerge, especially if many activities are conducted online, like public surveys, reaching new audiences online, etc. The following template, which has been extracted from IDRC’s Communications Toolkit, and follows the above steps, will help researchers construct their own Communications Strategy to engage with various stakeholders concerning their research. Reminder: the Communications Strategy template is to be constructed as part of the research planning process and not after the research has been completed!
Sukhothai Thammathirat Open Univers ity
12
Module 6 Research Communication and Publication
Communication Strategy Template CONTEXT What is the political/social/cultural/economic environment that could influence your research initiative?
STRATEGIC CONSIDERATIONS What trends, potential strengths, weaknesses, opportunities and threats are inherent in your research initiative? OBJECTIVES What are you trying to achieve through this Communication Strategy? 1. 2. 3. TARGET AUDIENCES Who must you reach to achieve your objectives? 1. 2. 3. 4. MESSAGES What messages must you deliver to your various target audiences to achieve your objectives? 1. 2. 3. 4. TOOLS AND TACTICS What approaches will you take to deliver your messages to your target audiences to achieve your objectives? It is advisable to include a budget to be realistic. 1. . 2. 3. 4. EVALUATION Did your strategy work? If not, why? What adjustments must you make?
Source: IDRC Communications Toolkit: http://www.idrc.ca/EN/Resources/Tools_and_Training/Documents/howto-become-a-strategic-communicator.pdf
School of Communication Arts
17703 Paradigm and Communication Arts Research
13
6.1.2 Building Media Relations Why is media relations important? Iain Ewing, a leader of communications training in Singapore and the region, says in his book, Media Skills in Good Times and Bad, that it is essential for senior company executives to have “media literacy”, just like one needs to have computer literacy in these days of advancing technology. Media literacy is not only for company executives; it is also a set of skills that would help researchers get further in making their research work better known. It also helps them deal effectively with any negative or bad media which may have an adverse effect on their work. We have discussed the important role of the media in helping researchers reach the general public, as well as government decision-makers and policy-makers. Yet, researchers often miss the opportunity to engage the media, because they do not allocate the time and resources to it, or lack the skills, or simply feel it is not as important as other tasks related to their research. In fact, it is not uncommon to find researchers unwilling to face the media when contacted. The attitude towards the media therefore has to be set right, based on Ewing. Most people when approached by the media feel that it takes too much time and effort to prepare for media interviews and to answer all the media’s questions. What they fail to understand is that they should turn the situation around and use the media’s questions as an opportunity to present their research to the public or a sector of the public, depending on the type of media. They should also recognize is that the media can be a great ally to promote their causes.
Sukhothai Thammathirat Open Univers ity
14
Module 6 Research Communication and Publication
Ways to reach the media There are several ways to reach the media: 1) Through building your own database and mailing lists. This is easily done by getting the contacts of all the local journalists who are working in your area of interest, for example, technology, environment, politics, or social issues. Put these contacts on your mailing list when you are sending out invitations to your events or press releases. 2) Invite local journalist to your press briefings. Invite journalists to your press briefings where you and your research team plan to make announcements about your research. Journalists appreciate being invited so that they can get the “internal scoop� by being able to speak with the researchers themselves (see section on how to conduct a press interview/conference) 3) Public relations services. Journalists usually subscribe to websites which aggregate and publish news and announcements posted by researchers. One such website is ResearchSEA, which has more than 1,000 journalists from international media registered and also posts on social media. In addition, they also subscribe to wire services to get wide coverage, as well as specialist media to target journalists by country and subject interest. 4) Social media. If researchers are savvy on social media, and their postings prove to be of high credibility and value, they can gain followers from the media. 5) Journalist associations. It may be worth to seek out the science journalist associations in each ASEAN country and to work with them. The World Federation of
School of Communication Arts
17703 Paradigm and Communication Arts Research
15
Science Journalists (WFSJ) is an umbrella body with national member associations. Check on the WFSJ website for member associations in ASEAN countries. 6) Donor agencies. Many donor agencies that fund research also recognize the value of having media publicity to announce research results. Researchers who do not have a lot of resources for media engagement may find it useful to tap the media network of the donor agencies that they work with. The PR officers in the donor agencies or embassies are usually more experienced in handling the media.
How to Write a Press Release Journalists get hundreds of press releases a day, some of which they never get to click open. So how do you ensure that the journalist will click on yours? The trick is to craft a headline that will stand out among the others. There are a few important pointers about writing an outstanding press release: It has to be newsworthy, otherwise it will not attract attention. Therefore, headlines like “First driverless vehicle able to pick up passengers from their doorstep”, “Groundbreaking technique to detect Malaria even before the symptoms show up” are more attention grabbing than just “New vehicles without drivers launched” or “New ways to test for Malaria”. Start with the important news first, not the background or details. The attention span of busy readers will not go beyond the first 1-2 paragraphs. If the first two paragraphs interest them, they will read on for the details. Detailed descriptions about your research or related institution should be appended as notes at the bottom, and not take up valuable space in the body of the text.
Sukhothai Thammathirat Open Univers ity
16
Module 6 Research Communication and Publication
Write the press release in a style that requires minimum editing for the journalist, thereby saving him/her time. You also avoid the risk of facts being missed out or misreported. Include some good, relevant quotes from important, senior, people who will lend credibility and value to your press release. Lastly, do remember to include your name, contact (mobile phone) information and web links at the bottom of the press release, so that journalists can reach you easily. Other additional tips: - Indicate whether the press release is for immediate release or embargoed until a certain date/time (e.g. until your conference/event) to avoid too early release; - Be on standby after you have issued the press release. Journalists, who are usually hard-pressed for time to meet publishing deadlines, may give up contacting you if you are inaccessible. For further tips on press release writing, refer to IDRC’s Toolkit – How to Work with the Media. You may consider subscribing to paid services such as PR Newswire, which could monitor your news coverage and report on which media agencies have picked up and republished your press releases. This is important to help you monitor your progress and put a total value for your media publicity. If you do not have resources for paid services, you may wish to subscribe to Google Words, which is free, to do your own monitoring.
School of Communication Arts
17703 Paradigm and Communication Arts Research
17
How to conduct a press interview and press conference Once researchers are asked to be interviewed, they must remember to do three things – prepare, prepare and prepare! Even the most seasoned spokesperson needs to prepare for a press interview to avoid saying the wrong things or project the wrong image, which would then need a lot of damage control action to rectify. Iain Ewing devotes several chapters in his book, Media Skills in Good Times and Bad, about how to handle interviews that are conducted face to face, on radio, and on TV. In all instances, it is important to remember a few key points, based on the principles of who you will be reaching through this interview, and what messages you would like to convey to them:
1. Do some background checks on who is the interviewer so that you know what he is trying to achieve through this interview (for example, is he/she from the mainstream media or controversial media); 2. Try to get a list of questions that the interviewer intends to pose beforehand so you can assemble all the necessary information to say during the interview; 3. Assess who will be the target audience of the medium used by the interviewer so that you can adjust your language accordingly (for example, is it the academic/scientific community or just the general public?); 4. Prepare your theme and message track and stick to it, even though you may be detracted during the interview;
Sukhothai Thammathirat Open Univers ity
18
Module 6 Research Communication and Publication
5. Remember that if you are on TV, appearance and body language are also important factors in your communication, besides what you say.
There are some key differences between a press conference and a press interview. 1. The request for an interview is usually initiated by the media representative, whereas a press conference is usually organized by the researcher’s team or institution who will invite the press to attend the briefing. 2. It may be difficult to predict in advance who, among those invited, will actually turn up on the day of the press conference, while normally for a press interview the date and time is fixed and confirmed beforehand by both parties. Therefore, contingency plans have to be made in case no journalists turn up for the press conference. 3. In an interview, it is usually one-on-one, whereas in a press conference, the researcher is at liberty to include as many members of his/her team as appropriate. The team will also be facing a number of representatives from different media channels, including those from print media, radio, TV, etc. This implies that all those on the panel of interviewees must not only be knowledgeable about the subject matter, but also be able to handle the press conference in a media-savvy manner. Therefore, some prior discussion, and even coaching, to prepare for a press conference is advisable to achieve good results.
School of Communication Arts
17703 Paradigm and Communication Arts Research
19
6.1.3 Outreach to Policymakers Policy Briefs As policymakers are usually very busy people with little time to read and understanding long research reports, researchers can convey their message to the policymakers through a policy brief, which would normally not exceed two pages. In a book published by IDRC, The Knowledge Translation Toolkit, a policy brief is described as “a message from researchers to policymakers, delivered with brevity and clarity” (pp189). There are three main parts to a policy brief: 1. Introduction – state the problem(s) clearly and what the research has uncovered in relation to the problem; 2. Discussion – discuss the implications of the research findings in the light of the context and strategic considerations of the research (as described in the communication strategy); 3. Policy Options - offer a set of the possible options open possible for policymaking in order to address the problem, and, optionally at the end, a consolidated recommendation as the next step. Recommendations may include cost implications, if appropriate.
Policy Dialogues A policy dialogue can be a useful platform to engage representatives from different groups in the community – government, academics, researchers, subject matter specialists, private sector, donors, NGO workers - in a discussion about a problem of Sukhothai Thammathirat Open Univers ity
20
Module 6 Research Communication and Publication
mutual interest and which interests the wider community. The discussion will help the different groups share their own knowledge of the issue, see others’ perspectives and generate ideas for solving the problem. Researchers may wish to organize such policy dialogues in relation to high profile events, to gain visibility. For example, if there was a big conference being held about the digital economy, researchers who wish to highlight their work in the area of information and communication technologies could organize a policy dialogue on the fringe of the conference. Since the media will most likely be covering the conference, the policy dialogue will also benefit from the media exposure. The Women in Informal Employment: Globalizing and Organizing (WIEGO), a global research-policy-action network that serves the needs of the working poor, especially women, which is based at the Harvard Kennedy School, USA, uses policy dialogues for its work. They have published a guide to organizing and running policy dialogues, entitled Conducting a Policy Dialogue to Achieve Results, which is available online.
Self-assessment Exercise 1: Would you consider yourself a strategic communicator? If your answer is no, what are the main challenges that you face and how would you manage them?
School of Communication Arts
17703 Paradigm and Communication Arts Research
21
References Mefalopulos, P. 2008. Development Communications Sourcebook – Broadening the Boundaries of Communication. The World Bank. Available at: http://siteresources.worldbank.org/EXTDEVCOMMENG/Resources/DevelopmentCom mSourcebook.pdf Toolkit for Researchers. International Development Research Centre. Available at: http://www.idrc.ca/EN/Resources/Tools_and_Training/Pages/Toolkit-forresearchers.aspx Ewing, I (1998). Media Skills in Good Times and Bad, Ewing Communications Pte. Ltd. See http://www.ewingcomm.com.sg/top3.htm. ResearchSEA. See website: www.researchsea.com PR Newswire. See website: www.prnewswire.com Bennett G and Jessani N, The Knowledge Translation Toolkit. 2011. International Development Research Centre. Conducting a Policy Dialogue to Achieve Results. July 2013. Women in Informal Employment: Globalizing and Organizing (WIEGO). Available at: http://wiego.org/sites/wiego.org/files/resources/files/WIEGO_Policy_Dialogue_Guide_ English.pdf
Sukhothai Thammathirat Open Univers ity
22
Module 6 Research Communication and Publication
Lesson 6.2: Research Publishing 6.2.1 Channels Available for Research Publishing As a researcher in Communications Arts in ASEAN, you have a wide choice of channels to publish your research, whether in print or digitally, or both. Just by Googling “How to Publish a Research Article”, researchers can be presented with hundreds of search results. However, the challenge lies in getting published in the right channels so that your research is read by the right audience. Again, you need to go back to their Communication Strategy to be reminded who is it that you are aiming to reach. By publishing a scholarly book or in an academic journal, you will reach people who are knowledgeable or are working in your field. But would you also want to choose non-scholarly channels to reach a wider audience? On the other hand, not all publishers you approach will jump at the first opportunity to publish your work (unless it is exceptionally impressive or innovative!). There is a certain amount of preparation and skill required in approaching publishers directly to interest them in publishing your work. Book and journal publishers usually have clear guidelines for authors, including editorial policy and publication ethics, as well as the manuscript submission process and templates on their websites. To gain easier access or recognition, you may consider co-publishing your research article or book with your university’s publishers, which may give you better recognition. Note also that most publishers charge a publication or manuscript handling fee, but these may be waived in certain cases, for example, those from low-income countries as defined by World Bank standards. Given the vast number of publishing requests received by publishers, what would
School of Communication Arts
17703 Paradigm and Communication Arts Research
23
attract them to accept your article? A combination of good, innovative work, addition of new information to the field plus good writing style are important factors for consideration by publishers. Therefore, the abstract, which is what the publishers’ editors would read first, is critical. It should convey the essence and results of the research prominently to grab attention. Before you choose either print or online publishing for your research, you should be aware of two key models adopted by publishers with respect to accessibility and licensing:
Open Access Open Access is a publication model that enables the dissemination of research articles without restriction through the internet. Thus, all articles published under open access can be accessed by anyone with internet connection. Most publishers strongly supports the Open Access initiative. Thus if you choose to publish your content with such a publisher, you must be prepared that it will be freely accessible to everyone.
Creative Commons Most publishers are also licensing the content they publish under the Creative Commons licenses. Creative Commons is a nonprofit organization that enables the sharing and use of creativity and knowledge through free legal tools. Through such licensing, it is possible to allow the published work to be copied, distributed, edited, remixed, and built upon, all within the boundaries of copyright law. Publishers will Sukhothai Thammathirat Open Univers ity
24
Module 6 Research Communication and Publication
make known on their sites the licensing scheme that they adopt. For example, publisher Academic Journals, states on their website: “All articles published by Academic Journals are licensed under the Creative Commons Attribution 4.0 International License. This permits anyone to copy, redistribute, remix, transmit and adapt the work provided the original work and source is appropriately cited.�
Publishing in Print - Books and Journals There are at least four publishers interested in the area of media and communications research: - Routledge, London - Cambridge University Press - Asian Media Information and Communication Centre, Singapore (through commercial publishers) - Sage (UK and USA). Should you choose to publish a book about your research, the first step is to research their websites to read their guidelines for authors and submit a proposal accordingly. The following guide, taken from Routledge, is an example showing the four main areas which their evaluators look for in a proposal to publish.
School of Communication Arts
17703 Paradigm and Communication Arts Research
25
1. A statement of aims including three to four paragraphs outlining the rationale behind the book
Quite simply, what is your book about?
What are its main themes and objectives?
What does it do differently, or more innovatively, or better than existing books?
2. A detailed synopsis and chapter headings with an indication of length and schedule
Please list working chapter headings and provide a paragraph of explanation on what you intend to cover in each chapter. A list of chapter headings alone is not sufficient for a meaningful review.
How many tables, diagrams or illustrations will there be (roughly)?
Roughly how many thousand words in length will your book be? Does this include references and footnotes? Most of our books are 70,000 - 120,000 words long.
When will you be able to deliver the completed typescript? Please be as realistic as possible.
3. A description of the target market
Who is your book primarily aimed at? Who will buy it? Who will read it?
Is it aimed at an undergraduate or postgraduate student audience?
Is it a textbook, reference work or research monograph?
If it's a textbook, for which courses would the book be used?
Is it a research monograph that will sell primarily to academic libraries?
Is the subject area of the proposal widely taught, or researched?
Would this subject have appeal outside your home country? If so, where?
4. A list of the main competing books We would like to know that you are familiar with competition for your proposed book. What are the strengths and weaknesses of key competing titles? What makes your book better than the competition?
Extracted from Routledge online resources: Information for Authors – Submitting a Book Proposal, http://www.routledge.com/info/authors/
Similarly, if you are aiming to publish your research as a journal article, it is important to plan ahead so that your efforts will not be wasted when your article is rejected. Examining the following key areas will help you with your planning: 1. What is your reason for wanting to publish? - It adds value to the current field. Ask yourself these questions - does Sukhothai Thammathirat Open Univers ity
26
Module 6 Research Communication and Publication
the article contain innovative work? Does it build on existing work? Who is going to be interested and why? - Publishing is important to your career as researcher and academic. 2. Which journal should you publish in? - Check the fit between your research and the journal’s aims and scope. It is no point submitting to journals that do not publish in your research subject area. (The journal references cited by you in your research may give you some clues as to which journals would consider your research more favourably.) In addition, look through past journal articles to see if they have published articles on your research topic previously. If they have, then it is a sign that the topic is of interest to the editors/reviewers. If the publisher has issued a call for papers, this might be a better opportunity than approaching them on your own. - Usually there are specific instructions or guidelines for submission of manuscripts on the homepage of each journal. Read these carefully to ensure you are able to comply with the requirements. - Check the marketing support provided by the publisher and the reach of its audiences to see if they match with your target audiences. (Refer to your communications strategy for help.) 3. Planning your manuscript content and structure There are several online resources that provide useful information on how to structure a journal article to gain better success in publishing. One such resource is on JournalPrep.com’s website - “How to Write and Publish a Research Paper”. JournalPrep is a Canada-based service provider that offers a
School of Communication Arts
17703 Paradigm and Communication Arts Research
27
whole range of dedicated publishing-related services such as writing, editing, translation, etc. for those who need such assistance. Major publisher, Elsevier, has also provided a quick, concise snapshot of how to structure a research article in the graphic below, extracted from its online resources, “How to get published” Article Structure Title Abstract Keywords (IMRAD) Introduction Methods Results And Discussions Conclusions Acknowledgements References Supplementary data Source: “How to Get Published – what distinguishes a good manuscript from a bad one”, www.elsevier.com/authors
Here are some further elaborations and comments about this structure:
Sukhothai Thammathirat Open Univers ity
28
Module 6 Research Communication and Publication
Title: Your title should be as attention-grabbing and compelling as possible so that editors/reviewers would want to read beyond the title. In the event that you succeed in getting published, your interesting article title would also help you get cited. Abstract: Most journals limit this to 200-250 words maximum and since it is the first text the editors/reviewers will read, it is crucial that your abstract is very clear and concise. It must contain the most important information pertaining to three things: (1) the rationale for your study; (2) the research methods; and (3) the findings or outcomes. Editors may not know a lot about your research topic, so including a couple of “big picture� statements would help set the scene for them. Keywords: Include as many important and relevant keywords in your title and abstract as you see fit. Remember these keywords will help readers find your article easily once it is online. Introduction: Introduce the topic first with a literature review of your research area, and some convincing statements about why you carried out the research. Then highlight how your research has contributed to the field. Methods: Your hypothesis(es) and research questions should flow logically after your introduction. Then you could go on to describe your research methodology, i.e how you went about collecting and analysing your data the way you did. Results: The results section should contain only the results, with graphs and tables as supporting material. The tables and graphs should be meaningful, self-explanatory and easy to read as editors may not have time to read the accompanying texts. Discussion: In this section, discuss WHY you obtained the results you did, and WHY the results are important. You might also mention the implications of your research School of Communication Arts
17703 Paradigm and Communication Arts Research
29
(for example, you may be debunking current theories in the field of study), and what are the next steps. Conclusions: Like the Abstract, this part of the article is also critical as editors may skip the text to read this first. It has to be brief, concise and written in a way that it will impress and stay in the mind of the reader. You would need to restate some of your previous parts of your research paper, such as the research issues, the methodologies, data analysis and results without being repetitive and boring. Acknowledgements: All those who have cooperated with you and contributed to your research article should be duly acknowledged. References: Ensure that you have used the referencing system required in the submission guidelines. Supplementary data: Include supplementary data that you think will add value to your content.
Other useful items to consider: - Copyright/permission: Have you obtained all the necessary permission for copyrighted material from other sources? - Word limit: Respect the word limit stipulated by the publisher - Editing/proofreading: Be meticulous to submit a manuscript that is free from careless errors. Editors will take note of this. - Covering letter: Submit your manuscript with a strong and well-written covering letter that will make a good first impression. - Post-submission followup: Consider all peer review comments carefully and Sukhothai Thammathirat Open Univers ity
30
Module 6 Research Communication and Publication
provide clarifications/responses promptly and in a polite manner. Taking pains to do this may contribute to your success.
In addition to the above, this article on the Sage website entitled How to Get your Journal Article Published will prove useful for those contemplating to publish with Sage. Publishers usually also require the author to enter into a publishing agreement with them, which spells out the terms and conditions covering deliverables, copyright, licensing, royalty payments, etc. Each publisher would have its own legal requirements, and there are several sample agreements displayed on the Internet. A comprehensive coverage of these areas is made by Sage Publishers on its website, under Sage Publishing Policies. Information on some major publishers of books and journals in the field of media and communications that may be relevant for ASEAN researchers is provided below. The Asian Media Information and Communication Centre, which has been based in Singapore since its inception in 1971, is an international, non-profit, non-government organization that serves as a regional research hub for media and communication issues, and works “to provide opportunities for empowerment of disadvantaged sectors in the communication/media environments in developing countries in Asia�. Within ASEAN, it has country representatives in Indonesia, Philippines, and Thailand. Its publications are categorized by the following themes: - Communication Theories and Approaches - ICT and the New Media School of Communication Arts
17703 Paradigm and Communication Arts Research
31
- Media and Human Rights - Media Ethics and the Law - Mass Media Laws and Regulations - Film and Broadcasting - Cultural and Development Issues AMIC’s two flagship journals, listed below, are potential good avenues for publishing: The Asian Journal of Communication - a joint, peer-reviewed, international research publication of AMIC and the School of Communication and Information of the Nanyang Technological University of Singapore. The Journal aims to facilitate the understanding of the process of communication in the Asia-Pacific by publishing articles that develop communication theory, report empirical research, and describe advances made in research methodology. Media Asia - a quarterly magazine that serves as an important platform for the exchange of views and information on mass communication in the countries of the Asia-Pacific region. Each issue of the journal contains relevant information, commentaries and book reviews on the latest trends and issues in the field of communication and information. Another major publisher of scholarly books and journals in the Southeast region is the Institute of Southeast Studies (ISEAS), a research centre and think tank which is also based in Singapore. It focuses on publications for Southeast Asia by Southeast Asia pertaining to these fields: Politics and Strategic and International Studies, Economic
Sukhothai Thammathirat Open Univers ity
32
Module 6 Research Communication and Publication
Development, and Social Change. Almost all of its e-books and more than 2400 journal articles are available from its website. The Journal of Social Issues in Southeast Asia (SOJOURN), would be a very good publishing channel for research in ASEAN. Areas of interests include urbanization, migration, ethnicity, religion, popular culture, nation building, civil society, family and gender. Another relevant ISEAS journal is Contemporary Southeast Asia (CSEA), one of its flagship publications. Now in its fourth decade of publication, it aims to provide subscribers with up to date and in-depth analysis of critical trends and developments in Southeast Asia and the wider AsiaPacific region. The advantage of publishing through ISEAS (and most other publishers of a similar nature) is that the researchers can benefit from ISEAS’s promotional efforts and strategic partnerships with other publishers. For example, it co-publishes with many other universities in US, Canada, Australia and Asia, and also translates its books into other Asian languages such as Khmer, Vietnamese, Laotian, Malay, Korean and Chinese. ISEAS also showcases its books and journals at major academic book fairs and conferences all around the world.
SAGE is another major publisher in the field of media and communications. Some of its journals include:
School of Communication Arts
17703 Paradigm and Communication Arts Research
33
Media, Culture & Society - a major international forum for the presentation of research and discussion concerning the media, including the newer information and communication technologies, within their political, economic, cultural and historical contexts. Mobile Media & Communication – while the center of gravity lies in social sciences and humanities, the journal is open to research with technical, economic, and design aspects, provided they help to enlighten the social dimensions of mobile communication. New Media & Society is an international journal that provides an interdisciplinary forum for the examination of the social dynamics of media and information change.
ResearchSEA, based in the UK, is one of the few publishers which provide opportunity for Asia research institutions and individual researchers to showcase their work in nonacademic magazine that is targeted specifically at the media and the general public. The publishing style and requirements are less stringent than academic journal publishers. ResearchSEA’s flagship publication, Asia Research News, available in print and digital formats, highlights significant research news coming out of Asian research institutions. It also operates a news portal which has more than 1000 media representatives as subscribers.
Publishing Online Sukhothai Thammathirat Open Univers ity
34
Module 6 Research Communication and Publication
Almost without exception, scholarly journals are now also published online as ejournals. E-articles are also available by indexing and abstracting services through databases and aggregators. Libraries are usually the providers of access to such databases and aggregators such as: Project MUSE (currently includes 339,477 articles and 776,383 chapters by 243 publishers); Proquest (partners with 9,000 global publishers and has a section devoted to Dissertations and Theses); Scopus (with 55 million records, 21,915 titles, and 5,000 publishers, Scopus claims to be the largest abstract and citation database of peer-reviewed literature: scientific journals, books and conference proceedings); Crossref (71 million journal articles and other content items). Books are also converted into e-books, usually a few months after the print version, Therefore, through publishing books and journal articles, the authors would also gain exposure to a great number of online readers.
Publishing on Social Media Given the ubiquity and popularity of social media platforms such as Facebook, Twitter, YouTube, which everyone is already familiar with, there is hardly any need to say more here. In the latest ASEAN Communication Master Plan, dated October 2014, issued by the ASEAN Secretariat in Jakarta, Facebook, YouTube and Twitter were listed as the most School of Communication Arts
17703 Paradigm and Communication Arts Research
35
used communication channels for reaching its target audiences, which have been categorized as: general public, women and children, youth, government, business, CSOs, key influencers and media. This speaks to the importance of using these channels to promote any research work about ASEAN to engage one or more of these groups. The print or e-publishing channels as described above are also invariably linked with social media. Major publisher and information solutions provider, Elsevier, has a whole unit devoted to social media on its website. It conducted a survey in 2013 which revealed that “57% of researchers use social media in a professional context, which highlights the significance of social media in academia”. Cambridge University Press, one of the oldest publishers, recognizes that social media is a powerful tool precisely because it can help to make researchers and their work more discoverable online. It has a section on their website called “Author Hub”, which provides its authors with the necessary tools for them to interact with the academic community online, engage with their readers and find new fans. In conclusion, whether you choose to publish in print, online or through social media, the digital age has greatly facilitated the convergence of all these different media, and therefore any material we publish in print will, almost surely, find its way online.
Sukhothai Thammathirat Open Univers ity
36
Module 6 Research Communication and Publication
Self-Assessment: Which is the most appropriate channel for you to publish your research work? Consider what resources or strengths you have to work towards your publication goal?
Assignment for Module 6 For this module you can choose assignment 1 or assignment 2.
Assignment 1: Use the template provided to build a Communication Strategy to show how you plan to convey your research findings to your intended target audiences and what are your expected outcomes. Or Assignment 2: Choose up to 3 publication channels which you feel would be a good match to publish your research work and explain how these channel(s) will help you achieve your communication goals.
School of Communication Arts
17703 Paradigm and Communication Arts Research
37
References: Open Access Publishing, website: http://www.budapestopenaccessinitiative.org/boai10-recommendations Creative Commons Licensing, website: http://creativecommons.org/about Academic Journals Creative Commons Licensing Policy, website: http://www.academicjournals.org/creative_commons Routledge website: Information for Authors – Submitting a Book Proposal, http://www.routledge.com/info/authors/ JournalPrep website: “How to Write and Publish a Research Paper” http://www.journalprep.com/en/how-to-write-and-publish-a-research-paper.php Elsevier website: “How to Get Published” http://www.elsevier.com/__data/assets/pdf_file/0011/239294/Get-Published-QuickGuide.pdf Sage website: “How to Get your Journal Article Published” http://www.uk.sagepub.com/journalgateway/files/how_to_get_published.pdf Sage Publishing Policies, website: http://www.sagepub.com/journalgateway/pubPolicies.htm Asian Media Information and Communication Centre, website: http://www.amic.org.sg/ The Asian Journal of Communication, http://www.amic.org.sg/research-andpublications/product/view/1/1.html Media Asia, http://www.amic.org.sg/research-and-publications/product/view/1/2.html Institute of Southeast Asia Studies, website: http://iseas.edu.sg Journal of Social Issues in Southeast Asia, http://www.iseas.edu.sg/sojourn.cfm Contemporary Southeast Asia, http://www.iseas.edu.sg/contemporary-southeast-asia.cfm
Sukhothai Thammathirat Open Univers ity
38
Module 6 Research Communication and Publication
SAGE Publications, website: http://www.uk.sagepub.com/home.nav?crossRegion=asia Media, Culture & Society, http://www.uk.sagepub.com/journals/Journal200958?siteId=sageuk&prodTypes=Journals&q=Media+Culture+and+Society&fs=1 Mobile Media & Communication, http://www.sagepub.com/journals/Journal202140 New Media & Society, http://nms.sagepub.com/ Research SEA News Portal, http://www.researchsea.com/ Asia Research News magazine, ResearchSEA, http://issuu.com/asiaresearchnews/docs/asia_research_news_2014 Project MUSE, website: http://muse.jhu.edu/ Proquest, website: http://www.proquest.com/ Scopus, website: http://www.scopus.com/ Crossref, website: http://www.crossref.org/ ASEAN Communication Master Plan, ASEAN Secretariat, Oct 2014, http://www.asean.org/images/pdf/2014_upload/ACMP_Print_pdf_final.pdf Elsevier, website: http://www.elsevier.com/editors/journal-marketing/social-media Cambridge University Press, website: http://www.cambridge.org/sg/academic/authors/author-hub
School of Communication Arts