Page 20 -

Module 1. Purpose
3 An impact strategy is focused explicitly and deliberately on change, and on the potential of your

role as a change agent. An impact strategy starts with an articulation of what you would like the
impact of your assessment to be. What would you like to see done differently as a direct result of

your assessment? Some of the power to effect change based on the findings may indeed rest with
9-12 December, 2013 bring about policy reform, or leaders in the public and private sectors who may have a role to play
you, depending on your role within your bureaucracy. Usually you should engage those who will

in changing practice. An impact strategy identifies these key actors and plans for ways to build their
receptivity to your findings.

The Communications activities tend to focus primarily on the effective and efficient delivery of
the findings and recommendations. The communications strategy also often has an important
corporate function: promotion of the department of government that has been responsible for
developing the report and demonstrating accountability through compliance with the mandate for
the assessment.

2. Audience

In developing your impact strategy, you may determine that there are a small group of key actors
who are in a position whom you want to influence with your work, and that your efforts in
ensuring take-up of your findings and recommendations should be focused primarily on them.
Directly reaching these influential actors, however, may be difficult. Instead, the impact strategy
may target those who are able to influence them or try to reach them through other channels
indirectly. You will need to cultivate and shape the opinion of others who have influence with these
key actors. Your ultimate objective should be to reach those people whom you definitely want to
act on the IEAs results.

Communications activities will always include broader audiences: those who can benefit from the
information contained in the report and become actors in their own way.

3. Timing

An impact strategy should be developed from the very beginning of the assessment process,
monitored, evaluated and adjusted throughout the process. The communications strategy is an
important component of the impact strategy, and is usually implemented towards the end of an
assessment, once the findings and recommendations become clear.

18 Developing an Impact Strategy for your IEA