We take it as a given that sound strategy and tactical successes, such as media coverage, publications, and meetings with policymakers are crucial but ultimately are only a means to an end. Our goal, our "end," mirroring that of our clients, is affecting social change -- the actual implementation of new ideas and recommendations stemming from research that improves people’s lives.

Of course, communications is only one element in the quest for impact, and its role in change depends largely on the effectiveness and innovation of the programs it supports. Sometimes, we generate the newsclips, share information on the Web, and produce the documents that generate widespread attention. But for reasons beyond our control, palpable change will be months or even years away.  Other times, it all comes together, and we can credibly link our efforts to specific changes.

• The research we publicized and the policy counsel we offered that led to dramatic new leadership from the National Association of Attorneys General around care at the end of life;

• The on-camera message and media training and outreach to journalists the world over that led to favorable media attention on every continent for a complicated and nuanced malaria vaccine research enterprise -- and, ultimately, to substantial new funding for that research project;

• The ongoing work across our skill sets that played a very direct role in broader acceptance of consumer direction for disabled people, mostly elderly, under a national program called Cash and Counseling;

• Our early work with the Health Care for the Homeless and AIDS Health Services projects across the country that helped lead to federal legislation authorizing expansion of these demonstration projects nationally; and

• The continuing advice and coordination we provide to national and local public health organizations that will, for the first time in history, help them clearly define what local health departments do and the important roles they play in America’s overall health and security.

Impact is difficult to quantify, and it usually requires some combination of excellence in content, superb execution, and luck.  We have been and remain fortunate to work with some of the most respected minds in health, science, and social policy, and know that the credit for any impact we have starts with them and their work.