Communicating Research and

Scientific Innovations

BIPCEA Science Communication Training Workshop for

Bio-Innovate Projects

3-4 July 2012, Kigali, Rwanda

ISAAA AFRICENTER

Stakeholder Analysis

I S A A A

Communication Toolkit for

Researchers

• Planning Tools

- Stakeholder Analysis

- Social Networks Analysis

- Problem Tree Analysis

- Force Field Analysis

- National Systems of Innovation

- Day-to-Day Communication Plan

Definitions

• A stakeholder is any person or organization, who can be positively or negatively impacted by, or cause an impact on the actions of a strategy, organization or project

• Stakeholder analysis refers to the process of analyzing KAP of stakeholders towards a proposed action e.g. a project

Stakeholder analysis will help in identifying:

• Key people to be engaged by project teams during the execution phase

• Unsupportive stakeholders, their adverse effects on the project and how to counter such effects

• Stakeholders' interests with project outcomes

Types of stakeholders

• Primary stakeholders: those ultimately affected, either positively or negatively by the project

• Secondary stakeholders: ‘intermediaries’, persons or organizations who are indirectly affected by a the project.

• Key stakeholders: have significant influence upon project implementation and impact (outcomes*)

Identifying stakeholder allegiance (Net mapping)

• Extent to which each stakeholder supports or opposes the project

• Are they followers, champions, opponents etc.

I S A A A

The Stakeholder Analysis Grid

Policy Influence map

Keep satisfied (How?)

Stakeholder with high power and

interest - engage closely and influence

actively for policy change (List them)

Analyze further nature of interest and

power

Monitor

Minimum effort

Stakeholders with high interest but

low power - keep them informed, can

lobby for change! Make them patrons,

champions for the proposed policy

change (List them)

Interest

Pow

er

Low

High

High

High

I S A A A

Application of stakeholder analysis results in

Communicating Research What is the purpose of research - Provide benefits to stakeholders

Farmers

Benefit targets

• Increase productivity

or reduce cost

• Boosting yield

• Disease and insect

protection

• Increased environmental

tolerance – drought,

salinity, other stress

Consumers

Benefit targets

• Healthier

• Enhanced value

•Cheaper

• Better tasting

• Cooks faster

Traders

Benefit targets

• Better Markets

• Longer shelf life

• Improved quality

• Fair trade

Message mapping

Message maps as useful communication tools

• Is a visual aid for packaging and presenting information in a format that is compelling, facilitates quick reading and comprehension.

• A message map allows you to strategically plan what you want to say in your communications and ensure consistency.

• It allows you to anticipate, prepare and to organize answers to the questions you are most likely to face from different stakeholders.

• Maintain trust and credibility-decision makers & the public

• Change public opinion

• Formulate or

• Change public policy

• Raise awareness to educate and inform the target groups

• Support new initiatives or provide information for decision making

Message map targeting

Area of Research Focus

Key Message 1 Key Message 2 Key Message 3

SF1

SF2

SF3

SF1

SF2

SF3

SF1

SF2

SF3

Message Map

Message maps are tools for presenting facts and figures on a particular

subject in a format that facilitates quick reading and comprehension

High tech. Seed Var. will ensure

Food security

New varieties will raise productivity

New CPSW varieties are envronm. suitable

New varieties will be Accessible , nutritious And enough quantity

Effective extension system

Enabling Policies

Availability of farm inputs Such as seed, fertilizers

Drought resistance

Pest and disease resistant

Weed tolerant

Agro-allied industries

Effective marketing systems

Fortification by breeders

Message map for farmers

Group Work