Uniting agriculture and nature for poverty reduction Comms and Engagement Process Analysis of...
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Uniting agriculture and nature for poverty reduction
Comms and Engagement Process
Analysis of submitted communication plans
Planning ahead & Roles and responsibilities
Communication Plan meeting agenda
WLE Regional Program in the Ganges
WLE: Engagement, partnerships & communication
Uniting agriculture and nature for poverty reduction
WLE KMC EcosystemCollaboration
Repositories
Training/ writeshops
Science Focal Point Meeting
Webinars
KM4CRPs
Sharing & Engagement
DropboxGoogle docs
Google Calendar
Uniting agriculture and nature for poverty reduction
Traditional Research Communication vs Communication for R4D
Area Conventional Research Comms
R4D Comms
Objectives Contribute to knowledge, Inform and provide
Change perceptions and behavior
Targets Researchers, scientists, academics
Actors in multiple sectors
Methodology One way, mechanisticPassive
Two way, iterative process, participatory
Strategies Publish Scientific meetings InformPublic Information
SystematicFocused on use rather than production Multiple products, channels, contributors
When At end of research process Continuous process
Uniting agriculture and nature for poverty reduction
Sustaining engagement/communication
Uniting agriculture and nature for poverty reduction
Behaviour Change Communication is a science!
Vehicles /learning / Co-
design
Products
Messages & Appeals
Builds on KAS identified and helps develop a model for addressing the changes we want to see. • Individual – or own behaviours• Social – norms and culture - peers• Local and wider environment – factors influencing access, price,
opportunities
Uniting agriculture and nature for poverty reduction
WLE Multiple scales and levels: contextualized
Project National/Land
scape
Regional
GlobalGlobal knowledge leader
and advance ESS/R based approach
Influencing investments and policies
Reaching Next users
Michael Abby Martina
Uniting agriculture and nature for poverty reduction
Comms & Engagement at the regional level
• Regularly updating and engaging with your stakeholders
• Organizing events• Event and contact management
Partnership & Engagement
• Tailoring products• Use of different media
Communication and targeted materials
• Buzz and messages• Support projects in developing products and processes• Story telling
Communication & Messaging
• Information Management • Collaborative spaces for internal learning -
collaborationKnowledge sharing
Uniting agriculture and nature for poverty reduction
Process for Developing Uptake/comms plan
Diagnose
• Review project plans, worksheets, deliverables• Synthesize across projects (table presented by Zadoc)
Design
• Develop overall regional communication & engagement plan • Support projects to develop comms plans
Implement
• Capacity development • Sharing/coordination • M&E
WLE Regional Program in the Ganges
Communication and Engagement PlansFeedback Meeting, 22nd May 2015
Michael, Zadoc, Abby and Desalegne
Uniting agriculture and nature for poverty reduction
Next Users - Observations
Who is a next user?• Influence change• Stakeholder consultations
Identified:• policy-makers, government, donors, investors, NAROs
Next user are lumped together • Demonstrate you know what they are doing
Uniting agriculture and nature for poverty reduction
Observations Cont’D –
Too broad • e.g.: decision-makers, civil society
organizations, universities etc.
Look out for platforms• e.g. National level
- Ethiopia can feed into the Agricultural Water Management Platform
Uniting agriculture and nature for poverty reduction
What are the implications
Zero down to specific users E.g.: target individuals in organizations
Narrow down number of next users & TARGET
Our regional team will: Link national next users (Ministries and NGOs) to
donors/investors and regional institutions NBI, ASARECA, ENTRO, UNEP, NBD
Establish contact database
Uniting agriculture and nature for poverty reduction
Key Messages
What are key messages? Statements on:• The change you purport to influence• That easily compels the attention of the potential
next user
Messages were too general, they didn’t target next users
Some have no association with project deliverables
Uniting agriculture and nature for poverty reduction
What are the Implications
Re-craft the messages:
- what does the project intend to deliver,
- what value is the project adding to the next user
- what are the benefits for the next users
– i.e. how does the statement address the next
user’s agenda/priorities/portfolio
Uniting agriculture and nature for poverty reduction
Key Actions
Research – how do our next users consume information?
Show process of engagement
Recommended: Focal person for each stakeholder group
Tap into incentives
Examples:• In Uganda, policymakers say they don’t like reading briefs or reports, but
a good documentary will go far!
• In Kenya, sometimes its better to talk to the first lady than the president…
Uniting agriculture and nature for poverty reduction
Channels, tools and products
Let’s be realistic• Time, budget, activities
Capacity
Targeted • Video for farmers will be different from a video for donors or
policymakers
WLE will provide:• Standard templates• Quality oversight
Uniting agriculture and nature for poverty reduction
Engagement and Communication Plan
• Monthly meetings• 1-1 interactions Coordination
• Contact database• Engaging regional organization and key high-level
national organizations• Monthly newslettter, external events list
Engagement and Outreach
• Redo/update brochure and regional materials• Standardize templtaes• Document stories of science and outcomes• Update/information for project website
Communication
• Event calendar of project activities• Update wikispace• Collect and store documents
Knowledge sharing
Uniting agriculture and nature for poverty reduction
Roles & Responsibilities
Program Level
RegionalLevel
Project Level
Uniting agriculture and nature for poverty reduction
Program Level website/blog
repository of outputs
publication formats
social media
outreach to donors/investors
document outcomes
standard templates, branding
Roles and Responsibilities
Uniting agriculture and nature for poverty reduction
capacity development for communicators
outreach to key regional actors
backstopping for production/ideas/advice - NOT
Implementation
contact database
media contact support
linking projects to external audiences
brochures
facilitating sharing between projects
support development of coms and engagement plans
Regional Level
Uniting agriculture and nature for poverty reduction
develop and implement uptake/comms plan
produce budget for comms materials
produce comms materials
active communication with regional team
contribute to monthly updates/e-letter
document success stories
collaborate with other projects
actively engage with next users
Project Level