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