uniting agriculture and nature for poverty reduction comms and engagement process analysis of...

22
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

Upload: beverley-marshall

Post on 02-Jan-2016

213 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 2: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

WLE Regional Program in the Ganges

WLE: Engagement, partnerships & communication

Page 3: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 4: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 5: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

Uniting agriculture and nature for poverty reduction

Sustaining engagement/communication

Page 6: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 7: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 8: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 9: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 10: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

WLE Regional Program in the Ganges

Communication and Engagement PlansFeedback Meeting, 22nd May 2015

Michael, Zadoc, Abby and Desalegne

Page 11: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 12: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 13: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 14: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 15: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 16: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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…

Page 17: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 18: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 19: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

Uniting agriculture and nature for poverty reduction

Roles & Responsibilities

Program Level

RegionalLevel

Project Level

Page 20: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 21: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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

Page 22: Uniting agriculture and nature for poverty reduction  Comms and Engagement Process  Analysis of submitted communication plans  Planning ahead & Roles

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