Transcript Communicating with Stakeholders The Kenyan Experience

Communicating with Stakeholders
The Kenyan Experience
Margaret Karembu, PhD
Director, ISAAA Africenter
[email protected]
Public Forum on Science Communication
April 6, 2011, Biopolis Singapore
Presentation Outline
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Overview of Africa Agricultural scene
Biotech Communications Landscape
Outreach and Communication Activities
Way Forward
>60% of Population are Small-holder
Farmers
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< 5 hectares of land
Little capital to invest
Motivated by family
needs
•Unstructured
markets
•Rich indigenous knowledge
Most affected by environmental
degradation
•Innovative and appreciates
new technologies
Africa is drought-prone
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In 2003 WFP spent $0.57b on
food emergency due to drought
in Africa
Risk of drought prevents
investment in best management
practices
 Yield stability is key to
unlocking the value of basic
inputs
Recorded droughts between
1971 and 2000, and the
number of people affected
High Dependency
on Food Aid
•In 2007, sub-Saharan Africa
accounted for 67% of global
emergency food aid deliveries
•SSA- 2.5 Million tons
•Asia- 0.9 Million tons
•M. East & N.Africa- 0.2M tons
•Eastern Europe- 53, 000
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Africa in need of Technology
Intervention
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“Responsible
biotechnology is
not the enemy,
but starvation is
the enemy”
Late Norman Borlaug
•Interventions from science and
biotechnology tools are key to increased
productivity & enhanced
food security – IT IS URGENT!
BUT…biotechnology has
generated a network of opinions
Miracle or
Monster?
and…varied perceptions on risks and benefits
..and then mass media sensations thro
fantasies, myths, fairy tales
Are you eating
science’s mistakes??
Creating:
Fear
Anxiety
Outrage
Mistrust
Leading to: Communication
Difficulties
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Selective listening/reading
Hearing things not said
Emphasizing the negative
Misinterpretations
Feelings overrule facts
How do we enhance comprehension?
Important role of Science Communicators!!
Sample this…
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Who should respond?
What message?
To which stakeholder?
How - means/mode?
Ensure that the right people get the right
information at the right time thro the right means!
Non-Verbal Communication
Negative perception
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Non-Verbal Communication
Colour scheme
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Preparing for effective
Communication
Stakeholder Analysis and mapping
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High
HP/LI
HP/HI
Power/Influence
Keep satisfied – make
them PATRONS
Low
Fully engage and bring on
board as CHAMPIONS
LP/LI
Monitor - Minimum
effort
HI/LP
Keep informed, organize to
influence
Interest
High
E.g. Schematic Cotton Stakeholders
NARO
CDO
National and
international
Certifiers
seeds
EU organic
markets
Uganda Ginners & Cotton Exporter Association
Organic
Ginneries
National Agric.
Advisory Service
money
information
Private Agents
Conventional
Ginneries
Farmers
Organic
NOGAMU
information
LANGO
Conventional
Exporters
External
Market Actors
Local textile
industry
Oil Mills
Input Dealers
Netmapping - helps establish
level of influence
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Packaging the Message
Simplifying language
Technical jargon
Layman’s language
Recombinant DNA
technology
Plasmid
Plant improvement
Gene gun, biolistics
Gene delivery system
Toxin
Protein
Bt cotton
Insect-protected cotton
Gene carrier
Note: In biotech communication Avoid: A+B+C = D
Start with solution: D = A+B+C
Message Map
Concern:
Passage of
Area
of Concern
Loss of Kenya
trading partner
e.g. EU Law
Biosafety
GMOs
Key Message 1
Key Message 2
Key Message 3
SF1
SF1
SF1
SF2
SF2
SF2
SF3
SF3
SF3
Message map is a tool for presenting facts and figures on a
particular subject in a format that facilitates comprehension
Message MapMessage 1:
Performance trials are
based
on scientific
procedures
Performance trials of biotech
crops are conducted on a
case-by-case basis and they
must pass efficacy tests
before commercial release
Performance trials are
conducted over multiple
years in different agroecological zones
Message 2:
Risk assessment
assures safety
Message 3:
Trials enhance public
assurance and
confidence
Prepared by ISAAA Associates
Kenya has elaborate
field trial
guidelines/manuals
for monitoring and
testing of GM crops
KEPHIS has well-trained
experts in monitoring and
evaluation of safety of all
crops including GM crops.
On-going trials of Bt
Cotton and Bt Maize are
scientifically monitored
KEPHIS has modern
facilities, including
a state-of-art molecular
lab for screening and
testing of GMOs
Plant breeders utilize well
established standards to
assure stableI gene
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performance in the crop
Field testing is conducted
in accordance with
principles designed to
protect human health and
the environment
Environmental risk
assessment prior to
field testing must
demonstrate that all
regulatory requirements
have been met
The NBA
comprises of a strong
team of regulatory and
technical experts who
have developed an
extensive decision
-making framework
that ensures safe trials
of GM crops
Build Capacity in Science/Risk
Communication
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Regulators
Teachers
Scientists
Policy makers
Journalists
ISAAA Africa BICs experiences and
contributions to enhancing enabling
policies and public acceptance
1. Media-Scientists Linkages
•Training in:
Science communication
Reporting biotechnology
Risk communication
Lesson 1: Build capacity and invest in good relations with
credible journalists for increased and balanced reporting
2. Scientific live shows
Lesson 2: Demystify biotechnology issues by exposing
stakeholders to biotech processes & products
3. Study tours - traveling wkshops
Stakeholders visit Bt cotton
Confined Field Trials in Kenya
Politicians
Journalists,
Farmer
leaders,
Regulators
visit
biotech
facilities in
the country
Farmer-to-farmer
visits to S. Africa, Burkina
Lesson 3: Invest in seeing-is-believing study tours to enhance
appreciation of research efforts & confidence with local expertise
4. Policy makers and scientists
workshops
Lesson 4: Politicians are very strong opinion shapers. For policy
influence, scientists and parliamentarians must engage!
5. Regular (monthly) stakeholder dialogue
Open Forum on Agricultural Biotechnology – OFAB Kenya
2-hour session every last Thursday of the month
Lesson 5. Interpersonal communication very effective in building trust
and strengthening inter-institutional networking
6. IEC Materials and Translations
BICs author and print materials
widely distributed
Lesson 6: Improve stakeholders understanding of biotech/biosafety
issues and trends with simple, localized IEC materials - consistency
Communication plan
Being proactive than reactive
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APP model
Anticipate: List all possible biotech issues
Prepare:
Message, Messenger, Means (3M)
Practice: Regular public /media engagement
Engage each stakeholder
group…what message, when,
how, messenger-by who, means..
Strategic Partnerships:
Science Communications Service Provider
BioAWARE; Public Universities; RECs
PBS
Nanyang Technological
University??
Thank
you!