Effective Communication and Outreach to Policy Makers David Wafula PBS -Kenya

1. Effective Communication and Outreach to Policy MakersDavid WafulaPBS -Kenya

2. Outline of the presentation Who are policy makers? Why is outreach to policy makers important ? Tips for effective outreach Mechanisms- (strategies and tools) The need for a communication strategy

3. Who are policy makers • Persons whose decisions and opinions have significant influence or impact on national policies, laws and regulations (for instance in the context agri-biotech) • Responsible of providing overall framework needed to help society achieve sustainable development PS/Directors in ministries Parliamentarians senators legislators

5. The importance of reaching out to policy makers Science communication has become important in various facets of life-incl. science, technology and development Scientists and politicians work at different paces. The scientist tackles a problem over many years, the politician must make decisions every day. If we are meet the challenges of the 21st century and respond effectively to strategies such as MDGs and vision 2030-it is important to foster interaction between scientists and politicians and the increase the influence of scientific evidence on public policy Scientists and politicians should have ‘a symbiotic relationship’ While the importance of science communication is important, large communications gap between the political and scientific communities exists

6. Why policy-makers in the context of biotechnology? Enabling & supportive environment Resource mobilization BIOTECHNOLOGY Application & devept Regulations Safety of Environment Acceptance Compliance: inspection & monitoring Commercialization market access

7. Policy makers concerns • Safety of biotech products to human health and the environment • Trade related impacts of biotech products • Ownership and control (IPRs) • Ethical issues and socio-economic concerns

8. Where do policy-makers get information on biotech Ranked in importance (in Kenya) • Mass media – electronic & print (radio highly effective) • Special groups – NGOs, industry • Special media – brochures, pamphlets, newsletters • Experts? • Websites? NB: Internet has been proven highly influential!

9. BUT, sample these media headlines

11. Tips for effective outreach to policy makers -1 Few politicians or senior policymakers have scientific backgrounds & are always busy. Yet they must frequently make vital policy decisions on S&T that impact on the society Be accurate and always present the evidence/facts of your arguments in a concise and precise manner. Explain why the issue is relevant to them and why it is important

12. Tips for effective outreach to policy makers -2 Science alone is not enough-focus on the impacts on people (Bt maize and Bt cotton) Avoid sensational/emotional language; be objective and let the science speak for itself

13. Outreach mechanisms

15. Outreach mechanisms “Seeing is believing tours”-high impact activity Seminars/breakfast meetings and oral briefings with Ministers, Parliamentary committees and PSs-stimulate dialogue and responses to questions and concerns. -Seminars should be held in a location that is convenient for politicians/senior policy makers. Written documents-fact sheets, message maps, policy briefs and posters. For quick reference and less likely to be misquoted than oral briefings. Disad. They offer fewer opportunities for interaction and dialogue Videos and documentaries on success stories-Bt. cotton in India Internet and e-mail based approaches-well established in the developed countries

17. Tour of modern biotechnology facilities at the KARI Biotechnology Centre

18. Visit to Karura Tree Biotechnology Programme

20. Workshop for Parliamentarians on the Biosafety Bill

21. Published IECs

23. In 2003 the International Council for Science report on 50 independent Scientific assessments carried out worldwide reached a consensus on the safety of GM crops and foods FACT 1: Available GM foods and feeds have a history of safety The European Food Safety Authority has granted approval for placing on the market of several varieties of Bt maize for food, feed and processing. In 2001 the EU Commissioner of Research released results of 16 years of research covering 81 projects. Results affirmed safety of GMOs Scientific guidelines for development of GM products prohibit transfer of allergens to food and feeds FOOD AND FEED SAFETY OF MODERN BIOTECH PRODUCTS FACT 2: Allergens and antibiotic resistance concerns are addressed scientifically In 2004, the French Food Safety Agency issued a report stating no health problems, no toxicity or allergies connected to any GMOs present on the market Researchers have developed methods to eliminate antibiotic markers from GM crops e.g. Bt maize projects in Kenya Food and feed safety assessments for GM foods are more rigorous and stringent than for conventional foods. Food safety assessments are comprehensive and each assessment is done in accordance with scientific principles developed by the leading scientific organizations such as WHO, OECD, FAO and Codex (Kenya Bureau of Standards has adopted Codex standards) FACT 3: GM products are evaluated for food and feed safety Scientific assessments have not revealed any significant difference between GMOs and conventional food and feeds in terms of safety

24. Three Phases of Safety Assessment Variety Development Production Discovery Product Advancement Line Selection Transfor-mation Line Selection Market Green Hse & Field Evaluation Product Concept Gene Discovery • Phase I • Safety of gene, protein, crop • Choice of genes / proteins • - mechanism of action • Source of genes • history of safe use • ethics • Environmental / ecological considerations • Phase II • Biological / agronomic equivalence • Stringent agronomic performance and efficacy criteria • Greater than 99% of all events are eliminated • Key step in product evaluation for conventional varieties • Phase III • Detailed product safety • Food • Feed • Environmental • In March 2004 the British Medical Association (BMA) concluded “there is no robust evidence to prove that GM foods are unsafe.” • See http://www.bma.org.uk/ap.nsf/Content/GMFoods/$file/GM.pdf. • In July 2004, the French Food Safety Agency (AFSSA) issued a report, which stated, “No health problems, no toxicity or allergies connected in a particular way to any GMOs present on the market have been detected.” ANSA-France. July 27, 2004. “France: Razed Maize Reopens GMO Debate.”

25. Measuring impact - effectiveness of Outreach to policy-makers • Analysis of media statements from policy-makers (positive/negative/neutral?) • Number of policies and laws passed or amended • Number of regulations developed and gazetted • Interest demonstrated by high level policy makers in the subject matter

27. Articles in the media

28. The need for a communication strategy in engaging with policy makers & other stakeholders • The communication strategy outlines a process of communicating and sharing information to target audiences and stakeholders. • It is a tool for promoting awareness, knowledge and understanding of a particular issue or concern

29. Message (what), Audience (who), Delivery (how) Strategically narrow the definition of the message to one or two ideas; Analyze the audience to ensure they are the people who need the message; Choose the most appropriate delivery mechanism from those identified in the strategy. Message-Specific Communication Strategy

30. 5 Important Steps in the Development of a Comm. Strategy 1. Assessment-Obtaining information to guide the communication strategy. This includes desired key messages, the audience and outreach channels 2. Planning-a clear course of action is determined on the basis of the assessment earlier done. 3. Material development and pre-testing-this ensures that the materials developed for dissemination are designed for specific, identified stakeholders

31. Steps in the Development of a Comm. Strategy • 4. Implementation-the delivery and dissemination of materials through print and electronic media and interpersonal forms of communication. Quality and timeliness key here. • 5. Monitoring and evaluation-carried out simultaneously with implementation to determine audience response to messages and subsequent changes in KAPs. • The process enables mid-course corrections and opportunities for improvement

32. Feedback • Successful? • What will have changed? • Did we use the right tools? • Were we on time? • Did we have any influence?

33. Feed back instruments • Conduct KAP surveys of key audiences • Commission external reviews to assess impact by independent experts • Studies on public perceptions • Stakeholders workshops to gauge views and assess impact

34. Effective Communication should help in developing messages that are: • Believable • Convincing • Clear and concise • Positive Source: Dr. V. Covello, Center for Risk Communication

35. Science. Technology and Innovation is rapidly bringing NEW RESPONSIBILITIES and maybe some possible problems? Credible and balanced Communication key! Important role for the University Fraternity !!!

36. Thank you!!!