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Communicating with Stakeholders The Kenyan Experience

Communicating with Stakeholders The Kenyan Experience. Margaret Karembu, PhD Director, ISAAA Africenter m.karembu@cgiar.org. Public Forum on Science Communication April 6, 2011, Biopolis Singapore. Presentation Outline. Overview of Africa Agricultural scene

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Communicating with Stakeholders The Kenyan Experience

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  1. Communicating with StakeholdersThe Kenyan Experience Margaret Karembu, PhDDirector, ISAAA Africenter m.karembu@cgiar.org Public Forum on Science Communication April 6, 2011, Biopolis Singapore

  2. Presentation Outline Overview of Africa Agricultural scene Biotech Communications Landscape Outreach and Communication Activities Way Forward

  3. >60% of Population areSmall-holder Farmers < 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

  4. Africa is drought-prone 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

  5. High Dependency on Food Aid In 2007, sub-Saharan Africaaccounted 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

  6. Africa in need of Technology Intervention “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!

  7. BUT…biotechnology has generated a network of opinions Miracle or Monster? and…varied perceptions on risks and benefits

  8. ..and then mass media sensations thro fantasies, myths, fairy tales Are you eating science’s mistakes?? • Creating: • Fear • Anxiety • Outrage • Mistrust

  9. Selective listening/reading Hearing things not said Emphasizing the negative Misinterpretations Feelings overrule facts Leading to: Communication Difficulties How do we enhance comprehension?Important role of Science Communicators!!

  10. Sample this… 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!

  11. Non-Verbal CommunicationNegative perception

  12. Non-Verbal CommunicationColour scheme

  13. Preparing for effective Communication

  14. Stakeholder Analysis and mapping High Power/Influence Low Interest High

  15. E.g. Schematic Cotton Stakeholders NARO information seeds CDO EU organic markets seeds money National and international Certifiers money money Uganda Ginners & Cotton Exporter Association Organic Ginneries Conventional Ginneries National Agric. Advisory Service money money External Market Actors Exporters seeds money money money Local textile industry Private Agents seeds information money Oil Mills seeds money information Farmers Input Dealers money information Conventional Organic information information NOGAMU LANGO

  16. Netmapping - helps establish level of influence

  17. Packaging the Message

  18. Simplifying language Note: In biotech communication - Avoid: A+B+C=D Start with solution: D = A+B+C

  19. Message Map Concern: Passage of Kenya Biosafety Law Message map is a tool for presenting facts and figures on a particular subject in a format that facilitates comprehension

  20. Message Map Performance trials of biotech crops are conducted on a case-by-case basis and they must pass efficacy tests before commercial release Message 1: Performance trials are based on scientific procedures Plant breeders utilize well established standards to assure stable gene performance in the crop Performance trials are conducted over multiple years in different agro-ecological zones Field testing is conducted in accordance with principles designed to protect human health and the environment Kenya has elaborate field trial guidelines/manuals for monitoring and testing of GM crops Message 2: Risk assessment assures safety Environmental risk assessment prior to field testing must demonstrate that all regulatory requirements have been met 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 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 Message 3: Trials enhance public assurance and confidence KEPHIS has modern facilities, including a state-of-art molecular lab for screening and testing of GMOs Prepared by ISAAA Associates

  21. Build Capacity in Science/Risk Communication • Regulators • Teachers • Scientists • Policy makers • Journalists

  22. ISAAA Africa BICs experiences and contributions to enhancing enabling policies and public acceptance

  23. 1. Media-Scientists Linkages • Training in:Science communication Reporting biotechnologyRisk communication Lesson 1: Build capacity and invest in good relations with credible journalists for increased and balanced reporting

  24. 2. Scientific live shows Lesson 2: Demystify biotechnology issues by exposing stakeholders to biotech processes & products

  25. 3. Study tours - traveling wkshops Politicians Journalists, Farmer leaders, Regulators visit biotech facilities in the country Stakeholders visit Bt cotton Confined Field Trials in Kenya 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

  26. 4. Policy makers and scientists workshops Lesson 4: Politicians are very strong opinion shapers. For policy influence, scientists and parliamentarians must engage!

  27. 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

  28. 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

  29. APP model Anticipate: List all possible biotech issues Prepare: Message, Messenger, Means (3M) Practice: Regular public /media engagement Communication planBeing proactive than reactive

  30. Engage each stakeholder group…what message, when, how, messenger-by who, means..

  31. Strategic Partnerships:Science Communications Service Provider BioAWARE; Public Universities; RECs PBS Nanyang Technological University??

  32. Thank you!

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