Communication Toolkit for Researchers I SAAA• 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.
The Stakeholder Analysis Grid Policy Influence map I SAAAHigh Stakeholder with high power and Keep satisfied (How?) interest - engage closely and influence actively for policy change (List them) Analyze further nature of interest and power Power Monitor Stakeholders with high interest but Minimum effort low power - keep them informed, can lobby for change! Make them patrons, champions for the proposed policy change (List them)Low Interest High
Application of stakeholder analysis results in Communicating Research I SAAAWhat is the purpose of research - Provide benefits to stakeholdersFarmers Consumers TradersBenefit targets Benefit targets Benefit targets• Increase productivity or reduce cost • Healthier • Better Markets• Boosting yield • Enhanced value • Longer shelf life• Disease and insect •Cheaper • Improved quality protection • Better tasting • Fair trade• Increased environmental tolerance – drought, • Cooks fastersalinity, other stress
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.
Message map targeting • Support new initiatives • Raise awareness to or provide information educate and inform the for decision making target groups• Formulate or • Maintain trust and• Change public policy credibility-decision makers & the public • Change public opinion
Message Map Area of Research FocusKey Message 1 Key Message 2 Key Message 3SF1 SF1 SF1SF2 SF2 SF2SF3 SF3 SF3 Message maps are tools for presenting facts and figures on a particular subject in a format that facilitates quick reading and comprehension
Message map for farmers Effective extension system Availability of farm inputs New varieties will Such as seed, fertilizers raise productivity Enabling Policies Drought resistanceHigh tech. SeedVar. will ensure New CPSW varieties Weed tolerant Food security are envronm. suitable Pest and disease resistant Agro-allied industries New varieties will be Fortification by Accessible , nutritious breeders And enough quantity Effective marketing systems