DEVELOPMENT OF MESSAGE MAPSBIPCEA Science Communication Training Workshop For Bio-Innovate Projects July 3rd - 4th 2012 Kigali, Rwanda David Wafula
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
Key points to consider• Who is your target audience• What messages do you want to communicate to the target audience• Is the message addressing a particular problem or issue• Back-up or prove your message with evidence- facts and figures.• Limit yourself to 3 key messages and 3 supporting facts for each key message• INCOMPLETE MESSAGE MAPS- leaves target audience with more questions than answers
Project 1: Delivering New Sorghum and Finger Millet innovations for Food Security and Improving Livelihoods in Eastern Africa• Primary stakeholders – Biotechnology Department, Addis Ababa University (AAU) – Plant Biodiversity and Management Department-AAU – Microbial, Cellular and Molecular Biology Department-AAU• Secondary Stakeholders – Ministry of Agriculture, – Institute of Biodiversity Conservation, – Ethiopian Institute of Agriculture, – Amhara Agricultural Research Institute, – Melkassa Agricultural Research Center, – Ministry of Science and Technology – Individual Farmers, Farmers Cooperatives, District Development Agents, – Regional and District Administration offices – East African Breweries
Divergent stakeholder concerns -Sorghum and Finger Millet project• What are the benefits or anticipated impacts of the project?• How will the new sorghum and finger millet innovations be developed?• Are the innovations safe? (if GE)• How will the seeds be multiplied and delivered to farmers• What will be cost of the seed ?• When will the technologies be available to farmers ?• What will be the IPR implications ?
Sample message map High yields per/ha (by what range compared To the conventional ones) New varieties will raise productivity Early maturity rates (what is the difference) Can grow in ASALs New Sorghum (where?) Varieties will New sorghum varieties enhance food are resilient to climateSecurity and improve change Yields are high under livelihoods drought conditions (what is the comparison) X people depend on Sorghum in Eastern Africa New varieties will Brewing industry offers enhance food security Ready market The new varieties have Enhanced levels of a, b, c minerals
Steps in the development of message mapsStep 1:Brainstorm/deliberate on issues of concern or of importance orrelevant to the project to communicate NOT necessarilyproblematic or controversial.Step 2:Out of the concerns identified pick on 1 overriding/priorityconcernStep 3:Develop a message map with 3 key messagesbased on the concern identifiedStep 4Provide 3 supporting facts for each of the 3 messagesStep 5Presentation of the message mapsBREAKOUT GROUPS according to Project Teams
Appropriate channels to deliver the message maps to target stakeholders• What is the focus of your message map• Who is the target stakeholder(s)• Which is the most effective channel(s) ? – Print media – Face book – E-mail (mailing list) – Face to face (one-to-one) – Seminar presentation – Poster presentation – Pigeon holes of MPs in parliament or policy makers