Public Awareness for Resource Mobilization: A multifaceted & collaborative effort

Public Awareness for Resource Mobilization A multifaceted & collaborative effort Edith Hesse & the CCC Team May 18, 2009

Agriculture in the Limelight An opportunity - too good to be missed!
World Development Report 2008, World Bank
Food Prize Crisis
Climate Change
Financial crisis and its effect on the poor

CIAT Media Coverage – Reaching New Highs
2007
Crop Wild Relatives & Climate Change
(CIAT/Bioversity; Andy Jarvis)
2008
CGIAR Seed Shipment to Svalbard (multi-center; Daniel Debouck)
Towards more Effective Seed Aid (Louise Sperling)
Enola Bean Patent Rejection (Daniel Debouck)
2009:
African Soil Information Service ( AfSIS)
(Nteranja Sanginga, Peter Okoth)

Worldwide Media Impact – Reaching over 50 millions* * Burness Communications. Media Impact of CGIAR Promotions. March 2009 BBC Mundo, Nature, EFE (Spain), Agencia Reforma (Mexico), blogs, web sites. 1.2 mio readers Enola Bean Patent Rejection, Daniel Debouck BBC News, Time, Nature, Science, Radio France International. News coverage in 8 languages. 44.6 mio listeners and readers African Soil Information Service (AfSIS) Launch N. Sanginga BBC World Service – Network Africa; Nature. 27.2 mio listeners and readers Towards More Effective Seed Aid, Louise Sperling Agence France-Presse, Agencia EFE (Spain), TV & Radio. 3.4 mio listeners & readers CGIAR Seed Shipment to Svalbard, Daniel Debouck Financial Times, Scientific American, Reuters, USA Today. 2.2 mio readers Crop Wild Relatives & Climate Change, Andy Jarvis Selected Media Coverage & Estimated Reach Story Title / Researcher

Successful LAC – Media Outreach Promoting CIAT with immediate constituencies CIAT -> Cali -> Valle -> Colombia -> LAC -> Worldwide Local news papers; radio, TV Nutritious beans in Colombian fields Local magazine with wide distribution “ CIAT entre las 100 empresas más emprendedoras del Valle” Wide dissemination in LAC media; TV and radio interiews Latin American Rice Revolution – a Response to the Food Crisis Rich coverage in LAC media: press, radio, TV 30 Anniversary – Genetic Resource Unit Combined with “Open House for Journalists” Media Outreach Story

Worldwide Media Outreach – What works?
News worthy story
New and/or counter-intuitive
Relates to:
Event
Article or book
Award
Grant
CGIAR 2009/2010 campaign topics & includes more than one CG center:
Climate Change
International Year of Biodiversity
Food Price volatility
Hot topic in the media

Media Outreach - Lessons Learned
Joint promotion
CGIAR Secretariat
Burness Communications
Researcher
Communications Staff
Proved effective at different stages
Preparatory stage
Immediately before/after launch
After launch

Lessons learned 1. Preparatory Stage
Media Plan (best timing, place, people)
Re-writing of the press release
Adjusting story title
Reviewing
Handling institutional partners
Handling of quotes
Managing inter-institutional partner relationships
Reviewing & fact checking
Preparatory stage can take up to two months

2. Immediately before/after launch
Ensure managers and researchers are available for media interviews
On call at the right time
Who answers what?

3. After the launch
Insure availability of good press room on the web
Press materials (photos, background materials, etc. – multilingual where needed)
Audio, videos specially prepared for the launch
Audio, video interviews related to the story promotion
Media coverage reports
Immediately after publications
Full report after a few weeks (Melcrum database )

Public Awareness will thrive with …
Good communications strategy in place
Decisive support by the DG and the Management Team
Researchers willing to serve as media champions
Good Web site and well managed institutional repositories
Intelligent use of social media
Excellent team work:
Researchers
Resource Mobilization
Impact Assessment
Communications
A well coordinated and highly motivated communications team 

Looking forward to making important contributions to CIAT’s mission! Library Training Visitors/Conferences Communications Graphic Design Head CCC Mariano Mejía Olga Lucía González Marleny Sáenz Carlos Saa Eleonora Izquierdo Patricia Fajardo Oscar Chaparro César Otero Rommel Durán Gladys Rodríguez María Fernanda Mejía Andrea Carvajal Neil Palmer Julio Martínez Óscar Idárraga Camilo Oliveros Corporate Communications and Capacity Strengthening (CCC) Team Olive Wahura Thiong’o Adriana Isabel Giraldo Lina María Satizábal Communications Interns Edith Hesse DG Communications Assistant Lynn Menéndez Eduardo Figueroa

CCC – Ongoing Work behind the Scenes
Training, Visitors & Conferences
195 Visiting researchers (thesis research, specialization)
124 Participants in specialized courses
2 Open Houses for Colombian Universities (240 participants)
1400 Visitors overall
Library
1500 Books, reports, articles cataloged
4400 Reference questions answered
325 User orientation in-house
1700 Items on loan/consulted in-house
1720 Documents delivered (electronic & print)
Communications & Graphic Arts 140 Items designed; 2 multimedia produced 1800 Pages translated; 750 pages edited 100 Articles, reports written and published on the Intranet; plus daily web and intranet updates

Public Awareness for Resource Mobilization: A multifaceted & collaborative effort

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