Presentation by ISAAA AfriCenter Director Dr. Margaret Karembu about Communicating Research and Scientific Innovations.

1. Communicating Research and
Scientific Innovations
ISAAA AFRICENTER
BIPCEA Science Communication Training Workshop for
Bio-Innovate Projects
3-4 July 2012, Kigali, Rwanda

2. Stakeholder Analysis

3. 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

4. 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

5. 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

6. 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*)

7. Identifying stakeholder allegiance
(Net mapping)
• Extent to which each stakeholder supports or
opposes the project
• Are they followers, champions, opponents
etc.

8. The Stakeholder Analysis Grid
Policy Influence map
I SAAA
High 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

9. Application of stakeholder analysis results in
Communicating Research
I SAAA
What is the purpose of research - Provide benefits to stakeholders
Farmers
Consumers Traders
Benefit 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 faster
salinity, other stress

10. Message mapping

11. 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.

12. 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

13. Message Map
Area of Research Focus
Key Message 1 Key Message 2 Key Message 3
SF1 SF1 SF1
SF2 SF2 SF2
SF3 SF3 SF3
Message maps are tools for presenting facts and figures on a particular
subject in a format that facilitates quick reading and comprehension

14. Message map for farmers
Effective extension
system
Availability of farm inputs
New varieties will Such as seed, fertilizers
raise productivity
Enabling Policies
Drought resistance
High tech. Seed
Var. 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

15. Group Work