Effective Science Communication in
Contemporary Research Environment
Karembu M*, Nguthi F, Wafula D, Odhong’ J.A, Ecuru J, Ozor N,
Urama K, Acheampong E, Opati L, Komen J, Virgin I, Gasingirwa
M, Selassie T, Abebe A, Omari J, Chuwa P and Nyange N.
First Bio-Innovate Regional Scientific Conference
Addis Ababa, Ethiopia, 25-27 February 2013

Outline
1. Why Communicate?
2. The “what” of science communications
3. Preparing for effective Science
communications
4. Some experiences and lessons learnt in science
communications in Africa

Reading from the same script…but
reading different messages
Communication training rationale..
3

Why Science Communication?
 It is the key to acceptance and adoption of technological
and scientific innovations
 It helps scientists to give their work meaning in the eyes
of their stakeholders – policy makers, taxpayers, industry, consumers etc
Science Communication is about putting
science into use by helping the public to
understand research results and make
informed science-based decisions. It is
NOT about selling the products of science

The “what” of Science
Communications

Science Communication
Note: In Science communication -
Avoid: A+B+C = D
Start with solution: D = A+B+C

Challenges of Science Communication
• Lack of communication skills among researchers
• The inability to simplify technical research findings
• Scientists’ attitudes and mindsets – most still
operate from the “ivory tower”
• Lack of identification of appropriate platforms from
which to communicate
• Lack of knowledge on how to target appropriate
audiences with tailored messages

Non-Verbal Communication..
Ke
Pre nya
sid n
e nt

Non-verbal communication
shapes perceptions

ISAAA
Preparing for effective
Science communication

Key components in effective
science communications
• Trusted and Credible communicators
• Content - Credible information sources
• Communication Tools – Multi-media
- Messenger
- Message
- Means

Understand your stakeholders
Stakeholder analysis and net-mapping ISAAA
High HP/LI HP/HI
Keep satisfied – make Fully engage and bring on
them PATRONS board as CHAMPIONS
Power/Influence
LP/LI HI/LP
Monitor - Minimum Keep informed, organize to
effort influence
Low
Interest High

Develop a Communication Strategy
WHO?
WHAT Select the best
? timing for your
Policy maker, target audience
journalist, seed WHY?
The key
trader, farmer
messages you
etc WHEN?
want to Your
communicate communication
goal
Which is the
best
communication Consider options
product to pass WHERE? for best place to
HOW? deliver message i.e.
the message
e.g. brochure, workshop, public
policy brief, hearings or during
issue brief, field visit?
mass media etc

Message
targeting

Your message determines your results
(importance of message mapping)
• A message map is a visual aid for packaging and
presenting information in a compelling format that
facilitates quick understanding.
• It ensures:-
– Consistency in messaging by project
– Allows projects to anticipate,prepare and organize answers
to questions by stakeholders
• A message map conveys 3 key messages from the
project supported by 3 facts
Note: Always remember the power of numbers!

Message Map
Area of Concern
Loss of trading partner e.g. EU
GMOs
Key Message 1 Key Message 2 Key Message 3
SF1 SF1 SF1
SF2 SF2 SF2
SF3 SF3 SF3
Message map is a tool for presenting facts and figures on a
controversial subject in a format that facilitates comprehension

BIPCEA Project Message Map

Simplify language – keep it brief
Technical jargon Layman’s language
Recombinant DNA Plant improvement
technology
Gene Hereditary information
Gene gun, biolistics Delivery system
Virus
Virus resistant Cassava

Keep Communication Clear
Less impact
on
beneficial
insects
Protecting
biodiversity
Environmental through
Benefits intensive
agriculture
Reduces
pesticide use by
…%

Build Capacity in Science
Communication
 Scientists
 Regulators
 Policy makers
 Journalists - Radio
 *Local administration

Where do majority policymakers get
information on bio-innovations?
Ranked in importance (in East Africa)
1. Mass media – electronic & print (radio highly effective)
2. Special interest groups – NGOs, industry
3. Special media – brochures, newsletters
4. Experts?
5. Websites?
6. Social media – blogs, faceboook, twitter etc..
Yet experts from public institutions most trusted and
Internet and social media rated highly in shaping perceptions!

Effective Mass Media Relations
• Requires a good understanding of the
various mass media and how they operate
Issues to note include:

Communicating R&D along product
development and utilisation pathways
For each phase:
Different stakeholders Farmer
release, post
Different messages & market
surveillance
messengers
Different means of Extensive risk
communication assessment
Field testing
Greenhouse
Phased
approach
Laboratory
Source: ISAAA collections, PBS docs

Some Communication
Experiences and Lessons Learnt

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

2. Scientific live shows
Lesson 2: Demystify your research by exposing
stakeholders to scientific processes & products

3. Study tours - traveling wkshops
Members of
Parliament,
Journalists,
Farmer
leaders,
Stakeholders visit Bt cotton regulators
Confined Field Trials in Kenya visit
biotech
facilities in
the country
and
countries
with
commercial
Farmer-to-farmer crops
visits to S. Africa, Burkina
Lesson 3: Invest in seeing-is-believing study tours to enhance
appreciation of research efforts & confidence with local expertise

4. Policy makers and scientists interactive
sessions e.g Parliamentary committees
Lesson 4: Politicians are very strong opinion shapers. For confidence,
policy influence, scientists & parliamentarians must engage!

5. Regular (monthly) stakeholder dialogue
E.g: Open Forum on Agricultural Biotechnology – OFAB
2-hour session every last Thursday of the month: scientists,
specialists, policy makers and the media have a platform to
network and share knowledge
Lesson 5. Interpersonal communication very effective in building
trust and strengthening inter-institutional networking

6. IEC Materials and Translations
Lesson 6: Improve stakeholders understanding of research processes
and trends with simple, localized IEC materials - consistency

Strategic Partnerships:
Science Communications Service Provider
BioAWARE; Public Universities; RECs
AATF
ABNE PBS
Bio-Innovate
Others?

Best Practice – planned communication
Being proactive than reactive ISAAA
APP model
Anticipate: List all possible issues on your research
Prepare: Messengers, Message, Means (3M)
Practice: Regularly engage relevant stakeholders

Acknowledgement
This presentation is being made on behalf of the BIPCEA project consortium comprising:
National Science Councils, Commissions and Ministries of Science and Technology in
the region;
• Uganda National Council for Science and Technology – Lead Partner;
• National Council for Science and Technology, Kenya;
• Directorate of Science, Technology and Research, Rwanda;
• Tanzania Commission for Science and Technology (COSTECH);
• Ministry of Science and Technology, Ethiopia.
Regional STI policy organizations international research organizations and Universities;
• Addis Ababa University, Ethiopia,
• African Technology Policy Studies Network (ATPS),
• International Livestock Research Institute (ILRI),
• International Service for the Acquisition of Agri-biotech Applications (ISAAA)
AfriCenter),
• Stockholm Environment Institute in Sweden (SEI).
• University of Dar es Salaam, Tanzania
BIPCEA is supported by a three-year grant from Sida through the BioInnovate Program

Thank you!
www.isaaa.org/kc