Presentation by Edith Hesse to CIAT KSW09


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  • Presentation by Edith Hesse to CIAT KSW09

    1. 1. Public Awareness for Resource Mobilization A multifaceted & collaborative effort Edith Hesse & the CCC Team May 18, 2009
    2. 2. Agriculture in the Limelight An opportunity - too good to be missed! <ul><li>World Development Report 2008, World Bank </li></ul><ul><li>Food Prize Crisis </li></ul><ul><li>Climate Change </li></ul><ul><li>Financial crisis and its effect on the poor </li></ul>
    3. 3. CIAT Media Coverage – Reaching New Highs <ul><li>2007 </li></ul><ul><ul><li>Crop Wild Relatives & Climate Change </li></ul></ul><ul><ul><li>(CIAT/Bioversity; Andy Jarvis) </li></ul></ul><ul><li>2008 </li></ul><ul><ul><li>CGIAR Seed Shipment to Svalbard (multi-center; Daniel Debouck) </li></ul></ul><ul><ul><li>Towards more Effective Seed Aid (Louise Sperling) </li></ul></ul><ul><ul><li>Enola Bean Patent Rejection (Daniel Debouck) </li></ul></ul><ul><li>2009: </li></ul><ul><ul><li>African Soil Information Service ( AfSIS) </li></ul></ul><ul><ul><li>(Nteranja Sanginga, Peter Okoth) </li></ul></ul>
    4. 4. 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
    5. 5. 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
    6. 6. Worldwide Media Outreach – What works? <ul><li>News worthy story </li></ul><ul><li>New and/or counter-intuitive </li></ul><ul><li>Relates to: </li></ul><ul><ul><li>Event </li></ul></ul><ul><ul><li>Article or book </li></ul></ul><ul><ul><li>Award </li></ul></ul><ul><ul><li>Grant </li></ul></ul><ul><ul><li>CGIAR 2009/2010 campaign topics & includes more than one CG center: </li></ul></ul><ul><ul><ul><li>Climate Change </li></ul></ul></ul><ul><ul><ul><li>International Year of Biodiversity </li></ul></ul></ul><ul><ul><ul><li>Food Price volatility </li></ul></ul></ul><ul><ul><li>Hot topic in the media </li></ul></ul>
    7. 7. Media Outreach - Lessons Learned <ul><li>Joint promotion </li></ul><ul><li>CGIAR Secretariat </li></ul><ul><li>Burness Communications </li></ul><ul><li>Researcher </li></ul><ul><li>Communications Staff </li></ul><ul><li>Proved effective at different stages </li></ul><ul><li>Preparatory stage </li></ul><ul><li>Immediately before/after launch </li></ul><ul><li>After launch </li></ul>
    8. 8. Lessons learned 1. Preparatory Stage <ul><li>Media Plan (best timing, place, people) </li></ul><ul><li>Re-writing of the press release </li></ul><ul><li>Adjusting story title </li></ul><ul><li>Reviewing </li></ul><ul><li>Handling institutional partners </li></ul><ul><li>Handling of quotes </li></ul><ul><li>Managing inter-institutional partner relationships </li></ul><ul><li>Reviewing & fact checking </li></ul><ul><li>Preparatory stage can take up to two months </li></ul>
    9. 9. 2. Immediately before/after launch <ul><li>Ensure managers and researchers are available for media interviews </li></ul><ul><ul><li>On call at the right time </li></ul></ul><ul><ul><li>Who answers what? </li></ul></ul>
    10. 10. 3. After the launch <ul><li>Insure availability of good press room on the web </li></ul><ul><ul><li>Press materials (photos, background materials, etc. – multilingual where needed) </li></ul></ul><ul><ul><li>Audio, videos specially prepared for the launch </li></ul></ul><ul><ul><li>Audio, video interviews related to the story promotion </li></ul></ul><ul><ul><li>Media coverage reports </li></ul></ul><ul><ul><ul><li>Immediately after publications </li></ul></ul></ul><ul><ul><ul><li>Full report after a few weeks (Melcrum database ) </li></ul></ul></ul>
    11. 11. Public Awareness will thrive with … <ul><li>Good communications strategy in place </li></ul><ul><li>Decisive support by the DG and the Management Team </li></ul><ul><li>Researchers willing to serve as media champions </li></ul><ul><li>Good Web site and well managed institutional repositories </li></ul><ul><li>Intelligent use of social media </li></ul><ul><li>Excellent team work: </li></ul><ul><ul><li>Researchers </li></ul></ul><ul><ul><li>Resource Mobilization </li></ul></ul><ul><ul><li>Impact Assessment </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><li>A well coordinated and highly motivated communications team  </li></ul>
    12. 12. 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 Óscar Chaparro César Otero Rommel Duran Gladys Rodríguez Maria 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 Satizabal Communications Interns Edith Hesse DG Communications Assistant Lynn Menéndez Eduardo Figueroa
    13. 14. CCC – Ongoing Work behind the Scenes <ul><li>Training, Visitors & Conferences </li></ul><ul><li>195 Visiting researchers (thesis research, specialization) </li></ul><ul><li>124 Participants in specialized courses </li></ul><ul><li>2 Open Houses for Colombian Universities (240 participants) </li></ul><ul><li>1400 Visitors overall </li></ul><ul><li>Library </li></ul><ul><li>1500 Books, reports, articles cataloged </li></ul><ul><li>4400 Reference questions answered </li></ul><ul><li>325 User orientation in-house </li></ul><ul><li>1700 Items on loan/consulted in-house </li></ul><ul><li>1720 Documents delivered (electronic & print) </li></ul>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