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GUIDANCE ON MESSAGE MAP DEVELOPMENT

GUIDANCE ON MESSAGE MAP DEVELOPMENT. OFAB Kenya Chapter Science Communication Training Workshop September 17 th - 18 th 2012 Lukenya Gateway David Wafula Coordinator PBS Kenya. M essage maps as useful communication tools.

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GUIDANCE ON MESSAGE MAP DEVELOPMENT

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  1. GUIDANCE ON MESSAGE MAP DEVELOPMENT OFAB Kenya Chapter Science Communication Training Workshop September 17th - 18th 2012 Lukenya Gateway David Wafula Coordinator PBS Kenya

  2. 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.

  3. Key points to consider in message map development • 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

  4. Selected biotechnology stakeholders • Policy makers • Ministers (Cabinet secretaries) • Permanent secretaries • MPs from strategic cassava countries and key parliamentary committees • Governors and senators • Scientists • Biosafety regulatory agencies and the NBA • Mass media • Private sector (planting material providers, processors, traders etc) • Extension officers • Farmers • Consumer associations

  5. High yields per/ha (by what range compared To the conventional ones) Sample message map New varieties will raise productivity Early maturity rates (what is the difference) Can grow in ASALs (where?) New Sorghum Varieties will enhance food Security and improve livelihoods New sorghum varieties are resilient to climate change Yields are high under drought conditions (what is the comparison) X people depend on Sorghum in Eastern Africa Brewing industry offers Ready market New varieties will enhance food security The new varieties have Enhanced levels of a, b, c minerals

  6. Biotechnologyproductdevelopmentpathways Placement on the Mkt Environmental release Field testing For each phase: Differentstakeholders; different messages, Greenhouse Laboratory .

  7. Phased- approach communication- in biotechnology product development and deployment 1. What messages at containment stage (laboratory & greenhouse) 2. What messages at CFTs& large scale trials • What are CFTs and why conduct them? • Issues related to risk assessment and efficacy of the technology 3. What messages at environmental release/ commercialization level? • Benefits and costs • Biosafety/stewardship issues (refugia, resistance management etc) 4. Messages on placement on the market ( for sale or consumption?

  8. Agricultural biotechnology acceptance issues • Environmental impacts • E.g Gene flow and impact on non-target organisms • Food/feed safety issues • Ownership of the technology (will farmers pay technology fees, high cost of seeds etc) • Ethical and cultural considerations ( e.g concerns about movement of genes from animals to plants) • Trade related implications • Labeling provisions

  9. Steps in the development of message maps Step 1: Brainstorm/deliberate on issues of concern or of importance to your Stage (e.g CTFs) of product development. What are the biotechnology acceptance issues at this level ? Step 2: Out of the concerns identified pick on 1 overriding/priority concern Step 3: Develop a message map with 3 key messages based on the concern identified Step 4 Provide 3 supporting facts for each of the 3 messages Step 5 Presentation of the message maps BREAKOUT GROUPS (MIX OF SCIENTISTS & JOURNALISTS)

  10. Breakout groups Group 1: Laboratory & Green house work Group 2: Field trials stage Betty Muindi Mariam Kamau Francis Kariuki JescaMbaka MainaWaruru Anne Kimani • David Gikaara • Edith Fortunate • Alice Muchungi • Mate Tongola • LailaAbubakar

  11. Breakout groups Group 3: Environmental release (planting by farmers) Group 4: Placement on market for sale or consumption Mary Mburu Joe Kiarie Charity Muturi Ronald Njoroge Luna Kamau Raphael Wanjogu • Gladys Gathoni • Catherine Taracha • John Ndungu • KimaniFrancis • Geoffrey Onditi

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