Communicating with StakeholdersThe Kenyan Experience

Public Forum on Science Communication April 6, 2011, Biopolis Singapore

Margaret Karembu, PhDDirector, ISAAA Africenter

m.karembu@cgiar.org

I S A A APresentation Outline

Overview of Africa Agricultural scene

Biotech Communications Landscape

Outreach and Communication Activities

Way Forward

I S A A A

>60% of Population are Small-holder Farmers

< 5 hectares of landLittle capital to investMotivated by family needs

•Rich indigenous knowledge Most affected by environmental degradation •Innovative and appreciates new technologies

•Unstructured markets

I S A A A

Africa is drought-prone

• In 2003 WFP spent $0.57b on food emergency due to drought in Africa

• Risk of drought prevents investment in best management practices

Yield stability is key to unlocking the value of basic inputs

Recorded droughts between 1971 and 2000, and the number of people affected

I S A A A

High Dependency on Food Aid

•In 2007, sub-Saharan Africa accounted for 67% of global emergency food aid deliveries

•SSA- 2.5 Million tons•Asia- 0.9 Million tons•M. East & N.Africa- 0.2M tons•Eastern Europe- 53, 000

I S A A A

Africa in need of Technology Intervention

•Interventions from science and biotechnology tools are key to increased productivity & enhanced

food security – IT IS URGENT!

“Responsible biotechnology is not the enemy, but starvation is the enemy”

Late Norman Borlaug

BUT…biotechnology has generated a network of opinions

Miracle or

Monster?

and…varied perceptions on risks and benefits

Are you eating

science’s mistakes??

..and then mass media sensations throfantasies, myths, fairy tales

Creating:Fear

AnxietyOutrage Mistrust

Leading to: Communication Difficulties

• Selective listening/reading

• Hearing things not said

• Emphasizing the negative

• Misinterpretations

• Feelings overrule facts

How do we enhance comprehension?Important role of Science Communicators!!

I S A A A

Sample this…

Who should respond?

What message?

To which stakeholder?

How - means/mode?

Ensure that the right people get the right information at the right time thro the right means!

I S A A A

Non-Verbal CommunicationNegative perception

I S A A A

Non-Verbal CommunicationColour scheme

I S A A A

Preparing for effective Communication

I S A A A

Stakeholder Analysis and mapping

HP/LI

Keep satisfied – make them PATRONS

HP/HI

Fully engage and bring on board as CHAMPIONS

LP/LI

Monitor - Minimum effort

HI/LP

Keep informed, organize to influence

Interest

Pow

er/I

nflu

ence

Low

High

High

ConventionalOrganic

NARO

CDO

National Agric. Advisory Service External

Market Actors

Input Dealers

LANGO

Oil Mills

Private Agents

EU organic markets

National and international Certifiers

Conventional Ginneries

seed

sseed

sseed

s

moneymoney

money

Organic Ginneries

money

money

Local textile industry

money

money

informatio

n

information

NOGAMUinformation

information

information

seedsmoney

seeds

money money

info

rmatio

n

Uganda Ginners & Cotton Exporter Association

Farmers

mon

ey

Exporters

E.g. Schematic Cotton Stakeholders

I S A A A

Netmapping - helps establish level of influence

Packaging the Message

Technical jargonTechnical jargon Layman’s languageLayman’s language

Recombinant DNA Recombinant DNA technologytechnology

Plant improvementPlant improvement

PlasmidPlasmid Gene carrierGene carrier

Gene gun, biolisticsGene gun, biolistics Gene delivery systemGene delivery system

ToxinToxin ProteinProtein

Bt cottonBt cotton Insect-protected cottonInsect-protected cotton

Simplifying languageSimplifying language

Note: In biotech communication Note: In biotech communication --Avoid:Avoid: A+ A+BB++CC == DD

Start with solutionStart with solution: : D D = = A+A+BB++CC

Area of Concern Loss of trading partner e.g. EU

GMOs Key Message 1 Key Message 2 Key Message 3

SF1

SF2

SF3

SF1

SF2

SF3

SF1

SF2

SF3

Message Map

Message map is a tool for presenting facts and figures on a particular subject in a format that facilitates comprehension

Concern: Passage of Kenya Biosafety Law

I S A A A

The NBA comprises of a strong

team of regulatory and technical experts who

have developed an extensive decision-making framework

that ensures safe trials of GM crops

KEPHIS has modern facilities, including

a state-of-art molecular lab for screening and

testing of GMOs

KEPHIS has well-trainedexperts in monitoring and evaluation of safety of all

crops including GM crops. On-going trials of Bt

Cotton and Bt Maize are scientifically monitored

Kenya has elaborate field trial

guidelines/manualsfor monitoring andtesting of GM crops Environmental risk

assessment prior to field testing must

demonstrate that allregulatory requirements

have been met

Performance trials of biotech crops are conducted on a

case-by-case basis and they must pass efficacy tests

before commercial release

Message 1: Performance trials are based on scientific procedures

Message 3: Trials enhance public assurance and confidence

Performance trials are conducted over multiple years in different agro-

ecological zones

Plant breeders utilize well established standards to

assure stable gene performance in the crop

Field testing is conducted in accordance with

principles designed to protect human health and

the environmentMessage 2:Risk assessmentassures safety

Message Map

Prepared by ISAAA Associates

Build Capacity in Science/Risk Communication

Regulators Teachers Scientists Policy makers Journalists

ISAAA Africa BICs experiences and contributions to enhancing enabling

policies and public acceptance

1. Media-Scientists Linkages

Lesson 1: Build capacity and invest in good relations with credible journalists for increased

and balanced reporting

•Training in:Science communication Reporting biotechnology

Risk communication

2. Scientific live shows

Lesson 2: Demystify biotechnology issues by exposing stakeholders to biotech processes &

products

3. Study tours - traveling wkshops

Lesson 3: Invest in seeing-is-believing study tours to enhance appreciation of research efforts & confidence with local

expertise

Stakeholders visit Bt cotton Confined Field Trials in Kenya

Farmer-to-farmer visits to S. Africa, Burkina

Politicians Journalists,

Farmer leaders,

Regulatorsvisit

biotech facilities in the country

4. Policy makers and scientists workshops

Lesson 4: Politicians are very strong opinion shapers. For policy influence, scientists and parliamentarians must engage!

5. Regular (monthly) stakeholder dialogue

Lesson 5. Interpersonal communication very effective in building trust and strengthening inter-institutional networking

Open Forum on Agricultural Biotechnology – OFAB Kenya 2-hour session every last Thursday of the month

6. IEC Materials and TranslationsBICs author and print materials

widely distributed

Lesson 6: Improve stakeholders understanding of biotech/biosafety issues and trends with simple, localized

IEC materials - consistency

I S A A A

Communication planBeing proactive than reactive

APP model

Anticipate: List all possible biotech issues

Prepare: Message, Messenger, Means (3M)

Practice: Regular public /media engagement

Engage each stakeholder group…what message, when, how,

messenger-by who, means..

Strategic Partnerships:Science Communications Service Provider

BioAWARE; Public Universities; RECs

Nanyang Technological University??

PBS

Thank you!