GRM 2014: Valérie Boire on Communications and Awareness

An initiative of the CGIAR Generation Challenge Programme (GCP)

Communications and awareness General Research Meeting 2014

Valérie Boire GRM 2014

7 October 2014

Context

This is our last GCP GRM: we want to keep in touch and remain available to assist you your involvement and endorsements will be key to success

The IBP is entering a new phase: growing need for promotion and awareness Good product; getting more users and clients Regional hubs: building lasting relationships, strong networks Ensure sustainability

Communications and awareness – GRM 2014

What are we talking about?

Communications are about people, relationships Communications have to be aligned to

organisational reality and objectives


Your organisation

Internal audiences

Immediate external audiences

Public relations

colleagues management

Structure and culture

Hub Professional networks

Partners

Funders

Other stakeholders

users

Media

Conjuncture

Pressure groups

Competition

Potential allies

Potential users

Strenghts

Opportunities

What are we talking about?


Public discourse Personal conversations

Awareness • Engagement (Values/Conviction) • Endorsements • Exposure

Institutional communications

Based on personal interests, motivations, beliefs and feelings

Based on conjuncture, media and influencers

Based on stakeholder needs for information

People have the capacity to change

What are we talking about? People have the capacity to change: Perceptions: beliefs on the basis of impressions or

incomplete information • Climate change does not exist/ does not affect me • Need to work on FACTS

Attitudes: feelings and intentions • I don’t trust this new policy from management / I am skeptical

about your promises • Need to work on emotions: WHY; cost vs benefits

Behaviors: taking action • Something must be done, but I don’t recycle • Need to work on facilitating action: HOW


Examples

Feminists want to dominate men and the world

PERCEPTION

Attitude: I am uncomfortable around feminists Behavior: I prefer doing everything around the house

myself

Title of presentation/Author

Examples

I throw out wrappers out the car window

Behavior

Perception: One paper won’t make any difference Attitude: I am open to learn more about protecting the

environment


Examples

I am enthusiastic about getting involved in my kids activities in school

Attitude

Perception: The activities in school are not appropriate for my kids.

Behavior: I don’t reinforce at home what the kids have learned in school.


Examples

I don’t use the BMS

Behavior

Facilitate HOW: training materials; dedicated support; etc.


Examples

The BMS is incomplete and complicated

PERCEPTION

Provide facts: fact sheets, demonstrations, etc.


Examples

I don’t like the BMS and I don’t want to change my habits

Attitude Explain WHY and adapt: show the

benefits; work within structure and culture to accompany decision-making and institutional deployment


What do we need?

Quantity Scope and reach Frequency and variety

Quality Coherence and consistency Targeted and adapted Credibility


Getting there: Facebook

Scope: Last year: 145 followers Early 2014: 235 followers After first IB-MYC contest: 460 followers

• Congratulations Adeyemi Olojede!

After second IB-MYC contest: 585 followers • Congratulations Muraleedhar S Aski!

Today: 600 followers

Reach: 1,5K people reached with one post 100 to 500 people on regular posts


Getting there: Promotional toolkit

Coherence and consistency Using the same key messages Using the same formats

• Templates; logos; design standards; FAQ

Targeted and adapted Languages: English, French, Spanish, Chinese Cultural symbols or preferred standards

• Posters and brochures have been made to target specific regions

Credibility Endorsements are key Citing and publishing

• New website showcases quotes and citation text is provided in ‘About Us’ section


Getting there: Promotional toolkit

Other things you will find: BMS Fact Sheets Powerpoint presentations Web banners and email signatures Podcast: audio interviews Coming soon: videos, user cases, more templates


What comes next? Open channels with you: Share your events Participate in social media Talk about the IBP and the BMS: disseminate the

toolkit Get and give endorsements Use the templates and apply design standards Provide translations for other languages Give us feedback and ideas about your audiences

and their style Tell us what you need!


What comes next?

I also need champions! Influencers that want to endorse the IBP or

BMS Charismatic and enthusiastic communicators

[email protected]



New website: www.IntegratedBreeding.net

Look for the promotional toolkit under ‘About us’

https://www.integratedbreeding.net/262/about-us/media-kit/fact-sheets


/IntegratedBreedingPlatform My profile: IBPComms /GCProgramme

@IBPlatform

@GCProgramme

Presentations & Public Speaking

GRM 2014: Valérie Boire on Communications and Awareness