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 ConferenceAddis 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

3

Reading from the same script…but reading different messages

Communication training rationale..

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 -Note: In Science communication -Avoid:Avoid: A+A+BB+C+C == DD

Start with solutionStart with solution: : D D = = A+A+BB+C+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..

Kenyan President

Non-verbal communicationshapes perceptions

I S A A A

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

I S A A A

Understand your stakeholdersStakeholder analysis and net-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

Develop a Communication Strategy

WHO?WHAT

?

WHY?

WHEN?

WHERE?HOW?

Policy maker, journalist, seed trader, farmer etc

The key messages you want to communicate

Your communication goal

Select the best timing for your target audience

Consider options for best place to deliver message i.e. workshop, public hearings or during field visit?

Which is the best communication product to pass the message e.g. brochure, policy brief, issue brief, 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!

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 controversial subject in a format that facilitates comprehension

BIPCEA Project Message Map

Technical jargonTechnical jargon Layman’s languageLayman’s language

Recombinant DNA Recombinant DNA technologytechnology

Plant improvementPlant improvement

GeneGene Hereditary informationHereditary information

Gene gun, biolisticsGene gun, biolistics Delivery systemDelivery system

VirusVirus

Virus resistant CassavaVirus resistant Cassava

Simplify language – keep it briefSimplify language – keep it brief

Environmental Benefits

Reduces pesticide use by

…%

Less impact on

beneficial insects

Protecting biodiversity

through intensive

agriculture

Keep Communication Clear

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 andInternet 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

Laboratory

Greenhouse

Field testing

Farmer release, post

market surveillance

Extensive risk assessment

For each phase: For each phase:

Different stakeholdersDifferent stakeholders

Different messages & Different messages & messengersmessengers

Different means of Different means of communicationcommunication

Source: ISAAA collections, PBS docs

Phased approach

Some Communication Experiences and Lessons Learnt

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

Media relations andIssue management

2. Scientific live shows

Lesson 2: Demystify your research by exposing stakeholders to scientific 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

Members of Parliament, Journalists,

Farmer leaders,

regulatorsvisit

biotech facilities in the country

and countries

with commercial

crops

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

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

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

6. IEC Materials and Translations6. 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

Bio-InnovateOthers?

PBSABNE

AATF

I S A A A

Best Practice – planned communicationBeing proactive than reactive

APP model

Anticipate: List all possible issues on your research

Prepare: Messengers, Message, Means (3M)

Practice: Regularly engage relevant stakeholders

Acknowledgement

BIPCEA is supported by a three-year grant from Sida through the BioInnovate Program

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

Thank you!

www.isaaa.org/kc