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Presented by Michael Victor and Tonya Schuetz at the CPWF Basin Communication and Information Workshop, Johannesburg, 10-13 May 2011.
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CPWF Information and Communication
Strategic framework
Focus of presentation Provide Basins with Scope of information &
communication within CPWF
Initiate discussion on framework and issues and how fits in with emerging basin strategies and plans
Why information & communication Information is power!Access to information & ideasEmpowerment & Ensuring voiceBuilding social capital
Blurred boundariesFocused on behavior change, learning, facilitationInformation & data managementKnowledge Sharing internally and externally Communication for Development Process facilitationPolicy advocacyProgram communication/Messaging
Difference between conventional research comms & Comms for R4DArea Conventional Research Comms Comms for R4d
Objectives Contribute to bodies of knowledge Inform and provide information
Change perceptions and behavior, contribute to development processes
Targets Researchers, scientists, academics
Multiple actors (farmers, planner, policy makers, private sector, NGOs, etc)
Methodology One way, mechanisticPassive
Two way, iterative process – multiple actors involved, participatoryEngaged and active
Strategies Publish in journals Attend scientific meetings Message focused Hand over information to media/Public Information
Strategic communication linked to changes in KAS of targetsSeen as part of the social sciencesUse multiple channels, products Focused on use rather than production
When At end of research process Continuous process where communication is seen as a process for deriving shared meaning
Key Findings from Information and Communication AssessmentsImprove internal communication processes Info/Data management many systems but not linked or coherent Inconsistent branding and messagingDevelopment of materials were not strategicUse of communication processes for policy advocacy and supporting multi-stakeholder platformsDiversity and contextualization
Framework ObjectivesDeveloping effective information and communication systems Integration of strategic communication principles to support changes soughtDocumenting outcomes and impacts Shaping development agendaEnsuring CPWF brand and identity
Target groups CPWF family – partners & researchers Policy influencersDevelopment investorsDevelopment professionalsResearchers and academicsFarmers and fishers/communities Brokers, intermediaries
Guiding principles : Be strategic Use strategic approach: the use of communication in a planned, strategic way in order to bring about positive social change
Principle: Networked/Decentralized approach
Other Principles
Fostering partnerships Triple A approachTesting use and effectiveness of social media for internal and external knowledge sharing
Working areas
Internal sharing/communication Time-bound program – focus on partnerships Developing standards for sharing across basins CPWF tags/subject cats Common systems (i.e. Document
repositories)
Testing ways to communicate within and across basinsM&E system as an internal sharing mechanism
Global knowledge sharing Ensuring all CPWF documents are widely accessibleRefining CPWF publication seriesLinks to other service providers/ knowledge banksNegotiating with publishers/open access strategies
Influencing global agendaFocus on developing global-local linkages – global messages that can be adapted and contextualizedDeveloping strategies to work with the mediaRiver basins on the edge documentary series (global-local linkages)Packaging of phase 1 resultsBasin Focal Project Book – targeting messages to different audiences.
Basin supportFacilitate cross-basin learning and sharing Support in training and implementation Synthesis of experiencesContributing research knowledge on communication and information
Program team
Basin Team
Program Communication Development of global messages that can be adapted/contextualizedConsolidation of CPWF logos and branding Establishing website as portalMaintaining partnerships/Alumni
Roles and Responsibilities
Working Group questions Working group questions:
What needs to be clarified within the strategy?Strengths / weaknesses, improvements?Basin staff: how does this fit within the basin strategy or notNew ideas?What issues do we want to clarify this week as part of the finalizing the strategy, clarifying roles and how to work together?