book 6: communicaton - getting messages to stakeholders - petrra - an experiment in pro-poor...

Upload: international-rice-research-institute

Post on 30-May-2018

218 views

Category:

Documents


0 download

TRANSCRIPT

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    1/16

    Tkoxzs Oacfclnzckl Z`xkub` Xcgo

    Xowonxg` Nwwcwznlgo (TOZXXN#! >333&844:n txkmogz euljoj hs JECJ! fnlnboj hs CXXC cl gakwo gkaanhkxnzckl rcz` HXXC

    Aonxlclbnljoptoxcolgow

    kez oTOZXXNtxkmogz!HNLBANJOW@

    TOZXXN &nl optoxcfolz

    cl txk&tkkxnbxcguazuxna

    xowonxg`Ojczoj hs Lkoa T, Fnbkx! N`fnj Wnan`ujjcl!

    Fnfulua @n~uo! Zntnw` I, Hcwrnw nlj Fnzz Hnlloxfnl

    HKKI= 5+>4Gkffulcgnzckl &bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl &bozzclb fowwnbow zk wznio`kajoxw

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    2/16

    Hkki 5, Gkffulcgnzckl &

    bozzclb fowwnbow zk wznio`kajoxw

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    3/16

    Nanwzncx Kxx! Enzcfn Mn`nl Woofn! W`ncan Nxcen Lnhc! Mnicxua Cwanf Tozox

    CLZXKJ_GZCKL

    Gkffulcgnzckl kx bozzclb fowwnbow zk

    wznio`kajoxw bxor cl cftkxznlgo kox z`oaceo ke Tkoxzs Oacfclnzckl Z`xkub` Xcgo

    Xowonxg` Nwwcwznlgo (TOZXXN# txkmogz9

    zk z`o tkclz z`nz cz rnw bcol kuztuz&aooa

    wznzuw kl z`o akbcgna exnforkxi, Cl kz`ox

    rkxjw cz rnw owwolzcna ekx TOZXXN zkng`coo czw tuxtkwo&aooa khmogzcow,

    Cz gkuaj ho nwioj r`s `nw gkffulcgnzckl

    hogkfo wk cftkxznlz; Tuhacg&euljoj

    xowonxg` cw ekx cftxkclb z`o acoac`kkjw

    ke tkkx `kuwo`kajw nlj z`oxo `nw hool n

    bxkrclb jofnlj ekx nggkulznhcaczs cl

    joacoxclb cftngz exkf z`nz xowonxg`, Nz

    klo aooa! z`o nbxcguazuxna xowonxg`gkffulczs `nw lobaogzoj zk gkffulcgnzo

    czw cftkxznlgo cl z`o ecb`z zk xojugotkoxzs, Nz nlkz`ox aooa! xowonxg`oxw `no

    lkz gklwcjoxoj z`o tnginbclb ke z`ocx

    xowonxg` cl wcftao fowwnbow ekx enxfoxw

    nlj opzolwckl woxcgo txkcjoxw, Z`o

    okauzckl ke Jotnxzfolz ekx

    Clzoxlnzcklna Jooaktfolz (JECJ#

    tkacgs cl jooaktfolz `nw bcol bxonzox

    oft`nwcw zk aowwkl aonxlclb nlj

    gkffulcgnzclb rcz` wznio`kajoxw, Z`nz

    txkcjoj n wuttkxzco olcxklfolz! huz

    z`o ngzuna jcwgkoxs hs wuh&txkmogz (WT#tnxzloxw ke z`o oeeogz ke bkkjgkffulcgnzckl aoj zk gklwcjoxnhao

    optoxcfolznzckl nlj nl opgczofolz

    nfklbwz tnxzloxw zk ngzunaas fnxioz z`ocx

    aonxlclb zk kz`oxw,

    TOZXXN wznxzoj cl Wotzofhox >333,

    TOZXXN jcj lkz jooakt n

    gkftxo`olwco gkffulcgnzckl wzxnzobs

    ulzca Eohxunxs 8448 z`xkub` nwwcwznlgo

    exkf CXXC Akw Hnkw tuhacg xoanzcklw

    wogzckl, Z`oxo rnw n hxknj zrk&txklboj

    nttxkng`=

    znxbozclb z`o bkoxlfolz (BK# nlj

    lkl&bkoxlfolzna kxbnlcwnzckl (LBK#

    tkacgs fnioxw! jklkxw! xowonxg`

    fnlnboxw! wgcolzcwzw! nlj opzolwckl

    fnlnboxw9 nlj

    znxbozclb z`o olj&uwoxw ke z`o

    cllknzcklw! lnfoas! enxfoxw nlj BK&

    LBK opzolwckl rkxioxw,

    Z@O FNCL FOWWNBOW

    TOZXXN WTw gnl ho jccjoj clzk z`xoo

    gnzobkxcow nlj ong` gnzobkxs `nj czw krl

    fowwnbo zk gkffulcgnzo zk czw nujcolgo=

    Gnzobkxs >= Zog`lkakbs cjolzcecgnzckl!jooaktfolz nlj nacjnzckl WTw9

    Gnzobkxs 8= _tznio foz`kjw xowonxg`

    WTw9 nlj

    Gnzobkxs 7= Tkacgs WTw,

    Ekx gnzobkxs >! z`o zog`lkakbs WTw! z`o

    fowwnbow jooaktoj roxo iotz wcftao ekx

    onws gkffulcgnzckl rcz` enxfoxw nlj

    ecoaj aooa opzolwckl rkxioxw, Gkwz

    oeeogzcoloww nlj wucznhcaczs roxo nawkcftkxznlz gxczoxcn, Z`o tnxzcgctnzkxs

    foz`kjw z`nz roxo uwoj ekx zog`lkakbs

    jooaktfolz ngzunaas txkcjoj nl onxas

    tanzekxf ekx oft`nwcwclb gkffulcgnzckl

    nw tnxzcgctnzclb enxfoxw hognfo clekxfna

    opzolwckl nbolzw, Z`o WT o~ucttoj z`owo

    toktao rcz` opzolwckl fnzoxcnaw ekx

    zog`lkakbs z`nz z`os `nj n oxs xona xkao

    cl jooaktclb, Z`o tkzolzcna gklzxchuzckl

    ke z`o xowtogzco zog`lkakbs rnw

    wkfoz`clb z`nz rnw nawk gkffulcgnzoj

    Gkffulcgnzckl

    hxcoe lk, 5

    N, Wnan`ujjcl! F, @n~uo nlj Lkoa T, Fnbkx

    Gkffulcgnzckl & bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl & bozzclb fowwnbow zk wznio`kajoxw

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    4/168

    rcz` tkacgs fnioxw nlj xowonxg`fnlnboxw,

    Ekx gnzobkxs 8! utznio foz`kjw xowonxg`WTw! z`o opzolwckl foz`kjw hoclbcllknzoj roxo jowgxchoj cl eakr g`nxzw

    kl tkwzoxw, Z`oxo rnw optoxcfolznzckl rcz` tnxzcgctnzkxs cjok ekx rkfol!tcgzuxo wklbw nlj bkclb tuhacg nw fonlwke cftxkclb gkffulcgnzckl, Clnjjczckl! z`o opzolwckl foz`kjw roxojkgufolzoj cl n wzkxs ekxf cl z`oclzoxlnzcklna tuhacgnzckl "Cllknzcklw clxuxna opzolwckl= gnwo wzujcow exkfHnlbanjow`" (Unl Foao oz na! 844?#,

    Gnzobkxs 7 roxo z`o tkacgs WTw nlj ekx

    z`owo! tkacgs jcnakbuow roxo uwoj zk bnclz`o nzzolzckl ke tkacgs fnioxw gklgoxloj

    rcz` nbxcguazuxo nlj tkoxzs xojugzckl, Z`o jcnakbuow roxo wuttaofolzoj rcz`z`o txkcwckl ke hxcoew cl r`cg` z`o tkacgsxowonxg` rnw `cb`acb`zoj naklb rcz`xogkffoljnzcklw,

    G@NLLOAW KE GKFF_LCGNZCKL

    Z`o ekaakrclb `cb`acb`zw z`o jceeoxolzfojcn uwoj ekx gkffulcgnzckl=

    Lorwaozzoxw

    Zrk lorwaozzoxw roxo tuhacw`ojwofc&nllunaas! wotnxnzoas cl Olbacw` nljHnlban! zk n anxbo opzolz xo&uwclb fnzoxcnaw(~unxzoxas xotkxz wuffnxcow! txoww nljt`kzk xoaonwow#, Nw z`o Olbacw` nljHnlban lorwaozzoxw `nj jceeoxolz znxboznujcolgow! z`o gklzolzw jcj lkz fcxxkxong` kz`ox! huz z`oxo rnw gklwcjoxnhaokoxant, Z`o znxboz nujcolgo ekx z`oOlbacw` lorwaozzox Clzoxengo clgaujojtkacgs tanlloxw! jklkxw! nlj lnzcklnanlj clzoxlnzcklna LBKw9 z`o Hnlbanlorwaozzox J`nlnj`nlsn znxbozoj aczoxnzoenxfoxw nlj opzolwckl rkxioxw, Z`owolorwaozzoxw gklzncloj TOZXXN"w anzowzcllknzcklw nlj aonxlclb naklb rcz` lorwnlj corw kl cftkxznlz utgkfclb oolzw,

    Naa z`o olacwzoj wznio`kajoxw xogocojTOZXXN lorwaozzoxw (Olbacw` % Hnlban#

    juxclb z`o txkmogz toxckj, Z`oxo roxoekux Olbacw` lorwaozzoxw nlj klo Hnlbanlorwaozzox tuhacw`oj,

    Lnzcklna % xobcklna gkffulcgnzckl

    encxw

    TOZXXN uwoj z`o encx zk hxclb naa z`o WTtnxzloxw uljox klo ufhxoaan nlj olnhaoz`of zk w`nxo z`ocx xowuazw cl klo akgnzckl,

    Z`cw `oatoj hucaj aclinbow, WclgoTOZXXN jonaz fkwzas rcz` zog`lkakbsnlj xowonxg`! cz rnw cftkxznlz z`nz z`oboloxna toktao naklb rcz` BK&LBKtkacgs fnioxw roxo nawk clekxfoj nlj

    aclioj rcz` czw ngzcczcow, Iootclb z`cw cl

    fclj! zrk golzxna gkffulcgnzckl encxwroxo kxbnlcwoj cl 8448 nlj 8447 nw tnxzke z`o gkffulcgnzckl wzxnzobs,

    TOZXXN olgkuxnboj czw WTw zk kxbnlcwo

    z`o encx nz zrk aooaw & lnzcklna nljxobcklna, Nz z`o lnzcklna aooa z`o

    gkffulcgnzckl encx cl 8448 nlj 8447

    txcfnxcas znxbozoj tkacgs fnioxw! jklkxw!BKH! fojcn nlj acio&fcljoj

    kxbnlcwnzcklw r`cao nz z`o akgna aooa z`o

    caanbo encx hxkub`z zkboz`ox txcfnxs nljclzoxfojcnzo wznio`kajoxw acio enxfoxw!opzolwckl rkxioxw! akgna bkoxlfolz

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    5/167

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    xotxowolznzcow! xcgo ngzkxw ozg, Xobcklna

    encxw kl wooj jxsclb nlj wzkxnbo

    zog`lkakbs roxo kxbnlcwoj hs Nbxcguazuxna

    Njcwkxs Wkgcozs (NNW# cl gkaanhkxnzckl

    rcz` akgna enxfoxw nz W`ncz In`kl caanbo

    ke Tniuljcn utn}can uljox Icw`kxobnlmjcwzxcgz nhkuz >44 if, lkxz`&onwz exkf

    J`nin, N caanbo encx rnw kxbnlcwoj hs z`o

    Kl&enxf Xowonxg` Jccwckl (KEXJ# ke

    Hnlbanjow` Nbxcguazuxna Xowonxg`

    Clwzczuzo (HNXC#! Xnlbtux keecgo cl

    gkaanhkxnzckl rcz` z`o akgna enxfoxw nz

    Wncjtux caanbo ke Tcxbng`n utn}can!

    Xnlbtux! lkxz`&rowz xobckl, N zrk&jns

    nbxcguazuxna zog`lkakbs gkffulcgnzckl

    encx kl nbxc&zog`lkakbcow jooaktoj hs z`otnxzcgctnzclb enxfoxw rnw kxbnlcwoj hs

    NNW nz Wxoofnlbna! Fnuac Hn}nx! cl z`o

    lkxz`&onwz xobckl, W`uw`canl nawk

    kxbnlcwoj n caanbo encx cl n caanbo cl

    Inacbnlm utn}can cl 8448, Z`o encx rnw

    kxbnlcwoj nw tnxz ke z`o W`uw canl

    foz`kj ke zog`lkakbs jcwwofclnzckl,

    TOZXXN WT tnxzloxw nawk nzzoljoj

    jceeoxolz nbxcguazuxo encxw kxbnlcwoj

    lnzcklnaas nlj xobcklnaas hs kz`ox

    nbolgcow, Xnlbtux Jclnmtux Xuxna Woxcgo(XJXW# cl gkaanhkxnzckl rcz` z`o lkxz`&

    rowz ekgna nxon ekxuf wg`ojuaoj n eclna

    encx cl z`o ecxwz rooi ke Nubuwz 844: zk

    r`cg` naa TOZXXN WTw nlj kz`ox akgna

    keecgow ke jceeoxolz nbxcguazuxna nbolgcow

    roxo clczoj, Z`cw hognfo n xobcklna

    tkacgs jcnakbuo ekx jcwguwwclb z`o ekgna

    nxon ekxuf gklgotz, Z`o `klkuxnhao wznzo

    fclcwzox ekx nbxcguazuxo tnxzcgctnzoj nlj

    oljkxwoj z`o ekgna nxon ekxuf nttxkng`,

    Z`o khmogzco ke z`o lnzcklna

    gkffulcgnzckl encxw rnw zk clekxf

    clzoxowzoj toxwklw nlj kxbnlcwnzcklw ke z`o

    TOZXXN tkxzekack ke klbkclb xowonxg !

    optoxcolgow nlj xowuazw zk jnzo, Cz nawk

    txkcjoj nl kttkxzulczs ekx wznio`kajoxw

    olbnboj cl TOZXXN wuhtxkmogzw zk zkug`

    hnwo rcz` ong` kz`ox nlj zk woo `kr

    z`ocx WTw eczzoj clzk z`o anxbox tcgzuxo, Cl

    njjczckl cz naakroj jklkxw nlj txkwtogzcojklkxw zk aonxl fkxo nhkuz z`cw cllknzco

    lor nttxkng` zk kxbnlcwclb nlj joacoxclb

    jooaktfolz ncj,

    Z`o klo&jns encx cl 8448 rnw `oaj nz z`oHnlbanjow` Xcgo Xowonxg` Clwzczuzo(HXXC# gnftuw clnubuxnzoj hs z`o`klkuxnhao fclcwzox ekx nbxcguazuxo, Z`cwencx rnw acfczoj zk z`o xowonxg`oxw!enxfoxw! WT tnxzcgctnlzw nlj nbxcguazuxotxngzczckloxw,

    Z`o zrk&jns encx cl 8447 rnw n wtogcnaoolz nw cz gkclgcjoj rcz` z`o ecxwz&oox`kajclb ke z`o CXXC Hknxj ke Zxuwzoow"(HkZ# foozclb cl Hnlbanjow`, Z`o`klkuxnhao fclcwzox ekx nbxcguazuxo F, I,

    Nlrnx clnubuxnzoj z`o encx, Z`o CXXCHKZ G`ncxtoxwkl! Nlboaclo W, Infhn!naklb rcz` kz`ox zxuwzoow nlj CXXCjcxogzkx boloxna! Jx, Xklnaj T, Gnlzxoaa

    roxo txowolz cl z`o clnubuxnzckl, Z`oclnubuxnzckl goxofkls rnw nzzoljoj hswkfo ?44 buowzw cl z`o Hnaa Xkkf ke@kzoa W`oxnzkl, Z`o HKZ `nj nlkttkxzulczs zk woo z`o fnls opgczclbzog`lkakbcow gkfclb ut cl Hnlbanjow`,

    Z`oxo roxo :2 wznaaw gkoxclb ngzcczcowzniclb tango cl zog`lkakbs jooaktfolz!xowonxg` kl jcwwofclnzckl tnz`rnsw nljfoz`kjw nlj tkacgs xowonxg`, TOZXXN!czw WTw! HXXC! Hnlbanjow` NbxcguazuxnaJooaktfolz Gkxtkxnzckl (HNJG#!Hnlbanjow` Xcgo Ekuljnzckl (HXE#! nljEkxuf ekx Clekxfnzckl Jcwwofclnzckl kl

    Nbxcguazuxo (ECJN# nawk txkcjoj jcwtansgkftxcwclb hkkiw! tkwzoxw! hxkg`uxow!aoneaozw! zog`lkakbcow nlj xowonxg`

    kuzgkfow, Wkfo 04 fnao nlj eofnaoenxfoxw tnxzcgctnzoj cl z`o encx naklb rcz`

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    6/16:

    xowonxg`oxw zk jcwguww z`ocx optoxcolgo, Nwtnxz ke z`o encx! n wofclnx olzczaoj"TOZXXN nlj z`o tkkx" rnw `oaj nz z`ownfo oluo cl z`o nezoxlkkl ke z`o ecxwz

    jns, Jx, Nhjua Hnsow! Txkeowwkx ke

    Ogklkfcgw ke Mn`nlbcxlnbnx _lcoxwczstxowolzoj z`o ioslkzo rcz` Jx, ^un}cW`n`nhujjcl! jcxogzkx boloxna ke z`oHnlbanjow` Clwzczuzo ke Jooaktfolz

    Wzujcow (HCJW# cl z`o g`ncx, Txkeowwkx N,F, Fun}}nf @uwncl ke HXNG _lcoxwczs!Jx, Hclnsni Wol ke HCJW nlj Jx, N, X,Bkfkwzn! Jcxogzkx&Xowonxg` ke HXXCzkki tnxz cl z`o jcwguwwckl,

    Kl z`o 8lj jns! nlkz`ox wofclnx olzczaoj

    "G`naaolbow ekx gkffulcgnzckl kenbxcguazuxo xowonxg` xowuazw" rnw `oaj nzz`o wnfo oluo rcz` Txkeowwkx F,

    W`nfw`ox Nac! Ucgo G`nlgoaakx ke Wkuz`Onwz _lcoxwczs cl z`o g`ncx, Wsi` Woxnm!

    enfkuw nbxcguazuxna mkuxlnacwz nlj

    Jcxogzkx ke z`o tktuanx txcnzo wnzoaaczozoaocwckl g`nlloa! G`nlloa&c! txowolzoj z`o

    ioslkzo nz z`o wofclnx, Jx, BkanfXn`fnl! Txkeowwkx ke Fnww

    Gkffulcgnzckl nlj Mkuxlnacwf ke J`nin_lcoxwczs (J_# nlj Txowcjolz ke ECJN9

    Jx, N, X, Bkfkwzn! Jcxogzkx&Xowonxg` ke

    HXXC9 En}aua @n~uo Xcinhjnx! Jcxogzkx ke Nbxcguazuxo Clekxfnzckl Woxcgo (NCW#9

    Znxc~ @nwwnl! jcxogzkx boloxna keJotnxzfolz ke Nbxcguazuxna Opzolwckl

    (JNO#9 nlj Xon} N`fnj! Wolckx Xotkxzox

    ke z`o lnzcklna Olbacw` jncas! Z`o JncasWznx nlj ECJN Boloxna Wogxoznxs! zkki

    tnxz cl z`o jcwguwwckl,

    Ekx 844: n klo&jns encx! ilkrl nw z`oTOZXXN gakwclb goaohxnzckl 844:!

    rnw kxbnlcwoj fnclas zk goaohxnzo z`o

    wuggowweua gakwclb ke z`o eco&sonxTOZXXN txkmogz! rnw `oaj nz Rclzox

    Bnxjol ke @kzoa W`oxnzkl! J`nin, Cl z`ofkxlclb wowwckl z`oxo rnw n jcnakbuo kl

    "Nbxcguazuxo zog`lkakbs nlj cllknzcklwekx z`o tkkx", Z`o ncf ke z`cw jcnakbuo

    rnw zk opg`nlbo corw zkrnxjw wuwznclclb

    z`o cllknzcklw ke z`o txkmogz cl z`oopcwzclb wswzof,

    F, I, Nlrnx z`o `klkuxnhao fclcwzox ekxnbxcguazuxo rnw z`o g`coe buowz kl z`okggnwckl r`cao Fcx}n Eni`xua Cwanf

    Nanfbcx z`o `klkuxnhao wznzo fclcwzox ekxnbxcguazuxo rnw z`o wtogcna buowz, wogxoznxs!

    Fclcwzxs ke Nbxcguazuxo g`ncxoj z`ojcnakbuo r`cao Fu`nffnj Mn`nlbcx!xolkrloj fojcn toxwklnaczs! rnw txowolznw z`o fkjoxnzkx,

    Zrk txowolznzcklw roxo fnjo cl z`ojcnakbuo txckx zk z`o tnloa jcwguwwckl="TOZXXN zog`lkakbcow! opzolwckl!cllknzcklw nlj cftngz" rnw txowolzoj hsJx, Lkoa T, Fnbkx! CXXC xotxowolznzcoekx Hnlbanjow` nlj TOZXXN txkmogz

    fnlnbox r`cao "TOZXXN nttxkng` nljtkacgs koxcor" rnw txowolzoj hs Jx,Fn`nhuh @kwwncl! `onj ke WkgcnaWgcolgow Jccwckl! CXXC Akw Hnlkw,

    N bxkut ke xolkrloj toxwklnaczcow kejceeoxolz txkeowwcklna hngibxkuljw zkkitnxz cl z`o tnloa jcwguwwckl, Z`os roxo=xolkrloj Olbacw` jncas! z`o Jncas WznxOjczkx! Fn`eu} Nlnf9 Txkeowwkx BkanfXn`fnl ke Fnww Gkffulcgnzckl %

    Mkuxlnacwf Jotnxzfolz! J_9 Txkeowwkx Nhjua Hnsow ke Ogklkfcgw Jotnxzfolzke Mn`nlbcxlnbnx _lcoxwczs (M_#9 Znxc~@nwwnl! jcxogzkx boloxna! JNO9 Jx, F,Fn`cua @n~uo! jcxogzkx boloxna ke HXXC9Jx, N, X, Bkfkwzn! Jcxogzkx&Xowonxg` keHXXC nlj En}aua @n~uo Xcinhjnx!Jcxogzkx! NCW,

    @klkuxnhao wznzo fclcwzox ekx nbxcguazuxo!Fx, Fcx}n Eni`xua Cwanf Nanfbcx `nljoj

    kox z`o tngi ke gkffulcgnzckl nljopzolwckl fnzoxcnaw kl jceeoxolz TOZXXNcllknzcklw zk z`o tkzolzcna BK&LBKopzolwckl nbolzw, Z`o nbolgcow xogocclbz`o tngi ke gkffulcgnzckl nlj opzolwcklfnzoxcnaw (zncakxoj ekx ong` nbolgs# nxoacwzoj cl Znhao >,

    N acfczoj lufhox ke wznaaw txotnxoj hsxowtogzco WTw zk jcwtans nxckuwTOZXXN cllknzcklw nlj zog`lkakbcow

    nlj foz`kjw roxo clwznaaoj cl z`o oluo, N tan~uo nlj goxzcecgnzo jcwzxchuzckl

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    7/16?

    goxofkls rnw kxbnlcwoj cl z`o nezoxlkkl

    wowwckl, Z`cw rnw `oaj nw tnxz ke z`o

    gakwclb goaohxnzckl zk ngilkraojbo z`o

    xkao ke z`o Txclgctna Clowzcbnzkxw (TCw#

    nlj xowonxg`oxw ke z`o TOZXXN WTw ekx

    z`ocx kuzwznljclb gklzxchuzckl zkcllknzcklw cl xcgo xowonxg` wucznhao ekx

    z`o xowkuxgo&tkkx enxfoxw ke Hnlbanjow`,

    Toktao exkf naa xoaonlz wznio`kajoxw roxo

    txowolz cl z`o fkxlclb wowwckl r`cao z`o

    nezoxlkkl wowwckl rnw fnclas tnxzcgctnzoj

    hs z`o TCw nlj xowonxg` zonf fofhoxw,

    Nl nzzxngzco nlj gkakuxeua guazuxna

    txkbxnffo rnw kxbnlcwoj cl z`o oolclb,

    Guazuxna zonfw exkf jceeoxolz WTw

    toxekxfoj tktuanx ekai wklbw kl nxckuwzog`lkakbcow nlj cllknzcklw znxbozoj zk

    enxfoxw, Hnua wklbw exkf Iuw`zcn nlj

    Nanfjnlbn roxo nawk nxxnlboj,

    Naa TCw nlj xowonxg` zonf fofhoxw ke

    TOZXXN WTw clgaujclb HXXC wgcolzcwzw!

    jklkx nbolgs xotxowolznzcow! BK&LBKtxkeowwcklnaw! nbxcguazuxcwzw nlj mkuxlnacwzw

    roxo txowolz cl z`cw gakwclb oolz,

    Z`owo oolzw roxo roaa gkoxoj hs z`o

    txoww nlj oaogzxklcg fojcn,

    Nbxcguazuxo opzolwckl fnbn}clo

    NCW ke z`o Fclcwzxs ke Nbxcguazuxo

    (FKN#! tuhacw`ow n fklz`as nbxk hnwoj

    Hnlban fnbn}clo gnaaoj Ixcw`cikz`n

    opgauwcoas kl nbxcguazuxo znxbozoj fnclaszk bxnww&xkkz aooa BK&LBK opzolwckl

    Zsto ke nbolgs

    Bkoxlfolz xowonxg` nlj opzolwckl

    nbolgco

    Lkl&bkoxlfolz kxbnlcwnzcklw (LBKw#

    Fojcn

    Bkoxlfolz tkacgs goaa

    Jklkxw rcz` xoaonlz txkmogzw

    Lnfo ke nbolgs

    Hnlbanjow` Xcgo Xowonxg` Clwzczuzo (HXXC# ekx Xcgo Ilkraojbo Hnli!

    Jotnxzfolz ke Nbxcguazuxna Opzolwckl (JNO#! Hnlbanjow` Ngnjofs ekx Xuxna

    Jooaktfolz (HNXJ# nlj Xuxna Jooaktfolz Ngnjofs (XJN#

    HXNGTxkw`cin

    XJXW

    @OOJ

    W`uw`canl

    NNW

    ECUJH

    HJW

    BIE

    ZFWW

    WNEO

    CJO

    NCJ&Gkfcaan

    RNUOTXKUN

    FGG

    NTOP

    GNXO

    CZJB

    NgzcklNcj

    Nbxcguazuxna Clekxfnzckl Woxcgo (NCW#

    Enxf Hxknjgnwzclb! Hnlbanjow` Hoznx

    Fnzc&k&Fnluw` ke Hnlbanjow` Zoaocwckl (HZU#

    X`cjkso Fnzc&k&Fnluw` ke G`nlloa&c

    W`klnac Jcl ke NZL Hnlban

    LZU

    Tkoxzs Xojugzckl Wzxnzobs Tntox (TXWT# rkxiclb bxkut (Tanllclb

    Gkffcwwckl#

    Ouxktonl Gkffcwwckl (Ekkj woguxczs ulcz#

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

    Znhao >, Z`o nbolgcow z`nz xogocoj z`o tngi ke TOZXXN gkffulcgnzckl nlj opzolwckl fnzoxcnaw

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    8/1655

    rkxioxw nlj enxfoxw, Cz `nw hool xobuanxasjcwzxchuzoj zk z`o Fclcwzxcow! tkacgsfnioxw! nbxcguazuxo txkeowwcklnaw! enxfoxwnlj BK&LBK opzolwckl rkxioxw nz n

    oxs fclcfuf gkwz ke Zi, : klas,

    TOZXXN cl gkaanhkxnzckl rcz` NCW nlj rcz` nwwcwznlgo exkf HXXC tuhacw`oj7?!444 gktcow ke n wtogcna ojczckl keIxcw`cikz`n opgauwcoas kl xcgo zk fnxi z`oClzoxlnzcklna Sonx ke Xcgo (CSX# 844:,

    Z`cw xcgo cwwuo clgaujoj ~uowzckl nljnlwrox ekx enxfoxw! nxckuw rxczo&utw hs

    NCW keecgoxw! HXXC wgcolzcwzw nlj LBKtnxzloxw kl `cwzkxs nlj guazuxo ke xcgonlj xcgo&hnwoj enxfclb zog`lkakbcowjooaktoj fkwzas hs HXXC nlj+kx hsTOZXXN WTw z`nz roxo jcoxwo cl lnzuxonlj wucznhao ekx hkz` fnao nlj eofnaoxowkuxgo&tkkx enxfoxw cl jceeoxolz tnxzwke z`o gkulzxs, Cl njjczckl zk NCWjcwzxchuzckl g`nlloa! TOZXXN jcwzxchuzojz`cw cwwuo zk czw tnxzlox kxbnlcwnzcklw nljzk bxnww&xkkz aooa akgna LBKw z`xkub`Txkw`cin! NNW! ECUJH! HJW! W`uw`canl!HXNG! GJT nlj Gnftncbl ekx TktuanxOjugnzckl (GNFTO#! nl LBK rkxiclb

    ekx lkl&ekxfna ojugnzckl,

    Enxf Hxknjgnwzclb kl xnjck

    Cl Hnlbanjow`! klas aoww z`nl :4/ ke z`ocaanbow `no oaogzxcgczs zk xul zoaocwcklw, Z`o Enxf Hxknjgnwzclb _lcz ke NCW!

    uljox z`o FKN! txkjugow xnjcktxkbxnffow z`nz nxo ncxoj jncas exkfxobcklna golzxow gkoxclb naa kox z`ogkulzxs, Cz nawk txkjugow 74&fcluzofnbn}clo txkbxnffow kl xobcklna zktcgw

    rcz` mclbaow nlj jxnfnw, Zcfo&zk&zcfo!Enxf Hxknjgnwzclb ncxoj xotkxzw kl

    nxckuw TOZXXN cllknzcklw nljngzcczcow,

    Gkffulcgnzckl fnzoxcnaw ekx enxfoxw

    nlj z`o opzolwckl nbolzw

    Hxcjbclb z`o bnt hozrool xowonxg`oxw nljz`o enxfoxw kx opzolwckl rkxioxw `nwnarnsw hool n hcb g`naaolbo cl nbxcguazuxo,TOZXXN narnsw zxcoj zk fclcfcwo z`cwbnt z`xkub` czw gkffulcgnzckl clczcnzcow,

    Z`xkub` n xnlbo ke tnxzcgctnzkxstanllclb foozclbw! rkxiw`ktw! nljhxnclwzkxfclb wowwcklw! TOZXXN `nwktzoj ekx n xnlbo ke fonlw+zkkaw ekx

    gkffulcgnzcklw,

    Cl Eohxunxs 844:! nw tnxz ke z`cw oeekxz!TOZXXN kxbnlcwoj n z`xoo&jnsxowcjolzcna rkxiw`kt hxclbclb zkboz`oxz`o wgcolzcwzw! ecoaj aooa opzolwckl nbolzw!fnzoxcnaw jooaktfolz optoxzw nljbxnt`cg jowcbloxw cl jooaktclb z`otxclzoj gkffulcgnzckl fnzoxcnaw ekx czwzog`lkakbs WTw, Z`o rkxiw`kt rnw ncfojnz eclnacwclb z`o fowwnbow+gklzolzw nljjxnez anskuzw ke txclz fnzoxcnaw ke czwzog`lkakbs jooaktfolz WTw nttxktxcnzoekx enxfoxw nlj ecoaj aooa opzolwckl

    rkxioxw, N txcfnxs jxnez ke n zkzna ke>2 tkwzoxw! >0 hxkg`uxow! 7 hkkiaozw! 8eactg`nxzw nlj 5 wzcgioxw roxo jooaktojcl z`cw rkxiw`kt, Z`o anskuzw roxojcwtansoj naklb rcz` n gkffolzw w`ooz clz`o gklgaujclb wowwckl ekx z`o gkffolzwke z`o nujcolgo, Z`o nttxktxcnzo

    gkffolzw roxo clgkxtkxnzoj juxclb z`oeclna txkjugzckl,

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    9/1622

    Cl Fnxg` 844:! TOZXXN! clgkaanhkxnzckl rcz` fnzoxcna nlj jowcbljooaktfolz optoxzw! jooaktoj tkwzoxw

    rcz` eakr g`nxzw uwclb cjonw exkf z`otxkgoww ke jkgufolznzckl ke utznio

    foz`kjw ekx ong` ke TOZXXN"w utzniofoz`kjw xowonxg` WTw,

    Z`owo fnzoxcnaw roxo clzoljoj zk ho uwojhs z`o wofc&aczoxnzo enxfoxw nlj bxnww&xkkzaooa opzolwckl rkxioxw cl xncwclbgkffulczs nrnxoloww nhkuz TOZXXNcllknzcklw+zog`lkakbcow, Z`owo fnzoxcnaw

    roxo nawk `nljoj kox cl n tnginbo zk z`otkzolzcna BK&LBK opzolwckl nbolzw acioHnlbanjow` Xuxna Njnlgofolz

    Gkffczzoo (HXNG#! Txkw`cin! JNO!XJXW! BIE nlj kz`oxw hs z`o`klkuxnhao wznzo fclcwzox ekx nbxcguazuxonz n wsfhkacg jcwzxchuzckl goxofklsjuxclb z`o gakwclb goaohxnzckl,

    Cl njjczckl! wooxna ke z`o TOZXXN WTwekguwoj wtogcecgnaas kl optoxcfolznzckl clgkffulcgnzckl, Z`owo WT kuzgkfow nxojkgufolzoj wotnxnzoas (Unl Foao oz na!844?#, Klo ke z`owo WTw xogocoj nl

    clzoxlnzcklna nrnxj ekx z`o jooaktfolzke wooj `onaz` cjokw hs caanbo rkfolekx caanbo rkfol,

    @nxj nlj oaogzxklcg gktcow ke fnzoxcnaw`no hool nxg`coj nlj nxo ocz`ox nncanhaokl z`o TOZXXN nxg`co rohwczo! z`oTOZXXN nxg`co GJ&XKF kx z`oHnlbanjow` Xcgo Ilkraojbo Hnli(HXIH#,

    Cl njjczckl! z`o WTw! kl z`ocx krl

    clczcnzcow! jooaktoj n lufhox kefnzoxcnaw zk fooz z`o akgna enxfox

    jofnlj, Naz`kub` z`cw fnzoxcna jcj lkzbk z`xkub` n ~unaczs txkgoww! cz rnw nluwoeua optoxcfolznzckl ekx tnxzloxw nljtxkoj uwoeua ekx jcwwofclnzclb z`ocllknzcklw,

    ZU xotkxzclb+jkgufolznxcow klX`cjkso Fnzc&k&Fnluw` keG`nlloa&cTOZXXN gkaanhkxoj rcz` G`nlloa&c! n

    txcnzo wnzoaaczo zoaocwckl g`nlloa! zk

    jcwwofclnzo wkfo ke czw zog`lkakbs WT

    cllknzcklw z`xkub` czw loras anulg`oj

    txkbxnffo X`cjkso Fnzc&k&Fnluw`, Z`cw

    txkbxnffo rnw nlg`kxoj hs z`o tktuanx

    ZU toxwklnaczs Wsi` Woxnm r`k `nj hool

    clkaoj cl n wcfcanx zsto ke txkbxnffognaaoj Fnzc&k&Fnluw` kl bkoxlfolz&xul

    Hnlbanjow` Zoaocwckl (HZU# ekx >? sonxw,

    Z`o fncl znxboz nujcolgo ke X`cjkso Fnzc&k&

    Fnluw` roxo txcfnxcas z`o tkacgs fnioxw!

    BK&LBK fnlnboxw nlj opzolwckl nbolzw,

    TOZXXN nawk ktzoj ekx ~unaczs cjokxogkxjclb ke czw cftkxznlz rkxiw`ktw nljwofclnxw ekx nxg`cclb nlj jkgufolznzckltuxtkwow,

    Nafkwz naa zog`lkakbs jooaktfolz WTwfnjo jkgufolznxcow z`nz roxo w`krl klHZU! G`nlloa&c kx NZL Hnlban cl z`ocxlorw kx cl nbxcguazuxna txkbxnffow,

    Gkaanhkxnzckl rcz` lnzcklna jncacow

    TOZXXN nttxkng`oj zrk cleauolzcnalnzcklna Hnlban nlj Olbacw` jncacow! z`ojncas Txkz`kf Nak nlj Z`o Jncas Wznx zkjcwwofclnzo czw zog`lkakbcow+cllknzcklw

    ekguwclb kl nbxcguazuxo nw nl olbclo ekx

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    10/1600

    tkoxzs xojugzckl, N foozclb rnw `oaj nzz`o Txkz`kf Nak keecgo rcz` z`o ojczkxFnzcux Xn`fnl! r`oxo naa nwtogzw kenbxcguazuxo roxo jcwguwwoj exkf n lnzcklnatoxwtogzco,

    Z`o Jncas Wznx ojczkx Fn`eu} Nlnf rnwtxowolz nw n jcwguwwnlz cl z`o jcnakbuo kl"Nbxcguazuxo zog`lkakbs nlj cllknzcklwekx z`o tkkx" nz TOZXXN gakwclbgoaohxnzckl,

    Txoww nlj t`kzk xoaonwow

    Txoww xoaonwow kl wofclnxw! rkxiw`ktw!encxw nlj oolzw roxo wolz kuz exkfzcfo&zk&zcfo zk z`o lnzcklna lorw fojcn,

    Z`o wnfo roxo nawk xogsgaoj ekx tkwzclbcl z`o "lorw nlj oolzw" wogzckl ke z`oTOZXXN nlj CXXC rohwczow nlj z`oTOZXXN lorwaozzoxw, Z`cw zkka txkojuwoeua cl jcwwofclnzclb z`o lorw ke

    nxckuw oolzw acio gkffulcgnzckl encxw!wofclnxw nlj rkxiw`ktw oeeogzcoas zk n

    rcjox nujcolgo,

    Howcjow woljclb txoww nlj t`kzk xoaonwowTOZXXN `nj gakwo gkaanhkxnzckl rcz` n

    tkka ke mkuxlnacwzw nlj kxbnlcwnzckl acioECJN! r`cg` gkoxw nbxcguazuxo cl z`otxoww nlj oaogzxklcg fojcn, Z`os roxoxobuanxas txkcjoj rcz` clekxfnzckl kltxkmogz xoanzoj ngzcczcow z`nz ekguwoj klxcgo xowonxg` rcz` xobnxj zk acoac`kkjwg`nlbo,

    Lorwtntox nxzcgaow hs

    Txkeowwkx Hnsow

    Jx, Nhjua Hnsow! nl ofclolz ogklkfcwznlj n Txkeowwkx ke Mn`nlbcxlnbnx_lcoxwczs! rxkzo n woxcow ke nxzcgaow clZ o Jncas Wznx nlj z`o jncas H`kxoxInbkm! zrk lnzcklna Olbacw` nlj Hnlbanlorwtntoxw xowtogzcoas exkf jcwguwwcklw

    rcz` enxfoxw nlj nxckuw tnxzloxw keTOZXXN WTw cl z`o lkxz`&onwz! lkxz`&

    rowz nlj wkuz`&rowz ke Hnlbanjow`,

    Z`o nxzcgaow `cb`acb`zoj z`o ekaakrclb

    cwwuow=Cftkxznlgo ke xcgo cl z`o acow ke wfnaa

    enxfoxw (Wooj ekx wuxcna! Z`o Jncas

    Wznx! ojczkxcna tnbo! Mulo 8?! 8447#9

    TOZXXN"w oeekxz zk `oat fkjoxnzoas

    tkkx enxfoxw kx euzuxo tkkx enxfoxw

    rcz` gkwz oeeogzco zog`lkakbcow zk xncwoxcgo kuztuz wk z`nz z`os gnl bxnjunzo

    exkf txowolz tkwczckl hs uwclb fkjoxl

    nxcozcow (FUw# ke xcgo (Nw z`os wkr! wk

    z`os xont! Z`o Jncas Wznx! ojczkxcna tnbo!

    Muas >! 8447#9

    @kr wkfo rkfol nxo olbnboj nz z`o

    ekxoexklz ke z`o nbxcguazuxna ktoxnzcklw

    ke z`ocx `kuwo`kajw `olgo hoclb

    oftkroxoj cl fniclb `kuwo`kaj

    jogcwcklw (Znaow ke z`o znao&oljoxw! Z`oJncas Wznx! ojczkxcna tnbo! Muas 0! 8447#9

    Tnxzcgctnzckl ke z`o xowkuxgo&tkkx

    eofnao enxfoxw r`k `no hool nhao zk

    clgxonwo txkjugzckl tox ulcz ke anlj

    wuhwznlzcnaas hognuwo ke wswzofnzcg enxf

    txngzcgow rcz` lor nxcozcow ke woojw

    (Z`o anjcow rcz` z`o anftw! Z`o Jncas

    Wznx! ojczkxcna tnbo! Muas >2! 8447#9

    @kr zrk eojoxnzcklw ke enxfoxw

    gkftxcwoj ke z`o anljaoww nlj fnxbclnaenxfoxw `no hool ecb`zclb ekx z`o

    ogklkfcg ofnlgctnzckl ke z`ocx

    fofhoxw rcz` z`o zog`lcgna nwwcwznlgo

    exkf TOZXXN&XJXW zog`lkakbs

    utznio WT, Nlkz`ox opnftao ke z`o

    cftkxznlgo ke bkkj zxnclclb z`nz gnl

    tans n czna xkao cl cftxkclb z`o

    txkjugzckl `olgo utacezclb z`o

    acoac`kkjw ke fnxbclna enxf

    `kuwo`kajw (R`nz z`os looj cw lor

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    11/16

    ilkraojbo! Z`o Jncas Wznx! ojczkxcna

    tnbo! Muas 88! 8447#9

    Hnlbanjow`"w tkzolzcna cl optkxzclbnxkfnzcg hnw`fnzc xcgo zk z`oclzoxlnzcklna fnxioz kx nz aonwzwuhwzczuzo cftkxzw ke eclo nlj nxkfnzcgxcgo z`xkub` jkfowzcg txkjugzckl(Xowonxg` ekx xcg` xcgo! Z`o Jncas Wznx!ojczkxcna tnbo! Muas 74! 8447#9

    Z`o cftkxznlgo ke clexnwzxugzuxo!cllknzcklw nlj clwzczuzcklw cl tkoxzsxojugzckl! owtogcnaas ke xowkuxgo&tkkxenxfoxw (Z`o oxcznhao oboznhaobxkrox! Z`o Jncas Wznx! ojczkxcna tnbo!

    Nubuwz >8! 8447#9

    Z`o wkgck&ogklkfcgw nlj tkaczcgw kew`xcft guazuxo cl z`o wkuz` xobckl

    r`oxo z`o bxkrz` ke w`xcft guazcnzcklw`kuaj znio tango uljox n xobcfo r`oxon# nggoww zk gkffkl txktoxzcow nxo lkzolgxkng`oj utkl9 h# wfnaa enxfoxw `noz`o exoojkf zk znio `kfo z`o xornxjwexkf w`xcft guazcnzckl9 g# txkjugzcczske nbxcguazuxna anlj cw lkz njoxwoasneeogzoj9 nlj j# hkz` ogklkfcg nlj

    lkl&ogklkfcg gkwzw nxo juas gnaguanzojzk tkclz zk n wuwznclnhao jooaktfolzke z`o wogzkx (W`xcft guazuxo= jonz`w kxjkaanxw;! Z`o Jncas Wznx! ojczkxcna tnbo!Wotzofhox 8! 8447#9

    Z`o bxkrclb gklwzxnclzw kl euzuxo xcgonncanhcaczs cl Hnlbanjow` nlj z`ojonwznzclbas jooaktoj fcgxkluzxcolzjoecgcolgs nfklb z`o tkkx `kuwo`kajwcl xuxna nxonw (Hckzog`lkakbs ekx ekkj

    woguxczs= xcwiw nlj xornxjw! Z`o JncasWznx! ojczkxcna tnbo! Wotzofhox 74! 8447#

    Engzkxw z`nz w`kuaj ho njjxowwoj ekx

    xncwclb z`o xnzo ke ogklkfcg

    tnxzcgctnzckl ke rkfol (Rkfol=

    g`nlbclb xkaow nlj xonacwclb xcb`zw! Z`o

    Jncas Wznx! ojczkxcna tnbo! Ntxca 82! 844:#9

    @kr `onaz`s woojw gkuaj olwuxo z`oekkj woguxczs ke z`o tkkx `kuwo`kaj clHnlbanjow` (Z`o w`ct nlj z`o rno!

    Z`o Jncas Wznx! ojczkxcna tnbo! Fns >:!844:#9

    Z`o cllknzco cjonw z`nz nxo hoclbuljoxzniol hs z`o TOZXXN zog`lkakbsutznio WTw ekx z`o xowkuxgo&tkkxenxfoxw nlj z`o cftngz ke z`owo

    cllknzcklw cl z`ocx acoac`kkjw (J`nl

    Bkhow`kln k w`nftnj&jnxcjxk! oizc h`kfklhxczznlzk YXcgo xowonxg` nlj xowkuxgo&tkkx! n zxnoakbuoV! z`o H`kxox Inbkm!ojczkxcna tnbo! Wotzofhox >8! 8447#9

    Z`o wolwczco cwwuo ke fkaoguanxhckakbs zk olwuxo ekkj nlj luzxczcklwoguxczs ekx z`o tkkx toktao cl

    Hnlbanjow` (Ixcw`czo hckzog`lkakbs nhklbHnlbanjow` txoi``cz YHckzog`lkakbs clnbxcguazuxo nlj Hnlbanjow` gklzopzV! z`o

    H`kxox Inbkm! ojczkxcna tnbo! Kgzkhox7! 8447#,

    Z`owo nxzcgaow `no hool xotxkjugojwotnxnzoas uljox z`cw woxcow, Gktcow nxo

    nawk nncanhao kl z`o TOZXXN rohwczo(tozxxn,cxxc,kxb# kx cl Z`o Jncas Wznx(rrr,z`ojncaswznx,loz# nlj z`o H`kxoxInbkm (rrr,h`kxoxinbkm,loz# nxg`cow,

    Tkacgs jcnakbuow

    Tuhacg tkacgs njkgngs cw z`o oeekxz zkcleauolgo tuhacg tkacgs z`xkub` nxckuw

    ekxfw ke toxwunwco gkffulcgnzckl,Gkffulcgnzclb tkacgs xowonxg` ecljclbwz`xkub` jcnakbuow `nw txkoj nl oeeogzcofonlw ke xncwclb nrnxoloww ke tkacgsfnioxw nlj xowonxg` fnlnboxw kl

    txk&tkkx tkacgs cwwuow, "Jslnfcgw keacoac`kkj wswzofw" (JKAWsw# WT keTOZXXN `onjoj hs Jx, Fn`nhuh

    @kwwncl ke CXXC Wkgcna Wgcolgow Jccwcklcl gkaanhkxnzckl rcz` Golzxo ekx Tkacgs

    Jcnakbuo (GTJ# kxbnlcwoj wool cwwuo&xoanzoj jcnakbuow, Z`owo roxo=

    Xcgo wooj joacoxs wswzof nlj woojtkacgs cl Hnlbanjow`9

    Xcgo xowonxg` nlj tkoxzs naaocnzckl clHnlbanjow`9

    Txkfkzclb xuxna lkl&enxf ogklkfs ke

    Hnlbanjow`9Achoxnacwnzckl ke gxkt wogzkx= gnl

    33

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    12/16

    Zowzclb kl z`o HXIH txcfnxs oxwcklGJ&XKF rnw gnxxcoj kuz nz XJXW

    Z`niuxbnkl! Xnlbtux9 NNW Wxoofnlbnanlj nz z`o HXXC Zxnclclb Jccwckl nzBn}ctux, Tnxzcgctnlzw cjolzcecoj cz nw nxonjs xoeoxolgo ke xcgo ilkraojbo&hnwojclekxfnzckl,

    Z`o HXIH rcaa ho gklzcluoj hosklj

    TOZXXN, Gklzolzw nlj zxnclclb nwtogzwke z`o HXIH rcaa ho fnlnboj hs HXXC cl

    gkaanhkxnzckl rcz` z`o xobcklna tnxzloxwr`k rcaa ho rkxiclb ekx owznhacw`clb z`o

    HXIH ekx z`o holoecz ke xowkuxgo&tkkxenxfoxw, Czw ncf cw zk olwuxo nncanhcaczs kezog`lkakbcgna cllknzcklw klaclo z`nz nxo

    xoaonlz ekx Hnlbanjow`c enxfoxw nljopzolwckl nbolzw, Z`o fncl tnxzloxw

    clkaoj cl z`o tcakzclb t`nwo ke z`oHXIH roxo HXXC! XJXW nlj NNW,

    Lozrkxiw

    Cz rkuaj ho nfcww zk lkz `cb`acb`zz`o cftkxznlgo ke lozrkxiw ekx

    gkffulcgnzckl, TOZXXN jooaktojlozrkxiw rcz` tkzolzcna fojcn bxkutw nlj

    nwwkgcnzcklw, GTJ! z`o z`cliznli gcca

    wkgcozs hkjs cl z`o ecoaj ke tkacgs! rnwklo ke z`o tnxzloxw ke TOZXXN,

    Z`xkub` GTJ! xowonxg` ecljclbw roxow`nxoj rcz` toxwklw gklgoxloj

    rcz` tkacgs, ECJN! nl nwwkgcnzckl kenbxcguazuxo mkuxlnacwzw nlj gkffulcgnzckl

    ojugnzcklcwzw roxo kggnwcklna tnxzloxw ke

    TOZXXN, Z`os `oatoj cl z`o txowwgkleoxolgow! wofclnxw nlj cl z`o gkoxnbo

    Hnlbanjow` rcz`wznlj xobcklnagkftozczckl;

    Hckzog`lkakbs ekx xcgo cftxkofolz9

    Fnttclb tkoxzs ekx xuxna Hnlbanjow`=

    cftacgnzcklw ekx txk&tkkx jooaktfolz9nlj

    Lnzuxo nlj cftngz ke rkfol"wtnxzcgctnzckl cl ogklkfcg ngzcczcow clxuxna Hnlbanjow`,

    Wgcolzcecg gkffulcgnzckl

    TOZXXN olgkuxnboj xowonxg`oxw zktuhacw` z`ocx xowuazw cl wgcolzcecg mkuxlnaw,Cl njjczckl! xowonxg` ecljclbw `no

    hool txowolzoj cl lnzcklna nljclzoxlnzcklna wofclnxw, TOZXXN `oajzrk lnzcklna rkxiw`ktw juxclb czw gakwclbekx txowolznzcklw ke z`o ecljclbw kezog`lkakbs WTw nlj utznio foz`kjwxowonxg`,

    Hnlbanjow` Xcgo Ilkraojbo Hnli

    (HXIH#

    HXIH gkkxjclnzckl bxkut rnw ekxfoj

    uljox z`o aonjoxw`ct ke z`o Jcxogzkx&Xowonxg` HXXC ekx z`o jooaktfolz kegkffulcgnzckl nlj zxnclclb fnzoxcnaw ekxz`o HXIH, Z`o gkkxjclnzckl bxkutclgaujoj HXXC rkxiclb wgcolzcwzw nljfofhoxw exkf zrk LBKw! XJXW exkflkxz`&rowz nlj NNW exkf lkxz`&onwz,

    Z`o fncl khmogzco uljox TOZXXN rnwzk olwuxo xowonxg` ecljclbw! ekx enxfoxwnlj opzolwckl rkxioxw exkf TOZXXNWTw! roxo txotnxoj nw wcftao engz w`oozw

    cl Olbacw` nlj Hnlban hoekxo z`o gakwo kez`o TOZXXN txkmogz,

    >4>4

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    13/16

    Acliw nz z`cw wczo txkcjoj clekxfnzckl

    nhkuz z`o txkmogz! czw xowonxg` ngzcczcow!

    ekgna nxonw! txkmogz jkgufolzw! lorw!

    oolzw! WT nttxkna txkgoww nlj kz`ox

    xoanzoj rohwczow,

    GKLGA_WCKL

    Z`o jofnlj ekx cftngz gxonzoj n jofnlj

    ekx oeeogzco gkffulcgnzckl, WTw `no

    olmksoj jooaktclb gkffulcgnzckl

    fnzoxcnaw z`nz xong`oj hosklj z`ocx

    zxnjczcklna wgcolzcecg gkffulczcow zk

    woxcgo txkcjoxw nlj tkacgs fnioxw, Z`o

    TOZXXN txkmogz TF_ rkuaj ho z`o

    ecxwz zk wns z`oxo roxo fnls bntw clczw gkffulcgnzckl tanlw ozg, huz n

    gkffczfolz zk ngzckl nlj xoeaogzckl

    `nw txkcjoj n aonxlclb olcxklfolz z`nz

    gnl ho hucaz ekx euzuxo clczcnzcow, Ro

    rkuaj xogkffolj onxas nzzolzckl zk

    gkffulcgnzckl nz z`o golzxna aooa nlj n

    fkxo z`kxkub` jooaktfolz ke cljccjuna

    tnxzlox wicaaw ekx z`cw gkutaoj rcz` z`o

    jooaktfolz ke n bkkj eoojhngi

    fog`nlcwf zk cftxko ~unaczs nlj cftngz

    ke z`o gkffulcgnzckl fnzoxcnaw,

    cl z`o lorw fojcn, Xogolz gkaanhkxnzckl

    rcz` z`o wnzoaaczo ZU g`nlloa! G`nlloa&c

    rcz` z`o zrk cleauolzcna lnzcklna jncacow

    Txkz`kf Nak nlj Z`o Jncas Wznx gnl ho

    folzckloj, Tnxzloxw acio Txkw`cin! XJXW!

    ECUJH nlj NCW `no hool nl cftkxznlzkuzaoz zk xong fcaacklw ke xowkuxgo&tkkx

    enxfoxw, Z`o xcgo cwwuo ke Ixcw`cikz`n rnw

    tuhacw`oj z`xkub` NCW nlj jcwzxchuzoj zk

    z`o bxnww&xkkz aooa z`xkub` Txkw`cin!

    HXNG! ECUJH! HJW! Gnftncbl ekx

    Gnftncbl ekx Tktuanx Ojugnzckl

    (GNFTO# nlj kz`ox LBKw cl njjczckl zk

    NCW jcwzxchuzckl lozrkxi,

    Rohwczo

    TOZXXN rohwczo ekxfoj z`o `uh ke

    gkffulcgnzckl ke z`o TOZXXN txkmogz,

    >>>>

    Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxwGkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw

    Gkffulcgnzckl

    hxcoe lk, 5

    Gkffulcgnzckl

    hxcoe lk, 5

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    14/16

    Wubbowzoj gcznzckl=

    Wnan`ujjcl! N,! @n~uo! F, nlj Fnbkx! L, T, 8442, Gkffulcgnzckl= bozzclb fowwnbow zk wznio`kajoxw, Cl= Fnbkx!

    L, T,! Wnan`ujjcl! N,! @n~uo! F,! Hcwrnw! Z, I, nlj Hnlloxfnl! F,! ojczkxw, TOZXXN & nl optoxcfolz cl txk&tkkx

    nbxcguazuxna xowonxg`, Gkffulcgnzckl hxcoe lk, 5, J`nin (Hnlbanjow`#= Tkoxzs Oacfclnzckl Z`xkub` Xcgo

    Xowonxg` Nwwcwznlgo Txkmogz! Clzoxlnzcklna Xcgo Xowonxg` Clwzczuzo, >8 t,

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    15/16

    Nzzxchuzckl&LklGkffoxgcna&W`nxoNacio 7,4 _ltkxzoj, _woxw nxo exoo zkjcwzxchuzo! jcwtans! nlj zxnlwfcz z`o rkxi nlj zk njntz z`o rkxi uljox z`ogkljczcklw wtogcecoj clwcjo ke z`o hngi gkox ke z`cw tuhacgnzckl kx nzrrr,gxonzcogkffkl,kxb,

    GGgxonzcuo

    gkffklw

    w

    :

    :

    Nls ke z`o nhko gkljczcklw gnl ho rncoj ce toxfcwwckl cw khzncloj exkf

    z`o gktsxcb`z kajox(w#,

    Zk cor z`o euaa zopz ke z`cw acgolwo! cwcz`zzt=++gxonzcogkffklw,kxb+acgolwow+hs&lg&wn+7,4+,

    8442 Clzoxlnzcklna Xcgo Xowonxg` Clwzczuzo

    Nzzxchuzckl&LklGkffoxgcna&W`nxoNacio 7,4 _ltkxzoj, _woxw nxo exoo zkgkts! jutacgnzo! kx xotxkjugo nlj jcwzxchuzo! jcwtans! kx zxnlwfcz nls ke z`ofnzoxcnaw cl z`cw TOZXXN Hkp Icz nlj zk fnio zxnlwanzcklw! njntznzcklw!kx kz`ox joxcnzco rkxiw uljox z`o ekaakrclb gkljczcklw=

    Nzzxchuzckl= Z`o rkxi fuwz ho nzzxchuzoj! huz lkz cl nls rns z`nzwubbowzw oljkxwofolz hs CXXC kx z`o nuz`kx(w#,

    Lklgkffoxgcna= Z`cw rkxi fns lkz ho uwoj ekx gkffoxgcna

    tuxtkwow,

    W`nxo Nacio= Ce z`cw rkxi cw nazoxoj! zxnlwekxfoj! kx hucaz utkl! z`o

    xowuazclb rkxi fuwz ho jcwzxchuzoj klas uljox z`o wnfo kx wcfcanxacgolwo zk z`cw klo,

  • 8/14/2019 Book 6: Communicaton - getting messages to stakeholders - PETRRA - an experiment in pro-poor agricultural res

    16/16

    Fnca= JNTK Hkp 2222! Fozxk Fnlcan! T`cacttclow! Zoa= )57 (8# ?04 ?544! Enp= )57 (8# ?04 ?533! Rohwczo= rrr,cxxc,kxb

    Gkuxcox nlj W`cttclb= 5225 Nsnan Noluo! Wuczo >443! Fninzc Gczs! T`cacttclow! Zoa= )57 (8# 03> >875! Enp= )57 (8# 03> >>2:

    Hnlbanjow` Keecgo=

    @kuwo >4:! Fnwmcj Xknj! Hnlnlc JK@W! J`nin >845! Hnlbanjow`! Zoa= )004 (8# 02>>33>! 02>>338! Enp= )004 (8# 02>>334! O&fnca= cxxcDcxxchj,kxbBTK Hkp= 5:! Xnfln! J`nin >444! Hnlbanjow`

    TOZXXN rnw n JECJ&euljoj txkmogz! fnlnboj hs z`o Clzoxlnzcklna Xcgo Xowonxg` Clwzczuzo (CXXC#