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LEARNING WORKSHOP ON COMMUNITY LEARNING WORKSHOP ON COMMUNITY LEARNING WORKSHOP ON COMMUNITY LEARNING WORKSHOP ON COMMUNITY PARTICIPATION IN WATER RESOURCES PARTICIPATION IN WATER RESOURCES PARTICIPATION IN WATER RESOURCES PARTICIPATION IN WATER RESOURCES

MANAGEMENT MANAGEMENT MANAGEMENT MANAGEMENT

Facilitation and Communication Tips: How to get the Message across about WRM. Prepared by: L. Haule

1COMMUNICATION TIPS FOR IWRM

Communication and Facilitation 1.1.1.1. Introduction:Introduction:Introduction:Introduction:

• Communication is an important tool in achieving our goals as individuals and as organizations.

• Similarly communication is very important in achieving • Similarly communication is very important in achieving objectives for IWRM.

• IWRM/governance is about people – communication can not be separated from people

• However, communication is one of the most unrecognized tools – very often taken for granted


Communication: A tool for achieving WRM –objectives

Communication/facilitation skills are essential in achieving both global and national objectives of WRM. Objectives for WRM in Tanzania are:

� to improve the management and conservation of ecosystems and wetlands.wetlands.� to promote integrated planning and management of water resources.� to raise public awareness and broaden stakeholder participation in to raise public awareness and broaden stakeholder participation in to raise public awareness and broaden stakeholder participation in to raise public awareness and broaden stakeholder participation in the planning and management of water resources.the planning and management of water resources.the planning and management of water resources.the planning and management of water resources.� to ensure financial sustainability and autonomy of basin water boards,� to develop equal and fair procedures in access and allocation of the water resources. � to ensure that social and productive sectors, and the environment receive their adequate share of the water resources.


Communication: A tool for achieving WRM Communication: A tool for achieving WRM Communication: A tool for achieving WRM Communication: A tool for achieving WRM –––– objectives/2 objectives/2 objectives/2 objectives/2

� to ensure effectiveness and efficiency of water resources utilization.

� to promote the management of water quality and conservation

� to improve the management and conservation of ecosystems and wetlands.to improve the management and conservation of ecosystems and wetlands.

� to promote integrated planning and management of water resources.

� to raise public awareness and broaden stakeholder participation in the planning and management of water resources.Attainment Attainment Attainment Attainment of these objectives of these objectives of these objectives of these objectives largely depends on strong largely depends on strong largely depends on strong largely depends on strong communications component. communications component. communications component. communications component.


Requirements for implementation of IWRM

• Formulation /review of National IWRM policiesNational IWRM policiesNational IWRM policiesNational IWRM policies, taking into consideration river basin management.

� Development of transparent and flexible national laws national laws national laws national laws as a prerequisite for IWRM policy development.

� Facilitate participation of all stakeholders at all levels of IWRM, with Facilitate participation of all stakeholders at all levels of IWRM, with Facilitate participation of all stakeholders at all levels of IWRM, with Facilitate participation of all stakeholders at all levels of IWRM, with special attention to gender and youth.special attention to gender and youth.special attention to gender and youth.special attention to gender and youth.special attention to gender and youth.special attention to gender and youth.special attention to gender and youth.special attention to gender and youth.

� Improve structures and processes for consultation at all levels, Improve structures and processes for consultation at all levels, Improve structures and processes for consultation at all levels, Improve structures and processes for consultation at all levels, especially at the local level.especially at the local level.especially at the local level.especially at the local level.

� Better co-ordination and institutional strengthening institutional strengthening institutional strengthening institutional strengthening to overcome fragmented responsibilities in the field of IWRM.


IMPLEMENTATION OF IWRM/2� The provision of additional financing, especially at the

community level.

� Increase information, awareness and communication.

� More involvement of women in water management as important stakeholders, especially in developing countries.

� The formation of multi-stakeholder forums/committees � The formation of multi-stakeholder forums/committees

� The re-allocation of budgets to water and IWRM-associated sectors

Note: Requirements with a communications element are clearly evident

6COMMUNICATION TIPS FOR WUAs

What is communication What is communication What is communication What is communication What is communication?What is communication?What is communication?What is communication?• In its broadest sense, communication includes all methods of conveying information, ideas and feelings between two or more people. • Many modern scholars however, tend to agree on the ideas of “sharing “or exchange” “sharing “or exchange” “sharing “or exchange” “sharing “or exchange” between the communicator and the receiver. “sharing “or exchange” “sharing “or exchange” “sharing “or exchange” “sharing “or exchange” between the communicator and the receiver. • One such definition of communication is “ Communication is a “ Communication is a “ Communication is a “ Communication is a process of sharing with another person, or persons, one’s process of sharing with another person, or persons, one’s process of sharing with another person, or persons, one’s process of sharing with another person, or persons, one’s knowledge, interests, attitudes, opinions, feelings and ideas knowledge, interests, attitudes, opinions, feelings and ideas knowledge, interests, attitudes, opinions, feelings and ideas knowledge, interests, attitudes, opinions, feelings and ideas (Samovar, 1980:5). (Samovar, 1980:5). (Samovar, 1980:5). (Samovar, 1980:5). It is a two - way process which involves sending a message and receiving a feedback. • A message can be verbal or nonverbal. It is of vital importance to ensure that there is a two ways process of transmission of information during facilitation; i.e. from the sender to the receiver and vice versa.

7COMMUNICATION TIPS

FacilitationFacilitationFacilitationFacilitationFacilitation is a process of enabling people to carry out their activities or perform tasks and use resources effectively in order to reach a desired outcome or goal. The facilitator does not perform the task but uses certain skills in the process which allows individuals/group reach their decision/ set their goal/learn a skill. The process involves: – empoweringempoweringempoweringempowering the people, who are being facilitated– empoweringempoweringempoweringempowering the people, who are being facilitated– working closely working closely working closely working closely with the people you are empowering– encouragingencouragingencouragingencouraging the people you are to work with that they have the they have the they have the they have the potential to do itpotential to do itpotential to do itpotential to do it– Sharing with the community members: Sharing with the community members: Sharing with the community members: Sharing with the community members: skills, experiences, knowledge, approaches and opinions. – Thinking critically Thinking critically Thinking critically Thinking critically with the community members.


Some key words in a communication:

• Communicator (sender):Communicator (sender):Communicator (sender):Communicator (sender): A person who sends a message to others with an intended result.

• Message:Message:Message:Message: The content or subject matter of what you want to communicate

• Medium(Media) :Medium(Media) :Medium(Media) :Medium(Media) : The channel through which a message is sent

• Medium(Media) :Medium(Media) :Medium(Media) :Medium(Media) : The channel through which a message is sent

• Audience( receiver) :Audience( receiver) :Audience( receiver) :Audience( receiver) : The person or group to whom you are sending the message

• Encoding:Encoding:Encoding:Encoding: Translating ideas, feelings and information into a systematic set of symbols that can be transferred. It is about giving meaning to what you want to communicate.

• Decoding:Decoding:Decoding:Decoding: Retranslating the source’s message, or assigning meaning to a coded message.


How does communication take place (fundamentals) ?

(i) The communicator (source) must have an idea or feelings to communicate to another person (unintended message also exist)(ii) The ideas must be put into a system of symbols or signals (encoding) which can be transferred through a channel to the receiver.(ii) The receiver reinterprets the coded message and assigns (ii) The receiver reinterprets the coded message and assigns meaning (decoding) depending on his/her experience, knowledge, mood etc. (perception)(ii) The receiver sends back a response (feedback) with words or actions which help the communicator to readjust the next message if necessary.(ii) The sender is not the only source sending messages to the receivers. There are other messages fighting for the listeners’ attention (competing stimuli). These include noise or talk from other sources.


Communication barriers Communication barriers Communication barriers Communication barriers Some of the communication barriers include:• Language• Wrong media• Wrong timing• Taking too long (time)• Long channels, long distances• Differences in status among players involved in • Differences in status among players involved in

communication• Political differences• The fear of rejection on someone’s opinion• Too much information• Intentionally deciding not to provide information• Intentionally deciding to misinterpret the message


Variety of communication aspects

The objective(s) of communication are basically four. In water resources management the same objectives apply namely:namely:

• Information sharing• Behavior change • Awareness raising • Education/capacity building


The communication plan process

1. Identify target Audience:

2. Research:

3. Create messages

4. Choose Channels

5. Monitor &

Evaluate


Identification of target audience (Understanding

Audience/Stakeholders

The key questions here are:

• Who are the key audiences? Who affects your organization

programme/project most? (Carry out SWOT/Stakeholder

analysis)

• Stakeholders can be Internal or External to the organization• Stakeholders can be Internal or External to the organization

Why take effort to understand audience/stakeholders:

• Different audiences need different messages delivered

differently


Examples of stakeholders in WRM :

Internal Audiences/Stakeholders

• Board members, Basin Managers ,Other departments,

Colleagues

External Audiences/Stakeholders

• Communities, National Government, NGO’s, Local • Communities, National Government, NGO’s, Local

Government, farmers, tourists, Communities, Women,

Children, Academia , Utilities/service , providers, Financing

partners, development partners, Donors


2. Research

Before you plan and implement any communication there is need to Before you plan and implement any communication there is need to Before you plan and implement any communication there is need to Before you plan and implement any communication there is need to conduct research in order to:conduct research in order to:conduct research in order to:conduct research in order to:

• get insights into the needs and motivations of different audiences e.g the WUAs/WUGs and its members.

• guide the planning process so that interventions are appropriate and tailored

What you need to know:What you need to know:What you need to know:What you need to know:What (audience/stakeholders) think/feel about water resource • What (audience/stakeholders) think/feel about water resource management issue(s)?

• Why do they think/feel that way? (values, misconceptions, misinformation, ignorance, fear, lack of knowledge etc)

• What are their expectations on the basin office, reform or legislation?

• What/Who do they listen to?• Research methods (how do you find):Research methods (how do you find):Research methods (how do you find):Research methods (how do you find):Independent research

agencies, Focus groups, Interviews, Observation, Questionnaires, Meetings 16COMMUNICATION TIPS FOR IWRM

Messages

• What is your message to the different stakeholders?(i) What are the key elements you want to

communicate? (say to WUAs and their members ?) (ii) What are the behavior(s)/practices you want to change?

• What trigger their interest, or their behavior change?, how will they benefit?

• What language do you need to use?


Message Focus Messages can possibly focus in the following areas: (refer Ministry Messages can possibly focus in the following areas: (refer Ministry Messages can possibly focus in the following areas: (refer Ministry Messages can possibly focus in the following areas: (refer Ministry

comm. Strategy comm. Strategy comm. Strategy comm. Strategy • The bigger picture on the state of water resources in terms of their

quantity and quality • Water resources as a key ingredient in poverty reduction efforts. • The institutional framework for water resources management in • The institutional framework for water resources management in

Tanzania • IWRM VS fragmented planning without adequate consideration of

cross-sectoral water management issues • Environmental degradation and pollution of water sources from

increasing human activities.• The rationale/importance of participation of beneficiaries in planning,

implementation, payment for and management of their water supply and sanitation systems.


Message Focus/2

• Provision of water supply and sanitation services to lower income groups, old and disabled people and people living in peri-urban areas.

• Low priority accorded to Sanitation and Hygiene improvement in rural and urban areas resulting in improvement in rural and urban areas resulting in pollution of shallow ground water and household environments.

• Lack of attention in selecting the most appropriate and affordable technology in providing water supply, sewerage and sanitation services.

• Inadequate involvement of the private sector in water supply, sewerage and sanitation service delivery.


Message focus/3

• Inadequate clean and safe water supply services to the poor leads to loss of productive time and negative consequence for poverty reduction activities at household level.

• The mechanism for effective consultation and consensus • The mechanism for effective consultation and consensus building and participation of stakeholders in the making decision process

• The National Water Policy 2002, the National Water Sector Development Strategy, Water Act, and the Water Sector Development Programme.


Media /Channels

KEY QUESTIONS:• How do you reach your different target audiences? Look

back at your Research;• What do they listen to/read/watch?• Who do they listen to? (Opinion leaders?, religious

leaders? Celebrities? pop stars? football stars? )leaders? Celebrities? pop stars? football stars? )• where are they , where do they go? What do they do?


Media /Channels- How to get message across to

communicate

The following media play a key role in disseminating/communicating messages to targeted audiences and enhancing dialogue at all levels.

Direct Communication (face to face)Direct Communication (face to face)Direct Communication (face to face)Direct Communication (face to face)• Home visits• DemonstrationsDemonstrationsMassMassMassMass----mediamediamediamedia• TV, Radio, Magazines, Newspapers- newspaper articles, • Multimedia formats such as video, brochures, posters, stickers &

banners,• Promotional materials such as post cards, bookmarks, Tshirts and

capsCommunity/Group CommunicationCommunity/Group CommunicationCommunity/Group CommunicationCommunity/Group Communication• Work-shops, Site-visits, Seminar, Information meetings, news

letters, Internet/websites, Animators (play, drama, songs, poems), Competitions, Events such as trade fairs and agriculture shows, farmers day, and Maji Week

22

PLA methodologies as communication tools

Participatory Learning and Action (PLA) methodologies namely

Opportunities and Obstacles to Development (O & OD) and

Participatory Rural Appraisal (PRA) methodologies are

powerful communication tools:

• The methodologies can engage WUA in intensive consultative • The methodologies can engage WUA in intensive consultative

planning process

• They facilitate learning and creating dialogue with other

stakeholders

• Convenient way of sharing spatial, social and time related

information from communities/WUAs.

COMMUNICATION TIPS FOR IWRM 23

Traditional dance groups are a

powerful communication tool !!


Communication Plan

Strategy Target audience Objectives Message elements Channel

Protection of water

sources in the

COMMUNICATION FOR

CHANGE OF BAD

BEHAVIORS/PRACTICES

CHANGE

Farmers, livestock

keepers

By 2015 farmers and livestock

keepers in Ngerengere

subcatchment protect and conserve

all critical water sources

Behaviuor/practices to

promote: discourage

cultivation along river banks,

discourage wild fires, avoid

farming in steep/hilly areas,

uncontrolled grazing around

PRA/O&OD,

Community Communication:

meetings, seminars

Mass media: Radio,

Billboards

PRA, O&ODuncontrolled grazing around

Water sources

PRA, O&OD

MESSAGES

Future Water Availability

Depends on Protection

and Conservation of

Water sources


Communication plan

strategy Target

Audience

Objectives Message Channel

Sanitation/hy

giene issues

COMMUNICATION FOR BEHAVIOUR CHANGE

Mothers and care givers for children

(i) By 2013, 70% of the target audience wash hands after the 4 critical moments

Behavior to promote: Behavior to promote: Behavior to promote: Behavior to promote: To wash hands with water and soap before; 1. feeding the child 2. before preparing food

Direct communication; House visits & demonstrations

critical moments 2. before preparing food 3. after defecation 4 after cleaning a child that has defecated.1.2. By 2007, 80% of

the target audience supervise the hand washing with soap of the children

Advantages:Advantages:Advantages:Advantages:1. To avoid child diarrheal diseases 2. to reduce bad odors 3. to protect the child from bacteria Community Community Community Community •Health clinics •Animators

Message suggestions:Message suggestions:Message suggestions:Message suggestions:• Your child's health is in your hands • Diarrhea kills •Water without soap is not enough for clean hands •A good mother protects her children

MassMassMassMass----media ; media ; media ; media ; •Radio• mobile cinema • TV( urban), • Billboard 26

Important characteristics of human communication

Although communication is difficult to define because of its broadness, it has crucial characteristics (principles) which emerge from different definitions.

(i) Communication is a twoCommunication is a twoCommunication is a twoCommunication is a two----way process.way process.way process.way process. More than one person must be involved in the process. Both parties are sending and receiving messages.

(ii)(ii)(ii)(ii) Communication seeks to elicit a response.Communication seeks to elicit a response.Communication seeks to elicit a response.Communication seeks to elicit a response. Speakers communicate (ii)(ii)(ii)(ii) Communication seeks to elicit a response.Communication seeks to elicit a response.Communication seeks to elicit a response.Communication seeks to elicit a response. Speakers communicate to accomplish a purpose which may be entertainment, persuasion or a call to take action.

(iii)(iii)(iii)(iii) Communication is a symbolic processCommunication is a symbolic processCommunication is a symbolic processCommunication is a symbolic process. In all communication we use symbols of some kind to express ideas and feelings. Words are symbols in linguistic communication and non verbal communication is in symbols.

(iviviviv) Communication is a real life process. Communication is a real life process. Communication is a real life process. Communication is a real life process. To communicate is not only sending words. It’s involves your whole personality, your relation ship to the listener, the mood, character and attitude of the listener. 27COMMUNICATION TIPS FOR IWRM

Important Characteristics of human communication.

(v) Communication is a receiver phenomenon:Communication is a receiver phenomenon:Communication is a receiver phenomenon:Communication is a receiver phenomenon: communication does not take place unless another person receives and responds to the message. The speaker must keep the receiver in mind all the time.

(vi) Communication is a processCommunication is a processCommunication is a processCommunication is a process. Communication is not static. It is constantly changing i.e. speaker, listener, message and situations are changing. Past, present and future blend together. To touch one aspect of communication is to touch them all. Hence a listener aspect of communication is to touch them all. Hence a listener should not be taken for granted.

(vii) Communication is Complex.Communication is Complex.Communication is Complex.Communication is Complex. It contains many variables such as personalities, cultural contexts, political context, lack of awareness, ignorance, expectations, uncertainty, moods etc. It is not a linear function with one action producing a desired response. All components have an effect on the message.


Requirements for Effective Communication

• Effective communication occurs when the meaning by the sender is the same as that of the recipient. Sender-message-media-Receiver-Feedback. Weaknesses in any of the above factors will affect the level of effectiveness of communication:

• Have a right attitude toward the audience, such as empathy, courtesy, love and sincerity.courtesy, love and sincerity.

• Adequate knowledge of the audience, situation and problem/topic is a necessity

• Good command of the language to articulate your ideas and feelings. This includes adequate vocabulary, correct grammar, figurative language and non-verbal messages.

• Always get feedback from the audience and adjust accordingly


Requirements for Effective CommunicationRequirements for Effective CommunicationRequirements for Effective CommunicationRequirements for Effective Communication

• Be a good listener, and observer. Look out for verbal and non-verbal responses.

• Use Audio Visuals, illustration, and examples to make your message clear.

• You must have credibility or trust from the audience. • You must have credibility or trust from the audience. Know your facts and show genuine concern for the listener.


Principles and values of a facilitator.

Facilitators should demonstrate verbally and non-verbally their commitment to the following values and principles

Listening, Respect, Humility, Openness, Compassion, Listening, Respect, Humility, Openness, Compassion, Mutuality, Creativity, Tenacity, Sensitivity, Flexibility, The value of personal experience, Group process , Trust and safety , Participation


Conclusion:

If done correctly communication/facilitation:• Can improve buy-in of your own organization from your

stakeholders • Creates and promotes ownership of interventions• Can reduce the risk of conflict due to misperception and

misinformationmisinformation• If people know what you are doing and why, they will

feel less threatened and increase their commitment • By customizing the message and communication you will

reach all key stakeholders at their level using a language they can relate to.

• Communication help you achieve your goals


References

(i) James Rourke, Effective Communication 2009

(ii) Cecilia Martinsen, The Strategy for communication, SIWI

(iii) Kasele Steven, Knowledge Sharing and communication for

Dialogue Issues on productivity of Water In Agriculture. The

Case of Mkoji Subcatchment in Tanzania, 2004Case of Mkoji Subcatchment in Tanzania, 2004

(iv) Communication Strategy, Ministry of Water & Irrigation

COMMUNICATION TIPS FOR IWRM 33

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