public awareness for resource mobilization: a multifaceted & collaborative effort
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Presentation by Edith Hesse for the CIAT KSW 2009TRANSCRIPT
Public Awareness for Resource Mobilization
A multifaceted & collaborative effort
Edith Hesse & the CCC Team
May 18, 2009
Agriculture in the LimelightAn opportunity - too good to be missed!
• World Development Report 2008, World Bank• Food Prize Crisis• Climate Change• Financial crisis and its effect on the poor
CIAT Media Coverage – Reaching New Highs
2007– Crop Wild Relatives & Climate Change (CIAT/Bioversity; Andy Jarvis)
2008– CGIAR Seed Shipment to Svalbard (multi-center; Daniel Debouck)– Towards more Effective Seed Aid (Louise Sperling)– Enola Bean Patent Rejection (Daniel Debouck)
2009: – African Soil Information Service (AfSIS) (Nteranja Sanginga, Peter Okoth)
Worldwide Media Impact – Reaching over 50 millions*
Story Title / Researcher Selected Media Coverage & Estimated Reach
Crop Wild Relatives & Climate Change, Andy Jarvis
Financial Times, Scientific American, Reuters, USA Today. 2.2 mio readers
CGIAR Seed Shipment to Svalbard, Daniel Debouck
Agence France-Presse, Agencia EFE (Spain), TV & Radio. 3.4 mio listeners & readers
Towards More Effective Seed Aid, Louise Sperling
BBC World Service – Network Africa; Nature.
27.2 mio listeners and readers
Enola Bean Patent Rejection, Daniel Debouck
BBC Mundo, Nature, EFE (Spain), Agencia Reforma (Mexico), blogs, web sites. 1.2 mio readers
African Soil Information Service (AfSIS) Launch
N. Sanginga
BBC News, Time, Nature, Science, Radio France International. News coverage in 8 languages.
44.6 mio listeners and readers
* Burness Communications. Media Impact of CGIAR Promotions. March 2009
Story Media Outreach
30 Anniversary – Genetic Resource Unit
Combined with “Open House for Journalists”
Rich coverage in LAC media: press, radio, TV
Latin American Rice Revolution – a Response to the Food Crisis
Wide dissemination in LAC media; TV and radio interiews
“CIAT entre las 100 empresas más emprendedoras del Valle”
Local magazine with wide distribution
Nutritious beans in Colombian fields Local news papers; radio, TV
Successful LAC – Media OutreachPromoting CIAT with immediate constituencies
CIAT -> Cali -> Valle -> Colombia -> LAC -> Worldwide
Worldwide Media Outreach – What works?
News worthy story• New and/or counter-intuitive• Relates to:
– Event – Article or book – Award – Grant – CGIAR 2009/2010 campaign topics & includes more than one CG center:
• Climate Change
• International Year of Biodiversity
• Food Price volatility
– Hot topic in the media
Media Outreach - Lessons Learned
Joint promotion• CGIAR Secretariat • Burness Communications• Researcher• Communications Staff
Proved effective at different stages• Preparatory stage• Immediately before/after launch• After launch
Lessons learned 1. Preparatory Stage
• Media Plan (best timing, place, people)• Re-writing of the press release• Adjusting story title• Reviewing• Handling institutional partners• Handling of quotes • Managing inter-institutional partner relationships• Reviewing & fact checking
Preparatory stage can take up to two months
2. Immediately before/after launch
• Ensure managers and researchers are available for media interviews– On call at the right time– Who answers what?
3. After the launch
Insure availability of good press room on the web– Press materials (photos, background materials, etc. –
multilingual where needed) – Audio, videos specially prepared for the launch– Audio, video interviews related to the story promotion– Media coverage reports
• Immediately after publications• Full report after a few weeks (Melcrum database)
Public Awareness will thrive with …
• Good communications strategy in place• Decisive support by the DG and the Management Team• Researchers willing to serve as media champions
• Good Web site and well managed institutional repositories • Intelligent use of social media • Excellent team work:
– Researchers– Resource Mobilization – Impact Assessment– Communications
• A well coordinated and highly motivated communications team
Looking forward to making important contributions to CIAT’s mission!
Library TrainingVisitors/Conferences
Communications Graphic Design
Head CCC
Mariano Mejía
Olga LucíaGonzález
Marleny Sáenz
Carlos Saa
Eleonora Izquierdo
Patricia Fajardo
Oscar Chaparro
César Otero
Rommel Durán
Gladys Rodríguez
María FernandaMejía
Andrea Carvajal
Neil Palmer
Julio Martínez
Óscar Idárraga
Camilo Oliveros
Corporate Communications and Capacity Strengthening (CCC) Team
Olive WahuraThiong’o
AdrianaIsabelGiraldo
LinaMaríaSatizábal
Communications Interns
EdithHesse
DG Communications Assistant
Lynn Menéndez
EduardoFigueroa
CCC – Ongoing Work behind the Scenes
Training, Visitors & Conferences 195 Visiting researchers (thesis research,
specialization) 124 Participants in specialized courses 2 Open Houses for Colombian Universities
(240 participants)1400 Visitors overall
Library1500 Books, reports, articles cataloged
4400 Reference questions answered
325 User orientation in-house
1700 Items on loan/consulted in-house
1720 Documents delivered (electronic & print)
Communications & Graphic Arts 140 Items designed; 2 multimedia produced 1800 Pages translated; 750 pages edited 100 Articles, reports written and published on the Intranet; plus daily web and intranet updates