Communication Support for Technology Transfer

Transcription

1 Communication Support for Technology Transfer W hen one mentions "technology transfer" most may envision the classic extension agent farmer relationship; extension agents and farmers working hand in hand in the training needed for adoption of new technologies. This, however, is only a part of the total technology transfer process. Indeed, technology transfer begins at the research station. The process of moving mature technologies out of the research institute and into the extension system and on to farmers is a vital component of the technology transfer process. Regular communication between researchers and extension agencies (government, NGO, and private sector) can help to ensure the successful transfer of new agricultural technologies to the end user the farmer. Communication with researchers is vital for extension agencies to acquire appropriate technical information that will enable them to help farmers. This communication channel enables extension agents to "retail" information on new and improved agricultural technologies to their clientele. Although this information already exists with the research system, its introduction into the extension channels must be a planned and coordinated effort responding to a series of various national, regional, and individual needs. A well planned and directed communication effort, bringing together researchers and extension agencies, can ensure that there is a timely movement of necessary technical information into the extension system and on to farmers and other users. A research extension communication channel benefits not only the work of extension agencies, but can help to improve the work of researchers as well. Effective two way communication between research and extension agencies will help researchers to better understand the current practices, problems, social conditions and technological needs of farmers. This two way communication can result in the establishment of priorities ensuring that more appropriate and cost effective research programs are followed. The overall result of this communication process should be the generation of technologies more sensitive to farmers' needs, with a better chance of successful application on the farm. In short, quality research extension agency communication, the first step in the technology transfer process, is essential for effective agricultural development. If the technology transfer process is to function well, careful planning of a research extension communication campaign strategy is essential. Over the years several campaign models for technology transfer activities have been designed. However, most of these campaigns have focused on programs between extension agents and farmers. No matter what their configuration or approach, or whether they are extension farmer or research extension based, most experts agree that all models should be: Participatory involving research, extension, and communication experts in the formulation, application, and evaluation of the communication process. Integrative Combining researchers, extension agents, and communication specialists in a continuous, interactive process of strategy development. Communication Support for Technology Transfer 1

2 Practical Focusing on "real" problems in farmers' fields, and using local resources to solve the problems. The key in the design of any research extension communication campaign is to avoid a simple and solitary media effort that results in the independent production of one, two, or several media materials, distributed randomly. A systematic process, involving researchers, extension specialists, and communication specialists is required to develop high quality media materials, and design a rational distribution system that will ensure the information reaches the intended audiences effectively. Perhaps more importantly, initiating such a systematic process can lead to the institutionalization and sustainability of communication support for the agricultural technology transfer process over the long term. Although it may vary from model to model, a systematic approach to campaign development may involve several steps such as: Audience Assessment, Strategy Development, Materials Preparation and Testing, Implementation, and Monitoring and Evaluation. These are essential steps, or building blocks, for an information dissemination campaign. Their applications to effective research extension communication, are discussed below. Planning an Information Dissemination Campaign Step 1: Audience Assessment A fundamental rule of effective communication is to know your audience. What does this mean? Well, consider the fact that you typically communicate with different people in different ways, because they have different needs or levels of understanding. Explaining the application of a new agricultural technology to a group of NGO administrators or a group of field workers with backgrounds in agriculture would involve distinctly different approaches; the former would need to be more general in nature, the latter more technically explicit. So, in planning a communication strategy, you must begin by knowing your audience. To do this you must begin by assessing and detailing their specific interests, attitudes and needs. This enables you to more effectively and efficiently communicate with them. The result of this planning process should be a more cost effective use of communication resources and a better campaign for the information to be disseminated. Simply put, you must have an intimate understanding of the key target groups. An audience assessment can be built around three key points: 1. Identifying the target audiences 2. Dividing the audiences into small groups These first two points can be accomplished by: The study of existing documentation Examine available reports to determine the Communication Support for Technology Transfer 2

3 potential target audiences in this case extension agencies and the make up of their personnel. Annotated directories of NGOs giving information on projects, locations, funding, etc., can be quite informative. Interviews Talk with donor agencies about what extension agencies and programs they are funding. This may provide sufficient information to break down the potential target groups into smaller groups. For example, documentation may indicate that three different agencies are involved in "agricultural development." But a more in depth investigation might reveal that one group is working in homestead gardening, another in village fish ponds, and the third in social forestry; three distinct sub groups. 3. Collecting baseline information about these audiences around which a "plan of attack" or strategy can be built. Which can be done by: Referring to the existing documentation Go to the source. What are the various characteristics of the extension agencies? Who are their staff? What are their skill areas. In what areas of the country do they work?, etc. Pour over their project reports, paying close attention to reported obstacles they have faced in carrying out their activities, and in what they perceive to be the most pressing need in their rural/agricultural development efforts. Interviewing and observations Discuss, face to face with key individuals, the successes, failures, problems, practices, and perceived information needs of the target groups and record the observations. Surveying the knowledge, attitudes, and practices of the target audiences Talk with field staff. Ask them to identify major problems they face in their efforts with technology transfer. Discuss how they are operating in the field, how they interact with farmers, what communication support materials they are currently using. Determine what their level of technical complexity is. Once target audiences are identified and baseline information is obtained, you will begin to appreciate the subtle and sometimes not so subtle differences between the various target audiences. These differences will provide you with a basis for "targeting" the presentation of technical information. Targeting, a common practice in the advertising business, can help to eliminate waste and better focus the use of scarce resources. Step 2: Strategy Development Based on findings from the audience assessment, a comprehensive plan of action or communication strategy, can be developed. This strategy should map out an appropriate mix of media materials for reaching each audience, and a method and approach for delivering those materials and other pertinent technical messages. A strategy may involve some or all of the basic contact methods individual, group, or mass. The media materials selected depends, to a large extent, on what method or methods you chose. For example, some individual methods involve office visits, personal letters, or phone calls, Communication Support for Technology Transfer 3

4 supported with technical booklets, manuals, brochures, etc. Group methods might include discussion meetings, study tours, or seminars in which overhead transparencies, slide/sound presentations, films, videos, or demonstrations are presented. Mass (as in mass media) would obviously involve television or radio programs, articles in national newspapers, or short films in cinemas. The concept of "approach" must also be considered when laying out a communication strategy. By approach we mean the style or tone in which the information is presented. For example, a friendly, non threatening approach would be to simply inform someone of a new idea or technological practice. Not necessarily promoting the technology, but simply "getting the word out" that such a technology exists, is beneficial, and is available for application. Another approach would be to educate, in which strengths and weaknesses of the technology are explained. Persuasion could be considered another approach in which an appeal is made to the audience to accept a new idea, usually through pointing out why the technology is "good for them," usually for economic or social reasons. Also, entertainment can be an effective approach by capturing and focusing the attention of the audience. For discussion purposes in this paper we have separated possible methods and approaches. In reality, however, a well designed communications strategy will involve some or all approaches mixed with several different methods and supported with a variety of media materials. Remember, people react differently to the different approaches, methods, and materials. Some learn more in a one on one setting with simple media materials, while others prefer a group experience replete with slide shows, demonstrations and open discussion. The general rule in campaign design, however, is to combine approaches and methods with several different media materials in order to ensure a more successful technology acceptance rate. Consider this to promote the adoption of fish cum duck production for transfer by extension agencies a campaign strategy may be built around: Method Individual Approach Inform Office visits made to selected extension agencies to explain the technology in general to administrators and program planners. This will create awareness among high level staff who are in a position to decide whether or not to inject the technology into their extension programs. Inform At the same time, brochures which briefly outline the technology are mailed to targeted extension agency field workers. This generates a general awareness, interest and understanding of the technology among the primary target group; technology transfer agents. Educate Detailed technical manuals are provided to extension agents during field visits. Individual meetings between researchers Communication Support for Technology Transfer 4

5 and extension agents clarify and reinforce the detail of the new technology presented in the manuals. Persuade Researchers visit selected extension agents to explain the various benefits economic, nutritional and social of the technology. Group Inform The new technology is introduced in a group discussion meeting attended by both research scientists and extension agency administrators and field staff in which various agricultural development alternatives are discussed. Thus, in one meeting a large number of target group members are exposed to the general idea of fish cum duck culture. Simple promotional brochures are distributed. Educate Slide/sound presentations, overhead transparencies, flip charts, etc., are presented by researches to extension agents explaining the details of the technology. Researchers are on hand to field any technical questions the target audience might have. Educate Extension agents attend field demonstrations carried out by the researchers. Technical manuals are distributed. Persuade Wall charts depicting the economic return and nutritional benefit of the technology are put on display at research/extension meetings and extension agency central and field offices. Mass Inform A broad based campaign built around the use of billboards, banners, posters and slogans is used to create a general awareness of the availability of the technology. The campaign is spread out across the country to make the idea of fish cum duck culture familiar to extension agents and farmers alike. Inform Researchers submit articles on the successful application of the technology to newspapers and newsletters. Articles should be general in nature to reach as large a segment of the population as possible. Inform Short films or slides are presented at cinema halls. Although non technical, such a presentation approach can do much to stimulate interest in the technology being promoted. Educate Detailed radio and/or television programs to reach the extension agent and farmer. These should be detailed enough to Communication Support for Technology Transfer 5

6 enable the extension agent or farmer to proceed with application of the technology. In all of the examples above, an element of entertainment should be present. By entertainment, we mean an element or elements that work to draw the attention and interest of the audience to the new idea or technology. For instance, slide shows or films can be very boring a dull script combined with lifeless, out of focus photos can put the viewers to sleep. But with some concern for design, color and composition, slides, pictures, graphs, and scripts can be more entertaining, more pleasing to the eye and ear and thus capture peoples attention. The same goes for posters, billboards, pamphlets, booklets, and of course, theater or drama groups. Step 3: Materials Planning and Preparation Depending upon the methods and approaches selected, varying types of media materials will need to be prepared; handbooks or brochures for presentation to individuals, overhead transparencies or slide shows for group meetings, and radio scripts, billboards or posters for mass media campaigns. The entire media material process can be streamlined by following a few simple production steps. Those involved in designing and producing media materials should begin by; (i) reviewing objectives of the campaign, (ii) studying the topic in detail, and (iii) studying the assessment of the target audiences. Once these steps are completed the production team, consisting of scientists, extension specialists, communication specialists, and artists, can then select the type and mix of media materials that are needed. For example, an integrated, multi-channel approach utilizing individual visits in which technical handbooks or fact sheets are distributed, combined with group training and demonstrations might be selected. Production of prototype materials is the next step in the production process. These prototype materials must then be carefully pretested to determine their clarity and ease of understanding. For example, are pictures and narration easily understood, are materials too lengthy or too short, and is the presentation sequenced correctly? Pretesting should take place with individuals or small groups drawn from the target audience. Based on responses from the pretesting, revisions and additional pretesting of the materials may be necessary. Once materials are finalized, production and distribution follow. Step 4: Planning a Monitoring and Evaluation System A monitoring and evaluation system is essential to measure the impact and effectiveness of an information campaign. Monitoring and evaluation must be done in a systematic and clear manner. Monitoring will help to fine tune technology transfer and training systems and activities. Evaluation will assist in quantifying the impact of the activity. Choosing indicators which can be quantitatively checked over time is a critical. Results will enable you to make necessary adjustments in media materials and campaign strategies. Communication Support for Technology Transfer 6

7 In planning a Monitoring and Evaluation System you must look at: What is to be achieved (success) What is to be accepted as evidence of success (indicator) What information is needed to produce this evidence (data) What sources of information are to be used How information is to be collected Who will carry out these activities Communication Support for Technology Transfer 7