The document discusses: 1. Message maps are visual aids that allow strategically planning communications to different stakeholders and ensure consistency of messages. 2. Key points to consider when making a message map include identifying the target audience, key messages, supporting facts, and limiting the map to 3 messages and 3 facts each. 3. Steps for developing message maps include brainstorming issues of concern, picking a priority concern, making the map with 3 messages and 3 facts each, and presenting the map.

1. DEVELOPMENT OF MESSAGE MAPS
BIPCEA Science Communication Training Workshop
For Bio-Innovate Projects
July 3rd - 4th 2012
Kigali, Rwanda
David Wafula

2. Message maps as useful communication tools
• Is a visual aid for packaging and presenting information in
a format that is compelling, facilitates quick reading and
comprehension.
• A message map allows you to strategically plan what you
want to say in your communications and ensure
consistency.
• It allows you to anticipate, prepare and to organize
answers to the questions you are most likely to face from
different stakeholders.

3. Message map targeting
• Support new initiatives • Raise awareness to
or provide information educate and inform the
for decision making target groups
• Formulate or • Maintain trust and
• Change public policy credibility-decision
makers & the public
• Change public opinion

4. Key points to consider
• Who is your target audience
• What messages do you want to communicate to
the target audience
• Is the message addressing a particular problem
or issue
• Back-up or prove your message with evidence-
facts and figures.
• Limit yourself to 3 key messages and 3
supporting facts for each key message
• INCOMPLETE MESSAGE MAPS- leaves target
audience with more questions than answers

5. Project 1: Delivering New Sorghum and Finger Millet innovations for
Food Security and Improving Livelihoods in Eastern Africa
• Primary stakeholders
– Biotechnology Department, Addis Ababa University (AAU)
– Plant Biodiversity and Management Department-AAU
– Microbial, Cellular and Molecular Biology Department-AAU
• Secondary Stakeholders
– Ministry of Agriculture,
– Institute of Biodiversity Conservation,
– Ethiopian Institute of Agriculture,
– Amhara Agricultural Research Institute,
– Melkassa Agricultural Research Center,
– Ministry of Science and Technology
– Individual Farmers, Farmers Cooperatives, District Development Agents,
– Regional and District Administration offices
– East African Breweries

6. Divergent stakeholder concerns -Sorghum and Finger Millet project
• What are the benefits or anticipated impacts of the project?
• How will the new sorghum and finger millet innovations be
developed?
• Are the innovations safe? (if GE)
• How will the seeds be multiplied and delivered to farmers
• What will be cost of the seed ?
• When will the technologies be available to farmers ?
• What will be the IPR implications ?

7. Sample message map High yields per/ha
(by what range compared
To the conventional ones)
New varieties will
raise productivity
Early maturity rates
(what is the difference)
Can grow in ASALs
New Sorghum (where?)
Varieties will New sorghum varieties
enhance food are resilient to climate
Security and improve change Yields are high under
livelihoods drought conditions
(what is the comparison)
X people depend on
Sorghum in Eastern Africa
New varieties will Brewing industry offers
enhance food security Ready market
The new varieties have
Enhanced levels
of a, b, c minerals

8. Steps in the development of message maps
Step 1:
Brainstorm/deliberate on issues of concern or of importance or
relevant to the project to communicate NOT necessarily
problematic or controversial.
Step 2:
Out of the concerns identified pick on 1 overriding/priority
concern
Step 3:
Develop a message map with 3 key messages
based on the concern identified
Step 4
Provide 3 supporting facts for each of the 3 messages
Step 5
Presentation of the message maps
BREAKOUT GROUPS according to Project Teams

10. Appropriate channels to deliver the message maps to target
stakeholders
• What is the focus of your message map
• Who is the target stakeholder(s)
• Which is the most effective channel(s) ?
– Print media
– Face book
– E-mail (mailing list)
– Face to face (one-to-one)
– Seminar presentation
– Poster presentation
– Pigeon holes of MPs in parliament or policy makers