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OCR for page 60
Guidebook
58
Communicating the Value of Transportation Research
3
Practice
Consultative Group on International
Best
Agriculture Resources
Context CGIAR believes communicating the value of
The Consultative Group on International Agricultural the research conducted must include concrete,
Research (CGIAR) is a strategic partnership of compelling messages that emphasize the impacts
countries, international and regional organizations, of research conducted. The results of the research
and private foundations supporting the work must be clear, and communication must link the
of 15 international centers to foster sustainable results to CGIAR's goals of reducing poverty and
agricultural growth through high-quality science hunger and protecting the environment. CGIAR
aimed at benefiting the poor through stronger often communicates these results in written
food security, better human nutrition/health, and materials as "leave-behinds" for officials in order to
higher incomes and improved management of reinforce their face-to-face communications.
natural resources. Originally focused on increasing Challenges
crop production for specific critical food crops,
CGIARS research today incorporates biodiversity and CGIAR generates a large amount of information;
environment research. one challenge, therefore, is that recipients can
often feel bombarded and overwhelmed. This is
Key actors in research and communications efforts particularly true for one particular audience--policy
of CGIAR are its member organizations, the leaders makers and officials--with whom CGIAR judiciously
of those organizations, and a CGIAR staff based uses personal contacts to address this issue.
in Washington, D.C. Their audiences include Another challenge cited by CGIAR is that written
international aid agencies, policy makers (i.e., communications often go unread, no matter how
U.S. Congress and leaders of developing nations), they are distributed. To address this challenge,
private organizations and foundations, natural CGIAR has put more focus on media coverage
resource organizations, and the media (including and finding ways to tell stories that reinforce the
international media). messages it wishes to convey.
Communication Approach Outcomes
CGIAR uses both a centralized system of CGIAR measures its success of communicating
communication and local communication at its 15 the value of research through increases in the
centers. The foundation for the centralized system number of donors and amounts of donations
is the Internet--to keep members, the media, to its programs. The organization considers its
and mainstream interests informed on the most communications to have been "moderately"
important and current issues. A more personalized successful over the past six years, as it has been
approach is taken for policy makers and elected able to garner new support and maintain existing
or appointed officials. CGIAR also leverages its support in a "competitive environment."
members' and partners' communication abilities
to disseminate information. For example, local
CGIAR centers participate in radio interviews and
local media discussions, a partner organization
may produce a video that incorporates video from
CGIAR, or research results from CGIAR can be found
on links of websites of CGIAR partners.
