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PETRRA -
an experiment
BOOK: 6/10 in pro-poor
Communication - agricultural
getting messages to stakeholders
research
Edited by Noel P. Magor, Ahmad Salahuddin,
Mamunul Haque, Tapash K. Biswas and Matt Bannerman

Poverty Elimination Through Rice
Research Assistance (PETRRA), 1999-2004
a project funded by DFID, managed by IRRI in close collaboration with BRRI
Book 6. Communication -
getting messages to stakeholders
Communication
brief no. 6

Communication - getting messages to stakeholders
Alastair Orr, Fatima Jahan A.
Seema,
Salahuddin,
Shaila Arifa
M. Haque
Nabi, Jakirul
and NoelIslam
P. Magor
Peter

INTRODUCTION section. There was a broad two-pronged
approach:
Communication or getting messages to
stakeholders grew in importance over the targeting the government (GO) and
life of Poverty Elimination Through Rice non-governmental organisation (NGO)
Research Assistance (PETRRA) project; policy makers, donors, research
to the point that it was given output-level managers, scientists, and extension
status on the logical framework. In other managers; and
words it was essential for PETRRA to
targeting the end-users of the
achieve its purpose-level objectives.
innovations, namely, farmers and GO-
It could be asked why has communication NGO extension workers.
become so important? Public-funded
research is for improving the livelihoods
of poor households and there has been a THE MAIN MESSAGES
growing demand for accountability in
delivering impact from that research. At PETRRA SPs can be divided into three
one level, the agricultural research categories and each category had its own
community has neglected to communicate message to communicate to its audience:
its importance in the fight to reduce Category 1: Technology identification,
poverty. At another level, researchers have development and validation SPs;
not considered the packaging of their
Category 2: Uptake methods research
research in simple messages for farmers
SPs; and
and extension service providers. The
evolution of Department for Category 3: Policy SPs.
International Development (DFID) For category 1, the technology SPs, the
policy in development has given greater messages developed were kept simple for
emphasis to lesson learning and easy communication with farmers and
communicating with stakeholders. That field level extension workers. Cost
provided a supportive environment, but effectiveness and suitability were also
the actual discovery by sub-project (SP) important criteria. The participatory
partners of the effect of good methods that were used for technology
communication led to considerable development actually provided an early
experimentation and an excitement platform for emphasising communication
amongst partners to actually market their as participating farmers became informal
learning to others. extension agents. The SP equipped these
PETRRA started in September 1999. people with extension materials for
PETRRA did not develop a technology that they had a very real role
comprehensive communication strategy in developing. The potential contribution
until February 2002 through assistance of the respective technology was
from IRRI Los Baños public relations something that was also communicated
Communication
brief no. 6
Communication: getting messages to stakeholders

with policy makers and research during the project period. There were
managers. four English newsletters and one Bangla
For category 2, uptake methods research newsletter published.
SPs, the extension methods being
innovated were described in flow charts National & regional communication
on posters. There was experimentation fairs
with participatory video for women, PETRRA used the fair to bring all the SP
picture songs and going public as means partners under one umbrella and enable
of improving communication. In them to share their results in one location.
addition, the extension methods were This helped build linkages. Since
documented in a story form in the PETRRA dealt mostly with technology
international publication 'Innovations in and research, it was important that the
rural extension: case studies from general people along with GO-NGO
Bangladesh' (Van Mele et al, 2005). policy makers were also informed and
Category 3 were the policy SPs and for linked with its activities. Keeping this in
these, policy dialogues were used to gain mind, two central communication fairs
the attention of policy makers concerned were organised in 2002 and 2003 as part
with agriculture and poverty reduction. of the communication strategy.
The dialogues were supplemented with
PETRRA encouraged its SPs to organise
the provision of briefs in which the policy
the fair at two levels - national and
research was highlighted along with
regional. At the national level the
recommendations.
communication fair in 2002 and 2003
primarily targeted policy makers, donors,
CHANNELS OF COMMUNICATION GOB, media and like-minded
organisations while at the local level the
The following highlights the different village fair brought together primary and
media used for communication: intermediate stakeholders like farmers,
extension workers, local government
Newsletters
Two newsletters were published
semi-annually, separately in English and
Bangla, to a large extent re-using materials
(quarterly report summaries, press and
photo releases). As the English and
Bangla newsletters had different target
audiences, the contents did not mirror
each other, but there was considerable
overlap. The target audience for the
English newsletter Interface included
policy planners, donors, and national
and international NGOs; the Bangla
newsletter Dhanadhanya targeted literate
farmers and extension workers. These
newsletters contained PETRRA's latest
innovations and learning along with news
and views on important upcoming events.
All the enlisted stakeholders received
PETRRA newsletters (English & Bangla)

2
Communication
brief no. 6
Communication: getting messages to stakeholders

representatives, rice actors etc. Regional
fairs on seed drying and storage
technology were organised by Agricultural
Advisory Society (AAS) in collaboration
with local farmers at Shait Kahon village
of Pakundia upazila under Kishoreganj
district about 100 km. north-east from
Dhaka. A village fair was organised by the
On-farm Research Division (OFRD) of
Bangladesh Agricultural Research
Institute (BARI), Rangpur office in
collaboration with the local farmers at new approach to organising and delivering
Saidpur village of Pirgacha upazila, development aid.
Rangpur, north-west region. A two-day
agricultural technology communication The one-day fair in 2002 was held at the
fair on agri-technologies developed by the Bangladesh Rice Research Institute
participating farmers was organised by (BRRI) campus inaugurated by the
AAS at Sreemangal, Maulvi Bazar, in the honourable minister for agriculture. This
north-east region. Shushilan also fair was limited to the researchers,
organised a village fair in a village in farmers, SP participants and agriculture
practitioners.
Kaliganj upazila in 2002. The fair was
organised as part of the Shushilan The two-day fair in 2003 was a special
method of technology dissemination. event as it coincided with the first-ever
PETRRA SP partners also attended holding of the IRRI Board of Trustees'
different agriculture fairs organised (BoT) meeting in Bangladesh. The
nationally and regionally by other honourable minister for agriculture M. K.
agencies. Rangpur Dinajpur Rural Service Anwar inaugurated the fair. The IRRI
(RDRS) in collaboration with the north- BOT Chairperson, Angeline S. Kamba,
west focal area forum scheduled a final along with other trustees and IRRI
fair in the first week of August 2004 to director general, Dr. Ronald P. Cantrell
which all PETRRA SPs and other local were present in the inauguration. The
offices of different agricultural agencies inauguration ceremony was attended by
some 500 guests in the Ball Room of
were invited. This became a regional
Hotel Sheraton. The BOT had an
policy dialogue for discussing the focal
opportunity to see the many exciting
area forum concept. The honourable state
technologies coming up in Bangladesh.
minister for agriculture participated and
endorsed the focal area forum approach. There were 47 stalls covering activities
taking place in technology development,
The objective of the national research on dissemination pathways and
communication fairs was to inform methods and policy research. PETRRA,
interested persons and organisations of the its SPs, BRRI, Bangladesh Agricultural
PETRRA portfolio of ongoing research, Development Corporation (BADC),
experiences and results to date. It also Bangladesh Rice Foundation (BRF), and
provided an opportunity for stakeholders Forum for Information Dissemination on
engaged in PETRRA subprojects to touch Agriculture (FIDA) also provided display
base with each other and to see how comprising books, posters, brochures,
their SPs fitted into the larger picture. In leaflets, technologies and research
addition it allowed donors and prospective outcomes. Some 80 male and female
donors to learn more about this innovative farmers participated in the fair along with

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Communication
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Communication: getting messages to stakeholders

researchers to discuss their experience. As M. K. Anwar the honourable minister for
part of the fair, a seminar entitled agriculture was the chief guest on the
'PETRRA and the poor' was held at the occasion while Mirza Fakhrul Islam
same venue in the afternoon of the first Alamgir the honourable state minister for
day. Dr. Abdul Bayes, Professor of agriculture was the special guest. secretary,
Economics of Jahangirnagar University Ministry of Agriculture chaired the
presented the keynote with Dr. Quazi dialogue while Muhammad Jahangir,
Shahabuddin, director general of the renowned media personality, was present
Bangladesh Institute of Development as the moderator.
Studies (BIDS) in the chair. Professor A. Two presentations were made in the
M. Muazzam Husain of BRAC University, dialogue prior to the panel discussion:
Dr. Binayak Sen of BIDS and Dr. A. R. 'PETRRA technologies, extension,
Gomosta, Director-Research of BRRI innovations and impact' was presented by
took part in the discussion. Dr. Noel P. Magor, IRRI representative
On the 2nd day, another seminar entitled for Bangladesh and PETRRA project
'Challenges for communication of manager while 'PETRRA approach and
agriculture research results' was held at policy overview' was presented by Dr.
the same venue with Professor M. Mahabub Hossain, head of Social
Shamsher Ali, Vice Chancellor of South Sciences Division, IRRI Los Banos.
East University in the chair. Sykh Seraj, A group of renowned personalities of
famous agricultural journalist and different professional backgrounds took
Director of the popular private satellite part in the panel discussion. They were:
television channel, Channel-i, presented the renowned English daily, the Daily Star
keynote at the seminar. Dr. Golam Editor, Mahfuz Anam; Professor Golam
Rahman, Professor of Mass Rahman of Mass Communication &
Communication and Journalism of Dhaka Journalism Department, DU; Professor
University (DU) and President of FIDA; Abdul Bayes of Economics Department
Dr. A. R. Gomosta, Director-Research of of Jahangirnagar University (JU); Tariq
BRRI; Fazlul Haque Rikabdar, Director of Hassan, director general, DAE; Dr. M.
Agriculture Information Service (AIS); Mahiul Haque, director general of BRRI;
Tariq Hassan, director general of Dr. A. R. Gomosta, Director-Research of
Department of Agricultural Extension BRRI and Fazlul Haque Rikabdar,
(DAE); and Reaz Ahmad, Senior Reporter Director, AIS.
of the national English daily, The Daily
Star and FIDA General Secretary, took Honourable state minister for agriculture,
part in the discussion. Mr. Mirza Fakhrul Islam Alamgir handed
over the pack of communication and
For 2004 a one-day fair, known as the extension materials on different PETRRA
PETRRA closing celebration 2004, innovations to the potential GO-NGO
was organised mainly to celebrate the extension agents. The agencies receiving
successful closing of the five-year the pack of communication and extension
PETRRA project, was held at Winter materials (tailored for each agency) are
Garden of Hotel Sheraton, Dhaka. In the listed in Table 1.
morning session there was a dialogue on
A limited number of stalls prepared by
'Agriculture technology and innovations
respective SPs to display various
for the poor'. The aim of this dialogue
PETRRA innovations and technologies
was to exchange views towards sustaining
and methods were installed in the venue.
the innovations of the project in the
existing system. A plaque and certificate distribution

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Communication: getting messages to stakeholders

Table 1. The agencies that received the pack of PETRRA communication and extension materials
Type of agency Name of agency
Government research and extension Bangladesh Rice Research Institute (BRRI) for Rice Knowledge Bank,
agencie Department of Agricultural Extension (DAE), Bangladesh Academy for Rural
Development (BARD) and Rural Development Academy (RDA)

Non-government organisations (NGOs) BRAC
Proshika
RDRS
HEED
Shushilan
AAS
FIVDB
BDS
GKF
TMSS
SAFE
IDE
AID-Comilla
WAVE
PROVA
MCC
APEX
CARE
ITDG
ActionAid

Media Agricultural Information Service (AIS)
Farm Broadcasting, Bangladesh Betar
Mati-o-Manush of Bangladesh Television (BTV)
Rhidoye Mati-o-Manush of Channel-i
Shonali Din of ATN Bangla
NTV

Government policy cell Poverty Reduction Strategy Paper (PRSP) working group (Planning
Commission)

Donors with relevant projects European Commission (Food security unit)

ceremony was organised in the afternoon farmers. Baul songs from Kushtia and
session. This was held as part of the Alamdanga were also arranged.
closing celebration to acknowledge the All PIs and research team members of
role of the Principal Investigators (PIs) PETRRA SPs including BRRI scientists,
and researchers of the PETRRA SPs for donor agency representatives, GO-NGO
their outstanding contribution to professionals, agriculturists and journalists
innovations in rice research suitable for were present in this closing event.
the resource-poor farmers of Bangladesh.
People from all relevant stakeholders were These events were well covered by the
present in the morning session while the press and electronic media.
afternoon session was mainly participated
by the PIs and research team members. Agriculture extension magazine
An attractive and colourful cultural AIS of the Ministry of Agriculture
programme was organised in the evening. (MOA), publishes a monthly agro based
Cultural teams from different SPs Bangla magazine called Krishikotha
performed popular folk songs on various exclusively on agriculture targeted mainly
technologies and innovations targeted to to grass-root level GO-NGO extension

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workers and farmers. It has been regularly Farm Broadcasting on radio
distributed to the Ministries, policy
In Bangladesh, only less than 40% of the
makers, agriculture professionals, farmers
villages have electricity to run televisions.
and GO-NGO extension workers at a
The Farm Broadcasting Unit of AIS,
very minimum cost of Tk. 4 only.
under the MOA, produces radio
PETRRA in collaboration with AIS and
programmes that are aired daily from
with assistance from BRRI published
35,000 copies of a special edition of regional centres covering all over the
Krishikotha exclusively on rice to mark the country. It also produces 30-minute
International Year of Rice (IYR) 2004. magazine programmes on regional topics
This rice issue included question and with jingles and dramas. Time-to-time,
answer for farmers, various write-ups by Farm Broadcasting aired reports on
AIS officers, BRRI scientists and NGO various PETRRA innovations and
partners on history and culture of rice activities.
and rice-based farming technologies
developed mostly by BRRI and/or by Communication materials for farmers
PETRRA SPs that were diverse in nature and the extension agents
and suitable for both male and female Bridging the gap between researchers and
resource-poor farmers in different parts the farmers or extension workers has
of the country. In addition to AIS always been a big challenge in agriculture.
distribution channel, PETRRA distributed PETRRA always tried to minimise this
this issue to its partner organisations and gap through its communication initiatives.
to grass-root level local NGOs through
Through a range of participatory
Proshika, AAS, FIVDB, BDS, Shushilan,
planning meetings, workshops, and
BRAC, CDP and Campaign for Popular
brainstorming sessions, PETRRA has
Education (CAMPE), an NGO working
opted for a range of means/tools for
for non-formal education.
communications.
In February 2004, as part of this effort,
PETRRA organised a three-day
residential workshop bringing together
the scientists, field level extension agents,
materials development experts and
graphic designers in developing the
printed communication materials for its
technology SPs. The workshop was aimed
at finalising the messages/contents and
draft layouts of print materials of its
technology development SPs appropriate
for farmers and field level extension
workers. A primary draft of a total of
17 posters, 18 brochures, 3 booklets, 2
flipcharts and 6 stickers were developed
in this workshop. The layouts were
displayed along with a comments sheet in
the concluding session for the comments
of the audience. The appropriate
comments were incorporated during the
final production.

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demand. Although this material did not
go through a quality process, it was an
useful experimentation for partners and
proved useful for disseminating the
innovations.

TV reporting/documentaries on
Rhidoye Mati-o-Manush of Channel-i
PETRRA collabored with Channel-i, a
private satellite television channel, to
In March 2004, PETRRA, in disseminate some of its technology SP
collaboration with material and design innovations through its newly launched
development experts, developed posters programme Rhidoye Mati-o-Manush. This
with flow charts using ideas from the programme was anchored by the popular
process of documentation of uptake TV personality Sykh Seraj who had been
methods for each of PETRRA's uptake involved in a similar type of programme
methods research SPs. called Mati-o-Manush on government-run
Bangladesh Television (BTV) for 15 years.
These materials were intended to be used
The main target audience of Rhidoye Mati-o-
by the semi-literate farmers and grass-root
Manush were primarily the policy makers,
level extension workers in raising
GO-NGO managers and extension agents.
community awareness about PETRRA
innovations/technologies. These materials PETRRA also opted for quality video
were also handed over in a package to the recording of its important workshops and
potential GO-NGO extension agents like seminars for archiving and documentation
Bangladesh Rural Advancement purposes.
Committee (BRAC), Proshika, DAE, Almost all technology development SPs
RDRS, GKF and others by the made documentaries that were shown on
honourable state minister for agriculture BTV, Channel-i or ATN Bangla in their
at a symbolic distribution ceremony news or in agricultural programmes.
during the closing celebration.
In addition, several of the PETRRA SPs Collaboration with national dailies
focused specifically on experimentation in PETRRA approached two influential
communication. These SP outcomes are national Bangla and English dailies, the
documented separately (Van Mele et al, daily Prothom Alo and The Daily Star to
2005). One of these SPs received an disseminate its technologies/innovations
international award for the development focusing on agriculture as an engine for
of seed health videos by village women
for village women.
Hard and electronic copies of materials
have been archived and are either available
on the PETRRA archive website, the
PETRRA archive CD-ROM or the
Bangladesh Rice Knowledge Bank
(BRKB).
In addition, the SPs, on their own
initiatives, developed a number of
materials to meet the local farmer

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poverty reduction. A meeting was held at farmers (Seed for survival, The Daily
the Prothom Alo office with the editor Star, editorial page, June 25, 2003);
Matiur Rahman, where all aspects of
PETRRA's effort to help moderately
agriculture were discussed from a national
poor farmers or future poor farmers
perspective.
with cost effective technologies to raise
The Daily Star editor Mahfuz Anam was rice output so that they can graduate
present as a discussant in the dialogue on from present position by using modern
'Agriculture technology and innovations varieties (MVs) of rice (As they sow, so
for the poor' at PETRRA closing they reap, The Daily Star, editorial page,
celebration. July 1, 2003);

Press and photo releases How some women are engaged at the
forefront of the agricultural operations
Press releases on seminars, workshops, of their households hence being
fairs and events were sent out from empowered in making household
time-to-time to the national news media. decisions (Tales of the tale-enders, The
The same were also recycled for posting Daily Star, editorial page, July 8, 2003);
in the 'news and events' section of the
PETRRA and IRRI websites and the Participation of the resource-poor
PETRRA newsletters. This tool proved female farmers who have been able to
useful in disseminating the news of increase production per unit of land
various events like communication fairs, substantially because of systematic farm
seminars and workshops effectively to a practices with new varieties of seeds
wider audience. (The ladies with the lamps, The Daily
Star, editorial page, July 17, 2003);
Besides sending press and photo releases
PETRRA had close collaboration with a How two federations of farmers
pool of journalists and organisation like comprised of the landless and marginal
FIDA, which covers agriculture in the farmers have been fighting for the
press and electronic media. They were economic emancipation of their
regularly provided with information on members with the technical assistance
project related activities that focused on from PETRRA-RDRS technology
rice research with regard to livelihoods uptake SP. Another example of the
change. importance of good training that can
play a vital role in improving the
Newspaper articles by production hence uplifting the
Professor Bayes livelihoods of marginal farm
Dr. Abdul Bayes, an eminent economist households (What they need is new
and a Professor of Jahangirnagar
University, wrote a series of articles in
The Daily Star and the daily Bhorer
Kagoj, two national English and Bangla
newspapers respectively from discussions
with farmers and various partners of
PETRRA SPs in the north-east, north-
west and south-west of Bangladesh.
The articles highlighted the following
issues:
Importance of rice in the lives of small

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knowledge, The Daily Star, editorial The innovative ideas that are being
page, July 22, 2003); undertaken by the PETRRA technology
uptake SPs for the resource-poor
Bangladesh's potential in exporting
aromatic bashmati rice to the farmers and the impact of these
international market or at least innovations in their livelihoods (Dhan
substitute imports of fine and aromatic Gobeshona o shampad-daridro, ekti bhomon
rice through domestic production brittanto [Rice research and resource-
(Research for rich rice, The Daily Star, poor, a travelogue], the Bhorer Kagoj,
editorial page, July 30, 2003); editorial page, September 12, 2003);

The importance of infrastructure, The sensitive issue of molecular
innovations and institutions in poverty biology to ensure food and nutrition
reduction, especially of resource-poor security for the poor people in
farmers (The veritable vegetable Bangladesh (Krishite biotechnology abong
grower, The Daily Star, editorial page, Bangladesh prekhhit [Biotechnology in
August 12, 2003); agriculture and Bangladesh context], the
Bhorer Kagoj, editorial page, October
The socio-economics and politics of 3, 2003).
shrimp culture in the south region
where the growth of shrimp cultivation These articles have been reproduced
should take place under a regime where separately under this series. Copies are
a) access to common properties are not also available on the PETRRA website
encroached upon; b) small farmers have (petrra.irri.org) or in The Daily Star
the freedom to take home the rewards (www.thedailystar.net) and the Bhorer
from shrimp cultivation; c) productivity Kagoj (www.bhorerkagoj.net) archives.
of agricultural land is not adversely
affected; and d) both economic and Policy dialogues
non-economic costs are duly calculated Public policy advocacy is the effort to
to point to a sustainable development influence public policy through various
of the sector (Shrimp culture: deaths or forms of persuasive communication.
dollars?, The Daily Star, editorial page, Communicating policy research findings
September 2, 2003);
through dialogues has proved an effective
The growing constraints on future rice means of raising awareness of policy
availability in Bangladesh and the makers and research managers on
devastatingly developed micronutrient pro-poor policy issues. 'Dynamics of
deficiency among the poor households livelihood systems' (DOLSys) SP of
in rural areas (Biotechnology for food PETRRA headed by Dr. Mahabub
security: risks and rewards, The Daily Hossain of IRRI Social Sciences Division
Star, editorial page, September 30, 2003) in collaboration with Centre for Policy
Factors that should be addressed for Dialogue (CPD) organised seven issue-
raising the rate of economic related dialogues. These were:
participation of women (Women: Rice seed delivery system and seed
changing roles and realising rights, The policy in Bangladesh;
Daily Star, editorial page, April 27, 2004);
Rice research and poverty alleviation in
How healthy seeds could ensure the Bangladesh;
food security of the poor household in
Promoting rural non-farm economy of
Bangladesh (The ship and the wave,
Bangladesh;
The Daily Star, editorial page, May 14,
2004); Liberalisation of crop sector: can

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Communication: getting messages to stakeholders

Bangladesh withstand regional
competition?
Biotechnology for rice improvement;
Mapping poverty for rural Bangladesh:
implications for pro-poor development;
and
Nature and impact of women's
participation in economic activities in
rural Bangladesh.

Scientific communication
PETRRA encouraged researchers to
Testing on the BRKB primary version
publish their results in scientific journals.
CD-ROM was carried out at RDRS
In addition, research findings have
Thakurgaon, Rangpur; AAS Sreemangal
been presented in national and
and at the BRRI Training Division at
international seminars. PETRRA held
Gazipur. Participants identified it as a
two national workshops during its closing
ready reference of rice knowledge-based
for presentations of the findings of
information.
technology SPs and uptake methods
research. The BRKB will be continued beyond
PETRRA. Contents and training aspects
of the BRKB will be managed by BRRI in
collaboration with the regional partners
who will be working for establishing the
BRKB for the benefit of resource-poor
farmers. Its aim is to ensure availability of
technological innovations online that are
relevant for Bangladeshi farmers and
extension agents. The main partners
involved in the piloting phase of the
BRKB were BRRI, RDRS and AAS.
Bangladesh Rice Knowledge Bank
(BRKB) Networks
BRKB coordination group was formed It would be amiss to not highlight
under the leadership of the Director- the importance of networks for
Research BRRI for the development of communication. PETRRA developed
communication and training materials for networks with potential media groups and
the BRKB. The coordination group associations. CPD, the thinktank civil
included BRRI working scientists and society body in the field of policy, was
members from two NGOs, RDRS from one of the partners of PETRRA.
north-west and AAS from north-east. Through CPD, research findings were
The main objective under PETRRA was shared with persons concerned
to ensure research findings, for farmers with policy. FIDA, an association of
and extension workers from PETRRA agriculture journalists and communication
SPs, were prepared as simple fact sheets educationists were occasional partners of
in English and Bangla before the close of PETRRA. They helped in the press
the PETRRA project. conferences, seminars and in the coverage

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in the news media. Recent collaboration Links at this site provided information
with the satellite TV channel, Channel-i about the project, its research activities,
with the two influential national dailies focal areas, project documents, news,
Prothom Alo and The Daily Star can be events, SP approval process and other
mentioned. Partners like Proshika, RDRS, related websites.
FIVDB and AIS have been an important
outlet to reach millions of resource-poor
farmers. The rice issue of Krishikotha was CONCLUSION
published through AIS and distributed to The demand for impact created a demand
the grass-root level through Proshika, for effective communication. SPs have
BRAC, FIVDB, BDS, Campaign for enjoyed developing communication
Campaign for Popular Education materials that reached beyond their
(CAMPE) and other NGOs in addition to traditional scientific communities to
AIS distribution network. service providers and policy makers. The
PETRRA project PMU would be the
Website first to say there were many gaps in
PETRRA website formed the hub of its communication plans etc. but a
communication of the PETRRA project. commitment to action and reflection
has provided a learning environment that
can be built for future initiatives. We
would recommend early attention to
communication at the central level and a
more thorough development of individual
partner skills for this coupled with the
development of a good feedback
mechanism to improve quality and impact
of the communication materials.

11
Suggested citation:
Salahuddin, A., Haque, M. and Magor, N. P. 2007. Communication: getting messages to stakeholders. In: Magor,
N. P., Salahuddin, A., Haque, M., Biswas, T. K. and Bannerman, M., editors. PETRRA - an experiment in pro-poor
agricultural research. Communication brief no. 6. Dhaka (Bangladesh): Poverty Elimination Through Rice
Research Assistance Project, International Rice Research Institute. 12 p.
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PETRRA was a DFID-funded project, managed by the International Rice Research Institute (IRRI)
in close collaboration with the Bangladesh Rice Research Institute (BRRI)