Communication in MPAs

TMEM 220

LIAH C. CATEDRILLA, Ph.D.

Institute of Aquaculture, College of Fisheries and Ocean Sciences, U.P. Visayas
Miagao, Iloilo

Some Issues and Problems Besetting a Coastal Resource

• Continuing state of degradation of coastal resources – (destruction of breeding grounds and

habitats of valuable species, depletion of resources….)
• Multiplicity of users of a coastal resource – (resource use conflicts, communal use….)
• Too many fishermen, too few fish – (scarcity of resources, high population growth rate, too
many boats chasing a few fish….)
• Non-sustainable utilization of coastal resources – (illegal fishing methods and structures….)
• Unavailability of alternative sources of livelihood for coastal resource users – (over-
exploitation of resource….)
• Traditional fisheries management schemes are not working – (top-down, individualistic,
resource-oriented….)
• Lack of knowledge about nature of MPAs – (low participation among stakeholders; violations of
fisheries laws….)

Why Manage?

• control and use of resources in such a way as to make them sustainable

• dynamic and a continuous process of reacting to changes in the area
• satisfying collective human needs
• takes into account the environment

Socio-economic and ecological objectives of natural resource management:

• to meet the survival needs and well-being of stakeholders;
• to maintain the well-being and integrity of the environment; and
• to empower stakeholders in building self-reliant and self-sustaining communities.

A Typical MPA Organizational Structure

Communication is a vital process in the effective management of a natural resource.

Ineffective Communication

Usually leads to –
• Miscommunication
• Quarrels
• Wrong decisions
• Wrong actions
• Failure
• Non-fulfillment of purpose/goals/objectives (e.g., lack of participation; non-establishment of
MPAs; continued destruction of vital ecosystems, etc.)

Effective Communication

Will always lead to:

• Harmony/peace
• Success
• Rights decisions
• Right actions
• Realization of goals and objectives (e.g., socio-economic and ecological goals)
Role of Communication

• Effective communication facilitates establishment as well as the sustainability of MPAs

= high level of participation among stakeholders
= mutual understanding of the purpose, importance and benefits of MPAs
= foster collective responsibility

Understanding the communication process is crucial

in mobilizing stakeholders in planning, establishing,
and sustaining MPAs

Communication is a fundamental social process

• Communication is a form of social interchange for a mutual purpose (e.g., goals/purpose of
MPAs)
• Through communication, people (e.g., resource stakeholders) are able to interact with each
other in the society (e.g., coastal community)
• By communicating with others, each individual is able to relate himself or herself with them.
• Through communication, socialization becomes possible

Why do people communicate?

• to make feelings, thoughts and ideas known

• to influence others in certain ways
• to solve problems by discussing with others who may be able to help
• to settle conflict with others by talking them over with them without resorting in violence

What is communication?
• Comes from the Latin word “communis”, which means to make common
• When we communicate, we are establishing commonness with someone
• Any means by which one person attempts to influence or alter another person’s behavior by use
of symbols
• The process that holds society together i.e., it is the human interaction within a group, a
community, or a nation, which can involve vertical, horizontal, and multi-level flows of
information.
• The process of affecting or influencing behavior.
Communication Process: Elements
Source
Message
Channel
Receiver
Effect

The Communication Process

• is a two-way, multi-dimensional, interactional activity where the source and the receiver are in
constant transaction with each other as well as with the other elements – message, channel and
effect.

Purpose of Communication

• The goal of the creator of the message to the receiver.

• To influence or affect with intent another individual

Communication Source
• maybe an individual or group of individuals or an organization
• has a purpose for initiating the communication which is expressed in the message
• wants a specific response from the receiver

The communication source (s) may be:

- LGU
- Government Agencies (e.g. DA-BFAR, DENR, etc)
- Fisherfolk Organization/Association (e.g., MFARMC,
SICRMC)
- Private Agency
- NGO

Communication Message
• maybe a speech, a lecture, or something written; (i.e., heard or spoken, seen, touched, smelled)

= including non-verbal gestures such as movement of body and hands; tone, pitch, or
volume of voice
= or even the expression on a face
= coming in late or early in meetings, community forums, seminars, etc.

• in order to communicate a message, the source uses a code or a set of symbols (spoken or
written words, or non-verbal language)
- Why establish MPAs?
- What are the benefits?

Communication Channel

• The means by which the message is sent to the destination or receiver

• The channel maybe mainstream or mass media, folk media, community media, ICTs, social
media, or persons such as the extension workers (fisheries technician), FARMC officer, LGU
officials, etc.
Communication Receiver

• The destination of the message; maybe an individual or a group of individuals.

- fisherfolk
- fisherfolk asociation
- coastal residents
- LGU officials
- other resource stakeholders (e.g., beach resort
owners, fishfarmers, etc.)

Communication Effect

• The difference between what a receiver thinks, feels and does before and after exposure to a
message.
- realized the value of MPAs
- fisheries laws compliance
- active participation in CRM activities

Planning Communication for Establishing and Sustaining MPAs

• Source (From whom will the information/ message come from?)

• Message (What idea or information do you intend to convey? – Code, Content, and Treatment)
• Channel (Through what medium do you intend to convey the message?)
• Receiver/stakeholder (To whom is the message intended?)
• Effect (What do you expect to happen after conveying the message to your target stakeholder?)

The Concept of IEC

• Information, Education, and Communication (IEC)

• Not new
• The label that refers largely for the creation of awareness about and motivation to adopt family
planning methods and activities mainly through the use of mass media.

History of IEC

The first major national population program in the Asia-Pacific Region was launched in India in 1964.
• no large-scale public information component
• information and motivational work were carried out largely through interpersonal
communication
• a mass communication unit was created and an increasing number of field staff was engaged.
- to conduct home visitations
- involved educators and the educational system.
• 1974 - the first national population information center in the Asia-Pacific Region was
established at the Korea Institute of Family Planning
• Next 11 years - similar centers were established in Afghanistan, Bangladesh, China, India,
Indonesia, Malaysia, Nepal, Pakistan, Philippines, Sri Lanka, Thailand, and Vietnam.
IEC Framework

• Can be used as basic framework for the communication support of other development
programs in the country and worldwide
• It therefore can also be used as a communication support for the planning and effective
establishment of MPAs in local communities

Strategic Communication Planning for MPAs

• Understand:
- The MPA concept
- The communication process
- The IEC concept
• Know:
- The audiences/target beneficiaries (e.g., resource stakeholders)
- The information and education needs; and characteristics of audience/target
beneficiaries/partners
 - The available communication resources (facilities)
• Plan according to:
- Key issues to address
- Audience characteristics
- Available resources (e.g., communication facilities)
• Set:
- Simple, measurable, achievable, realistic and time-bound (SMART)
communication objectives
• Pretest:
- Print materials (e.g., leaflets, posters, manuals, etc.)
- Radio and TV spots, video or film materials, jingles
• Monitor:
- Conduct of communication activities
- To track progress, troubleshoot problems, perform mid-course action

• Evaluate:
- To determine if objectives were achieved
- To help improve conduct of future communication activities

Selecting Key Issues to Address

• Focus on the issue raised by stakeholders during the communication appraisal. Describe the
existing versus ideal situation, considering both the project (i.e., establishment of MPAs) and
views expressed by stakeholders during the consultation.
 • What gaps exist between the two? Focus on the issues that communication activities or services
can help reduce or maximize, as a step in achieving MPA goals.

Ideal Situation Existing Situation (Synthesis of Gaps

(Synthesis of community and
project views)
Stakeholders understand the
benefits of conserving and
managing the coastal resources ,
and the importance of
establishing an MPA
community and project views) (Communication entry
points)
Stakeholders continue to live below Lack of knowledge and
poverty line; lack of participation in access to information
CRM efforts of LGUs and concerned about MPAs
agencies; use illegal fishing methods
proliferate

Identifying and Profiling Priority Stakeholders

• Classification and prioritization of stakeholder groups in target community

Priority Stakeholder group Reason Characteristic

Top priority Fisherfolk Constitute a large • Elementary to high

percentage of the school level
group • Low economic
status
• Functional literacy

Second priority LGU officials

Third priority

• KSAP of stakeholders in relation to MPA establishment

Stakeholder Knowledge Skill Attitude Practice

Group

Fisherfolk

LGU officials

Setting Communication Objectives

• Communication objectives should indicate what kind of change is required to meet the
stakeholders’ needs and priorities.
• Characteristics and profiles of the stakeholders groups should also be considered as these affect
the level of attainment of the objectives.
• Communication objectives are often measured in terms of change in stakeholders’ KSAP.
• Communication objectives formulated as desired changes in stakeholders’ KSAP
 Dimension of Change (KSAP) Guiding Principle Communication Objective
(From Stakeholders’
Perspective)
Change in knowledge What should the stakeholders
know about MPAs?
Change in skill What skills associated with the
establishment of MPAs should
the stakeholders possess?
Change in attitude How do they feel about the
establishment of MPAs?

Are they in favor or opposed?

Change in practice What would they actually do
about the establishment of
MPAs?

Setting Communication Objectives

• The objectives reflect the content or focus of the communication activities that will be
implemented with each stakeholder group
• Tips: = Write from stakeholders’ perspective; they are the ones who drive the change

Objective stated from the project Stakeholder-oriented objective

implementers’ perspective
Producing two posters, one leaflet and
one video on the benefits of establishing
MPAs
After fisherfolk and LGU officials have
been exposed to the posters, leaflet and
video materials, 75% will be able to
enumerate the benefits that can be
derived from establishing MPAs

= Observe the SBCD pattern – indicate the stakeholder group, the behavior desired, the
condition under which the desired change is to take place (time, place, situation), and
expected degree (extent or measure) of success

Sample Objective SBCD Elements

At the end of the two-day lecture-seminar on S = training participants

the importance of establishing MPAs, 75% of B = enumerate the MPA establishment benefits
the participants should be able to enumerate C = after 2-day lecture-seminar
the benefits that can be derived from such a D = 75 % of participants
project.

= Write objectives that are SMART – simple, measurable, achievable, realistic, and time-
bound

Key Issues Priority Stakeholders Communication Objective

Choosing Appropriate Communication Approaches

• Information and knowledge sharing

• Awareness raising
• Social mobilization
• Advocacy

Activity Approach
Producing and distributing leaflets in local language on what MPAs are
Promoting group meetings to discuss establishment of MPAs and
organizing Bantay-Dagat group
Airing radio spot about the benefits of MPAs

Orienting the officials of fisherfolk organizations on how to

conduct aquatic resources assessment

Information and Knowledge Sharing

Making information available in forms that stakeholders will find useful, relevant and attractive. (e.g., new
topics, technologies, or practices, data, statistics, etc.)

Awareness Raising
A key in communication for development; serves to promote the visibility and credibility of a topic or issue and
increase general understanding e.g., emerging issues such as climate change,; constructive and can lead to
positive changes in people’s perceptions attitudes, beliefs ,and actions

Advocacy
Communication directed at political, business, and social leaders , at national or local levels, who should take
action to support project or program objectives; Its main purpose is to promote and influence change at the
public or policy level e.g. legal reform or enactment of new laws, policy decision, resource mobilization, or
financial allocation

Social Mobilization
Calls for the establishment of a broad-base demand, support and action towards a development goal;
networking, partnerships and alliance building are key components to create consensus and promote resource
sharing and synergy of efforts ; increases readiness for collective action; empowering local communities and
encouraging self-reliance

Determining Core Content

Content should be: accessible, accurate, verifiable, complete, timely, and relevant

Key Issues Priority Stakeholders Communication Core Content

Objectives
Selecting Communication Methods and Channels

Method Channel

Interpersonal Face-to-face (e.g., fisheries technician; LGU officials; subject S

Communication experts from academe, NGOs or NGAs; etc. O
(Individual and/or C
Group) I
A
Mediated Mobile phones, video, computer, projector, meta card, CD, L
Communication DVD, learning manuals,

Mass Communication Newspaper, Radio, TV, Magazines, Billboards, Posters, M

Pamphlets E
D
I
A

• Elements to consider:

1. PRCA findings
2. communication objectives and content of strategy
3. cost-effectiveness

1. PRCA findings
= Literacy and educational levels of the intended stakeholders
= Cultural values and beliefs
= Stakeholder behavior when addressing issue under consideration
= Stakeholders’ preferred and most trusted sources of information about the issue
= Control of available communication channels in the household
= Communities’ impressions of past, similar communicating initiatives and materials

2. Communication objectives and content

= Does the medium lend itself to the content of the strategy?
= Is the key message more visual or audio-based? Does it primarily rely on written words?
= Does the content require a repeated/frequent exposure?

3. Cost-effectiveness criteria
= Production costs
= Difficulties and time constraints
= Needed logistics efforts
= Reach
= Frequency and impact of exposure

Key Issues Communication Communication Core Content Communication

Objectives Approaches Methods and
Channels
 The Communication Plan
Key Issue: ________________________________________________________________

Priority Communication Communication Core Content Communication

Stakeholders Objectives Approaches Methods and
Channels

Communication Plan of Action

Communication Output Schedule Person in Location Budget Estimate

Activity Charge
Information and Knowledge Sharing

Awareness Raising

Advocacy

Social Mobilization