For a better visibility and use ofCountrySTATFOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONSRome, 2014
Communication Strategy for CountrySTATFor a better visibility and use of CountrySTATFood and Agriculture Organization of the United NationsStatistics DivisionEconomic and Social Development DepartmentViale delle Terme di Caracalla00153 Rome, ItalyPhone : ( 39) 06 5705 5845Fax: ( 39) 06 5705 5615Email: info-countrystat@fao.orgInternet: www.countrystat.orgThe designations employed and the presentation of material in this information product do not implythe expression of any opinion whatsoever on the part of the Food and Agriculture Organization ofthe United Nations (FAO) concerning the legal or development status of any country, territory, cityor area or of its authorities, or concerning the delimitation of its frontiers or boundaries. The mentionof specific companies or products of manufacturers, whether or not these have been patented,does not imply that these have been endorsed or recommended by FAO in preference to others ofa similar nature that are not mentioned.The views expressed in this information product are those of the author(s) and do not necessarilyreflect the views or policies of FAO. FAO, 2014FAO encourages the use, reproduction and dissemination of material in this information product.Except where otherwise indicated, material may be copied, downloaded and printed for privatestudy, research and teaching purposes, or for use in non-commercial products or services, providedthat appropriate acknowledgement of FAO as the source and copyright holder is given and thatFAO’s endorsement of users’ views, products or services is not implied in any way.All requests for translation and adaptation rights, and for resale and other commercial use rightsshould be made via www.fao.org/contact-us/licence-request or addressed to copyright@fao.org.FAO information products are available on the FAO website (www.fao.org/publications) and canbe purchased through publications-sales@fao.org.
CountrySTAT - Communication StrategyContentsForeword. vAcronyms.vii1. Introduction. 11.1 CountrySTAT overview. 11.2 Importance of communication.31.3 Analysis of the current situation. 52. Objectives of the Communication Strategy. 72.1 Overall objective. 72.2 Specific objectives. 72.3 Impact of communication. 82.4 Challenges. 93. Target audiences. 114. Key messages. 145. Communication tools. 176. CountrySTAT Communication planning. 197. Budget. 298. Resources. 299. Follow-up and evaluation.30Annex: Chronogram of proposed activities. 32Photo references. 37iii
CountrySTAT - Communication StrategyForewordAccess to timely, reliable and accurate data on food and agriculture isparticularly important to monitor national trends and allow the formulationof decisions on national agricultural and food security policies. For thisreason, nationally owned and reliable information systems with indicatorson social, economic and natural resources are an indispensable basis fordecision-making and monitoring food and agriculture policies.As a response to the declining state of agricultural statistics in manycountries, the CountrySTAT system was implemented by the Food andAgriculture Organization of the United Nations (FAO) in 2007. The Bill andMelinda Gates Foundation finances the project which supports collection,analysis, and dissemination of data, using adequate tools and internationalstandards.CountrySTAT is a web-based system for food and agriculture statistics atboth national and sub-national levels. It supports multiple-sourced dataintegration and harmonization, according to international standards andcontributes to improve data quality and reliability.The analysis of data for Supply Utilization Accounts and Food BalanceSheets is facilitated, in order to obtain derived indicators relevant to rurality,food, agriculture, nutrition, and environment.Through national and regional CountrySTAT projects, FAO formspartnerships with statistical offices and Ministries of Agriculture, Fisheriesand Forestry among others, to introduce the system and build the nationalcapacity to use it. In each country, the National Focal Points collaboratewith FAO to ensure the correct deployment of the application, delivertraining to national staff and guarantee proper system maintenance.CountrySTAT is in line with the emerging Open Data approach, whichprovides the conceptual framework for broader collaboration on systemsand data integration at the global level. Open Data is expected to establisha more efficient flow of agricultural-related data.v
ForewordFAO’s overall objectives in this area include:a) Increasing accessibility to quality and timely information;b) Strengthening capacity to develop and carry out multi-sector dataanalysis;c) Improving data exchange at national, sub-national and regionallevels;d) Playing an active role in the establishment and consolidation of aglobal information network and community.CountrySTAT contributes to the improvement of statistical datacollection, exchange and effective utilization of information, in orderto meet the needs and expectations of all statistical data users. Dataare provided in the form of tables, charts and maps, and are availablefree-of-charge.vi
CountrySTAT - Communication StrategyList of acronymsAMFArab Monetary FundsBMGFBill and Melinda Gates FoundationCEMACEconomic Community of Central African StatesCFSCommittee on World Food SecurityCOMESACommon Market for Eastern and Southern AfricaCSCountrySTATDFIDDepartment for International Development (United Kingdom)ECOEconomic Cooperation OrganizationESFAO Statistics DepartmentFAOFood and Agriculture Organization of the United NationsGCCCooperation Council for the Arab States of the GulfGISGeographic Information SystemIFDCInternational Fertilizer Development Centre - AfricaFertilizer.orgMAFAPMonitoring African Food and Agricultural PoliciesNGONon-Governmental OrganizationOCCFAO’s Office of Communications, Partnership and AdvocacyROPPANetwork of Farmers’ and Agricultural Producers’ Organisations ofWest AfricaSADCSouthern African Development CommunityTWGTechnical Working GroupUNUnited NationsUEMOAWest African Economic and Monetary UnionUNECAUnited Nations Economic Commission for AfricaWFPWorld Food Programvii
CountrySTAT - Communication Strategy1. Introduction1.1 CountrySTAT overviewCountrySTAT is a web-based information technology system for foodand agriculture statistics at the regional, national and sub nationallevels. It provides decision-makers with a one stop centre with easyaccess to statistics, across thematic areas such as production, pricesand trade. The information available can support data analysis,informed policy-making and monitoring, with the goal of eradicatingextreme poverty and hunger.In particular, it aims to: Provide quality statistics on food and agriculture, andpromote evidence-based decision making; Assist countries in integrating and organizing national datain order to make them comparable at the international level; Promote partnerships between various statistical institutionswithin countries, including national statistical offices andother statistical authorities – establishing a one-stop centrefor accessing existing food and agriculture statistics in thecountry and across the regions.The long-term objective of CountrySTAT network is to ensure thesustainability of the systems by building capacity of a pool of regionaland national experts and competent trainers, able to provide technicalsupport on continuous basis, through regional and national institutions.How does it work?In practice, it acts as a one-stop centre which centralizes and integratesdata coming from various sources and allows its harmonizationaccording to international standards while ensuring data qualityand reliability. This supports, analysis and informed policy-makingwith the ultimate goal of eradicating extreme poverty and hunger.1
IntroductionCountrySTAT is based on the FENIX platform in line with the OpenData approach, which is expected to establish a more efficientflow of agricultural-related data across countries and regions.Its main purpose is to increase the accessibility and the quality ofthe food and agriculture data and the timely information sharing,in order to strengthen the capacity to develop and carry outmulti-sector data analysis, as well as to improve data exchange.The system is capable of processing large amounts of data andto produce results in “real time”. Data analysis is easy, due tocustomized tools that allow the creation of different outputs andformats like tables, charts and maps. The FENIX applicationis distributed on a free-of-charge basis to all CountrySTATmembers and partners. Finally, it supports multiple-sourceddata integration and harmonization according to internationalstandards and ensures at the same time, data quality and reliability.In doing so, it plays an active role in the establishment andconsolidation of a global information network and community.EvolutionCountrySTAT system was created under the project “CountrySTAT forSub-Saharan Africa” funded by Bill and Melinda Gates Foundation.Since then, many more countries from several regions worldwidehave embraced the system. CountrySTAT ensures long-termsustainability by developing capacity of regional and national experts.It is owned and maintained by the member countries. Throughnational and regional CountrySTAT projects, FAO formspartnerships with statistical offices and the ministries ofagriculture, fisheries and forestry, among others, to introducethe system and build the national and regional capacity to use it.CountrySTAT system is constantly evolving in order to better matchthe users’ need.2
CountrySTAT - Communication StrategyFuture plans include real time data management and data forecasting,relevant to food and agriculture, also through the use of new mobiletechnologies and Geographic Information Systems (GIS) for datacollection.The Bill & Melinda Gates Foundation financed the implementationof CountrySTAT in 17 Sub – Saharan African countries in 2007.The achievements of the phase I of the project resulted in attractingadditional funding, giving that two regional African EconomicIntegration Institutions (i.e. UEMOA and EAC) decided to adoptCountrySTAT system and to provide funding for expanding the system,to cover the rest of their member countries. The project has sincethen attracted numerous partners, including WFP, MAFAP, AfricaFertilizers, Africa Livestock, SADC, ECO and CEMAC, to name a few.With an increasing number of users and requests from countriesto join the CountrySTAT network, it is important to develop andimplement a comprehensive communication strategy that wouldincrease the impact of the project, actively engage the users,promote partnerships and collaborations, and ultimately havean impact on national agriculture and food security policies.1.2 Importance of communicationCommunication is a social process that is essential for buildingsustainable development initiatives and creating environmentsin which participants share an understanding of the purposeand goals, and implement measures to achieve them.CountrySTAT’s communication strategy puts users in the centre ofthe communication process, uses established guidelines for buildingrelationship, to promote communication between the FAO andusers, and aims to build key relationships with primary stakeholders.3
IntroductionTwo basic principles guide the development of this communicationstrategy: it has to ensure the long-term sustainability, as well as anappropriate, timely and efficient implementation of the CountrySTATsystem.While preparing this strategy, extensive consultations were heldwith national CountrySTAT coordinators and with colleagues fromRegional and International Organizations, taking into considerationlessons learned and results achieved so far.In a nutshell, communication for CountrySTAT shall: Promote evidence-based decision making on agriculture andfood security at national level; Increase the impact on national agriculture and food securitypolicies; Increase the participation of stakeholders and their engagement.Effective and targeted communication is thereforefor the successful implementation of project activities.4crucial
CountrySTAT - Communication Strategy1.3 Analysis of the current situationThe independent evaluation of Phase I of the project MTF/GLO/345/BMG “CountrySTAT for Sub-Saharan Africa” showed: Lack of coordinated communication activities at country level; Need to integrate the use of CountrySTAT into national andregional policies; Necessity to promote regional cooperation and to enhancecapacity-development in the regions; Need to develop a detailed plan for communication activities andto promote CountrySTAT visibility, both at national and regionallevels, and worldwide; Need to promote and strength the use of CountrySTAT data byvarious different users.The communications strategy will therefore focus on promotionand sensitization of CountrySTAT as one-stop centre, inorder to increase its access and use, taking into account newfeatures and tools of the system, offered by the FENIX platform.5
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CountrySTAT - Communication Strategy2. Objectives of the Communication Strategy2.1 Overall objectiveThe overall objective of this communication strategy is to raisethe visibility of CountrySTAT, to allow its impact and effectivelyengagement with stakeholders, in order to have a greater impact onnational and regional food and agriculture policies. Furthermore, thisstrategy includes the preparation of guidelines on how to prepare allnecessary communication material for CountrySTAT activities. Thegoal is to ensure that the function and the use of CountrySTAT is wellunderstood by the audience.2.2 Specific objectivesa) Design CountrySTAT communication package (including theBrochure, Reference Manual, Communication Strategy, posters,stickers, and any other promotional material for creation of the visualidentity).The CountrySTAT team at FAO headquarters has prepared anddistributed a reference documents kit on CountrySTAT system, thatcan inspire each country and regional organization, and can beadapted to their specificities.b) Enhance internal communication (FAO HQ, FAO regional andnational offices)b.1 Increase CountrySTAT visibility (e.g. work closely with FAOOffice for Communication and Partnerships (OCC) to promoteCountrySTAT using FAO corporate website, newsroom, socialmedia, display of information material, involvement in eventssuch as World Food Day, etc.).b.2 Increase collaboration within the Division and acrossDepartments (networking, creation of synergies with similarinitiatives).7
Objectives of the Communication Strategyc) Enhance external communication (National and Regional levels)c.1 Promote advocacy on CountrySTAT (e.g. High Levelmeetings, national sensitization seminars for policy makers).c.2 Inform and engage data users (e.g. national user seminars).c.3 Encourage participation of existing user community throughdiscussion groups and other users attracted through socialmedia.d) Enhance relations with resource partnersd.1 Enhance existing resource partner relations.d.2 Raise visibility and draw the attention of other potentialresources partners.e) Sensitisation of the International communitye.1 Raise visibility of CountrySTAT among UN Agencies,international NGOs and other institutions of interest (throughCS website, newsletter, Twitter).f) Strengthen key partnerships and increase collaboration.Ensure regular coordination with CountrySTAT key partners andconstantly inform them about CountrySTAT developments, activitiesand events.2.3 Impact of communicationCommunication is seen as vital for giving a “voice‟ to people, enablingtheir participation and social accountability. It is expected that theimplementation of the communication strategy will contribute to: Improve access to information that will support the decisionmaking process. Provide information and access on reliable statistical data onfood and agriculture, at national and regional levels.8
CountrySTAT - Communication Strategy Promote networking and partnerships (e.g. MAFAP). Influence policy-change (e.g. raise of sugar cane prices case,decided by the Government of Kenya, through data available onCountrySTAT).2.4 ChallengesInternet connectivity continues to be a problem for most countriesand it often presents constraints for CountrySTAT data users.Another issue is to ensure long-term commitment by nationalcommunication focal points since they are not funded by CountrySTAT.9
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CountrySTAT - Communication Strategy3. Target AudiencesFor communication to be effective, the message must be clear andstrong. Furthermore, it is important to carefully identify the recipientsof the message.Essentially, the target audience is a specific group of people whomthe message is specifically aimed at.Priority target audiences of CountrySTAT are:(1) CountrySTAT National Secretariat Team, Communication FocalPoints and Officials from National and Regional Institutions (e.g.National Statistics Institutes, Ministries of Agriculture, Fisheries,etc.);(2) Decision-makers involved in agriculture and food security policies;(3) Head of National Statistics Institute, Director or Deputy Minister,Government Representatives from various Ministries, etc;(4) International resource and project partners (Bill & MelindaGates Foundation, European Union, Cooperazione Italiana perlo Sviluppo, Arab Organization for Agricultural Development,African Development Bank, African Union, Arab DevelopmentBank, UEMOA, DFID, World Bank, etc.);11
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CountrySTAT - Communication Strategy(5) International Community (UN Agencies, International NGOs);(6) Farmers’ Associations (e.g. ROPPA, Africa Fertilizer, AfricaLivestock, etc.);(7) Local Authorities;(8) Media (national and international);(9) Academic lsand(10) FAO Regional and National Representatives.13
Key Messages4. Key MessagesWhy keys messages are important?By having key messages, you ensure that all spokesmen of theproject, convey the same information and that your communicationproducts deliver the same message.Key messages, to reach target audiences, should be identified andprovide an overview, regarding: “What problem(s) CountrySTAT can solve?” “What are the benefits of using CountrySTAT?” “What are the recent achievements of CountrySTAT?”14
CountrySTAT - Communication StrategySome examples of key messages for CountrySTAT:a) For decision-makers: “CountrySTAT is a powerful instrument for strengtheningstatistical governance and decision–making based on facts” “CountrySTAT is a strengthening tool for the good governance inthe agriculture and food sector” “CountrySTAT is a one-stop centre for official statistics onagriculture and food”b) For data users: “Easy access to existing data through a single on-line accesspoint” “CountrySTAT is country-owned, sustainable and accountable” “CountrySTAT is an instrument to improve data quality”c) For data producers: ‘‘CountrySTAT is a web-based system for harmonization andimprovement of quality of statistical data, on food and agriculture’’ ‘‘CountrySTAT simplifies the process from collectiondissemination of data and accelerates their publication’’ ‘‘CountrySTAT promotes the exchange of data within countries,between countries and between FAO and countries’to15
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CountrySTAT - Communication Strategy5. Communication ToolsMost suitable communication tools need to be identified to effectivelytarget each audience, as listed in the communication planning table(p. 22).The following communication tools can be used for CountrySTAT:(1) Printing (Brochure, CountrySTAT Reference Manual,Newsletter, Collection of best practices)(2) On-line (website updates, e-mail alerts, e-newsletters)(3) Multimedia (audio/video files)(4) Social media (blog, Twitter, Wiki)(5) Media-communication (press-conferences, mediaadvertising, press-releases, etc.)(6) Seminars (internal FAO seminars, national user andsensitization seminars)(7) Events (national CountrySTAT launches, presence duringinternational events such as WFD, CFS, etc.)(8) Technical Working Group Meetings (including virtualtrainings on how to use CountrySTAT)(9) Relations with Resource Partners (meetings, resourcepartner reports, video conferences)(10) Libraries (FAO Regional and National Representations,universities, nationals libraries, etc.)17
Communication Tools18
CountrySTAT - Communication Strategy6. CountrySTAT communication planningBelow is the list of communication activities for the period fromJanuary to December 2014. Detailed planning of these activities isdescribed in the table on page 22.Objective A: Design CountrySTAT communication package Ensure dissemination of the CountrySTAT Communicationpackage (Brochures, Reference Manuel, CommunicationStrategy, E-Learning, E-Newsletter, etc); Develop a CountrySTAT Communication kit adapted to thespecificity of each country; Develop PowerPoint presentations on CountrySTAT, in relation tothe chosen Target Audience, and for various occasions; Create CD-ROM with information material for various purposes(trainings, events, user seminars, etc).Objective B: Enhance internal communication (FAO HQ, FAOregional and national offices and media relations) Organize seminars on CountrySTAT at FAO HQ and invitecolleagues from other Departments and from other Rome-basedAgencies to join; Encourage all staff of Statistics Division and CountrySTAT toprovide contributions and promote their activities using FAOchannels; Collaborate with OCC to promote CountrySTAT by using FAOchannels and media relations contacts (FAO newsroom, FAO intouch, FAO social media, radio, etc). Regularly update the CountrySTAT website; Create and update CountrySTAT Wiki page.19
CountrySTAT communication planningObjective C: Enhance external communication at national andregional levels Identify key opportunities/events for communication campaignsat country level involving the media (e.g. national CountrySTATlaunches, CountrySTAT Technical Working Group Meetings,National User seminars and National Sensitization seminarsinvolving high-level stakeholders); Organize national CountrySTAT launches; Organize one national user seminar for data users per country; Organize one national sensitization seminar for policy-makerspercountry; Draft policy briefs on CountrySTAT for advocacy, targeting policymakers; Include communication activities in national CountrySTAT workplans for the year; Develop and circulate a template for individual countrycommunication plans; Designate Communication Focal Points in institutions and withinthe National Secretariat and make sure they are implementingactivities as agreed in national communication plans; Conduct monthly follow-up to monitor the status of communicationactivities at national levels; Develop a template for presenting success stories and invite thecountries to participate in the “contest”; Use social media (Twitter, Facebook) to invite users to participatein discussions that are relevant for them; Invite regional and national FAO communication officers to raisethe visibility on CountrySTAT through their channels; Liaise with FAO national and regional offices and ensure thepresence of CountrySTAT through the establishment of links ontheir website and organization of virtual trainings on CountrySTAT; Promote the use of CountrySTAT E-learning.20
CountrySTAT - Communication StrategyObjective D: Enhance partner resource relations Organize Steering Committee meetings twice a year and informBMGF about progress; Organize meeting and video conferences with existing andpotential resource partners.Objective E: Outreach international community Develop a comprehensive mailing list with different targetaudiences; Develop a calendar for regular liaising with each target audiencegroup, informing them about CountrySTAT; Develop bi-monthly e-newsletter to be published on the websiteand sent by e-mail to target audiences; Set-up CountrySTAT Twitter account to raise visibility; Ensure wide dissemination of success stories and resultsachieved (Communication package, newsletter).Objective F: Increase collaboration among key partners Liaise with key partners on regular basis and inform them aboutCountrySTAT activities; Invite key partners to attend CountrySTAT events.21
22BrochureReference manualBest practicesSeminars, meetings, website cationpackage(brochure,best practicesand referencemanual)Update existingPowerPointpresentations,briefs andpress releaseson CSPrepareCD-ROM withinformationand trainingmaterialsCreate bimonthly CSe-newsletterCS communicationsofficeCS TeamCS CommunicationsTeamCS communicationsofficer/ designerResponsibleJulyWhen berBestpractices –SeptemberTime frameTarget audiences updatedon CS activitiesKey partners and targetaudiences updated on CSactivitiesProvidingupdates onCS activitiesand raisingawarenesson CSInformation on CSsuccessfully disseminatedto target audiencesIncreased number of usersTarget audiences informedabout CSIndicatorsInformationdisseminationwhen internetaccess is ormationsharing/awarenessraisingImpactObjective A: Designing communication package and visual identityCommunication toolsActivityAllNational CS usersParticipants to seminars andworkshopsAllBrochure: all audiences.Reference guide: data users,students, researchersBest practices: policy makers,partnersTarget audienceDetailed communication planDetailed communication plan
Communication toolsFAO communication channel (intranet,newsroom etc.)Meetings, missionsOn-line community on agristats, joint eventsseminarWiki pageActivityCollaboratewith FAO/OCCto promote CSPromote CSwhere possiblein informalsettingsIncreasecollaborationwith otherinitiatives withinESS divisionOrganizethematicseminar onCS for FAOdepartmentsand Romebased agenciesSet up aWiki page onCountrySTATCS Team (everyoneshould contribute withupdates)CS TeamCS communicationsofficeCS TeamCS Communicationoffice, edawarenesson /collaborationProcessstarted inFebruary,follow-up willbe ensuredevery 2months1st seminar one-learningand Fenix –March/AprilInformationsharingCS promotedthrough FAOmediaProcessstarted inFebruary,follow-up ifneededOn-goingImpactTime frameImproved accessibilityof information resourceson CSColleagues informedabout CS, more interest incollaborationMore colleagues informedabout CS, increasedcollaborationMore stakeholdersinformed about CSColleagues aware of CS,more usersIndicatorsObjective B: Enhanced internal communication (FAO HQ)CS community (HQ team,national secretariats)FAO colleagues, other UNRome-based agenciesFAO HQ colleaguesFAO colleaguesUN AgenciesNational partnersFAO HQ, FAO regional andnational offices, FAO mediacontactsTarget audienceCountrySTAT - Communication StrategyDetailed communication plan23
24e-mail, telephone follow-upCommunication plansSeminars/visibility eventsDesignatecommunicationfocal points ineach countryDevelopindividualcountrycommunicationplans includingmedia coverageof key events(launches,TWG,sensitizationand userseminars)Organizesensitizationseminars forpolicy-makersNational CSsecretariats incollaboration with CScommunications officeNationalcommunicationfocal points withsupport from CScommunications officeNational CScoordinatorsResponsibleOne in eachcountry,starting from:MayDecemberTemplate sentto countries.Follow-upMarch/AprilFebruary/MaarchTime framePolicy-makersinformedabout CS andsupporting CSSensitization seminarsheld with media coverageand participation of policymakersCommunication planssuccessfully implementedNational communicationsfocal points activelysupporting communicationactivitiesEnsuringcommitmentin promotingCS at nat. andregional levelsEnsuringcommitmentand accuracyin promotingCS at nat. andregional levelsIndicatorsImpactObjective C: Enhanced external communication – national and regional levelsCommunication toolsActivityNational and regional policymakers and governmentrepresentativesNational communication focalpointsTarget audienceDetailed communication planDetailed communication plan
Policy-briefsHigh level eventsMedia articleSeminarsTelephone calls, e-mail updatesDeveloppolicy-briefs forpolicy-makersOrganizenational CSlaunchesTechnicalWorking Groupmeetingspromoted in thenewsOrganizenational datausers seminarsEnsure monthlyfollow-up tomonitor theimplementationof activitiesCS communication
implement a comprehensive communication strategy that would increase the impact of the project, actively engage the users, promote partnerships and collaborations, and ultimately have an impact on national agriculture and food security policies. 1.2 Importance of communication Communication
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