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Submission: Mary Ellen Bell
Universidad Nacional Agraria is the national public agricultural university of Nicaragua. I was invited to spend two weeks with faculty and administrative staff to assist in the development of a communications/marketing plan that would enhance the institution's "corporate image."
UNA has put significant resources into "image development" and plans for developing new printed materials and redesigning its website were well underway when I arrived. However, administrative leaders, faculty, and the public relations staff had not considered the importance of developing a comprehensive communications strategy (including development of messages, identification of important audiences, and best ways to communicate with those audiences) and as a result, its communications were inconsistent with each other. UNA appeared to not have put any emphasis on communicating results of university research to agricultural producers and agricultural businesses.
While I was there, I tried to introduce the concepts of strategic communications through one-on-one discussions and through a communications planning workshop. I believe that the public relations staff began to see that their work could contribute to the educational goals of UNA, as well as its publicity and political goals, by communicating the value of the university's work to farmers, agri-businesses, government, and citizens.
Some specific activities with which I was involved during my stay were: working with the Public Relations staff to critique publications and websites and begin the development of an overall comprehensive communications strategy for UNA; meeting with administrators and faculty at the university to discuss specific communications, publications, website, and information projects; and teaching a workshop on communications strategy for twelve administrators and faculty members.
Comments
While I believe that the final outcome of my assignment was positive, a number of obstacles and challenges existed. My assignment was put together in a very short period of time, and it appeared as though the staff at UNA was not entirely prepared for my arrival. As a result, there were no substantive tasks for me for the first days. By the end of the first week, things began to change; appointments were set up, and I was able to arrange to present an interactive workshop on communications strategies attended by approximately a dozen faculty and staff members. I was somewhat disappointed that I was unable to provide more assistance to UNA during my visit, but I hope that UNA can benefit from my efforts.
This is my second experience as a Farmer to Farmer volunteer. I believe this program is a force for international understanding and an excellent forum for the exchange of ideas, technology, culture, and friendship. I return from experiences like this feeling very fortunate and believing that we in the North will always gain more than we can give when we participate in this kind of exchange.
The workshop was conducted using an interactive process for identifying important audiences, a clear institutional message, and the most effective methods for delivering that message. I decided to focus on these three steps of a communications strategy because they are the most fundamental, and the time of two hours allotted for the workshop was insufficient for teaching the entire process.
After the introduction of the process, group members listed twelve important audience groups (these included students, parents, government, faculty, administration, farmers, agri-business, other universities, news media, institutions, trade unions, donors, NGOs, etc.) Using a simple nominal group process, the post-it note method, the group then picked the three most critical audiences as a focus for the workshop. These groups were students, professors, and producers/farmers. They then discussed the most important message for each of these groups.
In discussing these information needs, I stressed finding the information that the audience needs and finds of most value. For example, participants did not consider the idea that the university should try to communicate with students about the value of getting an education at UNA until we discussed the fundamental reason why they enroll - "they want to get a good job in agriculture." After they understood that, it was easier for them to think about the kinds of information that are most valuable to the two other audiences. For professors, the information has to do with their work life - questions about university policy, effective teaching, etc. For producers, it's research and training that could make their businesses more profitable. We then talked about the best way to communicate with each of these groups.
Despite a lot of enthusiasm for web-based and email communications, participants recognized that access is still a serious problem. Most professors do not have computers, and even fewer have internet access. Students can get access, but it is limited and expensive.
I will stay in touch with people at UNA by email to continue to help the office of public relations develop its communications strategy. I am also working with a faculty person who is part of a national effort to develop a communications strategy for the national Ministry of Education. My time at UNA was not sufficient for the development of a full plan and future assistance might include a follow-up and a refinement of the university's overall communications and marketing strategies.
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