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Tools and Best Practices - ASK ME
M = Message form and delivery
Step 4. How can the message be best packaged and delivered?
Turn the Key Message into communication that reaches your audience and helps them act.
Package and deliver information so that it is credible, relevant, concise and compelling.
Consider both:
1. Plan how to reach your audience
2. Make the message compelling and actionable
3. Choose and develop the right communication approach
4. Build trust and make the solution visible
Note: Match the method to the purpose
Jump to the application tool:
Tool: How Should I Reach Farmers?
Communication Channel Selection Tool
Turn the Key Message into communication that reaches your audience and helps them act.
Package and deliver information so that it is credible, relevant, concise and compelling.
Consider both:
- Message form: How should the information be presented?
- Delivery: Who should deliver it, through what channels, and where and when will it reach the audience?
1. Plan how to reach your audience
2. Make the message compelling and actionable
3. Choose and develop the right communication approach
4. Build trust and make the solution visible
Note: Match the method to the purpose
Jump to the application tool:
Tool: How Should I Reach Farmers?
Communication Channel Selection Tool
1. Plan how to reach your audience
Where do people get information, who do they trust, and how can you best reach them?
Start with the audience, not the communication technology.
Consider:
2. Make the message compelling and actionable
Will people pay attention, understand it, and feel able to act?
Use AID to check your communication:
3. Choose and develop the right communication approach
Match the communication method to the audience, message and purpose.
Different approaches do different jobs. Awareness may require a different approach from teaching someone how to implement a practice.
Consider using a combination of:
Develop extension materials
Design and deliver training
Demonstrate solutions
Plan for scale
4. Build trust and make the solution visible
People are more likely to act when they trust the information and can see credible evidence that it works.
Use TIGRS as a check:
Match the method to the purpose.
No single communication channel does everything well.
Digital tools and mass media can greatly extend reach, but reach alone does not produce adoption. Farmers may also need opportunities to see the practice, ask questions, try it, and receive support.
Use the right combination of people, places, and communication channels to move from awareness to action.
Before moving on, you should be able to answer: Who will deliver the message, how will it reach the audience, how will people see or experience the solution, and what support will help them act?
Where do people get information, who do they trust, and how can you best reach them?
Start with the audience, not the communication technology.
Consider:
- Where do farmers currently get information, and from whom?
- Which sources do they trust?
- What channels are accessible and regularly used?
- Which approaches allow farmers to ask questions and get support?
- How can different channels reinforce each other?
- Delivery Options – Tool: How Should I Reach Farmers? Communication Channel Selection Tool | Trainer Exercise | Fact Sheet
- Action Planning – Fact Sheet
- ICT Options – Fact Sheet | ICT in Extension
- Should I Create an App? – Fact Sheet
2. Make the message compelling and actionable
Will people pay attention, understand it, and feel able to act?
Use AID to check your communication:
- Available: Can the intended audience readily access the information?
- Interesting: Does it address something they care about and clearly communicate the benefit?
- Doable: Does it make the action understandable and realistic?
- Compelling Information: Three Questions to Ask – Fact Sheet
- AID: Turn Information into Action – Info Sheet
- Drafting Your Message – Exercise Sheet
- Writing Persuasively – Fact Sheet
3. Choose and develop the right communication approach
Match the communication method to the audience, message and purpose.
Different approaches do different jobs. Awareness may require a different approach from teaching someone how to implement a practice.
Consider using a combination of:
- Demonstrations and farm walks to show that something works
- Farmer-to-farmer communication to build credibility and local relevance
- Training and workshops to develop knowledge and skills
- Fact sheets, posters and other print materials to explain or reinforce information
- Radio, video and digital communication to extend reach See ICT in Extension
- AI tools to help develop, adapt, translate and deliver information, while ensuring recommendations are credible and locally appropriate. See AI in Agriculture
- Input suppliers, extension workers and other trusted intermediaries to provide information at the point of action
Develop extension materials
- Develop Extension Materials – Fact Sheet | Manual
- Make a Fact Sheet – Fact Sheet
- Evaluate Fact Sheets – Fact Sheet
- Use PowerPoint – Fact Sheet
- Take Better Videos – Fact Sheet
- Create a Poster – Fact Sheet
Design and deliver training
- Develop a Lesson Plan – Fact Sheet
- Design a Workshop – Fact Sheet
- Example Farmer Workshop – Fact Sheet
- Learning Objectives – Fact Sheet
- Adults as Learners – Fact Sheet
- Training Event Checklist – Fact Sheet
- Effective Training – Fact Sheet
- Facilitation – Fact Sheet
- Presentation Skills – Fact Sheet
Demonstrate solutions
- Plan and Run a Field Demonstration – Fact Sheet
- Farmer-led Farm Walk – Fact Sheet
- Test Strips as Demonstrations – Fact Sheet
Plan for scale
- Delivery that lasts beyond the project: Plan for Scale.
4. Build trust and make the solution visible
People are more likely to act when they trust the information and can see credible evidence that it works.
Use TIGRS as a check:
- T = Trust: Is the message and messenger trusted?
- I = Integrated: Are farmers engaged, and are communication approaches connected?
- GR = Good Recommendations: Is the recommendation relevant, beneficial, and easy to try?
- S = Seeing is believing: Can farmers see the solution and its benefits for themselves?
- TIGRS: Factors for Success – Fact Sheet
- Build Trust – Fact Sheet
- Building Trust with ICT – Fact Sheet
Match the method to the purpose.
No single communication channel does everything well.
Digital tools and mass media can greatly extend reach, but reach alone does not produce adoption. Farmers may also need opportunities to see the practice, ask questions, try it, and receive support.
Use the right combination of people, places, and communication channels to move from awareness to action.
Before moving on, you should be able to answer: Who will deliver the message, how will it reach the audience, how will people see or experience the solution, and what support will help them act?
