Need for Communication Strategy
- The global order is changing fast and challenges being faced by agriculture are also increasing
- Huge gap exists in yield being harvested by progressive growers and common farmers which needs to be filled
- The important challenge is “How to educate, motivate, train and help farmers to take appropriate decisions regarding crop selection, cultivation, management, harvesting and marketing? ”
- New strategies require to enhance input efficiency with greater emphasis on demand-driven research and prompt transfer of technology to farmers
- To make information dissemination through mass media more effective and result oriented by adopting strategic and systematic approach.
- To turn the “off and on” advertising into well organized campaigns to educate growers
- To improve presentation value of the information packets
Communication Strategy Approach
- Information has become marketable commodity throughout the world Agricultural Information Input is instrumental to enhance agricultural productivity and profitability of farmers/stakeholders.
- Reliable, relevant and useful information to all stakeholders at appropriate time in easily accessible format according to their information needs.
- Dissemination of modern cropping techniques to the farming community according to approved production technology of crops, fruits and vegetables.
- Documentation of available information about crops preferably in database format for easy access.
- Projection of services/activities of various wings of Agriculture Department, development activities, Government initiatives and policy measures through mass media.
- Strengthening feedback from farmers/stakeholders
Information Needs of Farmers
Media - Vehicle For Technology Transfer
Print and electronic media, digital communication networks like mobile phones, internet, email, imaging technology, digital audio-video, terrestrial/satellite T.V. channels, cable TV and Radio are increasingly becoming important vehicles for agricultural technology transfer.
Media Landscape In Pakistan
Print Media
- About 1500 newspapers in Urdu, English and regional languages are being published in Pakistan, majority of which are brought out daily in Punjab
- Transported daily even to remote areas in Punjab
Electronic Media
- Pakistan Broadcasting Cooperation has 64 Radio Stations** in Pakistan
- Pakistan Electronic Media Regulatory Authority has so far awarded 193 FM Radio broadcast licenses** out of which 81 have been awarded in various cities of Punjab
- 91 satellites TV channels*** are airing transmissions in Pakistan Two terrestrial networks of PTV and ATV, covering the whole population of the country
- More than 3800 cable TVs have been permitted to operate in urban, semi-urban and rural areas in Pakistan, out of which majority are in Punjab
- More than 123 million mobile, 3.5 million PTCL and 3 million wireless users in Pakistan.
Communication Strategy
Media Mix
- Each crop requires an exclusive campaign and finely tuned media plan.
- For effective agricultural information dissemination, a judicious media mix for maximum reach and effectiveness is required
Content Development
- Approved production technology of crops, fruits and vegetables
- Contents for print and electronic media will be got vetted from concerned Director General of Agriculture/Head of attached Department
- Reports about development activities/extension activities etc. will regularly be provided by all Director Generals of Agriculture/Heads of attached Departments to Directorate of Agricultural Information for projection through media
Implementing Communication Strategy/Plan
- According to Indian Agri. Information/Communication Expert, Mr. Ranganathan
“In Agricultural information work, editing and publishing requires a scientist cum editor, liaison requires a scientist cum public relations man, reporting requires a scientist cum digester and documentation requires a scientist cum librarian.”
- Directorate of Agricultural Information is equipped with men and material resource to execute/implement the communication strategy/plan.
Information Flow Diagram