The DA-Bureau of Agricultural Research (BAR) conducted a training workshop in line with the bureau’s crafting of the DA-BAR Strategic Communication Plan 2024-2027 on 20-22 March 2024 at ER Ponce Hall, DA-BAR, Quezon City. This served as a followthrough activity of the workshop held in December 2023.
Spearheaded by the Knowledge Management and Information Systems Division, through the Applied Communication Section (ACS), the bureau is in the process of crafting its medium-term Strategic Communication Plan to ensure that communication efforts are geared towards the bureau’s pursuit of R4D excellence, relevance, and its coherence with the DA’s programs and initiatives.
Lily Ann D. Lando, a communication expert, served as the activity’s resource speaker. To jumpstart the discussion, she first revisited the activities and outputs of the previously conducted workshop followed by a brief lecture on communication basics and appreciative inquiry.
Lando shared that we communicate to create impact, establish value, add value, and determine long-term benefits.
In his message, DA-BAR director Junel B. Soriano underscored the importance of improving and strengthening the existing communication plan and strategies considered crucial for enhancing the efficiency and productivity of the bureau.
For the next medium term, the DA-BAR Strategic Communication Plan aims to effectively communicate and promote the bureau as the lead research for development agency in the country.
The workshop offered a platform to discuss components of the communication plan, such as the communication objectives, audience, key messages, and activities. It also emphasized the significance of clearly defining roles and responsibilities, utilizing the RACI matrix (Responsible, Accountable, Consulted, Informed).
In designing communication messages, Lando emphasized that “clear, concise messages are the foundation of successful communication.” Needs, relevance, and clarity are to be considered.
The RACI matrix, used to clarify employee roles and responsibilities for each task, milestone and decision that would take place throughout a project, was likewise introduced to the group.
Areas of communication include public awareness, knowledge sharing and learning, engaging for wider impact, publishing, and internal communications.
Representatives from the different divisions of the bureau participated in the workshop including the Office of the Director; Office of the Assistant Director; Administrative and Finance Division; Planning and Monitoring Unit; Program Monitoring, Evaluation and Linkaging Division; and Program Development Division, and Knowledge Management and Information Systems Division (KMISD).