Training of Trainers - Library - Network of Aquaculture Centres in ...

Developing communication and networking mechanisms for improvingservices to small scale farmersSimon WilkinsonNetwork of Aquaculture Centres in Asia-Pacific, Suraswadi Building,Department of Fisheries, Kasetsart University CampusBangkok 10900, ThailandAbstractGiven the limited availability of traditional extension services, there is a need to investigate alternative approachesto improve communication and networking with small scale farmers. Effective communication requires clearlyidentifying the target stakeholders and researching their needs, interests and preferred methods ofcommunication. This kind of information can be gathered through an information access survey. A blendedapproach to communication is often more effective than any single method alone. Approaches that encouragenetworking and ‘self-help’ between and within stakeholder groups, such as farmer associations or locallyowned/maintained information centres, may offer effective starting points.The internet does not have sufficient penetration to be a mainstream communication tool for communicatingdirectly with the majority of farmers. However, it can be successfully employed through facilitated access, and isoften an important tool for those working with farming communities. Online ‘social networking’ is providing anunprecedented level of connectivity and exchange between interest groups, and will become increasinglyimportant as internet penetration increases amongst rural communities.IntroductionFarming has never been easy, but in the era of globalisation it is getting harder. Rural communities that were onceisolated are being drawn into national and global markets, competing for energy, fertiliser and feed inputs andfacing ever more stringent food safety and environmental regulations. Farmers in the ASEAN region will need tocontinuously improve their efficiency and competitiveness to stay in business. They need to adopt bettermanagement practices.Asian aquaculture is characterised by small-scale, family-operated farms that are typically very numerous andwidely distributed. This presents challenges to training and extension services operating with limited personneland resources. We need to find smarter, more efficient ways to deliver services and strengthen networking forsmall-scale producers.This guide explores options for improving communication with and between small-scale farmers, in the context offacilitating adoption of better management practices.Developing a communication planCommunicating effectively with stakeholders is not necessarily difficult, but large organisations such asgovernment departments are notoriously bad at it. The most important thing is to consider the needs of yourstakeholders and put that first. What kinds of information do they want? How do they prefer to communicate? Youneed to find out.81