The Fiji PAEM Course - A Reflection

It is all over, after two intensive weeks the CTA course on the Production of Agricultural Extension Materials has ended. The certificates displayed tell part of the story. From the responses to the final course evaluation questionnaire by the participants, it is obvious that a lot had been gained especially in terms of the attitude to the production of extension materials. For all the participants, the end of the course signifies the beginning of the challenge - the challenge to make a positive difference to the state of agricultural information in the region.

The CTA approach adopts a participatory philosophy, recognising that farmers have a crucial role to play in identifying the specific agricultural information materials that they need. In general industry terms, this is a marketing approach as opposed to the sales approach where information materials are produced without consultatation with target clients by the agricultural ministries and supplied to the farmers who may or may not find the materials pertinent to their needs. When farmers do not find materials relevant to their information needs, they find other uses (eg. wrapping food) for the materials, discard them or simply ignore them.

Participants on the course particularly appreciated the consultation process with the farmers - the initial introduction by the local extension agents, the PRA discussions on their needs and priorities and the insightful critiquing of the draft products by the farmers at the testing and validation stage.

Some participants had suggested having more practice with computers but the fact is that this was not a computer course, the essential thing is to understand that a team with various skills is needed to produce the final material but the two most critical issues are to identify the real materials needed and then to develop the appropriate content. All other activities support these two issues. Back in the home stations, participants must identify the relevant team members so that their action plans can be achieved.

At the closing ceremony, participants presented their institutional action plans. All plans highlighted the strong need to produce agricultural extensional materials on return and participants feel sufficiently confident to take on the task. SPC will coordinate the action plans so that we can act as a group to see what new extension materials will be produced directly as result of this course.

Here are some of the general comments by participants.

There should be a follow-up on this after two years to see the results and also further training on the role of media should be provided to this group. Also, importance of ICT cannot be overlooked.

The course was interesting and challenging and all participants learned a lot.

Has been very informative, came to be aware of the different set up of information institution across the region. The sharing of information of the African region was interesting too.

I learn a lot and Ihope when Igo back Iwill be using my skills that I have learnt from CTA

The duration of the course was short. It should be more than 3 - 4 weeks. Overall observation - the course coordinator was well perfect. You are very perfect to the point of your presentation. It is a more informal which is interesting in the Pacific way. Thank you CTA and SPC for your support and contribution. I really learnt a lot.

Training was an eye opener for me because dealing with technical people the information I get to send out is now I realize a bit too technical.

The course was a long overdue one whereby a one stop shop kind of issues could be addressed. It has really captured weaknesses and strengths both within and outside my area of operation for effective service delivery.

I had privilege to attend this training and also my first time attending such a very technical training

Working more on brochures.

CTA-SPC Extension Materials Training - The Excitement of production

Since Tuesday 14th April 2009, participants from nine South Pacific countries namely; Cook Islands, Federated States of Micronesia, Fiji, Kiribati, Marshall Islands, Samoa, Solomon Islands, Tonga and Vanuatu have been engaged in a 2-week CTA training course hosted by the Secretariat of the Pacific Community (SPC) at the Novotel Hotel in Nadi, Fiji. The course was formally opened by Dr. Richard Bayer, the Permanent Secretary in the Ministry of Primary Industries.
The general objective of this course is to improve the practical communication skills of agricultural extension agents as well as enhance their ability to write and produce extension materials for field staff and farmers. The course is intended to enable participants to identify sources of agricultural information and acquire skills to develop materials in formats appropriate to the farmer populations they serve.
One intensive week of activities has gone by in which the participants were exposed to the principles and practices among which were :- efficient and effective agricultural extension, characterisation of agricultural audiences, planning to write extension materials, editing styles, briefing artists, illustration and photography; quality of good illustrations, Cultural relevance of illustrations, budgeting and production costs of agricultural extension materials.
During the week, the participants had the opportunity to meet previously selected farmer groups to do a diagnostic survey of their agricultural information needs. The training group members were treated to the rich tradition and cutural protocols of rural Fijian society. The meeting began and ended with long-drawn kava drinking ceremonies. Very interesting dialogues were initiated between participants and the villagers working in four groups. At the end of the half day of interaction, the participants came away with a list of information needs duly prioritised by the farmers themselves. We were then treated to local fruits and foods in a typical demonstration of traditional hospitality.
Based on the information needs identified and prioritised, participants formulated the titles of extension materials and began researching for the content to go into the materials. After a busy period of search involving reference materials from CTA, SPC, the Fijian Ministry of Agriculture and Internet sources, the draft content was developed. The farmers themselves, in some cases, had expressed their preference for the format in which the information was to be produced and presented to them. During a busy weekend half-consumed by work, the rudiments of the materials were being developed.
Today, they have been laid out using MS Publisher and Adobe PageMaker software applications with appropriate illustrations and photographs with the support of graphic artists and desk top publishing specialists from SPC some of whom are also participants on the course. Participants began to be excited as they saw their content appear in the form of agricultural extension materials - brochures and leaflets - that farmers can rely on as sources of agricultural information to support their farming practices.
The group will return to the farmers in the village on Wednesday April 22 to present the draft materials and solicit feedback from the farmers in order to validate and finalise the materials for use.