Strengthening
National Intellectual Property Policy and Legal
Frameworks
in Eastern and Southern Africa

A Communication
Strategy

ATPS (2013): Strengthening National Intellectual Property Policy and Legal Frameworks in Eastern and Southern
Africa. ATPS

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Strengthening National Intellectual Property Policy
and Legal Frameworks in Eastern and Southern
AfricaA Communication Strategy	
  ATPS (2013): Strengthening National Intellectual Property Policy and Legal Frameworks in Eastern and Southern
Africa. ATPS

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This paper should be cited as:
African Technology Policy Studies, ATPS 2013: Strengthening National Intellectual Property
Policy and Legal Frameworks in Eastern and Southern Africa.

© 2013Published by the African Technology Policy Studies Network

ISBN: 978-9966-030-54-2

ATPS (2013): Strengthening National Intellectual Property Policy and Legal Frameworks in Eastern and Southern
Africa. ATPS3

Table of Contents
Acknowledgement							

5List of acronyms

6

1.

Introduction							

7

2.

The Organizations’ Communications Departments

93.

Stakeholders And Products for Communication

94.

Strategies Employed						

11

5.

Communination Channels And Media			

12

ATPS (2013): Strengthening National Intellectual Property Policy and Legal Frameworks in Eastern and Southern
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Acknowledgement
This paper was produced as part of the implementation of the ATPS phase VI Strategic Plan,
2008-2012 funded by ATPS Donors including the Ministerie van Buitenlandse Zaken (DGIS)
the Netherlands, amongst others. The authors hereby thank the ATPS for the financial andtechnical support during the implementation of the Intellectual Property Program. The authors
particularly thank Prof. Kevin Urama, the Executive Director of the ATPS for his visionary
leadership as programme director; Mr. Joseph Wekundah the Executive Director of the
Biotechnology Trust Africa (BTA) and Prof. Moni Wekesa (Mount Kenya University) who werecoordinators of the programme and Dr. Nicholas Ozor, Senior Research Officer (ATPS) andall the ATPS team members for their technical support during programme implementation.

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List of Acronyms
ASARECA-ATPS		
ABS		
BTA
IP		
TK		

-

-

Association for Strengthening Agricultural Researchin Eastern and Central Africa (ASARECA)
African Technology Policy Network
Access and Benefit Sharing
Biotechnology Trust Africa
Intellectual Property
Traditional Knowledge

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1. Introduction
African Technology Policy Studies Network (ATPS) in partnership with Biotechnology Trust
Africa (BTA) are implementing a project on strengthening national Intellectual Property (IP)policy and legal frameworks in Eastern and Southern Africa in eight countries between 2009
and 2012. The target countries are Ethiopia, Kenya, Tanzania, Uganda, Malawi, Lesotho,
Swaziland and Mozambique.
The goal of the programme is to strengthen policy and legal framework development for
Traditional Knowledge (TK), Access and Benefit Sharing (ABS) and effective IP Systems in
the Eastern and Southern Africa. The purpose of the programme is to promote stakeholder
participation in policy and legal framework development for TK, ABS and effective IP systems
and to encourage knowledge sharing at all levels. The immediate purpose is to generate anddisseminate on the current environment at national level and to determine how best eachcountry can promote participation. The specific objectives are:
• To enhance knowledge sharing and collaboration by establishing and coordinating a
regional and national networks for TK, ABS, and effective IP systems to enable institutions
and end users to contribute to policy and legal framework development and international
negotiations.
• To generate, disseminate and maintain an interactive database and body of knowledge
on TK, ABS and effective IP in eight countries in Eastern and Southern Africa.
• To promote awareness on TK, ABS, and effective IP systems at the grassroots level
through institutions in order to encourage the integration of their concerns into national
IP policy making processes.
Based on the above, the programme is meant to influence the development of IP policy andlegal framework and to achieve that, there is need to have a communication strategy. Given
the needs assessment of 2002, most countries had no policies or legal frameworks on IP
and there was a huge gap in awareness on the importance of TK, ABS and effective IP indevelopment. This calls for a strategy to help communicate to different stakeholders at bothregional, national and grassroot levels to create awareness to influence the development of
IP policies and legal frameworks.
1.1.
Objectives of the communication strategy• To raise awareness to stakeholders on the importance of TK, ABS and effective IP
systems in development.
• To communicate the impacts of TK, ABS and effective IP and the need to protect TK andABS.
• To communicate study findings from regional and national projects to provide evidence
to influence policy and legal framework development.
Therefore, the strategy aims at ensuring that communications programme plans, executesand measures to ensure that the study findings are well understood by its key stakeholders
and maintain dialogue to get feedback and other inputs into IP policy and legal framework
development. It is assumed that communication is fundamental to innovations that encourage
institution’s flexibility and cultural change and must have a strategic focus in addition to havecapacity that can respond quickly and creatively to exploit new opportunities in influencing
policy and legal framework development.
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1.2
Principles
The programme staff aim to work smart, different, responsively and cost effectively to ensure
their communication activities makes increasingly bigger impact at regional and national
levels and also on internal and external communication and communicating the study results
more effectively, with relevant and timely products for different stakeholders and haveproductive engagements with stakeholders and their wider constituencies.
There are five principles that can be followed in communicating:Openness and inclusiveness - All information is communicated in an open and honest
manner, and the positive aspects are emphasized and clearly communicated.
Relevance and clarity – The information should be clearly relevant to the audience being
addressed. The communication content and channels should be demand driven as well as
supply driven. The needs of the audience should be put first in all communications andinformation should be tailored to ensure that it is relevant to different audiences.
Simplicity and quality – Simple straightforward language should be used in all written
and verbal communications. Messages should be carefully thought out and constructed sothat the point is clearly brought out. All aspects of communication processes, activities andmaterials should be consistently of high standard/quality.
Planned and timely – Information should be prioritized and planned so as to avoid information
overload, duplication, or long periods of non-communication. To this end, a communication
strategy which outlines how specific information will be communicated to target audiences
via appropriate channels of communication is essential.
Two-way hierarchical and network communication – One way communication is boringand ineffective in bringing about behavioral change. It should be two way and based onhorizontal communication network and not just vertical communication hierarchies for effective
flow of information. All communication should ensure that there are as many opportunities forlistening and questioning as there are for sending messages. In this way, communication will
be positively encouraged and audiences are more likely to adopt the expected or planned
behaviors/procedures.

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2. The Organizations’ Communications
Departments
ATPS has a communications department and it is headed by a Senior Communications
Officer with expertise in Information and Communications technology (ICT) etc. It has a
traditional library though small; ATPS Website; content and reviews of publications which are
published; systems designs to enhance internal communications and design and productionof multi media based training materials for purposes of capacity building, knowledge
dissemination and exchange. The department is also involved in maintaining the website andproducing persuasive print and online corporate materials i.e. annual reports, briefs, articles
etc. BTA has neither communications staff nor section hence the programme will rely on thecommunications department of ATPS.
The communication strategy will adopt a strategic and systematic approach comprising of
the following elements:• Mainstream communications work throughout ATPS with a focus on the IP-Programme
for this strategy.
• Raise the reputation of ATPS and BTA through consolidating public awareness activities,
producing more flagship products.
• Transform ATPS information and communications department to exploit the existing
opportunities of new information and communications technologies to develop holistic
electronic communications strategy and plan to transform the ATPS website for internaland external communication.

3. Stakeholders and Products forCommunication
Following consultations during the needs assessment for IP in 2002 by BTA in Eastern andSouthern Africa, prime stakeholders were determined. These are matched with communication
products out of the IP programme suiting each stakeholder group with primary dissemination
channels for each group. The consultations identified: scientists involved in Science andTechnology; Policy makers; Development intermediaries; End users at grassroot levels;
Media and Public and Development professionals.
3.1
Scientists in Science and Technology
This will include scientists in national Universities, National Institutes, Regional Organizations
such as ASARECA, etc. This group is served by the following communications:•
Specialized scientific publications, including refereed journal articles;•
IP- Programme study reports;•
Conference or workshop proceedings.
Circulation of the above will be largely via print and on-line scientific channels with scientificabstracts, posters, newspapers, brochures, books and papers posted on the ATPS website.
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3.2
Policy makers
This group of stakeholders will include: decision or opinion leaders, senior government
officials, politicians, global knowledge networks, regional organizations (ASARECA,
COMESA) public affairs programmes etc. The group will be served by the following repurposed/policy oriented communications:• Technopolicy briefs;• Stakeholder workshops, roundtable workshops;• Speeches and presentations at high profile fora.
The circulation is primarily via brochures, tailor-made information packages, ATPS
website, and broader learning platforms e.g. on-line interactions, e-conferences, paid foradvertisements, oral briefings, slide presentations and video conferencing.
3.3
Development intermediaries
This group covers NGOs, CSOs, women groups, CBOs and other change agents,
government officials involved in outreach, national media, service providers, entrepreneurs,
private industry, development and research providers. These stakeholders are served by thefollowing advisory/advocacy oriented communications:•••Issue and policy position briefs;
Multi-institutional brochures
Multi-media productions

The circulation is largely via website top page displays; handouts at workshops, conferences,major events, and mix and match information kits created on demand.
3.4
End users at grassroots
This group will consist of farmers, traditional healers, art and craft makers, local knowledge
networks or associations, local teachers etc. The stakeholders here are served by thefollowing:••••

Radio interviews and shows;Media (newspaper inserts);
Training manuals and guides;
Questionnaires and surveys.

The circulation is largely via radio programmes, hands on videos, open days and training
courses (TOTs) by the downstream outreach development partners.
3.5Media and publicThis group will encompass local and international media and the general public. This groupof stakeholders is served by the following popular/lay communications:• News releases and feature stories;• Video clips of staff interviews;• Newsletters, bulletins etc.
The circulation is via mass and specialized media, media launches, panel discussions, otherhigh profile fora, website home page, e-mail newsletter, media packs and other printed
handout; national television and radio programmes.
3.6
Development professionals
The groups consist of donor agencies, development experts, development media, and policy
analysts, national bureau of statistics, research councils, professional societies etc. The
group is best served by the following authorative communications.
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•
•
•
•

Annual reports, institutional brochures and other corporate handouts
Special reports (high-profile white paper on international public goods)
Study reports
Discussion papers

The circulation is via expert consultations, information packages, one on one distribution bydirectors for visitors and those visited, ATPS Website Home Page and via postings on donor
and partner websites.

4. Strategies Employed
4.1
Communication Products• Increased quantity, quality, relevance and utility of information available to IP stakeholders.
• Well established internet-based database of basic information on the IP Programme.
• Research or study projects outcomes.
• High quality stories and images for annual reports.
4.2
Dissemination• Shift from print to on-line communications for bigger and more cost effective impacts anddevolve responsibility for posting information on ATPS website to a distributed system,
for the programme.
• Institutionalize e-publishing systems that facilitate communication products published fora wider assortment of users.
• Disseminate new knowledge widely and quickly using the electronic systems.
4.3
Internal communications services• Develop publishing and branding guidelines that will enable all programme staff adopt an
approved and unified style in their communication.
• Strengthen the communications skills of project coordinators (regional and national) insynthesizing and putting study reports into relevant products and policy recommendations
and documents.
4.4
External communications• Provide information that encourages not only adoption and adaptation of TK, ABS andeffective IP systems but also feedback on their use.
• Exploit global news and events to highlight the importance of TK, ABS, and effective IP
Systems for economic development, based on case studies under the IP Programme.
• Develop products that are story-driven rather than information-driven to attract audiences
to the TK, ABS and effective IP Systems.

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5. Communination Channels andMedia
The information needs should be addressed in different ways using communication channels
or media that are appropriate to the target audiences based on the situation analysis. Someof the key information channels are: publications, e-mail and internet, press conferences,
newspapers, radio, television, videos, animation and cartoons and workshops.
5.1
Publications
The first publication should be the IP- Programme brochure that introduces the project andprovides the project profile, its vision, statement of goals and objectives as well as the planned
activities. The project summary of IP Programme provides all the information needed to
produce this publication.
The second publication of the IP- Programme will be the bi-annual newsletters, which
provides highlights and milestones of the project, until the end of the project.
The third publication of the programme will be the annual report which could be on its own oras an ATPS annual report for DGIS support.
The other publications of the IP Programme will be the regional study report country casestudy reports and their technopolicy briefs. These publications can serve different audiences
as it was indicated in 3.0 above.
5.2
E-mail and Internet
E-mails will be the main channel of sharing information within the programme since mostcentres have e-addresses including some of the key IP stakeholders. Secondly, the ATPS
website has the IP – Programme web-page and all publications mentioned will be posted on
it including other materials that could be of interest to the programme in particular posters of
the IP score sheets for target countries, general posters of the IP – Programme. Possibilities
should be explored to link the ATPS internet website to those of target countries, so that
information can be exchanged via internet.
5.3
Press conferences, e-conferencing and video conferencing
These channels are of major importance to policy makers involved in key events e.g. during
stakeholders workshops or roundtable workshops, press conferences could be organized for
key policy makers to be interviewed. Programme staff could also hold press conferences tobrief the stakeholders on the IP Programme.
If technology allows, e-conferencing and video conferencing could be organized for policy
makers in some of the target countries for exchange of information for several audiences atthe same time, in the region.
5.4
Mass media (Newspapers, Magazines, etc.)
This is an important channel for advocacy materials which can be developed and sent tonewspapers for a wider audience. This costs money hence it must be planned in such amanner that the articles are not too big. The other way is to get a journalist to come with his or
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her own feature and the cost of this could be small or none at all. Depending on the objective,
the feature could also be paid for. Sometimes specific journalist could be called for interviews(briefing seriously) and the interview could be in the newspaper or magazine to enlighten
the audience. Key focus could be on areas of Biopiracy where journalists will take it as great
news. Depending on cost, such programmes could be twice in a year.
5.5
Radio programmesThis channel is critical for the grassroot audiences, particularly if the national or local languages
are used. The programme can book for talk shows on popular programmes. Sometimes
interviews could be conducted in the field or offices depending on the opportunities available
with radio presenters. Important briefing could be conducted on the importance of TK or ABS
and the need for its protection. Issues like Biopiracy are excitedly received and such stories
could be used to attract radio stations for shows, interviews etc. Depending on cost, it could
also carry the stories quarterly or half a year. The radio could also be used for advertising
important events in the countries.
5.6
Television
The use of television can be done without incurring too much cost. TV stations can be invitedin key activities like launching of NSC or Regional committees, stakeholders workshops,
roundtable workshops especially for policy makers.
Secondly, the programme could organize with the TV stations to have an interview forbriefing the audience on the IP Programme, its outcomes and the need for policy and legal
frameworks in IP.
5.7
Videos, animation, cartoons
These are tools that can be extremely important with the grassroot audiences. As it is known,“seeing is believing”, this could enable the local audiences to come up with the needed
pressure to influence leaders for policy and legal framework development to protect TK and
benefit from their genetic resources. This could however require expertise within ATPS andthe Chapters.
5.8
Workshops
This is a method that could be used in various activities, launching of events e.g. steeringcommittees, stakeholders’ workshops, roundtable workshops, training workshops especiallyat the grassroot level.

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To Enhance knowledge sharing andcollaboration

OBJECTIVES
Enhance national and regional networks for information sharing and coordination of activities.

EXPECTED OUTCOMES

Increase knowledge on andregional IP environments
for better policy making
processes

2.1

1.2

1.1

Establishment of
national networks
in 8 countries

Establishmentof a regional
network

ACTIVITIESRoundtable workshops for policy
makers(iii) Present a paperin International
Conferences(ii) Workshops tolaunch reports.

(i) Desk study withinformation from
Chapters on the IP
environment basedon checklists, questionnaire etc.

(ii) Hold workshop/
meeting to launch
the network(i) Invitation ofregional and international institutions
to join network.

METHODS

National reports, Policy Briefs,
Newsletters and Booklets

Policy brief, Media Interviews,
Radio Interviews.

Power point presentation andpresentation report.

E-mails, telephone, media
interviews

Regional reports, policy briefs,
newsletters, booklets, study
reports

Media interviews, emails,
Telephone

Letters through e-mails
Telephone Calls, brochures

COMMUNICATION TOOLS

Dec. 2010 toJune 2011

Nov/ 2009To
Dec. 2010

June 2010 toDec. 2012

June-Dec.
2010

July to Nov.
2009

July to November
2009

July to Nov.
2009

April toJuly, 2009

TIME FRAMEWORKTable 1: Implementation Plan for the IP Communications Strategy

1.0

2.0

To generate, disseminate and maintain an interactive
database and bodyof knowledge on IP
Policy environment.

Establish current
status of existing
IP gaps andincoherencies
with International
treaties on IP
and between thetreaties throughassessments.

(i) Grants to conduct case studies/surveysE-mails, Telephone, MediaInterviews, Radio Adverts

January 2011 to
December 2012

2.2(ii) Workshop tolaunch the casestudy reports.

Policy briefs, Newsletters,
Media Interviews, Radio Interviews, brochures.

Develop casestudies on TK
and ABS in theeight target
countries(iii)Roundtableworkshops forpolicy makers.

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3.

4.

To promote awareImprove ability to contributeness on TK, ABS
to policy and legislativeand effective IP Sys- frameworks
tems at grass rootlevels to encourage
the integration of
their concerns to
National IP Policy
and legal framework
making

Cross cutting activities

2.3

3.1

Monitoring and
Evaluation(iii) Dissemination strategies
and advocacy
through NGOs
on TOTs.

(ii) Training
workshops and
Seminars for thegrassroot stakeholders to createawarenessi) Training ofTrainer (TOTs) to train
communities at
grassroots.

Organize the conference

Develop indicatorsfor monitoring

Use outreachprogrammes in the
country.

Develop a training
manual to be used
for creation ofawareness.

Establish the curriculum and a training programme.

(ii) Publications(i) Website development for the IP
Programme

E-mails, Presentations, Booklets, Newsletters, Policy Briefs
and Proceedings

Progress reports

Newsletters, Posters, Videos,Booklets, Radio Programmes.

Training manual, posters,
Newsletters, booklets, videos
for creation of awareness,
radio programmes.

Curriculum, booklets, Newsletters, Training manuals etc.

Newsletters, Posters, IP score
sheets for target countries,
booklets on programme activities.

Interactive website page andits details and connectivity tochapters’ online discussion
forum.

Oct 2012

April 2009 To Dec.
2012

Jan. 2011
To
Dec. 2012

July 2010
To
Dec. 2010

March 2010
To
Dec. 2010

Oct. 2009 to
March 2010

Develop a
communication
strategy for the
IP Programme.

Regional conference on IP
Programme

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ATPS (2013): Strengthening National Intellectual Property Policy and Legal Frameworks in Eastern and Southern
Africa. ATPSPROPOSED ACTIVITIES

Table 2: Performance Indicators for the Plan
EXPECTED OUTCOMEPERFORMANCE INDICATORSSPECIFIC OBJECTIVE

1.3.1
One quality stakeholder workshop held
1.3.2
A regional network up and running with clear
guidelines for operation
1.3.3
National networks created in the select countries
1.3.4
Successful annual networking and information sharing conferences
1.3.5
Radio messages in local languages to advertise the launch of the programme. May 2010
1.3.6
Policy roundtable with state institutions on IP
and key stakeholders. March to December 2010.
1.3.7
Story telling workshops on traditional knowledge. June to December 2010.

Effective national and regional
networks for information sharing
and coordination of activities

Conduct an assessment of thecurrent regional IP environment andselect countries to be included

Training of trainers’ workshops,
policy roundtables, seminars

Training of trainers workshops,
policy roundtables, seminars

3.1.1 Training of trainers’ workshop on Science Communication for creative artists.
3.1.2 Cartoons on the importance of Tradition Knowledge and Access and benefit Sharing. March 2010.
3.1.2 Online (You Tube) animations on special interest
areas of agriculture, health and environment. Oct 2010
3.1.3 Edited videos

Develop a communications strategy

Conduct detailed assessments of
the IP environments in the selectcountries

1. To enhance knowledge sharing
and collaboration

Increased knowledge on nationaland regional IP policy environments for better policy making
processes

Improved ability to contribute topolicy and legislative frameworks

Improved ability to contribute to international discourses on IP, policy
and legislative frameworks

2.1.1
A detailed report on the current regional andinternational policy environment in the area of TK, ABS
and IP
2.1.2
At least 2 policy briefs published and disseminated on important issues, emerging issues
2.2.1
Detailed reports on the policy environments,
needs assessment and gaps of the select countries
2.2.2
At least 1 policy brief published and disseminated on important national issues, emerging issues
2.3.1
Communication strategy for the programmedetailing the necessary publications, website and othercommunication strategies
2.3.2
Development of an IP score sheet for Africancountries.
2.3.3
An IP programme brochure due March 2010.
2.3.4
IP programme newsletters. June 2010.

Hold workshop with proposed collaborators and stakeholders to determine and agree the way forward
Invite regional and international institutions to join knowledge network
Oversee the creation of national
networks in select countries
Hold annual conferences at regional
level for stakeholders
Launch events of national/regional
steering committee meeting – eight
countries , March to June 2010

2. To generate and disseminate
knowledge on the IP policy environment

3. To promote awareness at thegrassroots levels, on issues of TK,
ABS and effective IP systems

4. To sustain long term sustainabilityof communication on IP programme

4.1.1 An IP programme website. March 2010
4.1.2 Online discussion forum on TK & ABS. May 2010.
4.1.3 Monthly programme pod casts – May to Dec
2010
4.1.4 Social media tools – July – Dec 2010

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ATPS (2013): Strengthening National Intellectual Property Policy and Legal Frameworks in Eastern and Southern
Africa. ATPSISBN: 978-9966-030-54-2

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Africa. ATPS

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