CSISA, PAKISTAN: Workshop on Mass Communication Skills in Agriculture at UAF, Pakistan

A workshop on Mass Communication Skills in Agriculture was held at University of Agriculture Faisalabad (UAF) Pakistan on 4^th October 2011 under the aegis of CSISA, Pakistan. Two resource persons Mr. Ravikanth and Mrs. Neelam Chaudhary were originally assigned to conduct the workshop but due to delay in their visa processing they could not join the workshop so two resource persons from University of Agriculture, Faisalabad Dr. Khalid Mehmood Chaudhary and Dr. Athar Javed Khan were registered to replace them. Forty persons including 4 women participated the workshop. Participants came across the wide spectrum-UAF, Research, extension, private sector, farmer representative NGO, Farmer Organization and farmers.

Welcoming the chief guest and participants, Dr. Muhammad Aqil Khan highlighted the purposes and scope of the workshop and importance of acquiring the learning of modern communication skills and tools for bringing a change in the attitude of farming community. He drew the attention to the skewed food supply and demand equation and to the further versioning agriculture situations which demand use of latest information in research and extension to deliver the information needs by farmers.

The workshop was inaugurated by the acting Vice Chancellor University of Agriculture Faisalabad, Professor Dr. Muhammad Ashfaq. Inaugurating the workshop Vice Chancellor drew the attention of audience to the high yields that are harvested in crop competition cuts and the dismal national average. This is despite of the fact that Pakistan is blessed with best natural resources and crop production technologies in almost all crops which can ensure surplus exists. The gap, he pointed out, is due to farming community unawareness. This is where the communication skills are needed. So he thanked the CSISA, Pakistan for holding this workshop which is pivotal. Director Fruit & Vegetable Project extension wing of agriculture department spoke of the challenges in transfer of agricultural technologies in Punjab. He pointed to lack of proper planning, low priority to agriculture, poor coordination resulting in duplication and wastage, inadequate private sector role, trade mafia and lack of site specific production technologies as a factor of hindering growth. Ameluation of this situation and investment in agriculture at all level would improve the situation he suggested. The inauguration session end at this point and broke for tea.

Technical session started at 11:15 and resource persons Dr. Khalid Mehmood Chaudhary and Dr. M. Athar Javed Khan gave first presentation on Communication Skills. They explained, it needs to be considered whether the communication is upward, downward or horizontal. The major principles of message giving as told were, be to the point, language of the audience, level of audience, innovation-better than the previous, shouting be avoided and don’t be bragging boaster. During the question answer session at the end of lecture while replying to a question Dr. Khalid said that never afraid of human behavior and be realistic.

The second presentation was on Overview, pictures & perspectives and common pitfalls in communications. He explained in this respect by giving examples of verses from the Holy Quran.

The third and very important lecture was on characteristics of a good communicator. It was explained with the help of video films. The participants divided into different groups were asked for their comments on the video films making the session participatory. Concluding the lecture Dr. Khalid said that best communicator never always is best in all situations.

Dr. Muhammad Aqil Khan Country Coordinator, CSISA, Pakistan taking the advantage of this representative gathering explained the CA technologies with the help of flaxy charts displayed all around the video conference room. The explained technologies included 0-til, bed planting and relay cropping of wheat in cotton. The DSR and intercropping were also of great interest of the participants in addition to CSISA planter. The participants were told about the three dimensional working of CSISA planter – as bed planter, 0-til drill and conventional drill. Dr. Aqil Khan emphasized the wide spread adoption of CA technologies being the need of day, worldwide approved and adopted in the current scenario of population pressure and changing climate. This session was ended for lunch/prayer break.

After lunch the topic for discussion was Information Gathering Method. This session was again participatory and participants divided into four groups. While explaining the Mind Map Method the resource person said that it is making connection between ideas using long and short term memories. It is a fast and easy method for having an overview of a certain area or project. He also explained how to create a map by using this method. While preparing the map, planning, brainstorming, group thinking, requirement of gathering, testing and debugging and project management are the basics to proceed further.

The next topic was communication skills with specific reference to listening skills and presentation/ facilitation skills. The basic communication skills profile consists of listening, reading, writing and speaking as explained by the resource person. The listening skills were including hearing, attention, understanding and remembering. Reading skills comprise of skimming, scanning and reading in detail. Writing skills including writing for newspapers and technical papers were also briefed to the participants. Good communication skills mean expression of ideas, feelings, listening carefully others, asking questions, making the session interactive and participatory. The resource person further explained the skills for healthy group climate as openness, trust and self-discolor, support and respect. For an effective group process individual responsibility and accountability, constructive feedback, problem solving and knowledge of his role are quite important. He also explained the essentials of teamwork such as requirements for team work and team building, clearly defined team goal, good understanding and acceptance, loyalty to the team, reconciliation of differences and reducing emotional conflicts. The resource person briefly told about the Blind Fourth Methods that is touching, seeing, smelling and hearing by giving the example of an elephant and four blind people and further said that for effective team work coordination, balance between task & process, discussion by everyone, supportive, informal and group comfort ability are the basic needs.

The last presentation was about conducting a farmer meeting: simulation (showcasing the learning). Dr. Khalid Mehmood gave brief presentation on showcasing the learning and explained its significance. In showcasing utilize your page or new website, free membership, healthy learning, own work updated and invoking effective and productive participation.

At the end certificates were distributed among the participants, thanking all for their devotion and active participation for such a long time.