Presentation by Adelle Z Roopchand, Communications, Media and PR Consultant Session: Transformative Power of Innovative ICTs in Media for Agriculture on 7 Nov 2013 ICT4Ag, Kigali, Rwanda

1. Transformative Power of Innovative ICTs
in Media for Agriculture
The relevance of ICTs based media monitoring in the
Caribbean for the reshaping of information on agriculture
Adelle Z Roopchand
Communications, Media and PR Consultant

2. Background
The relevance of ICTs based media
monitoring in the Caribbean for the
reshaping of information on agriculture
• Opportunities exist:
– to create greater value and
improve marketing
– to improve quality of information
for a well informed public

3. Media monitoring
• Observation: Topics covered,
content, when, how often, by
whom?
• Analysis: relevance, accuracy,
completeness, impact
• Response: timely rectification,
additional information
• Feedback: What is being said?

4. Use in agriculture
• Awareness raising on key issues of
contemporary agriculture
• Policy advocacy through better
informed audiences and feedback
• Marketing of agricultural produce:
rectifying bad, negative reports
• Public relations

5. ICTs and media monitoring
• Google, Bing and Yahoo alerts,
DataStampa, Google Glass
• Greater coverage, reduced time, no
cost
• Automatic customization and
categorization of queries, engagement
with audiences
• Online media monitoring “mentions”
• Social media monitoring “sentiments”

6. Social media monitoring
• Listening to audiences
• Understanding to be able to
measure
• Engaging through quality and
competitive content, and
interaction
• Make audiences work for your
cause

7. Fully utilize availability and
affordability of innovative ICTs
• Improve understanding by managers of role of
media monitoring in effective communication
• Use media monitoring to develop strategies
for organisation’s communications
• Use monitoring findings, draw lessons and
make improvements systematically
• Synchronize relationships between agricultural
stakeholders and then media

8. • Contact details:
adelleroopchand@gmail.com
1-868-765-4110
THANK YOU