Communications & Outreach Plan for Producers to Markets Alliance Activity

The program will ensure targeted message delivery to key stakeholders in Colombia and abroad, while promoting the activity to USAID/Washington audiences. PMA's communications strategy incorporates knowledge management efforts to share practical information and lessons learned with Colombian stakeholders, highlighting the return on investment and impact of PMA activities. In Colombia, the preferred methods and modes of communication vary depending on the region and population. Internet access outside of major urban centers remains limited, but mobile devices have increased internet access, with 85% of all internet users connecting via a smartphone. Social media sites such as Facebook and YouTube are gaining popularity, especially among the young. Television, radio, and newspaper remain the most popular media outlets, with 99% of Colombians watching TV and 69% watching audiovisual content on the internet. PMA will work with local and regional media to disseminate achievements and success stories, generating interest among primary and secondary audiences regarding initiatives that improve producers' livelihoods. The program will coordinate all public communication with USAID/Colombia and follow agreed-upon approval processes before releasing any project-related materials. PMA's key messages will support USAID/Colombia's goal of advancing peace in a post-conflict state through rural economic development. Sub-messages will provide context and explanation of how program activities work toward achieving this goal, including strengthening economic opportunities, improving producer capacity, increasing domestic and export sales, and contributing to peacebuilding in conflict-ridden areas. The primary audience for PMA's communications efforts is USAID/Colombia and USAID/Washington, with a detailed list of materials provided for this audience. Secondary audiences include program beneficiaries and partners, potential partners, local government ministries, local media, other non-governmental organizations, and researchers working on issues of agricultural development and economic opportunities. PMA will focus on sharing practical information with producers through various activities, including radio broadcasts. In July 2019, PMA partnered with RCN Radio to collaborate on content development and production of a daily 15-minute radio segment "Tierra de Sueños" to broadcast relevant and practical technical knowledge to nearly one million rurally-based listeners across PMA's zones of intervention. The program will also work with local and regional media to disseminate achievements and success stories, generating interest among primary and secondary audiences regarding initiatives that improve producers' livelihoods. PMA's communications efforts will serve as a vehicle for reaching potential clients and partners, increasing awareness of the program and attracting new farm clients, input suppliers, buyers, and local partners. PMA's communications strategy will be implemented in tandem with USAID/Colombia, enhancing the Mission's outreach to Colombian government agencies and other local counterparts. The program will also work with a local partner to expand the outreach of communications products and provide stakeholders with continuous access to project successes and lessons learned, allowing for adaptive management across all partners and integrated activities. The Producers to Markets Alliance program aims to stimulate agricultural production and link producers to stable markets, supporting communities as they transition from illegal activities to viable, legal income-generating activities. PMA's communications efforts will help advance the program's objectives by serving as a vehicle for reaching potential clients and partners, increasing awareness of the program and attracting new farm clients, input suppliers, buyers, and local partners.