Using communication for development

“I think of ways to best tell farmers, and the people who help them, of the products of science that can lead to better rice and income—so they will use them. It is, in a way, like what the people who make TV commercials do to convince you to buy their food or their toys.” And Karen Eloisa T. Barroga, through inspiration, perspiration, and persistence, has made these words a reality.

Karen is a chief science research specialist at the Philippine Rice Research Institute (PhilRice) and, for almost five years (from June 2001 to May 2006), the indefatigable leader of the Technology Promotion Program (now called the Knowledge Management and Promotion Program). She put in place an area-based technology promotion approach, assigning to PhilRice branch offices a service area composed of adjacent provinces that led to a more focused extension agenda. Several rice production technologies, such as hybrid rice, have been promoted nationwide using this approach, which the National Economic Development Authority cited as a good extension model to follow.

Using her educational communication skills, Karen led and conceptualized the development of many conventional and modern extension materials that simplified and emphasized the scientific principles of rice production such as the Palaytandaan booklet, a PhilRice bestseller; the interactive learning videos on rice production, which were distributed to almost 10,000 extension workers nationwide; computer-based learning materials such as ProRice (a rice technology information warehouse and decision tool); the Rice visuals CD (an organized collection of 1,500 photos/graphics related to rice); iLearn Rice (an interactive and innovative way of learning rice science and technology, S&T) through problem-based learning scenarios; and Rice Doctor (a diagnostic tool for tropical rice disorders intended for extension workers).

Karen explains PhilRice’s promotional strategies to the president of Gambia.

To hasten the dissemination of rice science and technology without spending much, Karen implemented on a regular basis the Rice S&T Updates, which is both an in-house PhilRice course and one that can be flexibly offered as an adjunct to conferences and meetings.

As development communication head from 1998 to 2001, Karen introduced innovative, modern, and low-cost knowledge and campaign products, whose ideas came mostly from observing and studying the private sector’s approaches and people’s behavior. Thus, she came out with small packs of milled premium Mestizo Hybrid Rice, tricycle banners to reach far-flung villages, videos, and streamers. She was also responsible for conceptualizing and transforming the PhilRice Newsletter into a science and technology-oriented magazine.

Dr. Leocadio Sebastian, PhilRice executive director, has high praise for Karen: “Karen is the ideal technology promotion expert—open to new ideas, very innovative, and very creative. The strategies and programs she has developed, together with her team, help us connect effectively with our clients and partners (farmers, NGOs, private sector). These strategies and programs enabled PhilRice technologies to have more impact on our clients and partners.”
A highly sought-after resource person, consultant, scriptwriter, and editor, Karen is a member of many professional organizations. She was really pleased when IRRC found it important to have people from her field (not necessarily her!) to become part of its Steering Committee.

Currently a graduate student at the University of Western Australia under ACIAR’s John Allwright Fellowship, Karen is developing a research proposal on communication and adoption of weed management in the Philippines. She plans to produce high-quality research on extension-communication, have her work published, and learn the latest developments in her areas of interest.

In her spare time, Karen loves to visit science museums, watch craftsmen, read magazines, go sightseeing, and have a body massage. She also loves to dance (especially the swing), and has a ten-year-old son, Gio Anton, with husband and PhilRice colleague Roger. Had she not been a development communication specialist, she says she’d probably be a newscaster (many people say she has a good speaking voice).

She started her career as a development communication teacher at the Don Mariano Marcos State University in Batac, Ilocos Norte. She wants her last job also to be in teaching, as she wishes to share or give back what she has learned in life and work. “Being a teacher may not really sound like your usual great ambition, but I think this is what will make me happy and satisfied,” says Karen.

In the Philippines, we are now losing devcom graduates to call centers and advertising agencies maybe because they pay more. But from interviewing Karen, it is clear that great and rewarding challenges in the field of development communication await our more committed and adventurous graduates.

Ma. Theresa Tenorio (mtenorio@ucdavis.edu)

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