1st KM Updates for 2017 Sharpens Focus on Info Dissemination

Information Services staff from ATI Region I work on their radio plug. (photo by: atiilocosregion)

DILIMAN, Quezon City – In the 1st Knowledge Management (KM) Updates for 2017, the Agricultural Training Institute (ATI), through its Information Services (IS) group, developed strategies to enhance its information dissemination efforts, particularly through the use of mass media.

Deputy Director Alfredo Aton urged everyone to make all the necessary efforts to inform the public about the Institute’s programs and services. He reiterated, “We want to be able to reach the grassroots, so that they will be aware of the opportunities that we can provide them.”

ATI OIC Director Luz Taposok also stressed the importance of media and information and communications technology tools in delivering excellent extension services beyond borders. “Let us continue to harness the power of media by creating a network and partnering with stakeholders who can help us along this line,” she said in a video message. She also highlighted the importance of localizing information materials and continuously documenting the success of the Institute’s beneficiaries.

Heeding this call, the IS staff participated in two workshops that are focused on delivering the Institute’s message to its target public. Grouped according to their respective regions, they produced 30- to 60-second radio plugs on the various programs, projects, and services of the ATI. These include School-on-the-Air, Rice Crop Manager, e-Learning, and FilFARM — the Institute’s online marketing platform for farmers.

With the guidance of public relations (PR) expert Farrah Gutierrez of Upspring Public Relations, the participants also came up with ways to maximize the use of media platforms to promote the services of ATI. Meanwhile, to continually foster a culture of creative thinking and to strengthen the working dynamics of the IS group, a team-building and collaborative learning session was also held.

A total of 87 IS staff from ATI’s Central Office and network of training centers took part in this year’s 1st KM Updates held last February 15-17, 2017 at the ATI Rural Development and Education Center in this city and at the International Institute of Rural Reconstruction in Silang, Cavite.