Main Article Content
Effective and planned communication is paramount at all stages in the production, testing, adoption and delivery of agricultural services, whether a physical technology or a management practice. This paper reports experiences and lessons learnt in the development and implementation of a communication strategy for the Uganda National Agricultural Research Organization’s Client-oriented Agricultural Research and Dissemination Project. End-users information and media preferences and needs were assessed, and scientists’ and intermediary-users’ communication practices and abilities reviewed and strengthened in a series of workshops and surveys. Lessons and issues for the institutionalization of effective communications and dissemination in a service-oriented farmer-demanded paradigm are developed.