[Note: This case study was originally published in 2009. Download a PDF or read the case study here.]
More than half a billion people around the world rely on sorghum as a dietary staple. The genus of numerous species of grass, sorghum is a unique crop in that it grows in hot, dry environments. Its tolerance for drought and heat make sorghum an important food crop in Africa, where irrigation is not accessible or affordable.
- Engage stakeholders throughout all stages of a project to make them more receptive to the effort and give them a sense of involvement.
- Addressing regulatory communications and policy concerns early is critical for long-term success of the initiative.
- Effective internal and external communication is key. Visible, tangible results and word-of mouth communication are the most effective method to promote a project that has potential to impact a large population.