POLICY ADVOCACY OUTREACH AND COMMUNICATION Advocacy... · • Test messages and vehicles A Communication Assessment Determines the Communication ... DNEVNI AVAZ 19 6.3 266 46.1 23

Benjamin Herzberg Private Sector Engagement for Good

Governance

With some content/framework from Kevin Sullivan, Steve Rabinowitz, Alan

Andreasen.

Some cases extracted from the Strategic Communications for Business

Enabling Environment Reform, IFC 2008, Shaila Rahman, Ed.

1

POLICY ADVOCACY

OUTREACH AND COMMUNICATION

For Public-Private Dialogue

BUSINESS ENVIRONMENT REFORM VS. PRIVATE SECTOR

Diagnostics

Solution

Design

Implementation Monitoring &

Evaluation

R & D Production Marketing & Sales Customer

Support

2 2

Source: Herzberg, World Bank Group

PUBLIC SERVICE ANNOUNCEMENT

3 3

Source: Sullivan

PRIVATE SECTOR COMMUNICATION

4 4

Source: Sullivan

5


5

Source: Sullivan

6


6

Source: Sullivan

7

GOVERNMENT THAT UNDERSTANDS COMMUNICATION

7

Source: Sullivan

TRANSFER OF INFORMATION

• A public institution explains

• A private company sells

• How does your Platform transfer information?

8 8

Source: Sullivan

ONE-WAY COMMUNICATION

9 9

Source: Sullivan

TWO-WAY COMMUNICATION

10 10

Source: Sullivan

WILL PEOPLE FOLLOW/SUPPORT?

Vs.

BUSINESS

ENVIRONMENT

REFORM

11 11


http://www.brainybetty.com/bwART2004/soccer_ball.jpg

HIGH RISK OF FAILURE, HIGH BENEFIT OF SUCCESS: NEED TO

GET BETTER

12


http://www.marchforwomen.org/gallery/march/march

ADVOCACY CAMPAIGNS, STEP BY STEP

13

Your

campaign

13

Source: Strategic communications for business environment reforms, World Bank Group, 2007, Rahman Ed


14

Stakeholder

targeting

14


WHY MAPPING?

• To better target advocacy campaigns

– Target influentials

– Base supporters

• To weight on policy stakeholders and influentials

– Parliament/Parliamentary Leaders

– Administration/PM office

– Grassroots/Stakeholders/Voters

• To understand degree of commitment

• To prepare micro-targeting

15 15

Source: Rabinowitz

I F C

H E B

G D A

Issue predisposition

No

t M

ayb

e V

ery

STAKEHOLDER MAPPING FOR ADVOCACY CAMPAIGNS

For Undecided Against

16

I F C

H E B

G D A

16 Source: Rabinowitz

I F C

H E B

G D A

Issue predisposition

No

t M

ayb

e

V

ery

EXERCISE: 1) SELECT 1 REFORM IN 1 COUNTRY PER TABLE 2)

DISCUSS/EXPLAIN THE SITUATION AND 3) LOCATE REAL INDIVIDUAL

STAKEHOLDERS AND GROUPS OF STAKEHOLDERS ON THE MATRIX.

For Undecided Against

17 17 Source: Rabinowitz


18

Message

matrix

18


DEVELOPING A MESSAGE

• Stakeholder mapping / Targeting

• Research/discect the issue and “the competition” point of view

• Knowing/watching/polling/surveying opinions and intentions

19 19

Source: Rabinowitz

• Issue Attributes

MESSAGE DEVELOPMENT

• Values

• Personal Consequence

• Issue Benefits

20

Source: Rabinowitz

3

23

3

6

4

34

17

1

8

3

6

18

5

25

32

3

20

8

7

7

6

23

23

5

7

11

12

13

15

29

4

0

0 10 20 30 40

Development of e-commerce

Strengthen, expand IT sector

Reduces need for middlemen

Creates jobs

Increases ease of doing business

Reduces corruption

Increases government efficiency

Creates a digital Bangladesh

Public Officials Business Owners Opinion Leaders General Population

REASONS TO CONTINUE E-GOVERNMENT

21 Source: Bangladesh PPD Project 21

(What we say

about ourselves)

(What they say

about us)

(What we say

about them)

(What they say

about themselves)

Who Says What… Us Them

MESSAGE BOX

22 22

Source: Rabinowitz

Who Says What…

Us Them

23

EXERCISE: 1) SELECT THE SAME REFORM, SAME COUNTRY AS PREVIOUS EXERCISE

2) WRITE RELEVANT STATEMENTS IN EACH SQUARE OF THE MESSAGE BOX.

(What we say

about ourselves)

(What they say

about us)

(What we say

about them)

(What they say

about themselves)

23

Source: Rabinowitz

DEVELOPING A SINGLE MESSAGE

10 C’S OF ADVOCACY MESSAGING

• Concise

• Compelling (Convincing)

• Credible

• Character Defining

• Contrasting

• Contextual

• Communicated (Conveyed)

• Consistent

• Constant

24 24

Source: Rabinowitz

A discrete amount of information,

founded in empirical research

and in the times,

and drawing a distinction from others,

communicated effectively

to a narrow group of stakeholders

who have not yet made up their

minds.

A GOOD ADVOCACY MESSAGE IS…

25 25

Source: Rabinowitz

A discrete amount of information, founded in empirical research and in the times, and drawing a distinction from others, communicated effectively to a narrow group of stakeholders who have not yet made up their minds.

Your message:

26


2) WRITE THE MESSAGE THAT WILL HELP YOU PROMOTE A REFORM SUCCESSFULLY.

26

27

MESSAGE ALSO DEPENDS OF GOAL

Precontemplation

Important behaviors occur in stages

Contemplation Preparation/Action Maintenance

1 2 3 4

27

Source: Andreasen

28

BCOS FACTORS

• Benefits

• Costs

• Others

• Self-efficacy

BCOS Factors

Customer

Benefits Costs

Others Self-efficacy

Contemplation involves four factors

28

Source: Andreasen

MESSAGE DEMONSTRATES EQUITY THAT OUTSETS COSTS

You give me You get

£1.00 A Pepsi

• a thirst quencher

• good taste

• fun

• youthful feeling

• friends

29 29

Source: Andreasen

CREATING EQUITY TO OUTSET COSTS

You give me You get

£0.25

Embarrassment

Loss of pleasure

A Condom

• protection against pregnancy

• protection against STDs

• offer/get peace of mind

• sense of control

• hope for the future

• a date

30 30

Source: Andreasen


You give me You get

Money

Time

Momentary discomfort

An immunization

• better health

• avoidance of greater discomfort (sickness)

• ability to travel

31 31

Source: Andreasen


You give me You get

Political capital

Time

Some of your political base

A headache

An economic reform

• better business environment

• new partisans

• good media clippings

• a reelection

• to deal away with internationals

• ability to get invited at conferences (“best practice”)

32 32

Source: Andreasen


33

Communication

tools

Messengers

33


COMMUNICATION TOOLS

• TV

• Radio

• Mail

• Phone

• Canvass

• Web

• Outdoor

• Specialty

• New Media

• Other Paper

34 34

Source: Rabinowitz

COMMUNICATION ASSESSMENT

Interviews with opinion leaders

• Identifies roadblocks, evaluates opponents’ strategies

• Analyzes risks and opportunities in the political, social, cultural

environment; suggests mitigation techniques

• Assesses communication capacity of government, media, stakeholders,

and local communication professionals

• Provides first stage stakeholder analysis

Quantitative and qualitative public opinion research (surveys,

focus groups)

• Provides in-depth stakeholder analysis

• Develop and test hypotheses w/critical audiences • Test messages and vehicles

A Communication Assessment Determines the Communication

Needs for a Project/Initiative….

35 35

Source: Rabinowitz

COMMUNICATION

ASSESSMENT

2003 Croats Muslims/Bosniaks

Serbs Total

% % % %

Daily newspapers 19.7 27.7 18.6 22.4

Weekly newspapers 5.9 3.8 3.3 4.0

Magazines 3.0 1.2 3.5 2.5

TV 72.4 72.6 75.0 73.5

Radio 20.4 16.5 19.4 18.5

Other 1.6 1.9 0.7 1.3

Refuses 3.0 2.6 1.5 2.3

Don’t know 1.3 2.1 3.0 2.3

2003 Croats Muslims/Bosniaks Serbs Total

Frequency % Frequency % Frequency % Frequency %

DNEVNI AVAZ 19 6.3 266 46.1 23 3.8 311 20.7

VEČERNJE NOVOSTI 5 1.6 5 0.9 84 13.8 94 6.3

BLIC 1 0.3 80 13.2 81 5.4

GLAS SRPSKE 1 0.2 58 9.6 59 3.9

OSLOBOĐENJE 7 2.3 41 7.1 8 1.3 58 3.9

JUTARNJI LIST 46 15.1 2 0.3 4 0.7 52 3.5

NEZAVISNE NOVINE 4 1.3 41 6.8 46 3.1

DNEVNI LIST 21 6.9 5 0.9 9 1.5 35 2.3

JUTARNJE NOVINE 10 3.3 20 3.5 1 0.2 31 2.1

BH DANI 20 3.5 1 0.2 21 1.4

SLOBODNA BOSNA 2 0.7 19 3.3 21 1.4

SLOBODNA DALMACIJA 17 5.6 1 0.2 18 1.2

VEČERNJI LIST 12 3.9 6 1.0 18 1.2

Others 22 7.2 28 4.9 53 8.7 105 7.0

Don`t know 1 0.3 1 0.1

Refuses 137 45 169 29.3 239 39.4 549 36.6

Total 304 100 577 100.0 607 100.0 1500 100.

36 36 Source: OSCE assessment, Bosnia and Herzegovina, 2003

UNDERSTAND AUDIENCE MEDIA HABITS

7870

29

100

61

99

11 5420

20

40

60

80

100

Television Family or

Friends

Print

Media

Internet Radio Television Family or

Friends

Print

Media

Internet Radio

General Population Opinion Leaders

Media sources for news/politics | General population and Opinion Leaders

37 Source: Ansari Azhar, IFC 37

49

15

97

0012 2 022

10

20

40

60

80

100

Several

times a

week

Once a

week

Once a

month

Once a

year

Never Several

times a

week

Once a

week

Once a

month

Once a

year

Never

General Population Opinion Leaders

HOW OFTEN DO YOU WATCH TV NEWS?


90

3832

25

14 14 13 12

88

1913 12

75 2 3

0

20

40

60

80

100

Rat

er K

hobor

Tritio

Mat

ra

Son

dhar B

uletin

Moddho

Rat

er K

hobor

Eku

she

Som

oy

Sok

aler

Khob

or

Dup

urer Khobo

r

Pro

ti Ghonta

r San

gbad

Opinion Leaders General Population

Most-watched TV Shows


57

24

1816

11 10 9

45

2016

710

810

0

20

40

60

Pro

thom

Alo

Juga

ntor

Ittef

aq

Nay

adig

anta

Am

ar D

esh

Sam

akal

Janak

anth

a

Opinion Leaders General Population

Most-read newspapers


Social media

Reaching Out

Radio

Print Media

TV

Advertising: Creating a ‘brand name’

COMMUNICATION TECHNIQUES

41

Events

Source: Gorove, World Bank Group

42

Georgia legal and judicial reform

Bosnia Bulldozer initiative, “50 reforms in 150 days”

Nigeria PPD

Philippines procurement reform

Accountability gets specific in Bosnia (corporate governance reform)

Cambodia SME credit reform – TV shows on location (SMEs) + Experts

BIB

COMMUNICATION TECHNIQUES

M&E

Doing Business

42

http://rru.worldbank.org/Themes/PromotingReform/Communications/GeorgiaPublicTransport/Posters.aspx

http://www.info-hoteles.com/w3/images/mapas/argentina.gif

http://www.doingbusiness.org/oecs

MAKING REFORM EASY

43 Source: Herzberg, Bosnia and Herzegovina Bulldozer Initiative

44 44

Source: Herzberg, Bosnia and Herzegovina Bulldozer Initiative

TAX REFORM IN SOUTH AFRICA

45 45

Source: South Africa SME agency, SARS

“BETTER BUSINESS, BETTER BANGLADESH”

46 Source: Ansari Azhar, IFC


47

Message

delivery

47


MESSENGERS

• Promoter/Leadership/Sponsor

• Government/Private sector/donors

• Leaders – Political, Ethnic, Labor

• Regular People

• Celebrities

• Professionals

• Brands

48 48

Source: Rabinowitz

Kuwait Economic Reform: Trust in Specific Organizations & Institutions

58

52

51

47

46

41

37

37

36

0 10 20 30 40 50 60 70

Government

Religious leaders

Academics

Media

NGOs & charities

Domestic private sector

International private sector

National Assembly

Diwaniyas

LOOKING FOR MESSENGERS

49 49


HOW DO PEOPLE FEEL ABOUT YOUR MESSENGER?

2

1

32

4

11

1

40

12

27

1

74

1

36

1

84

6

101

64

5

32

0

78

6

100

80

60

40

20

0

20

40

60

80

100

Gen Pop Opinion Business Officials Gen Pop Opinion Business Officials Gen Pop Opinion Business Officials

% Warm, favorable (51-100 degrees) % Cool, unfavorable (0-49 degrees)

Now, I’d like to rate your feelings toward some people, things, and organizations, with

“100” meaning a VERY FAVORABLE feeling; “0” meaning a VERY UNFAVORABLE

feeling; and “50” meaning not particularly favorable or unfavorable.

BASIS BCS BCC


51

MESSENGER = BRAND

Territorial

Improvement

Plan

51


http://rru.worldbank.org/Themes/PromotingReform/Communications/GeorgiaPublicTransport/Posters.aspx

MESSAGE DELIVERY

• Elite v. Grassroots

• Paid v. “Free”

• Disciplined

• Repetitive

• Multi-Media

• Two-Track/Three-Track

• Negative

• Rapid Response

• Logistics

52 52

Source: Rabinowitz

DELIVERY: PUBLIC AND SYMBOLIC COMMITMENT

53

Opeds,press

53 Source: Herzberg, Bosnia and Herzegovina Bulldozer Initiative



BEST PRACTICES IN PPD WEBSITES

• KISS

• Dynamic and changing content on front page

• Allow local stakeholders to weigh in


Apr 15

2nd intergroup meeting

Vetting 5

Business

Bottlenecks

Lagos

May 01 Jun 01 Jun 15

3rd intergroup meeting

Vetting 5

Business

Bottlenecks

Lagos

1st intergroup meeting

Vetting 5

Business

Bottlenecks

Lagos

IFC

11:00 AM

Mar 17Feb 17

Op-ed

SME

May 15

Press

Conference

Lagos

“Better Business”

“5 Roadmaps”

“25 Bottlenecks”

ABUJA

PLENARY

MEETING

4th intergroup meeting

Vetting 5

Business

Bottlenecks

Lagos

Sep. 15Aug 15

Meetings

with

Institutions

“Better

implementation”

Forum

Lagos

5 BUSINESS ROADMAPS AND 25 BUSINESS BOTTLENECKS

Jul 15

Timeline

5th intergroup meeting

Vetting 5

Business

Bottlenecks

Lagos

Meeting

With

Parliaments

“Better

process”

Meeting

with

Governors

“Better use

of resources”

Op-ed

Instit-

utions

Op-ed

Trade &

Macro

Op-ed

Infra-

structure

Op-ed

Agric-

ulture

Jul 01 Aug 01 Sep 01

5 Roadmaps

Delivered -

Preparatory

meeting with

Government

Better Business Initiative

Partnering to improve the economic environment

DELIVERY PLANNING

57 57


Day 40 Day 60 Day 80 Day 1 START END

DELIVERY TIMELINE

Day 10 Day 20 Day 30 Day 50 Day 70 Day 90 Day 100


2) PLAN THE DELIVERY OF YOUR MESSAGES OVER A 100 DAY PERIOD.

58 58



59

Measurement

59


• Measurement DURING the advocacy campaign = survey, polling

• Measuring AFTER the campaign = result/enactment/decision/election • Survey target audiences (as often as can afford/practical) if enough amounts of messaging done so as to test their results.

• Test the same groups of targets and compare them to each other.

• Measure changes in attitudes and willingness to act, but also exposure to the campaign (i.e. “Have you seen ad or read a story about this, that or the other?”).

• Focus group testing is fun to test messages and especially materials near or at the start of the campaign or to test new ads or materials.

60

MEASUREMENT

60

Source: Rabinowitz

On-going Communications

AWARENESS OF AND SUPPORT FOR BUSINESS REFORMS IN

BANGLADESH

Communications Campaign



62 62


63

Benjamin Herzberg [email protected]

THANK YOU!

Documents

POLICY ADVOCACY OUTREACH AND COMMUNICATION Advocacy... · • Test messages and vehicles A Communication Assessment Determines the Communication ... DNEVNI AVAZ 19 6.3 266 46.1 23