Business Advocacy Fund - Media Engagement Strategy

8/12/2019 Business Advocacy Fund - Media Engagement Strategy

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BUSINESSADVOCACYFUND

MEDIAENGAGEMENTSTRATEGY

By Exclamation Marketing


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Background

The Business Advocacy Fund (BAF) supports BusinessMembership Organisations (BMOs) to advocate changein public policy. In particular, it supports dialogue withgovernment and government agencies and advocacywhich will lead to improvement of the environment forbusiness, to create jobs, to increase incomes and

ultimately to reduce poverty. To meet this overarchinggoal the programme is organised into four output areas:1. Building capacity for dialogue and advocacy

2. Funding dialogue and advocacy/research and evidence

3. Supporting BMOs to become financially sustainable

4. Raising awareness through the media of the importance ofthe private sector to growth and thus the importance ofensuring a conducive enabling environment

*We shall focus on output 2 and 4


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Objectives of the Strategy

Commence and drive forward the process ofengagement with selected journalists. The steps inthis process are outlined in detail under Inputs &scope of work.

Broaden the working paper into an overall BAF

strategy for engaging with the media, through: Reviewing:

the project-wide opportunities to engage with the broadcast mediaon Business Enabling Environment (BEE) issues;

the opportunities for BAF to support BMOs in engaging with the

media.

modifying the overall media strategy (where relevant);

selecting the most relevant opportunities that best meetBAFs requirements, and;

developing the operational plan for delivery.


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Work Scope

Developing a media strategy Media Engagement

Media Relations and Liaison

Advocacy through media campaigns


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Target

Donors-DANIDA Media

Partners

Staff The government

Businesses and business associations

Prospective entrepreneurs

Other key stakeholders


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Output 2-Supporting Dialogue and

Advocacy

Approach

PSAsTV Programs

and Interviews

DocumentariesMedia

Trainings

Social Media


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PSAs

Shoot short video clips that advocate for action in afocus area of BMOs e.g. create messages that lead

to improvement of the environment for business,

create jobs and reduce poverty.

A key staff of BMO can also reinforce the message inthe PSA

Such messages aim to raise awareness amongst the

public or to mobilise grass roots support, or grab the

attention of policy makers.


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TV Programs and Interviews

Solicit for radio and TV interviews with key staff ofBMOs

Solicit for newspaper and magazine interviews

The interviews will raise awareness and increase

dialogue and advocacy of BMOs key issues and theway forward in tackling these problems

Partner with local TV programs that can highlight the

work of BAF in a creative way during the program

e.g. Makutano Junction on Citizen TV


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Documentaries

Shoot a documentary highlighting: Key wins or milestones accomplished by the organization

Problems in the country that the organization tackles

Partnerships the organization has capitalized on to further

create a better business environment and ultimatelyreduce poverty

The documentary should also call on the

government, business associations, businesses and

prospective entrepreneurs to take action onrestrictive policies, and thus reinforce the other

components of BAF support.


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Media Trainings

Conduct media trainings for key staff of BMOs to: Provide training, advice and support for them to develop

and implement PR strategies

Training to undertake interviews in a way that ensures

that they communicate their messages effectively

Use the media effectively in their advocacy


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Social Media

Regular updates about BMOs on social media to: Sensitize Kenyans on key issues facing the country and

the way forward

Raise awareness concerning the work of BMOs and how

Kenyans can participate

Advocate for specific actions by Kenyans concerning key

issues facing them

Share best practices of solutions to problems so that

Kenyans can benefit from them

Create public debate and ask for peoples opinion on how

key issues affecting them should be solved


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Output 4:Media and Raising Awareness

ApproachPress Briefings

Media Discussions

Social Media

Public Workshop/trainings

Case Studies


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Press Briefings

Hold regular press briefings to: Announce major new developments/partnerships in

BMOs

Raise awareness regarding milestones achieved by

BMOs

Announce new significant appointments in the BMOs

Launch new products or services of the BMOs

Announce awards and significant financial grants or loans

obtained by the BMOs


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Media Discussions

Conduct a media training for key media houses prior to a

major launch event to sensitize the media on key issues

they should pick out

During the media training, ensure there is a question and

answer session, and take note of journalist questions and

challenges they have faced when reporting matters aboutBEE

At the event, get feedback from the journalists informally to

know whether the training was helpful and possible

recommendations


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Public workshops/trainings

Conduct public workshops to engage the public,raise awareness and create public debate on the

significance of business policy in economic terms

Invite the media to cover the opening ceremony of

the workshops and highlight key issues to bediscussed as well as expected outcomes


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Case Studies

Engage the media to do features or human intereststories on case studies identified by the BMOs

Where possible, contact journalists who have

previous covered BAF and Business Enabling

Environment(BEE) stories as they will have a greaterunderstanding of the work they do

The case studies will be projects/ business that have

made significant improvements as a result of

partnering with the various BMOs. They are alsobusinesses that create jobs and raise incomes of the

poor


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Media Monitoring

Compile a detailed media monitoring report showingPR mileage and magnitude of coverage obtained

Additional media monitoinring costs can be attained

from Synovate at an additional cost


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Ends

For more information, please contact

Sue Omanga

[email protected]

Business Advocacy Fund - Media Engagement Strategy

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