ENHANCEMENT OF THE BUSINESS ENVIRONMENT IN … III/3 Policy Advocacy.pdf · • Character-defining...
Transcript of ENHANCEMENT OF THE BUSINESS ENVIRONMENT IN … III/3 Policy Advocacy.pdf · • Character-defining...
ENHANCEMENT OF THE
BUSINESS ENVIRONMENT IN
THE SOUTHERN
MEDITERRANEAN
Conducting advocacy
research and communication
Capacity Building Seminar Ansgar Cordier
Beirut Sep 14th, 2016
EBESM Project 2
Conducting advocacy
research and communication
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What is advocacy?
• All lobbying is advocacy, but not all advocacy
is lobbying
• Lobbying = approach law makers directly on an
issue of specific, even limited interest ;
Conducting advocacy
research and communication
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What is advocacy?
General definition:
• Supporting an idea, a concept, an action
etc. and attempting to persuade others of
the importance of that cause;
Conducting advocacy
research and communication
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What is advocacy?
• A group effort focused on changing particular
public policies
• Effort to influence government policies in a
open and transparent manner;
• Representing the views of members of a
particular group by making their positions known
to legislators, regulators and other policymakers
Conducting advocacy
research and communication
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A very short history of:
Advocacy
Conducting advocacy
research and communication
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17th to 18th century:
Liberalism
Conducting advocacy
research and communication
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19th to 20th century:
Imperialism
Conducting advocacy
research and communication
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20th to 21st century:
Globalization
Conducting advocacy
research and communication
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What advocacy is NOT:
• Obtain preferential treatment for one company,
business sector (at the expense of others,
example: NRA);
• Solve day-to-day business problems or private
disputes of members;
• Policy advocacy is not to be equated with
unethical financial backdoor practices to
influence politicians
Conducting advocacy
research and communication
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Classical issues of advocacy
• Governmental policies;
• Court decisions;
• Executive decrees and orders;
• Regulations;
• Legislative acts;
• Political party positions
Conducting advocacy
research and communication
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Classical issues of private sector-driven
advocacy
• Starting a business: Ease of establishing a
business, availability of credit and capital, support
for SMEs etc.;
• Running a business: Taxes, corporate
governance, labor law issues, labor costs, non-
wage labor costs;
• International competition: fair competition
legislation, enforcement of contracts, trade rules
Conducting advocacy
research and communication
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Advocacy is often in conflict with the “official”,
i.e. governmental stand on specific issues:
•Business-friendly taxation: inheritance tax (GER)
•Trade-conducive tariff and duty legislation: TTIP
•De-bureaucratization of administrative procedures;
Conducting advocacy
research and communication
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Key audiences of advocacy:
those who influence public policies, e.g.:
• Lawmakers: need of information on business
environment;
• Media: analyze governmental information through
alternative voice of private sector institutions;
• Bureaucrats and administration: do their job
better while having private sector perspective at
hand;
Your campaign
Source: World Bank Institute
Advocacy campaigns
step by step
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1. Diagnose
2. Design
3. Develop
4. Deploy
5. Debrief
• Analyze stakeholders
• Assess risks
• Find allies
• Identify intend for reforms
• Formulate message
• Find an engagement strategy
• Identify tactics and timing
• Draft and develop communication strategy
• Evaluate impact
• Assess effect and roll-out of
campaign
• Draw conclusions for further
campaigns!
• Put the campaign into action
• Stick to the knitting!
Stakeholder targeting
Source: World Bank Institute
Advocacy campaigns
step by step
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1. Diagnose
2. Design
3. Develop
4. Deploy
5. Debrief
• Analyze stakeholders
• Assess risks
• Find allies
• Identify intend for reforms
• Formulate message
• Find an engagement strategy
• Identify tactics and timing
• Draft and develop communication strategy
• Evaluate impact
• Assess effect and roll-out of
campaign
• Draw conclusions for further
campaigns!
• Put the campaign into action
• Stick to the knitting!
17 EBESM Project
Priority for the government?
Recently been featured in the media?
Similar policies: approved or rejected in recently?
Interesting to the general public?
Can individual members influence these decisions?
Prior interaction between BMOs and relevant ministries?
If so: what were the outcomes?
Advocacy campaigns
step by step
ANTICIPATE YOUR CHANCES FOR SUCCESS:
Case study:
Cash for Clunkers
Association of German Car Manufacturers:
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1) Scrap your car!
2) Get € 2,500 !
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Priority for the government?
Recently been featured in the media?
Similar policies: approved or rejected in recently?
Interesting to the general public?
Can individual members influence these decisions?
Prior interaction between BMOs and ministries?
Advocacy campaigns
step by step
CHANCES FOR SUCCESS:
Y
N
N
YY
N
Y
Case study: how to influence
regulation
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Umbrella organization of German industry and
industry-related services
Member associations: 36 trade associations
Indirect membership: 100,000 enterprises with
around 8 million employees
Voluntary membership
Federation of German Industries (BDI)
Case study: how to influence
regulation
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Federation of German Industries (BDI)
Case study: how to influence
regulation (BDI)
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Overview of BDI advocacy tools:
Bilateral Meetings with policy makers;
Comments on current developments via website or
newsletter;
Organization of workshops, roundtables and
conferences with relevant political stakeholders;
Policy Papers and brochures on specific topics;
Participation in Panel Discussions (organized by
other industry groups, political organizations, NGOs);
Press interviews
WHY STAKEHOLDER MAPPING?
• To better target advocacy campaigns
– Target influential stakeholders first
– Base supporters
• To weight on policy stakeholders and their influence
– Parliament/Parliamentary Leaders
– Administration/PM office
– Grassroots/Stakeholders/Voters
• To forecast the degree of commitment
• To plan micro-targeting or trade-offs
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Source: World Bank Institute
Advocacy campaigns
step by step
I F C
H E B
G D A
Issue predisposition
No
t
Mayb
e
V
ery
STAKEHOLDER MAPPING FOR ADVOCACY CAMPAIGNS
For Undecided Against
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I F C
H E B
G D A
24
Advocacy campaigns
step by step
© World Bank Institute
Drafting the message
© World Bank Institute
Advocacy campaigns
step by step
25 EBESM Project
1. Diagnose
2. Design
3. Develop
4. Deploy
5. Debrief
• Analyze stakeholders
• Assess risks
• Find allies
• Identify intend for reforms
• Formulate message
• Find an engagement strategy
• Identify tactics and timing
• Draft and develop communication strategy
• Evaluate impact
• Assess effect and roll-out of
campaign
• Draw conclusions for further
campaigns!
• Put the campaign into action
• Stick to the knitting!
Developing a message: 7 C’s of advocacy messaging
• Concise
• Compelling (and convincing)
• Credible
• Character-defining
• Contrasting
• Contextual
• Consistent
Source: World Bank Institute
Advocacy campaigns
step by step
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Conducting advocacy
research and communication
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Key audiences of advocacy (again!) are
those who influence public policies, e.g.:
• Lawmakers: need of information on business
environment;
• Media: analyze governmental information through
alternative voice of private sector institutions;
• Bureaucrats and administration: do their job
better while having private sector perspective at
hand;
Draw the right
communication
channels!
© World Bank Institute
Advocacy campaigns
step by step
28 EBESM Project
1. Diagnose
2. Design
3. Develop
4. Deploy
5. Debrief
• Analyze stakeholders
• Assess risks
• Find allies
• Identify intend for reforms
• Formulate message
• Find an engagement strategy
• Identify tactics and timing
• Draft and develop communication strategy
• Evaluate impact
• Assess effect and roll-out of
campaign
• Draw conclusions for further
campaigns!
• Put the campaign into action
• Stick to the knitting!
Conducting advocacy
research and communication
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Choose the right communication tool for
positioning your advocacy right:
•Press release: clarity, brevity, details, format;
•Comment: 1-2 pager – reaction on an issue;
•Policy paper: like issue brief but more detailed and
explanatory;
•Fact sheets: answer FQAs;
•Speeches: of chairpersons and key
representatives;
•Social media
Source: CIPE
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Preparing a Position Paper
for Policy Reform
Comment Position paper
Impulse comes from
external action:
• proposal for new law
• BDI invited to comment
Impulse comes from
internal resources:
➜sets the agenda!
➜propose solutions!
➜is pro-active! ➜is re-active!
Source: BDI
Conducting advocacy
research and communication
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Advocacy has to be fact-based!
• A favorable investment and business climate is
central to growth and development.
• Effective policies to improve the climate require
sound evidence.
• Therefore: evidence is urgently needed to support
your policy position!
Conducting advocacy
research and communication
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Evidence for advocacy (1):
• use data provided by think-tanks:
– indices;
– data of continuous surveys;
• undertake your own research:
– business barometers;
– surveys among members;
– pros & cons
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Evidence for advocacy (1):
• use data provided by think-tanks:
– indices;
– data of continuous surveys;
• Federation of German Industries:
– own macro analytical and research department but:
– ONLY data provided by other providers (EUROSTAT,
National Bureau of Statistics, regional administrations,
research institutes etc.) are used for BDI’s advocacy
Conducting advocacy
research and communication
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Evidence for advocacy (1):
• undertake your own research:
– business barometers;
– surveys among members;
– pros & cons
• Association of Ghana Industries:
– very small research department but:
– main advocacy tool is the quarterly “AGI Business
Barometer” (panel: 300 interviewees on current and
future business expectation)
Message delivery
© World Bank Institute
Advocacy campaigns
step by step
35 EBESM Project
1. Diagnose
2. Design
3. Develop
4. Deploy
5. Debrief
• Analyze stakeholders
• Assess risks
• Find allies
• Identify intend for reforms
• Formulate message
• Find an engagement strategy
• Identify tactics and timing
• Draft and develop communication strategy
• Evaluate impact
• Assess effect and roll-out of
campaign
• Draw conclusions for further
campaigns!
• Put the campaign into action
• Stick to the knitting!
36 EBESM Project
Advocacy campaigns
step by step
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Straightforward but important:
All members of your organization (i.e.
chairpersons, directors, staff, committee members)
convey the same message!
Inconsistent messages undermine credibility of
your organization.
Inconsistent communication is a common reason
for failure of advocacy campaigns!
Advocacy campaigns
step by step
Measure your
performance
© World Bank Institute
Advocacy campaigns
step by step
38 EBESM Project
1. Diagnose
2. Design
3. Develop
4. Deploy
5. Debrief
• Analyze stakeholders
• Assess risks
• Find allies
• Identify intend for reforms
• Formulate message
• Find an engagement strategy
• Identify tactics and timing
• Draft and develop communication strategy
• Evaluate impact
• Assess effect and roll-out of
campaign
• Draw conclusions for further
campaigns!
• Put the campaign into action
• Stick to the knitting!