Mobilizing multi-Stakeholder Support through Strategic Communication - A Case Scenario
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Transcript of Mobilizing multi-Stakeholder Support through Strategic Communication - A Case Scenario
+Mobilizing multi-Stakeholder Support
through Strategic Communication
A Case Scenario
Caby Verzosa
Communication Advisor
World Bank Institute
+The Global Youth Anti-Corruption Network
A New Communication Challenge:
How to build multi-stakeholder support for the youth movement against corruption?
+Five Communication Management Decisions
AUDIENCE
BEHAVIOR MESSAGES CHANNELS EVALUATION
+Communication Management
DecisionsManagement Objective:
AUDIENCE BEHAVIOR MESSAGE CHANNELS EVALUATIONTake-away Message
Supporting Data
Cecilia C. Verzosa
+
AUDIENCE
Whose support is critical to the success ofthe project/ program/policy reform?
+
BEHAVIOR
What behaviors, if adopted, will help achieve the defined
objectives?
+ MESSAGES
What messages will influence people to
support the project/ program/policy reform?
+
CHANNELS
What channels of communication will reach these people and would be
credible to them?
+EVALUATION
How will communication activities be monitored and evaluated ?
+
Audience• knowledge• attitudes• beliefs
• practices
Policy Framework
Social Norms
+Audiences
Primary audience: the person whose behavior programs would like to ultimately influence Secondary audience: those who influence the primary audience to adopt or reject behaviors promoted by the program Tertiary audience: those in positions of authority or influence over a large group of people
+
Targeting Strategies
Unmovable opponents
Opponents Uncommitted and
Uninvolved
Uncommitted and Involved
Allies Hard-core Allies
Copyright © 2001 by Gary Orren
Minimal persuasion
De-activate or
convert
Minimal persuasion
Activate Reinforce Minimal persuasion
+Power – Interest Matrix
“Advocates”High Interest, Low Power
“Players” High Interest, High Power
“The Crowd” Low Interest, Low Power
“Context-Setters”Low Interest, High Power
POWER HighLow
Low
INTEREST
High
+Behavior
Action one would like the target audience to take to help the program achieve its goal.
+
Technical Message
vs.
Take-Away Message
+
Message
Refers to the take-away message for a particular audience. A take-away message consists of the target audience’s response to the message received NOT the information given by the communicator.
+The Take-Away Message. . .
Good Take-Away Messages: Focus on Stakeholders’ Needs Target Stakeholder Beliefs or Opinions Are Culturally Sensitive Answer the Stakeholder’s question: What does this have to do with me? Are memorable: simple, focused and concise
+Supporting Data
Refers to information the communicator uses to persuade audiences that adoption of the behavior benefits them.
+Channels of Communication
Various means of relaying messages - via face-to-face meetings, radio, TV, group sessions, individual counseling sessions.
+Evaluation
Indicators of success of communication activities in achieving changes in knowledge, attitudes, beliefs, and practices.
+Communication Management
DecisionsManagement Objective:
AUDIENCE BEHAVIOR MESSAGE CHANNELS EVALUATIONTake-away Message
Supporting Data
Cecilia C. Verzosa
+Group Work
Using the communication decision template, identify audiences/stakeholders whose support is critical to implementing procurement reform
Group A: Target audience – Youth
Group B: Target audience – Government
+
Five Communication Management Decisions
Management Objective 1: How to use music to persuade other youth to join the Anti-corruption Movement?
AUDIENCE BEHAVIOR MESSAGE CHANNELS EVALUATIONTake-away Message
Supporting Data
Developing a Communication Strategy
Young People(Ages 18 – 35)in your country
+
Five Communication Management Decisions
Management Objective 2: How to use music to initiate a dialogue with the government about the effects of corruption on the youth?
AUDIENCE BEHAVIOR MESSAGE CHANNELS EVALUATIONTake-away Message
Supporting Data
Developing a Communication Strategy
Government
+Reporting
+Lessons Learned
+Lessons Learned