Public Relations Strategy of JICA

Presentation at DAC Heads of Information Conference 2006

By Keiichi MURAOKADirector, Office of Public Relations

Japan International Cooperation Agency

Today’s presentation

• Overview of Japan’s ODA at present

• 50th Anniversary of Japanese ODA in 2004

• Public Relations Strategy of JICA

• Activities of Public Relations

ODA Net Disbursements

13,239

14,489

9,358

10,640

12,162

13,508

89068,8809,2839,8479,439

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

($Million)

US

J apan

France

UK

Germany

Canada

Itally

18999

8475

78367497

2537

2484

Result of Public Opinion Pole onDiplomacy in 2005

• ODA should maintain current level 44.6%

　　　　　　　　 (increased by 0.4% from 2004)

• ODA should be increased 22.0%

(increased by 3.3% from 2004)

• ODA should be reduced 23.0%

(reduced by 2.6% from 2004)

0

10

20

30

40

50

60

1977

1978

1979

1980

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

（％）should maintain the current levelshould be increasedshould be reducedshould be discontinuedno opinion

16.7

18.9

28.3

34.9

42.5

43.5

74.5

13.2

21.3

26.5

33.8

38.8

43.4

69.1

0 20 40 60 80

■Current economic cooperation seems ofteninefficient in terms of collaboration with related

agencies and management of projects.

■Economic cooperation seems not fully utilized asJ apan's foreign policy means.

■It seems that J apan's assistance is notappreciated by the receipient countries.

■Current economic cooperation is not alwaysproducing satisfactory result due to lack of

consideration of situations and needs at the field

■Economic cooperation ectivities are nottransparent.

■J apan's fiscal condition is not well.

■J apan's economic condition is not well.

(%)

20052004

Public Opinion Polls ~ Reasons for Not promoting Japan’s ODA ~

50th Anniversary of Japanese ODA in 2004

Duration: September-October 2004Main actor: MoFA, ODA line ministries, JICA,JBIC and other agencies and NGOsTarget audience: general public, particularly those who have general interest in ODA

50th anniversary of Japanese ODA

Main achievements

• TV commercials, Special TV commercials, posters, stationeries:

• newspapers, magazines and other printed media:

• symposia, seminars, and other assembly-type events:

Symposium on Overseas Assistance at a Turning Point

From left: NHK Chief Commentator Yasunori Imai, JICA President Sadako Ogata, AU Chairman Alpha Oumar Konale, Fmr Thai FM. Surin Pitsuwan, UNDP Administrator Mark Malloch Brown

50th anniversary of Japanese ODA

Assessment by MoFA1) Positive ：- was able to mobilize an wide range of media inst

ruments including TV, newspaper printed materials, etc.

- Newspaper coverage (editorial) mainly positive - Selective & concentrative strategy generally succ

essful- Was able to mobilize a much wider range of NG

Os

50th anniversary of Japanese ODA

2) negative;

- absence of newspaper editorial or opinion support of ODA budget increase

- lack of enthusiasm in ODA line ministries

- failure to capture wider range of audience

- weak or mediocre turn-out in locally organized event

Public Relations Strategy of JICA(1)

• Strengthening and enhancement of Top public relations by the President to target opinion leaders

• Expansion of “ Supporter/Friends of ODA and JICA” among citizen; a shift of target priority from those who are already interested in international cooperation to those who are little interested in international cooperation

Networking, Provide information in specific fields

• In order to implement PR activities efficiently, we must consider the PR Targets.

PR Targets – The most PR Targets – The most important factorimportant factor

No interest to JICA/JAPAN

Importanttarget

Provide information easy to understand thru Mass Media (Radio, Newspaper, TV, etc)

Public Relations Strategy of JICA(2)

3. Emphasis on the project relevant to “ human security” as one of JICA’s principles

4. Finding and Provision of a mediagenic items to be reported in the media

5. Promoting use of electronic media from a paper medium with a view to pursuing cost and benefit

6. Strengthening of overseas public relations

ＪＩＣＡＪＩＣＡ

PeoplePeople

Government, Ministries

Embassy

Volunteers

Private Sectors

Local government

Experts

Office staff

Mass MediaOpinion leaders

NGO/CBO

Projects

What is Public?What is Public?JICA and its stakeholdersJICA and its stakeholders

Inner Communication

networkingWorking together

Disclosure, Accountability

Activities of Public RelationsMedia and crisis management

• Press release

• JICA on-line press club ( 300 journalists)

• Dispatching opinion leaders, journalists (including local newspapers), photographers to

developing countries

• Press tours for overseas journalists to Japan

Activities Media and crisis management

• Provision of information and correspondence of media coverage

• Exchanging opinion with media persons and intellectuals

• Press conference

• Media correspondence in an emergency

Activities Holding of events

　･ International cooperation festival co-hosted by JICA, JBIC and MoFA to commemorate “International Cooperation Day”

　･ A nation-wide symposium “ Peace Talk Marathon”

( to discuss peace and international cooperation in 47 prefectures throughout Japan over three and half years)

Activities TV program and publications

• Producing the program for public relations and periodicals, etc,

• TV program• Video and Panel• Publications and pamphlet• Management of Website www.jica.go.jp• Mail-magazine• Calendar and pocket book

ActivitiesAppointment of JICA official supporters (goodwill ambassadors)

Left: Ms. Kimiko Date’s Kid’s Tennis lesson in MoroccoRight: Mr. Tsuyosi Kitazawa’s Football lesson in Paraguay

ActivitiesHolding of events

• International cooperation photo contest

• Photo exhibition

• Essay contest on international cooperation for

junior and high school students

• JICA PR Grand Prix Awards ( for inner PR campaign to raise awareness on the importance of PR)

Activities others

• Management of JICA Corporate Identity• Support and advice of public relations activities of

overseas offices and domestic 17 JICA centers• Close linkage with newly opened JICA Global

Plaza ; as a hub citizen’s participation in international cooperation.

Thank you very much

Opening of JICA Global Plaza

‘New ‘ JICA

• Japan has undertaken a major restructuring its foreign assistance program to needy countries.

• A major component of the comprehensive overhaul on the ODA will be a merger between JICA and JBIC which currently extend ODA loans to developing countries.

• The ‘new’ JICA will be expected to be operational in 2008 subject to ongoing legislative process.

• Following the reorganization, the agency will be able to provide more streamlined, effective and ‘seamless’ help to developing countries, offering not only the technical cooperation but also grant and loan assistance ‘under on roof’.

Thank you very much.