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Communicating Your PPD: Practices and Strategies. Shihab Ansari Azhar Stakeholder Engagement Analyst, BICF, IFC Bangladesh PPD Global Product Team. If you stay for the entire presentation…. I will give you something valuable for FREE!. R & D. Production. Marketing & Sales.

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Communicating your ppd practices and strategies

Communicating Your PPD: Practices and Strategies

ShihabAnsariAzhar

Stakeholder Engagement Analyst, BICF, IFC Bangladesh

PPD Global Product Team


If you stay for the entire presentation

If you stay for the entire presentation….

I will give you something valuable for FREE!


Business environment reform vs private sector

R & D

Production

Marketing & Sales

Customer

Support

Business environment reform Vs. private sector

Diagnostics

Solution

Design

Implementation

Monitoring &

Evaluation

Herzberg , 2010

3


Public service announcement
Public Service Announcement

Sullivan, 2005

4


Motor show
Motor Show

Sullivan, 2005

5




Who s got time to work on communications anyway
Who’s got time to work on Communications anyway? better

  • Does the average businessman in my country know about the PPD platform?

  • Does the average SME in my country know about the PPD platform?

  • Does the average person understand the PPD recommendation → business reform → private sector savings → jobs link?

  • Does the average person know what your PPD has achieved?

Azhar, 2010


But communications can be very important
But communications can be very important… better

  • “club of elites” perception → low private sector support and participation.

  • low public support → low demand for PPD

  • low understanding of role of PPD in economic reform → low demand for PPD

BEWARE OF THE BBBF

Azhar, 2010


“The previous Government needed the BBBF because they were arresting businessmen and faced low business confidence. This government does notneed the BBBF.”

- Prime Minister of Bangladesh, 2009

Azhar, 2010


But what if
But what if… arresting businessmen and faced low business confidence.

  • Private sector have opportunities to participate→ high private sector support and participation.

  • People understand link between BBBF and jobs → high demand for PPD

  • People aware of BBBF’s achievements → high demand for PPD

WE  BBBF!

Azhar, 2010


So what is ppd communications
So what is PPD Communications? arresting businessmen and faced low business confidence.

Azhar, 2010


Communication in the ppd cycle
Communication in the PPD cycle arresting businessmen and faced low business confidence.

Solicit reform suggestions

Make PPD “open” to inputs

Disseminate research findings

Build support for PPD

Build understanding of problem

Communicate PPD achievements

Build support for reform

Azhar, 2010



A flows

A

D

D

G

G

B

B

E

E

H

H

C

C

F

F

I

I

Stakeholder mapping

Issue predisposition

Likelihood to care and do something

For Undecided Against

Not Maybe Very

Rabinowitz, adapted by Herzberg 2006

15


A flows

D

G

B

E

H

C

F

I

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.

Issue predisposition

Likelihood to care and do something

Not Maybe Very

For Undecided Against

Rabinowitz, adapted by Herzberg 2006

16


Step 2 tailor your message
Step 2: Tailor your message flows

“The PPD can help me achieve my political objectives.”

“A PPD can help my business grow by removing constraints.”

“A PPD can bring about business reforms that create jobs.”

“The PPD creates jobs.”

Azhar, 2010


Message development flows

  • Issue Attributes

  • Values

  • Personal Consequence

  • Issue Benefits

Rabinowitz, 2006


Developing a single message
Developing a single message flows

10 C’s of advocacy messaging

  • Concise

  • Compelling (Convincing)

  • Credible

  • Character Defining

  • Contrasting

  • Contextual

  • Communicated (Conveyed)

  • Consistent

  • Constant

Rabinowitz, 2006

19


A good message is
A good message is… flows

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.

Rabinowitz, 2006

20



Step 3 choose the appropriate channel
Step 3: Choose the appropriate channel flows

  • Options are vast, depending on message media habits of target audience:

    • TV

    • Radio

    • Mail

    • Phone

    • Canvass

    • Web

    • Outdoor

    • Specialty

    • New Media

    • Face-to-face meetings

Rabinowitz, 2006


Understand audience media habits
Understand audience media habits flows

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

Opinion Leaders

General Population

Azhar, 2010


How often do you watch TV News? flows

Opinion Leaders

General Population

Azhar, 2010


Most-watched TV Shows flows

Azhar, 2010


Most-read newspapers flows

Azhar, 2010


Step 4 choose a messenger
Step 4: Choose a messenger flows

  • Promoter/Leadership/Sponsor

  • Government/Private sector/donors

  • Leaders – Political, Ethnic, Labor

  • Regular People

  • Celebrities

  • Professionals

  • Brands

Rabinowitz, 2006


How do people feel about your messenger
How do people feel about your messenger? flows

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

Azhar, 2010


Step 5 deliver your messages
Step 5: Deliver your messages flows

Nigeria PPD

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

Opeds,press

Georgia legal and judicial reform

Herzberg , 2006

Philippines procurement reform


South africa tax reform comics
South Africa Tax Reform - Comics flows

Herzberg , 2006



Best practices in ppd websites
Best practices in PPD websites flows

  • KISS

  • Dynamic and changing content on front page

  • Allow local stakeholders to weigh in

Azhar, 2010


Website best practices continued
Website best practices continued flows

  • Display results and achievements graphically

  • Consider using English and native language

Azhar, 2010


Step 6: Measurement flows

  • 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?”). 

Rabinowitz, 2006

34


Awareness of and support for business reforms in bangladesh
Awareness of and Support for Business Reforms in Bangladesh flows

Communications Campaign

On-going Communications

Azhar, 2010


Your free gift
Your Free gift… flows

Azhar, 2010


Thank you
Thank You! flows

Azhar, 2010


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