Canberra May 2006 DAC Heads of Information. Project That Human Voice. Country Office Communication Unlocking Political Will For The MDGs. POLITICS TO MAKE POVERTY HISTORY. Rt Hon Hilary Benn MP, UK International Development Secretary Speech 2 February 2006.
Rt Hon Hilary Benn MP,
UK International Development Secretary
Speech 2 February 2006
“If we don’t as donors understand the politics of the places where we work, then our task will be all the more difficult…. making progress is about making politics work. Politics determines the choices we make, what kind of society we wish…And it will be politics that will help to make poverty history”
are usually ignored
CLOSING THE GAP NEEDS
Good two-way communication
and …… building “Political Will”
Role of Communication
Deep, empathetic understanding
of audience: social,
cultural, political environment
Right setting - right channels -
Credible, authoritative, attractive messenger, tuned in to audience
Frame logical coherent
Identify power, influence, pre-dispositions affecting outcome
of aid objectives
GoX and Civil Society promote CFSC
Advocacy: with GoX, notables and other donors
DFID Sectoral level Service Delivery and devolution media campaigns
Public Diplomacy: HMG wants a StablePeacefulProsperous X-istan
FCO/DFID London Press Office Good News Stories etc.
Eamoinn Taylor, DFID / WaSD
Lo - Support - Hi
Lo - Influence - Hi
Set the agenda
2. Who are our target audiences?
Do WE need to
3. What are their current attitudes?
4. What do we need to tell them?
1. What do we
WIFM – “What’s in it for me?”
5. What are the best ways of telling them?
6. How are we going to do it?
7. DO IT!!!
8. Is the message getting through
[M and E]
9. What do we need to say/do now?
Adapted from Kevin Murray/Bell Pottinger
Publish credible CfD doctrine
Be Politically Savvy
Staff CFSC aware (trained)
Map the broadcast media revolution
It’s Work in Progress