Strategic Communications Training of Trainers X State MDA

1. Strategic Communications Training of TrainersX State MDA

2. Welcome Note • Opening Remarks • Programme Information

3. Roadmap • Training Objectives • Strategic Communication for MDAs: Brief Overview • The Context for Message Development • Message Development • Breakout Exercise: Strategic Message Development • Q & A, Wrap Up and Next Steps • Evaluations

4. Participant Introductions • Name • MDA you represent • Job Title • What you hope to gain from the training? –Participant priorities

5. At the centre of it all

6. Training Objectives Improve: • MDA appreciation and understanding of the need for communications plans, dept’s, personnel and the importance of message development in strategic communications and planning. • Ministry capacity to develop and design effective communications strategies and messages for policy-making or reforms. Capacitate: • Ministry officials to use strategic communications within their MDAs and supporting Ministries in the state

7. What is strategic communication? • Getting the right messages & information… • to the right people …(and by the right people) • at the right time … • using the right media … • with the right effect! A structured approach that combines information(one-way) and dialogue(two-way) methods to achieve success

8. The Virtuous Circle of effective policy communication

9. Survey Results BMO Responses How often Govt communicates with BMOs? Semi-Annually How involved are BMOs during policy design stage? Majority :not involved How informed are civil servants on policies? Minimally informed Where would you like to see improvements in Govt communication? 1)relevant policy-makers more accessible 2) forums, channels for ongoing dialogue on business environment policies 3) more effort by Govt to engage the private sector in policy-making 4) engaging the media on business environment issues Government Responses How often Govt communicates with BMOs? Monthly How involved are BMOs during policy design stage? Majority:involved How informed are civil servants on policies? Majority: effectively informed Where would you like to see improvements in Govt communication? • relevant policy-makers more accessible • engaging the media on business environment issues

10. The Context for Message Development Process & Strategies

11. Policy Development– Best Practices • Governments develop • Stakeholders advise • Fills the policy vacuum • Brings greater consistency and improved outcomes • Aligns the activities of all groups affected by the policy or reform issue • Governments decide, then civil servants implement

12. 3 Communications Stages for Effective Policy-making 1) Consultation-- to develop/formulate the policy 2)Informing &building support-- after policy decided 3)Implementationmonitoring, evaluating & demonstrating impact For each stage, the approach, priorities and objectives will be different • Identify the objective-- inform? engage? build support or advocate? • Prioritise the stakeholders • Craft the messages • Decide the tools to use

13. Everyonegoes through the same steps Different stakeholdersare at differentstages at differenttimes Identifying Stakeholders:the communication progression Action! Willingness to Act Knowledge Interest Awareness

14. Why define our stakeholders for each communication initiative? • So we choose the best: • Messages • Tools; Approaches • Messengers • Avoids risks of: • not reaching priority publics; diluting our messages • tuning people out, creating animosity • wasting our time, money, other resources

15. Coffee Break

16. Developing Messages Process & Strategies

17. Messages for policy-making • Purposes * Interest * Inform * Engage • Messages tell the target audience: • What we want them to know, think or do • Benefits to them… (or to people they care about) • The ’myth’: why their position is not the best for them • Keys • only 2-3 messages per stakeholder group; • Usually, limited time to get our message across so… get to the point

18. Designing messages Problem… Action… Solution! • Targeting is imperative • address the interests, proirities and motivations of each stakeholder group • Process should be consultative • Qualities of good messages • clarity & simplicity-- #1 criterion • memorable • respect language, cultural, religious sensitivities • pre-tested

19. Making messages compelling • Tailor content & style to each stakeholder group • messages to convince MDA staff or companies must be different from messages targeting local communities • Short, easy to remember and culturally appropriate • Phrased in different ways + languages for each medium • web content, must be different from a speech by senior official or a policy ‘champion’ • Update messages regularly • people tire of the same/old information • Illustrate with benefits relevant to the targeted group

20. Corruption Relaxation

21. Messaging Strategies • Start early • -Help stakeholders make up their minds before someone else does • Define your opponent • Draw Sharp Contrasts • Define the Agenda/the Debate • Mirror Strategies • Use the public realm • Media strategies

22. The Art of Persuasion • Emotional Wedges • Models & Metaphors • Typology • Imagery

23. Rules of the Debate & the Right Argumentation RULES OF THE DEBATE • Always be on the offensive! Not defensive • Assume your stakeholders have no more than Primary 5 education • Create your support through controlled offense ARGUMENTATION • Temporal • Stakeholders • Cost-benefit Analysis & Risk-Reward Analysis CLOSE THE DEAL EMOTIONAL, LOGICAL APPEAL

24. Strategic Message Development Break-Out Group Exercise

25. Q & A, Wrap-up & Next Steps

26. Participant Evaluations

27. Thank you