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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

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?
  • 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…
  • “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

slide10
“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…
  • 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

communication in the ppd cycle
Communication in the PPD cycle

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

slide15
A

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

slide16
A

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

“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

slide18
Message development
  • Issue Attributes
  • Values
  • Personal Consequence
  • Issue Benefits

Rabinowitz, 2006

developing a single message
Developing a single message

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…

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
  • 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

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

Opinion Leaders

General Population

Azhar, 2010

slide24
How often do you watch TV News?

Opinion Leaders

General Population

Azhar, 2010

step 4 choose a messenger
Step 4: Choose a messenger
  • 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?

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

Nigeria PPD

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

Opeds,press

Georgia legal and judicial reform

Herzberg , 2006

Philippines procurement reform

best practices in ppd websites
Best practices in PPD websites
  • KISS
  • Dynamic and changing content on front page
  • Allow local stakeholders to weigh in

Azhar, 2010

website best practices continued
Website best practices continued
  • Display results and achievements graphically
  • Consider using English and native language

Azhar, 2010

slide34
Step 6: Measurement
  • 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

Communications Campaign

On-going Communications

Azhar, 2010

thank you
Thank You!

Azhar, 2010

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