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Research on Communication Strategies What works in various development settings? Politico-economic analysis Stakeholders analysis and risks assessment Consensus-building on Communication Strategies Participatory approaches to consensus building Finding local partners for consensus building Identifying champions of changes amongst community Capacity Building Building capacity of partners in communication/ou treach Building-in agility in communications teams Developing feedback loops in order to evolve a winning strategy Agenda Setting
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Communication Strategies of International Cooperation Agencies
1
Keynote Address at the International conference on “Global Dialogue of Agencies and Ministries for International
Cooperation and Development” Lima, April 11-12, 2013
• Target groups: Why do agencies need communication strategies? What target
groups should they address with their communication strategies?
• Challenges: What are the specific key challenges new agencies are facing in their
communication with target groups?
• Way forward: What are the 3 most important steps new agencies should consider
to face the challenges and use opportunities?
Three Guiding Questions
Research on Communication
Strategies
What works in various
development settings?
Politico-economic analysis
Stakeholders analysis and risks
assessment
Consensus-building on Communication
Strategies
Participatory approaches to
consensus building
Finding local partners for
consensus building
Identifying champions of
changes amongst community
Capacity Building
Building capacity of partners in
communication/outreach
Building-in agility in communications
teams
Developing feedback loops in order to evolve a winning strategy
Agenda Setting
Target Groups for Communication Strategies
Target Groups
Parliament Government Ministers
Standing Committees
Heads of Taskforces
Civil ServiceFederal and provincial
administration
Specialized civil services
academies
Civil society organizations
Non-governmental
think tanks
Non-governmental implementing organizations
Local citizens’ boards
Community leaders
Business community
Champions of corporate social
responsibility
Social entrepreneurs
MediaPrint and electronic
reporting brass
Social media and outreach
community
Challenges for New Agencies
Challenges
Identification of
development niche
Avoiding multiplicity of
similar projects
Being innovative in
project design
Avoid burdening
existing local implementing organizations
Creating buy-in with
national and sub-national governments
Developing credibility with communities and related
stakeholders
Converting Challenges into Opportunities
Transformational Change
Focus on tripartite strategy
Supporting government-led
policies
Empowering non-governmental organizations
Branding champions of
change
Building agility in strategy
design
Rolling monitoring and
evaluation processes
Feedback into strategy the ‘what works’
aspect
Expediently pilot new designs
Experiment new innovations
Development 3.0
Avoid one-size-fits all strategy
