Effective Communication &
“The greatest problem in communication is the
illusion that it has been accomplished.”
George Bernard Shaw 1856 - 1950
Communication: Our Understanding
Barriers of communication
The most important factors
Anti-corruption communication &
Communication: Our Understanding
• Process of conveying information which is
Communication: Most Important Factors
Define the objectives & communications need analysis
Tools & channels
Challenges and opportunities
Accuracy/nature of the information/thought/perception
The medium/channels and its appropriateness
Identify & reduce barriers
Knowing the audience – decoding factor
The Golden Rule of Communications:
Start where the audience is at, not where you want them to be
Research the Audience
Knowledge and behaviour of your target audiences
Who are they? What do they do?
In what age group?
Social habit/economic condition
Are they really affected by the problem? Do they really
What change of behaviour you want from them?
Are they in a position to change their behaviour?
Will it sustain?
• Leadership support and consultation
• Prepare budget
• Allocation of responsibilities & tasks
• Who will measure, evaluate and adjust?
• Setting up a timeline for action
Mini Communication Strategy
Pick an issue: e.g. engaging young people, AI Desk at a
heath complex/medical college, helping
victims/witnesses to fight corruption
1. Identify problem & setting objectives
3. Expected results
6. Tactics and targets(daily news, social media, TV,
7. Monitoring & Evaluation
Inventory of Communication
Face to face meetings
Podcasts, webcasts, live chat
Phone call, Teleconference
Through Stakeholders channels
Community meetings / theatre
Through third party endorsers (worker
unions, civil society) and their channels
Public Hearings / protests
Beneficiary driven communications
Social media (blogs, Twitter, Facebook,
Communication: The Big Picture
PDC goals & objectives
Research & Policy
Advocacy & Communication
People’s Engagement & Outreach
What is TI/TIB
As an organisation
An adolescent quickly becoming an adult
– Synonymous with trustworthiness and ethical behaviour
– Great appeal with donors and highly educated people
– Our image is bigger than our capacity to deliver and the expectations
• The public
• Policymakers, including government and
• Bilateral and multilateral development
• The media and knowledge intermediaries
The key message
• How to act against corruption.
• From awareness building to how people can
take action against corruption.
• A Core Group on Communications chaired by the
Executive Director and comprising members from all
• A closer integration of research and advocacy for all
• Using success stories in a systematic way, in order to
document the intangible impact of TIB’s
• Assess communication activities on a regular basis.
• A research strategy that ties in with the
• Continue the shift away from pure awareness
building towards messages that focus on how people
can take action against corruption.
• Strengthen the link between national-level advocacy
and local-level advocacy.
• Closer collaboration between groups at the local
level, especially between CCCs, youth groups, and
•Closer collaboration between CCCs and elected
bodies at the local level.
• Continue to initiate more issue-based
collaboration, especially increasing the number
of issue-based partnerships that are initiated at
the national level.
• Strengthen constructive engagement with
government and other policymakers at the
national level, with the aim of encouraging
• Continue to strengthen TIB as an institution, so
that communication with the media becomes an
Negotiation Skills: How do I Influence?
Power of persuasion
Information gathering capacity
Steps in Communication
Determine relevance of the problem
Determine severity & causes
Indentify social, cultural and economic challenges facing
Develop a clear statement on how the problem will be
Carry out research, listen to the audience – their needs
Carry out a social & behavioral analysis, assess
knowledge, attitude, skills and behaviors of the
audience, identify socio-cultural norms, community
dynamics. Identify networks.
Assess communication & training needs of all
Set communication objectives that are Specific,
Measurable, Appropriate, Realistic and Time-bound
Develop program approach and how it is expected to
Draw an implementation plan and work schedule
Develop a monitoring and evaluation plan to assess
impact and the need of further modification.
Development & Testing
Develop guidelines, tools and all implementation
Test the concept/tools/IEC materials
Revise, make changes where necessary
Retest and finalize
Implementation, Monitoring &
Produce & disseminate
Mobilize key stakeholders
Manage & monitor programs
Adjust based on monitoring
Measure outcome and assess impact
Determine future needs
Revise &redesign program