+
    Mobilizing multi-Stakeholder
     Support through Strategic
          Communication

           A Case Scenario


  ...
+The Global Youth Anti-Corruption Network


           A New Communication Challenge:

  How to build multi-stakeholder s...
+ Five Communication Management
 Decisions


       AUDIENCE
          BEHAVIOR
          MESSAGES
          CHANNELS
...
+
                 Communication Management
                        Decisions
    Management Objective:


                ...
+
    AUDIENCE
        Whose support is critical to the success of
          the project/ program/policy reform?
+
    BEHAVIOR

      What behaviors, if adopted, will help
        achieve the defined objectives?
+
    MESSAGES


      What messages will influence people to
    support the project/ program/policy reform?
+
    CHANNELS

     What channels of communication will reach
    these people and would be credible to them?
+
    EVALUATION


      How will communication activities be
          monitored and evaluated ?
+
    Policy Framework

     Social Norms

      Audience
       •knowledge
        •attitudes
         •beliefs
        •...
+
    Audiences

      Primary audience: the person whose behavior
     programs would like to ultimately influence
     ...
+
       Targeting Strategies


       Unmovable         Opponents Uncommitted   Uncommitted    Allies   Hard-core
       ...
+
             Power – Interest Matrix
 High         “Advocates”               “Players”
           High Interest, Low    ...
+
 Behavior


  Action one would like the target audience to
  take to help the program achieve its goal.
+

    Technical Message

           vs.

    Take-Away Message
+
    Message

      Refers to the take-away message for a
      particular audience. A take-away
      message consists o...
+
    The Take-Away Message. . .

    Good Take-Away Messages:
       Focus on Stakeholders’ Needs
       Target Stakeho...
+
    Supporting Data


    Refers to information the communicator
    uses to persuade audiences that adoption of
    the...
+
    Channels of Communication


    Various means of relaying messages - via
      face-to-face meetings, radio, TV, gro...
+
    Evaluation


      Indicators of success of communication
        activities in achieving changes in
        knowled...
+
                 Communication Management
                        Decisions
    Management Objective:


                ...
+
    Group Work

       Using the communication decision template, identify
        audiences/stakeholders whose support...
+ Developing a Communication Strategy

     Five Communication Management Decisions
  Management Objective 1: How to use m...
+ Developing a Communication Strategy

   Five Communication Management Decisions
 Management Objective 2: How to use musi...
+
    Reporting
+
    Lessons Learned
+
    Lessons Learned
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Mobilizing multi-Stakeholder Support through Strategic Communication - A Case Scenario

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A presentation by Caby Verzosa, Communication Advisor with the World Bank Institute on the Global Youth Anti-Corruption Forum in Brussels on 26 May 2010.

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Mobilizing multi-Stakeholder Support through Strategic Communication - A Case Scenario

  1. 1. + Mobilizing multi-Stakeholder Support through Strategic Communication A Case Scenario CabyVerzosa Communication Advisor World Bank Institute
  2. 2. +The Global Youth Anti-Corruption Network A New Communication Challenge:  How to build multi-stakeholder support for the youth movement against corruption?
  3. 3. + Five Communication Management Decisions  AUDIENCE  BEHAVIOR  MESSAGES  CHANNELS  EVALUATION
  4. 4. + Communication Management Decisions Management Objective: MESSAGE AUDIENCE BEHAVIOR CHANNELS EVALUATION Take-away Supporting Message Data Cecilia C. Verzosa
  5. 5. + AUDIENCE Whose support is critical to the success of the project/ program/policy reform?
  6. 6. + BEHAVIOR What behaviors, if adopted, will help achieve the defined objectives?
  7. 7. + MESSAGES What messages will influence people to support the project/ program/policy reform?
  8. 8. + CHANNELS What channels of communication will reach these people and would be credible to them?
  9. 9. + EVALUATION How will communication activities be monitored and evaluated ?
  10. 10. + Policy Framework Social Norms Audience •knowledge •attitudes •beliefs •practices
  11. 11. + Audiences  Primary audience: the person whose behavior programs would like to ultimately influence  Secondary audience: those who influence the primary audience to adopt or reject behaviors promoted by the program  Tertiary audience: those in positions of authority or influence over a large group of people
  12. 12. + Targeting Strategies Unmovable Opponents Uncommitted Uncommitted Allies Hard-core opponents and and Involved Allies Uninvolved Minimal De- Minimal Activate Reinforce Minimal activate or persuasion persuasion persuasion convert Copyright © 2001 by Gary Orren
  13. 13. + Power – Interest Matrix High “Advocates” “Players” High Interest, Low High Interest, High Power Power INTEREST “The Crowd” “Context-Setters” Low Interest, Low Low Interest, High Power Power Low Low POWER High
  14. 14. + Behavior Action one would like the target audience to take to help the program achieve its goal.
  15. 15. + Technical Message vs. Take-Away Message
  16. 16. + Message Refers to the take-away message for a particular audience. A take-away message consists of the target audience’s response to the message received NOT the information given by the communicator.
  17. 17. + The Take-Away Message. . . Good Take-Away Messages:  Focus on Stakeholders’ Needs  Target Stakeholder Beliefs or Opinions  Are Culturally Sensitive Answer the Stakeholder’s question: What does this have to do with me?  Are memorable: simple, focused and concise
  18. 18. + Supporting Data Refers to information the communicator uses to persuade audiences that adoption of the behavior benefits them.
  19. 19. + Channels of Communication Various means of relaying messages - via face-to-face meetings, radio, TV, group sessions, individual counseling sessions.
  20. 20. + Evaluation Indicators of success of communication activities in achieving changes in knowledge, attitudes, beliefs, and practices.
  21. 21. + Communication Management Decisions Management Objective: MESSAGE AUDIENCE BEHAVIOR CHANNELS EVALUATION Take-away Supporting Message Data Cecilia C. Verzosa
  22. 22. + Group Work  Using the communication decision template, identify audiences/stakeholders whose support is critical to implementing procurement reform  Group A: Target audience – Youth  Group B: Target audience – Government
  23. 23. + Developing a Communication Strategy Five Communication Management Decisions Management Objective 1: How to use music to persuade other youth to join the Anti-corruption Movement? MESSAGE AUDIENCE BEHAVIOR CHANNELS EVALUATION Take-away Supporting Message Data Young People (Ages 18 – 35) in your country
  24. 24. + Developing a Communication Strategy Five Communication Management Decisions Management Objective 2: How to use music to initiate a dialogue with the government about the effects of corruption on the youth? MESSAGE AUDIENCE BEHAVIOR CHANNELS EVALUATION Take-away Supporting Message Data Government
  25. 25. + Reporting
  26. 26. + Lessons Learned
  27. 27. + Lessons Learned
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