Effective Communication &
Anti-Corruption Campaign
“The greatest problem in communication is the
illusion that it has been accomplished.”
George Bernard Shaw 1856 - 1950
Anti-Corruption Communication

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•
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•

Communication: Our Understanding
Communication process
Barriers of communication...
Communication: Our Understanding
• Process of conveying information which is
understandable
• Thought/Info/

Encoding/diss...
Communication: The Barriers
….

•
•
•
•
•
•
•

Culture & bias
Noise
Self focus
Perception
Message error
Environmental
Stre...
Communication: Most Important Factors
..
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•
•
•
•
•
•
•
•

Situation analysis
Define the objectives & communications need...
Communication: The Skills
Research the Audience
Knowledge and behaviour of your target audiences
Who are they? What do they do?
In what age group?
S...
Practical Steps
Internal planning
• Leadership support and consultation
• Prepare budget
• Allocation of responsibilities ...
Mini Communication Strategy
Pick an issue: e.g. engaging young people, AI Desk at a
heath complex/medical college, helping...
Inventory of Communication
Channels
Face to face meetings

Radio

Municipal/village meeting

Other NGOs

Letters/emails/ne...
Communication: Our Job

TIB
Communication: The Big Picture

Vision
Mission

PDC goals & objectives

Research & Policy

Advocacy & Communication

Peopl...
What is TI/TIB
As an organisation
–
–
–
–
–
–

Global
Respected
Established
Growing
Leading voice
An adolescent quickly be...
Audiences

• The public
• Policymakers, including government and
bureaucrats
• CSOs
• Bilateral and multilateral developme...
The key message

• Depends…
• How to act against corruption.
• From awareness building to how people can
take action again...
Our Strategy
• A Core Group on Communications chaired by the
Executive Director and comprising members from all
divisionss...
• Continue the shift away from pure awareness
building towards messages that focus on how people
can take action against c...
• Continue to initiate more issue-based
collaboration, especially increasing the number
of issue-based partnerships that a...
Negotiation Skills: How do I Influence?

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•
•
•
•
•
•

Use logic
Bargaining capacity
Compromising attitude
Emotional inte...
Analysis

Strategic Design
Testing

Development &

Steps in Communication
Situation Analysis
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•
•
•
•
•

•

Determine relevance of the problem
Determine severity & causes
Indentify social, cultur...
Strategic Design
•
•

•
•
•

Set communication objectives that are Specific,
Measurable, Appropriate, Realistic and Time-b...
Development & Testing
•
•
•
•

Develop guidelines, tools and all implementation
materials
Test the concept/tools/IEC mater...
Implementation, Monitoring &
Evaluation, Re-planning
•
•
•
•
•
•
•
•

Produce & disseminate
Mobilize key stakeholders
Mana...
Effective communication presentation
Effective communication presentation
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Effective communication presentation

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Presenter Sazzad vai from TIB

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Effective communication presentation

  1. 1. Effective Communication & Anti-Corruption Campaign
  2. 2. “The greatest problem in communication is the illusion that it has been accomplished.” George Bernard Shaw 1856 - 1950
  3. 3. Anti-Corruption Communication • • • • • Communication: Our Understanding Communication process Barriers of communication The most important factors Anti-corruption communication & campaign
  4. 4. Communication: Our Understanding • Process of conveying information which is understandable • Thought/Info/ Encoding/dissemination Decoding/Audience Successful Communication!!! Communication Process
  5. 5. Communication: The Barriers …. • • • • • • • Culture & bias Noise Self focus Perception Message error Environmental Stress
  6. 6. Communication: Most Important Factors .. • • • • • • • • • Situation analysis Define the objectives & communications need analysis Message 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
  7. 7. Communication: The Skills
  8. 8. 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 Political views Literacy rate Are they really affected by the problem? Do they really need it What change of behaviour you want from them? Are they in a position to change their behaviour? Will it sustain? …
  9. 9. Practical Steps Internal planning • Leadership support and consultation • Prepare budget • Allocation of responsibilities & tasks • Who will measure, evaluate and adjust? • Setting up a timeline for action
  10. 10. 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 2. Message 3. Expected results 4. Challenges 5. Strengths 6. Tactics and targets(daily news, social media, TV, billboard, leaflets?) 7. Monitoring & Evaluation 8. …
  11. 11. Inventory of Communication Channels Face to face meetings Radio Municipal/village meeting Other NGOs Letters/emails/newsletters/SMS TV, Video Podcasts, webcasts, live chat Print media Phone call, Teleconference Outdoor billboards Through Stakeholders channels Community meetings / theatre Through third party endorsers (worker unions, civil society) and their channels Paid advertising Brochures/reports Public Hearings / protests Internet Traditional mail Beneficiary driven communications Petitions Social media (blogs, Twitter, Facebook, YouTube)
  12. 12. Communication: Our Job TIB
  13. 13. Communication: The Big Picture Vision Mission PDC goals & objectives Research & Policy Advocacy & Communication People’s Engagement & Outreach Change!
  14. 14. What is TI/TIB As an organisation – – – – – – Global Respected Established Growing Leading voice An adolescent quickly becoming an adult Our image – 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 are high
  15. 15. Audiences • The public • Policymakers, including government and bureaucrats • CSOs • Bilateral and multilateral development institutions • The media and knowledge intermediaries
  16. 16. The key message • Depends… • How to act against corruption. • From awareness building to how people can take action against corruption.
  17. 17. Our Strategy • A Core Group on Communications chaired by the Executive Director and comprising members from all divisionss. • A closer integration of research and advocacy for all research projects. • Using success stories in a systematic way, in order to document the intangible impact of TIB’s communication work. • Assess communication activities on a regular basis. • A research strategy that ties in with the communication strategy.
  18. 18. • 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 theatre groups. •Closer collaboration between CCCs and elected bodies at the local level.
  19. 19. • 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 increased dialogue. • Continue to strengthen TIB as an institution, so that communication with the media becomes an institutionalised process.
  20. 20. Negotiation Skills: How do I Influence? • • • • • • • Use logic Bargaining capacity Compromising attitude Emotional intelligence Communication skills Power of persuasion Information gathering capacity
  21. 21. Analysis Strategic Design Testing Development & Steps in Communication
  22. 22. Situation Analysis • • • • • • • Determine relevance of the problem Determine severity & causes Indentify social, cultural and economic challenges facing the audience Develop a clear statement on how the problem will be addressed Carry out research, listen to the audience – their needs and priorities. 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 stakeholders
  23. 23. Strategic Design • • • • • Set communication objectives that are Specific, Measurable, Appropriate, Realistic and Time-bound (SMART) Develop program approach and how it is expected to change behavior Determine channels/tools Draw an implementation plan and work schedule Develop a monitoring and evaluation plan to assess impact and the need of further modification.
  24. 24. Development & Testing • • • • Develop guidelines, tools and all implementation materials Test the concept/tools/IEC materials Revise, make changes where necessary Retest and finalize
  25. 25. Implementation, Monitoring & Evaluation, Re-planning • • • • • • • • Produce & disseminate Mobilize key stakeholders Manage & monitor programs Adjust based on monitoring Measure outcome and assess impact Disseminate results Determine future needs Revise &redesign program

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