This document discusses effective communication and anti-corruption campaigns. It begins by outlining the communication process and identifying key barriers to communication like culture and noise. It emphasizes important factors for successful communication like understanding the audience, defining clear objectives, and selecting appropriate channels and messages. The document then provides examples of mini communication strategies focusing on specific issues. It also lists various communication channels and emphasizes the importance of research, planning, monitoring and evaluation for effective anti-corruption communication.

1. Effective Communication &
Anti-Corruption Campaign

2. “The greatest problem in communication is the
illusion that it has been accomplished.”
George Bernard Shaw 1856 - 1950

3. Anti-Corruption Communication
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Communication: Our Understanding
Communication process
Barriers of communication
The most important factors
Anti-corruption communication &
campaign

4. Communication: Our Understanding
• Process of conveying information which is
understandable
• Thought/Info/
Encoding/dissemination
Decoding/Audience
Successful Communication!!!
Communication
Process

5. Communication: The Barriers
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Culture & bias
Noise
Self focus
Perception
Message error
Environmental
Stress

7. Communication: Most Important Factors
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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

8. Communication: The Skills

9. 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?
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10. 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

11. 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
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12. 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)

13. Communication: Our Job
TIB

14. Communication: The Big Picture
Vision
Mission
PDC goals & objectives
Research & Policy
Advocacy & Communication
People’s Engagement & Outreach
Change!

15. What is TI/TIB
As an organisation
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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

16. Audiences
• The public
• Policymakers, including government and
bureaucrats
• CSOs
• Bilateral and multilateral development
institutions
• The media and knowledge intermediaries

17. The key message
• Depends…
• How to act against corruption.
• From awareness building to how people can
take action against corruption.

18. 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.

19. • 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.

20. • 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.

21. Negotiation Skills: How do I Influence?
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Use logic
Bargaining capacity
Compromising attitude
Emotional intelligence
Communication skills
Power of persuasion
Information gathering capacity

22. Analysis
Strategic Design
Testing
Development &
Steps in Communication

23. Situation Analysis
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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

24. Strategic Design
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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.

25. Development & Testing
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Develop guidelines, tools and all implementation
materials
Test the concept/tools/IEC materials
Revise, make changes where necessary
Retest and finalize

26. Implementation, Monitoring &
Evaluation, Re-planning
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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