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Communications Strategy for the Flagship Report


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Communications Strategy for the Flagship Report

  1. 1. UNDP IPC-IGCommunications Strategy International Policy Centre for Inclusive Growth (IPC-IG) Flagship Report on Social Protection, Employment, and Inclusive Growth
  2. 2. Communications Strategy 2Flagship Report: The context and key issuesThe International Policy Centre for Inclusive Growth (IPC-IG) flagship report will serve ascomplimentary material to the report that UNDP-ILO have been asked to produce for the G20 incooperation with other development agencies. The IPC-IG report will explore some of the critical issuesregarding inclusive growth as well as look into policy trade-offs and synergies.This flagship report will have a three-fold focus on the topics of Social Protection, Employment andInclusive Growth. The report will echo the research that has been conducted on social protection andemployment in the context of emerging economies and developing economies. The research areas willholistically address the issues that are relevant to the issues that will be raised at the G20 meeting inCannes France.The thematic elements will include the topics of food security, green jobs, adaptive social protection,with productive inclusion of food, energy, and natural resources. Case studies will contextualize thesethematic areas with examples from emerging nations.Growth will be the mantra of this flagship report, through social protection, employment, andinclusivity. The main objective of the report will be to build policy dialogue around these issues byadding volume to the voices that often go unheard and faces that often go unseen.The Communications Approach Media Web Product ion a. Objectives o We live in a globalized world that is more connected than ever before through communications, politics, social issues, etc. It is important that the findings that are outlined in the flagship report are presented to a global audience of policy makers, government officials, and social protection advocates. The exposure of the flagship report
  3. 3. Communications Strategy 3 will be dependent upon the communication strategy and it will impact the social policies centered around these topics. o The objective of the communications strategy is to promote the findings of the flagship report that will be produced by IPC-IG. The report will consist of information on social protection, employment and inclusive growth. The communications plan will capitalize on the main findings and raise awareness on the importance of these issues on a global scale. o The communication strategy will aim to design a multifaceted approach that will consist of media, web, and production elements. These three elements will allow for flagship report to gain recognition on a multitude of levels and reach different audiences. b. Target Audiences o The target audience for the flagship report predetermines the strategy that will be taken to implement a successful marketing campaign. There must be a strong congruence between the designated audience and the elements that communications uses to reach that audience. o The flagship report target audience will consist of policy makers, government officials, G20 member states, UN agencies, representatives, OECD, Public internationals, and international media outlets. o The main goal of the communications strategy will be to engage policy makers that are interested in learning about social protection, employment and inclusive growth.Communications Tools and Mechanisms 1) Media Engagement Strategy a) Concept and Priorities i) Media engagement is an important element in strategizing effective exposure for the flagship report. International media engagement is key, it gives the report an anchor of credibility and legitimacy. Part of the communications strategy is to have international news outlets publish information about the report. The more publicity, the better, this report will address many of the issues that are happening on a global scale. Through the creation of press releases, media alerts, pressroom posts, etc. the IPC communications team will create a line of consistency so that news outlets can publish the designated information related to the report. b) Activities and Methodologies i) Production of Articles (1) The articles will be centered around the issues of social protection, employment, and inclusive growth. The articles will outline the main findings of the report to present in
  4. 4. Communications Strategy 4 a news format. Quantitative and qualitative research will be a vital component of the articles that communications produces. By echoing the issues presented in the flagship report the articles will serve as an anchor of supplementation. ii) Networking and Partnership Building (1) Networking and building partnerships will allow for the publicizing of the report to be integrative across the board. By partnering up with other news agencies we can make sure that our flagship report generates journalistic coverage. iii) Monitoring and Evaluation (1) The monitoring and evaluation of the media will allow us to prognosticate the efficacy of the communications strategy. 2) Blog Campaign a) The blog campaign will be under the web initiative and it will allow the flagship report to build an online presence that will add to the visibility component of the communications strategy. The blog campaign will consist of generating online volunteers to blog about the key areas of the flagship report. b) This initiative was implemented with great success in the past and we forecast a similar outcome. 3) Social Media Strategy a) The social media strategy will mostly be in the sphere of public relations. This strategy is one of the most effective and fiscally efficient methodologies of publicizing. Through media vehicles such as: facebook, twitter, youtube, etc. we will enhance the visibility of the flagship report. We will also be able to target a more segmented audience, people who “like” us on facebook, follow us on twitter, and subscribe to us on youtube are already people who are interested in the work that IPC does. We are able to reach this audience free of charge. 4) Why Social Media? a) In today’s growing technological world, the real question is “why not social media?” It is a tool that can be used very effectively if strategically implemented. b) Social media is one of the few mediums that allows users to directly target their designated audience FREE of charge. With other popular mediums such as television and radio advertisers have to pay to broadcast their message or promote their organization, company, product, etc. With social media you have a very different dynamic. You are able to broadcast your message free of charge and select your audience down to the psychographics of who you want to target (down to age, location, number of kids, house hold income, etc.) c) The IPC-IG social media pages are already developed with an audience of (facebook likes 764, twitter followers 3227, youtube subscribers 30) 4,021 people. This is important to note because it allows us to gauge the reach of our message through these social media tools. 5) The Tools
  5. 5. Communications Strategy 5 i) Facebook (1) Facebook will allow us to post pictures, videos, and messages related to the flagship report. We will launch a campaign on facebook that will mirror the launch of other flagship reports. This will increase accessibility and visibility, two main tools that are necessary when launching a publication of this magnitude. ii) Twitter (1) Twitter will allow us to tweet brief messages that contain links and messages about the flagship report. It will also generate a buzz around the flagship report. By partnering with sister agencies we can utilize their followers to have accessibility to the link of the flagship report. (2) We will create hashtags that are centered around key words of the report, it can be the title, IPC_flagship, etc. This will help us measure the amount of people who are using the hashtag on twitter. iii) Youtube (1) Youtube is going to be a powerful tool in this campaign since we are going to capitalize on video production to conduct interviews, public service announcements, and publicizing the flagship report as well as the key findings. (2) We have seen other UN sister agencies capitalize on the potential of youtube. Unicef and UN Women both created videos outlining their main findings. This is an effective approach because it visually supplements the flagship report by adding the faces behind the words, numbers, and facts. (3) The Youtube campaign will consist of short videos consisting of interviews. This element will be further discussed in the following section. 6) Video Production: Innovative Approaches to Outreach and Engagement i) Interviews (1) The interviews will consist of researchers of the flagship report. The researchers will discuss their main findings. The interview element will give a more analytical assessment of the report in a conversational setting. The interviewees will be asked to talk about the main parts of the report and present their findings. ii) Final Footage 7) Web Development Strategy i) The South-South Learning on Social Protection Gateway (1) The South-South learning on social protection gateway will serve as the main website for the IPC flagship publication. There will be a section that will be solely dedicated to the findings of the flagship report. ii) Forums
  6. 6. Communications Strategy 6 (1) The forums that will be created will be designed to build dialogue around the thematic areas around social protection, food security, inclusive growth, etc. This will give users the opportunity to engage in the findings of the report and discuss and analyze the effects. 8) Design and Production i) The quality of the design is an important element of the flagship report. Making sure that the flagship report is visually engaging will be key. ii) This is an example of a flagship report that was published by UN Women. This was their first flagship report, it is entitled “Progress of the World’s Women: In the Pursuit of Justice” iii) This is going to be IPC-IG’s first report therefore we have to make sure that the content is reflected in the imagery of the report.Launch Architecture1) The launch architecture will consist of generating globalized exposure to the flagship report. Bylaunching in the following major cities, UNDP IPC will be able to gain coverage on an internationalscale. The major launches will be in New York, Washington D.C, London, Brussels, Paris, Brazil,Mexico, Bangkok, New Delhi, Johannesburg, and Cairo. Senior flagship researchers will travel to themajor launch cities to present the main findings of the report. There will also be a series of partnershipcities that will launch the report locally. 1. Before each launch we will send out press releases to the key media outlets in each of our launch locations. This will allow us to gage a segmented audience. The following list outlines the media in each region that IPC will be launching its flagship report. § NY (Major launch)
  7. 7. Communications Strategy 7 • New York Times • New York Post • The Economist • Wall Street Journal • Daily News • El Diario La Prensa • New York Amsterdam • The Village Voice § Australia (Major launch) • Australian Broadcasting Corporation (ABC) • Special Broadcasting Service (SBS) • The Australian • The Sydney Morning Herald • The Daily Telegraph • The Age • The Herald Sun • The Australian Financial Review § Washington D.C • The Washington Post • The Washington Times • The Washington City paper § London • BBC • Evening Standard • Metro • London Weekly • Financial Times • The Guardian § Brussels • De Financieel Economische Tijd • De Morgen • De Standaard • Het Laatste Nieuws • La Derniere Heure • La Libre Belgique • Le Soir § Paris • Courrier International • International Herald Tribune • Le Figaro
  8. 8. Communications Strategy 8 • Le Monde • Le Monde Diplomatique • Le Nouvel Oberservateur • Le Parisien § Brazil • Correio Braziliense Brasília • Estado de Minas Belo Horizonte • O Estado de S. Paulo São Paulo • Folha de S. Paulo São Paulo • O Globo Rio de Janeiro § Mexico City • Cuestion • Diario de Mexico • Diario Oficial de la Federacion • El Economista • El Financiero • El Heraldo de Mexico • El Sol de Mexico • El Universal • Esto Etcetera • Expansion • La Cronica de Hoy • La Prensa • Novedades Reforma • Tiempos del Mundo • Uno Mas Uno § Bangkok • Thai Rath • Bangkok Post • The Nation • The Daily Xpress • The Asian Wall Street Journal • International Herald Tribune • True Visions (formally UBC) • TTV • PTV • ASTV § New Delhi • Hindustan Dainik • The Hindustan Times
  9. 9. Communications Strategy 9 • Times of India • The Hindu • Indian Express • Business Standard § Cairo, Egypt • Al Ahram • Al Gomhuria • Al Messa • Al Osboa • Al Wafd • Business Today Egypt • Cairo Times • Egyptian Gazette • Egyptian Mail • Le Progres Egyptian • Middle East Times • Proges Dimanche o The events will be in partnership with local events related to the topics in the flagship report. It is better to build relationships with other organizations as opposed to launching the events independently. The partnership and collaboration will secure a segmented audience that is directly interested in the findings of the flagship report. 1. PARTNERSHIPS a. Collaborative events will ensure prominent visibility. By identifying key events that will coincide with our launch we will able to partner and have a local organization on the logistical end. b. There will be a series of events that will prelude the launch of the flagship report in Australia. i. September 1. September 6th Switzerland, Geneva a. Launch of UNCTADs Trade and Development Report 2011 "Post- crisis policy challenges in the world economy" will be the focus of UNCTAD´s Trade and Development Report 2011. The Report will address the question of what lessons have policymakers drawn from the crisis for reforming the international monetary and financial system and the design of macroeconomic policies 2. September 7th-9th Hamburg, Germany a. PEGNet Conference 2011: Poor Countries, Poor People and the New Global Players GIGA German Institute of Global and Area Studies, (Fabio presentation on Brazil Sept 8) 3. September 13th Jakarta, Indonesia
  10. 10. Communications Strategy 10 a. Social Dimensions of inclusive growth in Asias MICs - ADB workshop 4. September 14 -15 Beijing, China a. CASS Conference The role of labor market in inclusive growth in China" 5. September 18 -20 Paris, France a. G20 DWG 6. September 19th NYC, USA a. General Assembly High-level meeting non-communicable diseases IPC may support side event on IBSA and health innovation 7. September 20-21 South Africa a. High-Level Conference on Social Protection, Economic Growth, Poverty and Equality in South Africa: Lesson from the BRICS Johannesburg, South Africa, Fabio presentation on Brazil 8. September 19th Washington DC, USA a. World Bank/IMF 2011 Annual Meetings September 23 -25 9. September 25-27 Cannes, France a. G20 Ministerial Meeting G20 « Work and Employment 10. September 26-28 Bogotá, Colombia a. TT-SSC pre-Busan workshop, ii. October 1. October 3 India a. Rathin Travel to Madrid and Geneva The Delhi Ministerial Dialogue on “Green Economy: Integrating Poverty Eradication, Food Security and Energy Security” (by: India) 2. October 6th and 7th Geneva a. UNDP ILO meeting 3. October 10th and 11th a. Rathin leave in India Green Economy & Sustainable Development: Bringing Back the Social Dimension - UNRISD 4. October 14 Brasilia, Brazil a. IBSA Dev Forum Itamaraty/DIBAS to advise on dates and IPC contributions 5. October 17 China a. International Poverty Forum China Rathin to present 6. October 18-19 South Africa a. IBSA 7. October 25 Addis Ababa, Ethiopia a. African Economic Conference 2011 iii. November 1. November 3 -4 Cannes, France
  11. 11. Communications Strategy 11 a. Cannes Summit 2. November 9 a. UNDP: Launch of the 2011 Human Development Report 3. November 29 South Korea a. Fourth High Level Forum on Aid Effectiveness, Busan 4. November 30 South Africa a. UNFCCC COP 17: (November 28-Dec 2) iv. December 1. December 5-9 Rome, Italy a. Rome Global South-South Development Expo 2. December 19 a. United Nations Day for South-South CooperationAnnex1. Budget Proposal It is important that we implement a multifaceted marketing campaign to Launch events ensure that the flagship report reaches Advertising the designated audience. The following Printing budget proposal will serve to outline the Transportation Production costs that will be incurred through the implementation of the communications strategy.2. Expense report Expense Report Projected Expense Actual Expense Advertising $5,000
  12. 12. Communications Strategy 12 Launch events (Room rental for launch events that will not $30,000 consist of partnerships) Launch event (food/drinks and other related $10,000 expenditures) Printing of the Flagship reports (Dependent on many variables: amount of copies, size, TBD color, etc.) Video and photography of the flagship $3,000 launch event Travel/Transportation expenditures(Estimate of 20 Trips at $1,000 each examples: Brasilia to Geneva Sept 6th is $1,256, $20,000 Brasilia to Jakarta, Indonesia $2260 for Sept. 12) Contingency Fund This should consist of 20% of the total (20% of 58K $12,000) projected expenses. Total $58,000