Strategic Communications Training Selecting the Right Tools X State MDA 1

Welcome Note Opening Remarks Programme Information 2

Roadmap for Day Selecting the right tools Breakout Exercise: Selecting the Right Tools Evaluation 3

Training Objective Improve: MDA appreciation and understanding of the need for communications plans, and selecting the right media and non-media tools to support their communications strategies and promote the success of their policies. 4

Selecting the right tools Info vs. News vs. Dialogue Revenue Reform Messages Television Newspapers Local Meetings Hotline Radio BrochuresLetters Stakeholder Government messages Television Newspapers Meetings Hotline Radio Brochures Posters Letters Publics

Tools for Internal stakeholders One-way 6 Posters Brochures Calendars Bulletin boards Others? Newsletters Staff magazines, newsletters Media reports Website, Intranet Fact Sheets, briefing papers Talking points

Two-way, interactive Questionnaires, surveys, selective interviews Seminars, presentations, workshops Radio, TV programmes Website (if interactive) Suggestion boxes Others? Tools for Internal stakeholders

Non-media Tools: External publics One-way Posters Brochures Billboards, infoboards PSAs, advertising SMS campaigns Website* (unless interactive features are in place) Two-way, interactive Surveys, focus groups Roadshows, community meetings Seminars, presentations Radio programmes Suggestion boxes Others?

Media Tools and engaging journalists One-way ings, e-news, website News releases Fact sheets, backgrounders, media kits Policy Glossaries Transcripts of news confs, speeches Two-way, interactive News conferences Interviews Briefings, seminars Radio, TV talk shows, debates, call-in programs Roadshows, site visits Focus groups, surveys, questionnaires

Advs & Disadvs of non-media tools Stakeholder Research– surveys/focus groups advantages Proven ways to understand stakeholders’ concerns, priorities, preferred communications channels, trust for messengers Engages stakeholders from the outset; new way of working Vital for crafting & targeting messages Benchmark for measuring effectiveness of comms approaches Can/should be outsourced Platform for dialogue disadvantages (1) Expensive (2) Time-consuming

Advs & Disadvs of non-media tools 11 Roadshows, community meetings, seminars advantages Personal, active engagement of stakeholders– “Good Governance at Work” Direct feedback; spontaneous Builds trust and deepens understanding Media coverage multiplies the reach to more people disadvantages Can’t predict/prepare for all issues raised Difficult to record feedback Limited participants

Advs & Disadvs of non-media tools 12 Radio programmes– panel discussions, call-in advantages Broad reach, in local language(s) Direct feedback Choice of programme topics & panelists is open Reasonably inexpensive disadvantages Can’t predict/prepare for all issues raised Skills, time needed to prepare If bad broadcast time = limited reach, impact Risk panelists do not turn up

Advs & Disadvs of non-media tools 13 Website, advantages Relatively inexpensive; all materials, readily accessible Platform for dialogue (if interactive) Complete control of content, angle; no media ‘filter’ Quick tool to reach reporters; active and passive Can cover all media– text, photos, video, sound Can be platform for dialogue disadvantages Must keep up-to-date; requires time and people Limited reach: many stakeholders have no Internet access

Advs & Disadvs of non-media tools Posters, handbills advantages Eye-catching Repeats message Passive engagement disadvantages Expensive to produce & need thousands of copies Easily removed Little control; difficult to measure succes s

Advs & Disadvs of non-media tools Brochures, hand-outs advantages Control content, messages Attractive to read Can be passed from person to person disadvantages expensive to produce & distribute; Illiteracy limits impact

News releases Pro-active; Raises media attention/interest in issues, news Make reporters’ jobs easier, faster; can decide if story covered Can control content and timing of the release only Increases chances story will reflect the emphasis wanted Forces you, officials to think through what you want to say Distribution is ‘democratic’– all outlets receive at same time Transcripts (speeches, statements, etc.) Can increase coverage-- reporters not able to do 2 events Help avoid errors, misquotes, misinterpretation– no excuses Reinforce key messages, news angles Advantages of 1-way media tools

News releases Tough competition with other releases; can get overlooked Not interactive Must follow up with phone calls to ensure receipt, inquire as to coverage Transcripts: More work & time before and after the event Disadvantages of 1-way media tools

Advs & Disadvs: 2-way media tools News conferences advantages interactive more ‘control’ than interviews “live”– key for TV, radio (video, audio material) gives reporters valued access disadvantages must have ‘news’ some journalists, editors want unique news; exclusives can’t predict reporters’ questions; hard to fully prepare cannot ensure reporters will cover it time– organization, planning; pre-conf practice, text mtls prep

Advs & Disadvs: 2-way media tools Interviews advantages opportunity for both sides to address issues in depth can be done on- & off-the-record exclusives can ‘reward’ journalists, media outlets with scoop tool for enticing international coverage easier to control the scope than press conferences, briefings builds personal relations, trust– can lead to better coverage if covered by wire service, other media may pick it up disadvantages news/messages reach only audiences of outlets covering it -- unless NAN covers

Advantages of 2-way media tools Briefings, seminars, roundtables advantages hard news not required; chance to educate reporters neutral, working setting; less organization than news conf. Briefings: assure reporters regular access; reduces ‘suspicion’ more interaction enhances transparency, builds trust cultivates better relations– breaks down suspicion Seminars, roundtables: chance for different publics to interact more control than press conferences

Briefings Demands commitment; keeping monthly, regular schedules can be difficult Seminars, roundtables Journalists must feel topic is worthwhile; especially if no hard news to report immediately afterwards Disadvantages of 1-way media tools

Q & A, Wrap-up & Next Steps 22

Selecting the Right Tools Break-Out Group Exercise 23

Evaluations & Thank you