Strategic Communications Training of Trainers X State MDA

Welcome Note Opening Remarks Programme Information

Roadmap Stakeholder Mapping Training Objectives Training Agenda Strategic Communication for MDAs: Brief Overview Stakeholder Mapping Breakout Exercise: Stakeholder Mapping Q & A Wrap Up & Next Steps Evaluations

Participant Introductions Name MDA you represent Job Title What you hope to gain from the training? –Participant priorities

At the centre of it all

What is strategic communication? Getting the right messages & information… to the right people … (and by the right people) at the right time … using the right media … with the right effect!  This slide is used in Module 1 as well. Thus, is discretionary/optional for use here. May help participants understand why stakeholder mapping is central to strategic communications for policy-making A structured approach that combines information (one-way) and dialogue (two-way) methods to achieve success

The Virtuous Circle of effective policy communication Pro-active, open, targeted communication Greater public & media trust; More interest in policy, coverage participation More & better media coverage; Higher public enagement, support Better public dialogue, feedback = better public policies & services = more support for Government Higher demand for info; Better chance for Govt re-election; support for future programs This slide is purely optional for this Module. It is used in Module 1, but may be worth including here to help focus minds on what strategic communication is. Strategic Communication moves the circle clockwise A good policy environment is good for citizens, business and government alike. Even for politicians! A situation that works well for EVERYONE. Strategic communication & stakeholder engagement are key to making good policy.

Survey Results BMO Responses Government Responses How often Govt communicates with BMOs? Semi-Annually How involved are BMOs during policy design stage? Majority :not involved How informed are civil servants on policies? Minimally informed Where would you like to see improvements in Govt communication? 1)relevant policy-makers more accessible 2) forums, channels for ongoing dialogue on business environment policies 3) more effort by Govt to engage the private sector in policy-making 4) engaging the media on business environment issues Government Responses How often Govt communicates with BMOs? Monthly How involved are BMOs during policy design stage? Majority: involved How informed are civil servants on policies? Majority: effectively informed Where would you like to see improvements in Govt communication? relevant policy-makers more accessible engaging the media on business environment issues This slide is optional here (and is used in Module 1), but it may be useful to use again as a reminder to help strengthen awareness of the divergent perceptions of MDAs and their stakeholders as to the quantity and quality of communication, consultation and engagement

Training Objectives Improve: Capacitate: MDA appreciation and understanding of the need for communications plans, dept’s, personnel. Ministry capacity to develop and design effective communications strategies for policy-making or reforms. Capacitate: Ministry officials to use strategic communications within their MDAs and supporting Ministries of the state Participants to use the Toolkit, Guidebook and supporting materials to deliver strategic communications training in State MDAs

Stakeholder Mapping

Identifying Stakeholders: the communication progression Everyone goes through the same steps Different stakeholders are at different stages at different times Action! Willingness to Act Knowledge Interest Awareness

Why define our stakeholders for each communication initiative? So we choose the best: Messages Tools; Approaches Messengers Avoids risks of: not reaching priority publics; diluting our messages tuning people out, creating animosity wasting our time, money, other resources No communication can be effective unless it targets the people needed to be reached The ”general public ” is rarely our target audience We must identify key groups, sub-groups ... and opponents Policy Reform is high-stakes... politically, socially, financially Perceived to threaten the interests of officials, companies ... and therefore their families’ & livelihoods Must not ignore or marginalise ... but engage them

Prioritising stakeholders: Mapping Why prioritise? How to prioritise: Questions to answer What is the result we want to achieve? What do we need people to do?... to think? Who must receive our message in order to reach our objective? Those against, those for, internal stakeholders Who does not need it? What links exist between them (if any)?

Stakeholder categories Interested in reform and must be involved for the reform to succeed Not interested in reform, but must be involved for the reform to succeed Want to be involved, but not a “must”-- reform can succeed without them Not interested in the reform and not necessary for the reform’s success

Prioritising Stakeholders Little/No Influence Some Influence Unknown Moderate Influence Significant Support is Strong Opposes Moderately Opposes Significantly

Q & A

Coffee Break

Stakeholder Mapping Interactive Exercise

Q & A, Wrap-up & Next Steps

Participant Evaluations

Thank you