C O M M U N I C A T I O N I N A N E W C E N T U R Y PRSPs: Fostering Public Debate through Media Experiences from the Panos Institute Sida/World Bank Meeting on Strategic Communication for Poverty Reduction March 2004

C O M M U N I C A T I O N I N A N E W C E N T U R Y PRSPs: The Starting Point “The open and participatory nature of the PRSP approach is regarded by many as its defining characteristic and its most significant achievement” »IMF/World Bank, 2002 “Too many capacity building efforts have foundered in the past because they have not been rooted in local ownership” »Jim Wolfensohn, 1999

C O M M U N I C A T I O N I N A N E W C E N T U R Y Principles underpinning Panos’ work on PRSPs Ownership depends on public debate, not just on participation and consultation Issues surrounding PRSPs placed in the public arena and subject to analysis and comment by different actors, including those with most at stake. The media is critical to enabling such a process

C O M M U N I C A T I O N I N A N E W C E N T U R Y Principles underpinning Panos’ work on PRSPs Panos a facilitator for public debate – a neutral actor on content of PRSPs A focus on: – providing credible, accessible, dispassionate information; –creating spaces for public debate through the media; –creating channels for poor people to have their voices heard in the public arena

C O M M U N I C A T I O N I N A N E W C E N T U R Y Activities to date Reports commissioned in 5 countries on public debate and media reporting of PRSPs and allied print features and radio outputs. Report Reducing Poverty: Is the World Bank’s strategy working disseminated to media, policy makers, donors and development decision- makers globally Informal advice to the World Bank’s strategic communication work

C O M M U N I C A T I O N I N A N E W C E N T U R Y Activities to date (2002 – 2003) National media briefings and capacity building programmes: –Uganda: Of 30 senior journalists/editors surveyed, only two had heard of a PRSP; workshop held for 35 media and CSO organisations plus briefing for editors; –Zambia: Report commissioned and published by University of Zambia Dept. of Mass Communications – media report what government says, not what is happening on the ground. Workshop for 35 media participants on PRSPs and NEPAD – journalists went on to form Frades Alliance, dedicated to highlighting economic plight of rural people in the media. Roundtable meeting of editors also organised, and workshop for community radio stations. –Lesotho in partnership with the Media Institute of Lesotho and the Lesotho Council of NGOs (LECONGO): Workshop for 18 journalists, and second roundtable for editors organised on PRSPs. Plans for radio debates as follow up.

C O M M U N I C A T I O N I N A N E W C E N T U R Y Activities to date (2002 – 2003) National media briefings and capacity building programmes: –Ethiopia: Study of civil society participation, concluding very poor coverage of PRSP, partly because of media structures, partly poor engagement of CSOs/NGOs with media; facilitation of 3 consultation workshops with pastoralists in west, east and south of the country. –West Africa (regional): regional workshop on economic analysis and media approaches to poverty reduction with 17 journalists (with IDRC) from Benin, Burkina Faso, Ivory coast, Mali, Mauritania, Niger, Senegal, and Togo – 6 national newspapers undertook to publish monthly reports on poverty related issues from journalists; Cotonou and Ouagadougou workshops bringing together researchers and journalists; PIWA publication Facts and documents on poverty –Benin: national seminar Radio, civil society and ICTs: strategies on poverty reduction; workshop for CSOs on poverty reduction; 6 month programme of twice monthly radio debates in which 5 five rural radio stations and the national radio ( ORTB) invite Civil society members to discuss issues related to poverty –Malawi: Workshop for 50 media and CSO representatives on role of the journalist in monitoring the Malawi PRSP, and follow up workshop with Malawi Association of Media Women. Debates with community radio stations.

C O M M U N I C A T I O N I N A N E W C E N T U R Y Key conclusions Very low level of awareness of PRSP processes within media of PRSP countries; Reporting when it happens is disengaged and formulaic; Lack of technical skills within the journalism corps to report on economic development and sectoral specific issues such as health, education and agriculture Poor relationship between government and journalists hindering investigative and strong coverage of PRSP related issues Lack of interaction between NGO/CSOs and media which could lead to greater understanding and engagement by media Media outlets increasingly demanding payment for coverage of development related issues Urban bias of media Strategies to engage media have often not adjusted to new media environments Some fundamental issues of media engagement with poverty related issues

C O M M U N I C A T I O N I N A N E W C E N T U R Y A changing media environment: marginalising poverty? An increasingly democratic, plural and complex media landscape An increasingly commercial, advertising driven, consumer oriented media Decline of investigative journalism, economic journalism heavily focused on a narrow business agenda Explosion of radio, particularly commercial FM radio, and community radio provides new opportunities for public debate The talk show host can be as effective as the traditional journalist in generating public understanding and debate on key poverty related issues New strategies developing to communicate grassroots perspectives to national audiences, including policymakers (listening clubs, oral testimonies, fellowships etc)

C O M M U N I C A T I O N I N A N E W C E N T U R Y Is training the solution? Training: Pros Little or no understanding and awareness of the issue among journalists Demonstrable potential for training and increasing understanding of PRSPs, particularly with: Owners, editors and gatekeepers Financial news organisations within relevant countries Cons What is reporting? Public debate on poverty related issues less and less possible through conventional strategies of engagement with mainly print journalists

C O M M U N I C A T I O N I N A N E W C E N T U R Y Improving media coverage: a necessity for PRSPs, an opportunity for pro poor media PRSPs can be a catalyst for greater debate and more effective engagement of media in poverty related issues. Strategic communication is important, but needs to reflect both the demand and need not only to inform but to foster debate and increase voice in society – get people talking! A need for broader based debate strategies designed BOTH to improve public understanding and foster greater public engagement – particularly the voices of poor and marginalised peoples – in public debate.

C O M M U N I C A T I O N I N A N E W C E N T U R Y Panos debate strategies – four countries Fostering of debate strategies in four countries: Kenya, Mozambique, Pakistan and Bolivia Oral testimonies gathered in focus countries by local journalists from people living in poverty; at least half will be from women. Short background Briefing on Poverty Reduction Strategies, for journalists in the focus countries and globally. Workshops in each of the four countries, bringing together national media, policymakers and other stakeholders Form strategic relationships with radio stations, particularly private/community stations - Interworld Radio Features to form foundation of strategic engagement with talk show hosts, DJs in commercial and public media to foster debate on PRSPs.

C O M M U N I C A T I O N I N A N E W C E N T U R Y Panos debate strategies – four countries Media Toolkit, developed specifically in each focus country, containing key information for journalists covering poverty reduction strategy issues. In-country media outputs: grants to media houses (print and radio) and journalists in the focus countries, to support research and production of reports and analysis of PRS issues - half the grants will be made to women journalists. Global media outputs: 12 Panos Features (print) commissioned from journalists in the focus countries or covering relevant topics from other countries; 10 InterWorld Radio features, also in or relevant to the focus countries. Panos Report drawing lessons and conclusions from all these experiences and activities. Implemented by Panos Southern Africa, Panos Eastern Africa, Panos London with other activities by Panos South Asia, Panos West Africa

C O M M U N I C A T I O N I N A N E W C E N T U R Y International strategies Alliance with Television Trust for the Environment (TVE) producing programme series for broadcast on BBC World Service TV Work with Overseas Development Institute both on PRSPs and Chronic Poverty Continuing engagement with World Bank Institute and in country WB offices