1. Which Channels And how to access them? Ali Karami Ruiz
OECD Trade Communications Conference | Integration versus Isolation
Which Channels
And how to access them?
Ali Karami Ruiz
Director, Policy and Communications
Sherpa to the B20

2. IDENTIFYING channels 7 takeaways FROM HEADS OF COMMUNICATIONS ROUNDTABLE
Integrating communications and policy
Past focus on facts and positive stories at ‘macro’ level
Need to use facts and numbers and translate them at individual level
Overreliance on gloomy pictures
Grassroots communications and engagement with other stakeholders
Social media is important, but early and consistent dialogue is needed
Listening: communicating ‘with’ audiences, less ‘to’ them

3. IDENTIFYING channels Communicating directly to public audiences?
Current model
Main audience: governments and policymakers
The evolving context
The future
New audiences: public audiences and stakeholders?
The challenge: always easier to sell bad news!

4. Translating insights developing materials that individuals can relate to
Aggregate data
Policy makers and experts
Easy-to-understand messages
Personal experience
Concrete facts
Public audiences and stakeholders

5. Translating insights relating to individuals - EXAMPLES

6. … but also Psychographics.
Maximizing impact Using channels to gain insights on anti-trade sentiment
Demographics, …
Geographics, …
… but also Psychographics.
65%
Of Americans between support TPP, but only 41% of those aged 50+
Regions voting leave and remain in the Brexit referendum
Aggregated insights into personalities, values, attitudes, interests, lifestyles.
Job losses and lower wages US
50%
GER
17% 68
Lower food, auto, environ. standards US
12%
2 out of 3 UK residents with high-school education as highest qualification voted to leave the EU
GER
61%
68 Facebook likes are needed to predict skin color with an accuracy of 95%, sexual orientation (88%) or party affiliation (85%).
Answers to why FTAs are bad for the country

7. “ ” BUSINESS RECOMMENDATION
Develop channels and materials that communicate the OECD’s work on Global Value Chains, Trade in Value-Added, Services Trade Restrictiveness and the adverse consequences of protectionism more effectively to public audiences and governments, providing easy-to-understand messages, experiences, and concrete facts. ”

8. Going forward “
Communication: start earlier and develop big picture messages
How trade looks like: Planet NPR’s t-shirt is a great example
OECD: we need facts that resonate with non-technical audiences to overcome simplistic rhetoric ”

9. Which Channels And how to access them? Ali Karami Ruiz
OECD Trade Communications Conference | Integration versus Isolation
Which Channels
And how to access them?
Ali Karami Ruiz
Director, Policy and Communications
Sherpa to the B20