1. Strategic Communications Training of Trainers X State MDA

2. Welcome Note
Opening Remarks
Programme Information

3. 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

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

5. At the centre of it all

6. 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

7. 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.

8. 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

9. 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

10. Stakeholder Mapping

11. 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

12. 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

13. 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)?

14. 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

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

16. Q & A

17. Coffee Break

18. Stakeholder Mapping
Interactive Exercise

19. Q & A, Wrap-up & Next Steps

20. Participant Evaluations

21. Thank you