1. 5th Capitalization Meeting Communication Training
Support to and Capitalization on the EU Land Governance Program in Africa
5th Capitalization Meeting
30 May – 01 June 2017
Communication Training

2. Outline ● Introduction ● Meaning of Communication in Strategy
● Theory of Change of Communication Strategy
● Internal Communication Strategy: Key Actors
● Process of Communication among Key Internal Actors
● Internal Actors’ Information Needs & Responsibilities
● Messaging
● Communication Products and Channels
● External Communication Strategy – Key Stakeholders
● Key External Stakeholders – Mandates & Information Needs
● Communication Functions & Engagements of Project
● Targeted Messages and Communication Products & Channels
● Conclusion

3. Introduction
■ Communication is given due attention in the project document when it fleshes out its effective outcomes, outputs and activities (particularly with outputs 1, 2, and 4).
■ Output one highlights that awareness of the convergence and synergy of VGGT and F&G is increased, as well as the integrated implementation of VGGT and F&G is also strengthened.
■ Output two stipulates support to capacity development on governance of tenure and land policies in Africa.
■ Output four outlines the provision of support to the In-country Projects, strengthening partnerships and exchanges.

4. Meaning of Communication in Strategy
■ Communication is defined as a process of exchanging information, aimed at mutual understanding between different stakeholders.
■ Communication is best viewed as a two-way process with “participation” and “dialogue” as crucial elements.
■ Communication is also central in influencing policy makers and legislators in their decision making processes on tenure issues.

5. Theory of Change of Communication Strategy
GOAL: Sustain increased awareness and capacity development on VGGT and F&G, position the Project’s technical team and financial supporters in the spotlight, and support the integrated implementation of the VGGT and F&G in Tranche one and two countries as well as the whole of Africa.
Long Term Goal: Visibility and Partnership Building
Short Term Goal: Awareness, Engagement and Knowledge Exchange
Strong partnership sustained between Project and funding agencies
Various actors are engaged for effective Project implementation
Visibility of financial supporters of Project upheld and improved
Continued knowledge exchange of efforts of Project are espoused
Visibility of impact of projects at three levels upheld and improved
Stakeholders get tailored information on consolidated implementation of VGGT and F&G
Integrated Communications Strategy guides communication and advocacy roles of Project

6. Internal Communication Strategy
Key Actors
■ Project owners (national and local governments)
■ Project implementers (FAO, international and continental technical organizations, INGOs and consultants and in-country technical working groups)
■ Transversal and Pan-African/continental level Project coordinators
■ Funding partners
■ FAO HQ & LPI

7. Process of Communication among Key Internal Actors
Transversal Project
In-country Projects
Funding Partners
Pan-African Component of Project
FAO HQ & LPI

8. Internal Actors’ Information Needs & Responsibilities1
In-country Project Owners & Implementers
Manage projects & undertake knowledge exchange activities
Mechanisms of implementing the VGGT and F&G in an integrated manner 2
Transversal level Coordinators
▪ Provide and receive information to and from other actors
▪ Ensure visibility of donors
Developments in integrated implementation of VGGT & F&G 3
Pan-African level Coordinators
Scale up learning & lessons learnt across Africa & beyond
Best practices & replicable models on consolidated implementation of VGGT & F&G 4
Funding Partners
Avail finances & monitor implementation of in-country projects
▪ Progress of in-country projects
▪ Success stories, best practices, models, etc. 5
FAO HQ & LPI
▪ Provide standard tenure resources (i.e. VGGT & F&G materials)
▪ Technical assistance
Want to access evidence generated

9. Messaging ■ Strategy has key (core), primary and targeted messages.
■ Key (core) messages brand the Project and are repeated in all channels.
■ Key and primary messages can be used for internal and external communications purposes
■ Targeted messages are designed for external communications reasons.

10. Core Messages
■ Responsible governance of tenure is central for the eradication of hunger, food insecurity and malnutrition.
■ The integrated implementation of the VGGT and F&G spurs agricultural growth, maximizes economic development, and ensures the sustainable use of the environment.
■ Secured rights of women to land is at the heart of the integrated implementation of the VGGT and F&G.
■ The EU and SDC are keen on the eradication of poverty and food insecurity in developing countries through the promotion of VGGT and F&G.

11. Communication Products and Channels
■ Events organization
■ Websites
■ Publications
■ Reports
■ Web-based knowledge management platform
■ communication
■ Skype and phone communication

12. External Communication Strategy
Key Stakeholders - National & Local Level
■ Sectoral ministries, land agencies and institutions, and local government
■ Traditional authorities and customary institutions
■ Smallholder farmers, natural resource users, and urban dwellers
■ Civil society
■ Academia
■ Private sector
■ Media

13. External Communication Strategy
Key Stakeholders - Regional Level
■ Regional economic communities (RECs)
■ Regional networks, such as
• Pan-African Program on Land and Resource Rights (PAPLRR)
• LandNet Africa

14. External Communication Strategy
Key Stakeholders - Continental Level
■ African Union (NEPAD)
■ Economic Commission for Africa (LPI)
■ African Development Bank
■ Pan-African Parliament
■ Pan-African Farmers’ Organization
■ CSO Platform

15. External Communication Strategy
Key Stakeholders - International Level
■ Food and Agriculture Organization of the United Nations
■ Committee on World Food Security
■ European Union and Swiss Agency for Cooperation and Development
■ Media Outlets

16. Key External Stakeholders: Mandates & Information Needs1
Sectoral Ministries & Others
Drivers of land (tenure) policy development and implementation
Responsible governance of tenure in the form of contextualized tenure guidelines, frameworks, etc. 2
Smallholder Farmers & Others
Execute responsible governance of tenure processes
Ideals of the responsible governance of tenure and successes of in-country projects 3
Civil Society
Perform a liaison role
The integrated implementation of the VGGT and F&G 4
Media
Inform, explain and engage different audiences
Thematic researches and success stories 5
Regional Economic Communities (RECs)
Harmonize activities of Member States (of Africa), strengthen policy
Developments on processes of land policy dialogues and results, the integrated implementation of the VGGT and F&G 6
African Union (NEPAD)
Guarantee sustainable food security and ensure economic prosperity
Trends of the integrated implementation of the VGGT and F&G 7
Economic Commission for Africa (LPI)
Generate evidence on tenure issues
Contributions of VGGT & F&G for realizing tenure security, etc.

17. Communication Functions & Engagements of Project

18. Targeted Messages and Communication Products & Channels
Stakeholders
Targeted Messages
Communication Products
Communication Channels
Sectoral Ministries & Others
We support and allocate budgets for land reform.
Our laws support women land rights.
We support community involvement in land decisions.
Information factsheets, guides and manuals, training videos, e-learning products, easy to use research reports, contextualized capacity development tools
Policy briefs, good practice factsheets, issue papers, posters, in-country project reports, and documentary videos
Consultation meetings, validation workshops, steering committee meetings, training of trainers’ workshops, project review and planning meetings, communication
Roundtable discussions, ministerial dialogues, expert group meetings, participation and presentation at national events, and learning forums

19. Targeted Messages and Communication Products & Channels
Stakeholders
Targeted Messages
Communication Products
Communication Channels
Smallholder Farmers & Others
We support women’s land rights for increased productivity.
Supporting women’s land rights ensures food security.
Land reforms for our improved livelihoods and better future.
We support sustainable land use to protect the environment.
Drawings, mini dramas in audio and video products, folk songs
Cartoons, leaflets (For urban dwellers)
Farmers’ associations, cultural networks and systems, community radio programs and dramas, consultation meetings, community theaters
Participatory theater A form of theatre where the audience interacts with the performers or presenters

20. Communication Products Communication Channels
Targeted Messages and Communication Products & Channels
Stakeholders
Targeted Messages
Communication Products
Communication Channels
Civil Society
We support transparency and accountability in land reform.
Together, we achieve more.
Our land use must protect the environment.
Brochures, issue briefs, experience factsheets, easy to use research reports, policy briefs, multimedia products
CSOs workshops and trainings, project review and planning meetings, CSOs platform, policy reform conferences, communication, documentary videos, learning forums, multi-stakeholder technical committee meetings

21. Communication Products Communication Channels
Targeted Messages and Communication Products & Channels
Stakeholders
Targeted Messages
Communication Products
Communication Channels
Media
Land stories are about lives.
Land stories are newsworthy.
We report responsibly and sensitively on land.
Press releases, media briefs, in-country project reports, issue briefs, easy to use research reports, policy briefs, good practice factsheets, learning guides, multimedia products
Press conferences, media training workshops, project launch events, annual general meetings, learning tours and forums

22. Targeted Messages and Communication Products & Channels
Stakeholders
Targeted Messages
Communication Products
Communication Channels
Regional Economic Communities (RECs)
Support stakeholder dialogue on land governance for friendly policy formulation and implementation.
Evidence-based and responsible land reforms central to achieve food security of African nations and the economic integration of sub-regions.
Support platforms for integrated management of shared natural resources.
Good practice factsheets, brochures, issue briefs, simplified research reports, guides and manuals, policy briefs, info-graphics, posters, multimedia web products
UNECA/LPI and FAO tenure and policy experts, renowned politicians, centers of excellences, briefing meetings, capacity development seminars, regional and Pan-African consultation meetings, roundtable discussions, regional and continental learning workshops, regional networks (like SADC’s Regional Land Reform Technical Support Facility, Permanent Interstate Committee for Drought Control in the Sahel)

23. Communication Products Communication Channels
Targeted Messages and Communication Products & Channels
Stakeholders
Targeted Messages
Communication Products
Communication Channels
African Union (NEPAD)
Land reforms are central to Africa’s development.
Coordination is key in land reforms.
Transparency on land reforms ensures success.
Good land governance improves food security.
Briefing papers, experience factsheets, policy briefs, simplified research reports, issue briefs, posters, blogs
UNECA/LPI and FAO tenure and policy experts, participation at the joint conferences of ministers of agriculture, land and livestock, involvement in CAADP partnership platform meetings, conferences on land policy in Africa, regional and Pan-African consultation meetings, regional and Pan-African learning workshops, RECs, regional networks (like SADC’s Regional Land Reform Technical Support Facility, Permanent Interstate Committee for Drought Control in the Sahel)

24. Targeted Messages and Communication Products & Channels
Stakeholders
Targeted Messages
Communication Products
Communication Channels
Economic Commission for Africa (LPI)
The LPI supports land reforms to improve land governance.
Land reforms are backbone of economic and social development of African countries.
The equal access to land of men and women is achievable in our lifetime.
Land reforms must prioritize women’s land rights.
Good practice factsheets, policy briefs, research reports and journal articles, info-graphics, e-newsletters, blogs, multimedia web products, country reports, documentary videos
Briefing meetings, project launch events, consultative meetings, roundtable discussions, capitalization meetings, expert group platforms, project review and planning avenues, involvement in CAADP partnership platform meetings, exchange visits, continental land conferences, share fairs, communication, social media

25. Conclusion
● Lessons and knowledge sharing activities of the Project must start from internal stakeholders and actors in the form of updates and messages.
● External communication engagements of the Project are continuous exchange of messages and updates among different actors in order to facilitate various functions of information exchange.
● The Communication Strategy is devised to positively contribute to the realization of goal and objectives of the Project, support knowledge exchange efforts of the latter among wider stakeholders, and enhance publicity and visibility of financial and technical supporters of the Project.