Communicating Your PPD: Practices and Strategies

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Communicating Your PPD: Practices and Strategies. Shihab Ansari Azhar Stakeholder Engagement Analyst, BICF, IFC Bangladesh PPD Global Product Team. If you stay for the entire presentation. I will give you something valuable for FREE!. R & D. Production. Marketing & Sales. - PowerPoint PPT Presentation

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<ul><li><p>Communicating Your PPD: Practices and StrategiesShihab Ansari AzharStakeholder Engagement Analyst, BICF, IFC BangladeshPPD Global Product Team</p></li><li><p>If you stay for the entire presentation.I will give you something valuable for FREE!</p></li><li><p>Business environment reform Vs. private sector Diagnostics Solution Design </p><p> Implementation Monitoring &amp;Evaluation*Herzberg , 2010</p></li><li><p>Public Service Announcement*Sullivan, 2005</p></li><li><p>Motor Show*Sullivan, 2005</p></li><li><p>If you build it, will they come?Azhar, 2005</p></li><li><p>High risk of failure, high benefit of success: Need to get better*Herzberg , 2006</p></li><li><p>Whos got time to work on Communications anyway?Does the average businessman in my country know about the PPD platform?Does the average SME in my country know about the PPD platform?Does the average person understand the PPD recommendation business reform private sector savings jobs link?Does the average person know what your PPD has achieved?Azhar, 2010</p></li><li><p>But communications can be very importantclub of elites perception low private sector support and participation.</p><p>low public support low demand for PPD</p><p>low understanding of role of PPD in economic reform low demand for PPD</p><p>Azhar, 2010</p></li><li><p>The previous Government needed the BBBF because they were arresting businessmen and faced low business confidence. This government does not need the BBBF.- Prime Minister of Bangladesh, 2009Azhar, 2010</p></li><li><p>But what ifPrivate sector have opportunities to participate high private sector support and participation.</p><p>People understand link between BBBF and jobs high demand for PPD</p><p>People aware of BBBFs achievements high demand for PPD</p><p>Azhar, 2010</p></li><li><p>So what is PPD Communications?Azhar, 2010</p></li><li><p>Communication in the PPD cycleSolicit reform suggestionsMake PPD open to inputsDisseminate research findingsBuild understanding of problemCommunicate PPD achievementsBuild support for PPDBuild support for reformAzhar, 2010</p></li><li><p>Step 1: Targeting Understand your audience and opinion flowsAzhar, 2010</p></li><li><p>Likelihood to care and do something Issue predisposition Not Maybe VeryStakeholder mapping For Undecided Against*Rabinowitz, adapted by Herzberg 2006</p></li><li><p>Likelihood to care and do something Issue predisposition Not Maybe VeryExercise: 1) Select 1 reform in 1 country per table 2) Discuss/explain the situation and 3) locate real individual stakeholders and groups of stakeholders on the matrix. For Undecided Against*Rabinowitz, adapted by Herzberg 2006</p></li><li><p>Step 2: Tailor your messageThe PPD can help me achieve my political objectives.A PPD can help my business grow by removing constraints.A PPD can bring about business reforms that create jobs.The PPD creates jobs.Azhar, 2010</p></li><li><p>Issue Attributes</p><p>Message developmentValuesPersonal ConsequenceIssue BenefitsRabinowitz, 2006</p></li><li><p>Developing a single message</p><p>10 Cs of advocacy messagingConciseCompelling (Convincing) CredibleCharacter DefiningContrastingContextualCommunicated (Conveyed)ConsistentConstant*Rabinowitz, 2006</p></li><li><p>A discrete amount of information, founded in empirical research and in the times, and drawing a distinction from others, communicated effectively to a narrow group of stakeholders who have not yet made up their minds. A good message is*Rabinowitz, 2006</p></li><li><p>Reasons to continue e-governmentAzhar, 2010</p></li><li><p>Step 3: Choose the appropriate channelOptions are vast, depending on message media habits of target audience:</p><p>TVRadioMailPhoneCanvassWebOutdoorSpecialtyNew MediaFace-to-face meetings</p><p>Rabinowitz, 2006</p></li><li><p>Understand audience media habitsGeneral PopulationOpinion LeadersMedia sources for news/politics | General population and Opinion LeadersAzhar, 2010</p></li><li><p>General PopulationOpinion LeadersHow often do you watch TV News?Azhar, 2010</p></li><li><p>Most-watched TV ShowsAzhar, 2010</p></li><li><p>Most-read newspapersAzhar, 2010</p></li><li><p>Step 4: Choose a messengerPromoter/Leadership/SponsorGovernment/Private sector/donorsLeaders Political, Ethnic, LaborRegular PeopleCelebritiesProfessionalsBrandsRabinowitz, 2006</p></li><li><p>How do people feel about your messenger? Now, Id like to rate your feelings toward some people, things, and organizations, with 100 meaning a VERY FAVORABLE feeling; 0 meaning a VERY UNFAVORABLE feeling; and 50 meaning not particularly favorable or unfavorable.BASISBCSBCCAzhar, 2010</p></li><li><p>Step 5: Deliver your messagesCambodia SME credit reform TV shows on location (SMEs) + Experts Nigeria PPDPhilippines procurement reform Georgia legal and judicial reformOpeds,pressHerzberg , 2006</p></li><li><p>South Africa Tax Reform - ComicsHerzberg , 2006</p></li><li><p>Better Business, Better BangladeshAzhar, 2010</p></li><li><p>Best practices in PPD websitesKISS</p><p>Dynamic and changing content on front page</p><p>Allow local stakeholders to weigh inAzhar, 2010</p></li><li><p> Website best practices continuedDisplay results and achievements graphically </p><p>Consider using English and native language</p><p>Azhar, 2010</p></li><li><p> Measurement DURING the advocacy campaign = survey, polling</p><p> Measuring AFTER the campaign = result/enactment/decision/election</p><p> Survey target audiences (as often as can afford/practical) if enough amounts of messaging done so as to test their results. </p><p> Test the same groups of targets and compare them to each other.</p><p> Measure changes in attitudes and willingness to act, but also exposure to the campaign (i.e. Have you seen ad or read a story about this, that or the other?). *Step 6: MeasurementRabinowitz, 2006</p></li><li><p>On-going CommunicationsAwareness of and Support for Business Reforms in BangladeshCommunications CampaignAzhar, 2010</p><p>Chart1</p><p>58207375</p><p>70339088</p><p>76299189</p><p>OL Awareness</p><p>GP Awareness</p><p>OL Support</p><p>GP Support</p><p>Sheet1</p><p>Sep-08Dec-08Dec-09</p><p>OL Awareness587076</p><p>GP Awareness203329</p><p>OL Support739091</p><p>GP Support758889</p><p>To resize chart data range, drag lower right corner of range.</p></li><li><p>YOUR FREE GIFTAzhar, 2010</p></li><li><p>THANK YOU!Azhar, 2010</p><p>Vast majority of private sector isolated from BBBF club of elites perception low private sector support and participation.</p><p>Low awareness of PPD reform-jobs link low public support low demand for PPD</p><p>Low marketing of BBBF recommendations and role low understanding of role of PPD in economic reform low demand for PPD*To better target advocacy campaignsTarget influencialsBase supportersTo weight on policy stakeholders and influentialsParliament/Parliamentary LeadersAdministration/PM officeGrassroots/Stakeholders/VotersTo understand degree of commitmentTo prepare micro-targeting</p><p>*Issue Attributes: More teachers</p><p>Issue Benefits: More time per student</p><p>Personal Consequence: Better educated children, more skills, more knowledge</p><p>Values: What kind of parent are you? Do you value your childrens education or dont you?*KISS!Nobody likes jargon simple descriptions are best.Dont overload website with too much irrelevant information e.g. LiberiaDynamic and ever-changing content on front pageGives impression of movement and action, even if nothing is happeningUpcoming events, news coverage, meetings minutes good way to show things happening.Allow local stakeholders to weigh in:Feedback form e.g. BBBFIssue submission form*Display results and achievements graphicallyE.g. BBBF recommendation barometers Consider using English and native languageMight be double the effort, but impact is much higher</p><p>*</p></li></ul>

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