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Public Relations Strategy of JICA
Presentation at DAC Heads of Information Conference 2006
By Keiichi MURAOKADirector, Office of Public Relations
Japan International Cooperation Agency
Today’s presentation
• Overview of Japan’s ODA at present
• 50th Anniversary of Japanese ODA in 2004
• Public Relations Strategy of JICA
• Activities of Public Relations
ODA Net Disbursements
13,239
14,489
9,358
10,640
12,162
13,508
89068,8809,2839,8479,439
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
($Million)
US
J apan
France
UK
Germany
Canada
Itally
18999
8475
78367497
2537
2484
Result of Public Opinion Pole onDiplomacy in 2005
• ODA should maintain current level 44.6%
(increased by 0.4% from 2004)
• ODA should be increased 22.0%
(increased by 3.3% from 2004)
• ODA should be reduced 23.0%
(reduced by 2.6% from 2004)
0
10
20
30
40
50
60
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
(%)should maintain the current levelshould be increasedshould be reducedshould be discontinuedno opinion
16.7
18.9
28.3
34.9
42.5
43.5
74.5
13.2
21.3
26.5
33.8
38.8
43.4
69.1
0 20 40 60 80
■Current economic cooperation seems ofteninefficient in terms of collaboration with related
agencies and management of projects.
■Economic cooperation seems not fully utilized asJ apan's foreign policy means.
■It seems that J apan's assistance is notappreciated by the receipient countries.
■Current economic cooperation is not alwaysproducing satisfactory result due to lack of
consideration of situations and needs at the field
■Economic cooperation ectivities are nottransparent.
■J apan's fiscal condition is not well.
■J apan's economic condition is not well.
(%)
20052004
Public Opinion Polls ~ Reasons for Not promoting Japan’s ODA ~
50th Anniversary of Japanese ODA in 2004
Duration: September-October 2004Main actor: MoFA, ODA line ministries, JICA,JBIC and other agencies and NGOsTarget audience: general public, particularly those who have general interest in ODA
50th anniversary of Japanese ODA
Main achievements
• TV commercials, Special TV commercials, posters, stationeries:
• newspapers, magazines and other printed media:
• symposia, seminars, and other assembly-type events:
Symposium on Overseas Assistance at a Turning Point
From left: NHK Chief Commentator Yasunori Imai, JICA President Sadako Ogata, AU Chairman Alpha Oumar Konale, Fmr Thai FM. Surin Pitsuwan, UNDP Administrator Mark Malloch Brown
50th anniversary of Japanese ODA
Assessment by MoFA1) Positive :- was able to mobilize an wide range of media inst
ruments including TV, newspaper printed materials, etc.
- Newspaper coverage (editorial) mainly positive - Selective & concentrative strategy generally succ
essful- Was able to mobilize a much wider range of NG
Os
50th anniversary of Japanese ODA
2) negative;
- absence of newspaper editorial or opinion support of ODA budget increase
- lack of enthusiasm in ODA line ministries
- failure to capture wider range of audience
- weak or mediocre turn-out in locally organized event
Public Relations Strategy of JICA(1)
• Strengthening and enhancement of Top public relations by the President to target opinion leaders
• Expansion of “ Supporter/Friends of ODA and JICA” among citizen; a shift of target priority from those who are already interested in international cooperation to those who are little interested in international cooperation
Networking, Provide information in specific fields
• In order to implement PR activities efficiently, we must consider the PR Targets.
PR Targets – The most PR Targets – The most important factorimportant factor
No interest to JICA/JAPAN
Importanttarget
Provide information easy to understand thru Mass Media (Radio, Newspaper, TV, etc)
Public Relations Strategy of JICA(2)
3. Emphasis on the project relevant to “ human security” as one of JICA’s principles
4. Finding and Provision of a mediagenic items to be reported in the media
5. Promoting use of electronic media from a paper medium with a view to pursuing cost and benefit
6. Strengthening of overseas public relations
JICAJICA
PeoplePeople
Government, Ministries
Embassy
Volunteers
Private Sectors
Local government
Experts
Office staff
Mass MediaOpinion leaders
NGO/CBO
Projects
What is Public?What is Public?JICA and its stakeholdersJICA and its stakeholders
Inner Communication
networkingWorking together
Disclosure, Accountability
Activities of Public RelationsMedia and crisis management
• Press release
• JICA on-line press club ( 300 journalists)
• Dispatching opinion leaders, journalists (including local newspapers), photographers to
developing countries
• Press tours for overseas journalists to Japan
Activities Media and crisis management
• Provision of information and correspondence of media coverage
• Exchanging opinion with media persons and intellectuals
• Press conference
• Media correspondence in an emergency
Activities Holding of events
・ International cooperation festival co-hosted by JICA, JBIC and MoFA to commemorate “International Cooperation Day”
・ A nation-wide symposium “ Peace Talk Marathon”
( to discuss peace and international cooperation in 47 prefectures throughout Japan over three and half years)
Activities TV program and publications
• Producing the program for public relations and periodicals, etc,
• TV program• Video and Panel• Publications and pamphlet• Management of Website www.jica.go.jp• Mail-magazine• Calendar and pocket book
ActivitiesAppointment of JICA official supporters (goodwill ambassadors)
Left: Ms. Kimiko Date’s Kid’s Tennis lesson in MoroccoRight: Mr. Tsuyosi Kitazawa’s Football lesson in Paraguay
ActivitiesHolding of events
• International cooperation photo contest
• Photo exhibition
• Essay contest on international cooperation for
junior and high school students
• JICA PR Grand Prix Awards ( for inner PR campaign to raise awareness on the importance of PR)
Activities others
• Management of JICA Corporate Identity• Support and advice of public relations activities of
overseas offices and domestic 17 JICA centers• Close linkage with newly opened JICA Global
Plaza ; as a hub citizen’s participation in international cooperation.
Thank you very much
Opening of JICA Global Plaza
‘New ‘ JICA
• Japan has undertaken a major restructuring its foreign assistance program to needy countries.
• A major component of the comprehensive overhaul on the ODA will be a merger between JICA and JBIC which currently extend ODA loans to developing countries.
• The ‘new’ JICA will be expected to be operational in 2008 subject to ongoing legislative process.
• Following the reorganization, the agency will be able to provide more streamlined, effective and ‘seamless’ help to developing countries, offering not only the technical cooperation but also grant and loan assistance ‘under on roof’.
Thank you very much.