NACSO Communication

Strategy

26 November 2002

Acknowledgements• Everyone• Commitment to the cause• Making Time Available• Eagerness to share• Honesty and Openness• Being Indefensive

Four Agreements

• Be Impeccable with Your Word

• Don’t Take Anything Personally

• Don’t Make Assumptions

• Always Do Your Best

Don Miguel Ruiz

Methodology

• Document Analysis

• Interviews:• Members

• MET Staff

• Development partners

• Potential Partners

• One or two board members of Members

Findings

•Strengths

•Weaknesses

•Opportunities

•Threats

Strengths

Programme is addressing key national challenges

Services are in Demand

Programme is multi-faceted

Committed staff and partners

High Level of Professionalism

Most partners in CBRNM involved

Close knit membership

There are a number of success stories

Some Measurable Results: conservancies +income

Strengths Some partners have NRM experience

Cooperation and involvement of partners exists

Large number of partners

International networks established

New partners joining

Secretariat to coordinate and support

Funding available or possibility

Development partners willing to assist

Grants available to members

Weaknesses Lack of cross-sectoral cooperation

Information/Meeting Overload

Focus on MET: Less Political Power

Imbalance in expertise

Most members doing the same thing in different

geographical areas

Potential of local structures not utilised fully

Weaknesses Poor differentiation between inst. cultures

Poor relations: lack of faith & trust

Communication style not conducive

Reluctance to compromise

Overlap of spokes role of NACSO: Service

providers vs conservancies

Voice of conservancies lacking

Lack of community definition of benefits

Weaknesses Sometimes impact is exaggerated

Lack of independent external reviews

Lack of HR capacity: MET & NACSO

Slowness in finding solutions to unfamiliar issues

Lack of power as service providers

Dominance by stronger members

Not all policies and processes in place

Weaknesses

Poor Marketing: Selling of Programme

Poor Corporate Image: name, logo

Generally, info not user-friendly

Most information done in-house

Lack of socialising events: little play

Language base not wide enough

Info distribution system not wide enough

Opportunities

Involvement of others stakeholders possible

without MET initiative

Articulation of Programme with other focus

Potential stakeholders can benefit

Better relationship with GRN

Opportunities

Existing structures at all levels could be used

Variety of media and communication methods

available

Increased use of local languages to increase

impact

Outsourcing of some activities could increase

impact

Threats

Poor community involvement

Poor communication

Too much focus on MET

Knowledge Transfer in other languages

Power Imbalance

Racial imbalance

Threats

Ethnic Imbalance

Perceived closer relationship between donors vs

GRN

Absence of National Conservancy Association

Management of funds by NNF

Close-knit association close others out

Occupation of same building by members

Key Issues

Power Relations

Partnership Building

Governance

Skills and Expertise

Impact of knowledge and skills transfer

Interpretation of Benefits

Cooperation for Win-Win

Communication Style

Goal of StrategyTo drastically increase the impact of the National CBNRM Programme at grassroots level

Objectives to foster understanding and

increase awareness about

CBRNM activities and the link

between CBRNM and national

development goals

Objectives to solicit support and improve

and strengthen relationships and communication between stakeholders and partners

Objectives to establish and maintain inter-

sectoral communication and

cooperation on CBNRM issues at

all levels

Objectives improve and strengthen

communication between the

conservancy committees and

their communities

Objectives increase the profile of the

National CBNRM in the eyes of

the public, decision makers and

priority stakeholders

Target Groups Key Decision-makers

Key stakeholders

Public

Conservancy Committees

Target Groups Communities in Conservancies

Development Partners

Visitors to Namibia

Regional and Internal Partners

Approach Focus on specific target group

Identify what you want from them

Identify what’s in for them

Present it to target group from their

perspective of gain

Together discuss level of involvement

and realistic time frame

Approach Present it to target group from their

perspective of gain

Together discuss level of involvement

and realistic and manageable time

frame

Or Use appropriate platform or media to

reach target group with the message

Awareness Establish key benefits of CBNRM to

communities already involved in CBNRM

Develop posters, flyers, brochures and

promotional materials highlighting these

links and benefits

Awareness Develop radio and TV shots to

emphasise this link

TV Panel Discussions with key stakeholders on role of CBNRM in national development

Cooperation Build cooperation on mutual needs Agree on manageable responsibilities

and schedules Focus on the positives Avoid negative language and references

Cooperation Keep them informed through:

newsletters

brochures,

brief annual reports,

articles in newspapers,

coverage on TV and radio

Invitation to events and activities

Contribute to their newsletters

Cross-sectoral Initiate discussions with PS collectively

and individually to get commitment

Keep meetings short and far between.

Brief Permanent secretaries half-yearly

individually and collectively.

Cross-sectoral Develop work plans with staff of the

ministry basing it on how long things

really take within government rather on

how quickly it could be done.

Cross-sectoral Brief Cabinet annually on CBNRM matters

NACSO staff should spearhead communication strategy

Cross-sectoral Communication should be focussed on

briefing meetings, briefing notes and

reports, TV and radio coverage,

newsletters and invitation to events such

as launches and promotional days and

weekends of CBNRM events.

Communities Develop radio programmes on CBNRM,

focussed on issues that communities and committee members identify as important.

Use community structures, churches and local community events as communication platforms with the community

Involve more community members in capacity building activities

Support the establishment of a National Conservancy Association

Communities Communication and training should be

primarily be given in local languages to ensure there is no misunderstanding.

Spokespersons for conservancies should get proper public speaking and communication training.

Involve other stakeholders who have the mandate and expertise on issues such as boundaries, conflict resolution to engage with the communities and conservancy committees.

Increase Profile Run a campaign each year focusing on

key issue (s) that will target each target group differently on the same issue.

Involve conservancies in the campaign too

Outsource some communication aspects such as design and development of communication materials to give it an original look and flavour to create the desired impact.

Campaign Focussed message Clear Outcome Various Components Various Target groups Target specific components 12 month campaign

Conclusion All aspects of the strategy should be

aimed at reaching the goal of drastic

impact at grassroots level

Thank you.