Transcript
Page 1: Communicating Your PPD: Practices and Strategies

Communicating Your PPD: Practices and Strategies

Shihab Ansari AzharStakeholder Engagement Analyst, BICF, IFC

BangladeshPPD Global Product Team

Page 2: Communicating Your PPD: Practices and Strategies

If you stay for the entire presentation….

I will give you something valuable for FREE!

Page 3: Communicating Your PPD: Practices and Strategies

Business environment reform Vs. private sector

Diagnostics

Solution Design

Implementation Monitoring &Evaluation

R & D Production Marketing & Sales Customer Support

3Herzberg , 2010

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Public Service Announcement

4Sullivan, 2005

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Motor Show

5Sullivan, 2005

Page 6: Communicating Your PPD: Practices and Strategies

If you build it, will they come?

Azhar, 2005

Page 7: Communicating Your PPD: Practices and Strategies

High risk of failure, high benefit of success: Need to get better

7Herzberg , 2006

Page 8: Communicating Your PPD: Practices and Strategies

Who’s 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

Page 9: Communicating Your PPD: Practices and Strategies

But communications can be very important…

• “club of elites” perception → low private sector support and participation.

• low public support → low demand for PPD

• low understanding of role of PPD in economic reform → low demand for PPD

BEWARE OF

THE BBBF

Azhar, 2010

Page 10: Communicating Your PPD: Practices and Strategies

“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

Page 11: Communicating Your PPD: Practices and Strategies

But what if…• Private sector have

opportunities to participate→ high private sector support and participation.

• People understand link between BBBF and jobs → high demand for PPD

• People aware of BBBF’s achievements → high demand for PPD

WE BBBF!

Azhar, 2010

Page 12: Communicating Your PPD: Practices and Strategies

So what is PPD Communications?

Azhar, 2010

Page 13: Communicating Your PPD: Practices and Strategies

Communication in the PPD cycle

Solicit reform suggestions

Solicit reform suggestions

Make PPD “open” to inputs

Make PPD “open” to inputs

Disseminate research findings

Disseminate research findings

Build understanding of

problem

Build understanding of

problemCommunicate PPD

achievementsCommunicate PPD

achievements

Build support for PPD

Build support for PPD

Build support for reform

Build support for reform

Azhar, 2010

Page 14: Communicating Your PPD: Practices and Strategies

Step 1: Targeting – Understand your audience and opinion flows

Azhar, 2010

Page 15: Communicating Your PPD: Practices and Strategies

I FC

H EB

GDA

Lik

elih

oo

d t

o c

are

an

d d

o s

om

eth

ing

Issue predisposition

No

t

M

ay

be

V

ery

Stakeholder mapping

For Undecided Against

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I FC

H EB

GDA

Rabinowitz, adapted by Herzberg 2006

Page 16: Communicating Your PPD: Practices and Strategies

IFC

HEB

GDA

Lik

elih

oo

d t

o c

are

an

d d

o s

om

eth

ing

Issue predisposition

No

t

M

ay

be

V

ery

Exercise: 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

16Rabinowitz, adapted by Herzberg 2006

Page 17: Communicating Your PPD: Practices and Strategies

Step 2: Tailor your message

“The 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

Page 18: Communicating Your PPD: Practices and Strategies

• Issue Attributes

Message development

• Values

• Personal Consequence

• Issue Benefits

Rabinowitz, 2006

Page 19: Communicating Your PPD: Practices and Strategies

Developing a single message

10 C’s of advocacy messaging• Concise• Compelling (Convincing) • Credible• Character Defining• Contrasting• Contextual• Communicated (Conveyed)• Consistent• Constant

19Rabinowitz, 2006

Page 20: Communicating Your PPD: Practices and Strategies

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…

20Rabinowitz, 2006

Page 21: Communicating Your PPD: Practices and Strategies

3

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Development of e-commerce

Strengthen, expand IT sector

Reduces need for middlemen

Creates jobs

Increases ease of doing business

Reduces corruption

Increases government efficiency

Creates a digital Bangladesh

Public Officials Business Owners Opinion Leaders General Population

Reasons to continue e-government

Azhar, 2010

Page 22: Communicating Your PPD: Practices and Strategies

Step 3: Choose the appropriate channel

• Options are vast, depending on message media habits of target audience:

– TV– Radio– Mail– Phone– Canvass– Web– Outdoor– Specialty– New Media– Face-to-face meetings

Rabinowitz, 2006

Page 23: Communicating Your PPD: Practices and Strategies

Understand audience media habits

7870

29

100

61

99

11 5420

20

40

60

80

100

Television Family orFriends

PrintMedia

Internet Radio Television Family orFriends

PrintMedia

Internet Radio

General Population Opinion Leaders

Media sources for news/politics | General population and Opinion Leaders

Azhar, 2010

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15

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0012 2 022

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Severaltimes aweek

Once aweek

Once amonth

Once ayear

Never Severaltimes aweek

Once aweek

Once amonth

Once ayear

Never

General Population Opinion Leaders

How often do you watch TV News?

Azhar, 2010

Page 25: Communicating Your PPD: Practices and Strategies

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3832

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14 14 13 12

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1913 127

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Rater

Khob

or

Tritio

Mat

ra

Sondhar

Bule

tin

Moddho

Rat

er K

hobor

Ekush

e Som

oy

Sokal

er K

hobor

Dupure

r Khobo

r

Proti

Ghontar S

angba

d

Opinion Leaders General Population

Most-watched TV Shows

Azhar, 2010

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18 1611 10 9

45

2016

710 8 10

0

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Proth

om A

lo

Juga

ntor

Ittef

aq

Nayad

igan

ta

Amar

Des

h

Samak

al

Janak

anth

a

Opinion Leaders General Population

Most-read newspapers

Azhar, 2010

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Step 4: Choose a messenger

• Promoter/Leadership/Sponsor• Government/Private sector/donors• Leaders – Political, Ethnic, Labor• Regular People• Celebrities• Professionals• Brands

Rabinowitz, 2006

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How do people feel about your messenger?

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Gen Pop Opinion Business Officials Gen Pop Opinion Business Officials Gen Pop Opinion Business Officials

% Warm, favorable (51-100 degrees) % Cool, unfavorable (0-49 degrees)

Now, I’d 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.

BASIS BCS BCC

Azhar, 2010

Page 29: Communicating Your PPD: Practices and Strategies

Step 5: Deliver your messages

Cambodia SME credit reform – TV shows on location (SMEs) + Experts

Nigeria PPD

Philippines procurement reform Georgia legal and judicial reform

Opeds,press

Herzberg , 2006

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South Africa Tax Reform - Comics

Herzberg , 2006

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“Better Business, Better Bangladesh”

Azhar, 2010

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Best practices in PPD websites

• KISS

• Dynamic and changing content on front page

• Allow local stakeholders to weigh in

Azhar, 2010

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Website best practices continued

• Display results and achievements graphically

• Consider using English and native language

Azhar, 2010

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• Measurement DURING the advocacy campaign = survey, polling

• Measuring AFTER the campaign = result/enactment/decision/election

• Survey target audiences (as often as can afford/practical) if enough amounts of messaging done so as to test their results.

• Test the same groups of targets and compare them to each other.

• 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?”).

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Step 6: Measurement

Rabinowitz, 2006

Page 35: Communicating Your PPD: Practices and Strategies

On-going Communications

Awareness of and Support for Business Reforms in Bangladesh

Communications Campaign

Azhar, 2010

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YOUR FREE GIFT…

Azhar, 2010

Page 37: Communicating Your PPD: Practices and Strategies

THANK YOU!

Azhar, 2010


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