pawan yadav vvism

8/8/2019 pawan yadav vvism

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Development Industrial Communicationprogram

Pawan Yadav

vvismRegs -5059


2/23

The New Development Process Increased democratization of the

development process;

Demand for transparency;

A holistic approach: economic, social,

political, institutional, cultural, and

environmental issues to be considered;

Demand for increased peoples participationin decision making.


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The Process Demands

Listening

Public Awareness

Understanding

Consensus

Partnership

Social Ownership


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The Emerging Communication Paradigm

DialogueParticipation (at different degrees)

Two-way model (in addition to one-way)

Process-based (and analytical) rather than

product-focused


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One-Way vs. Two-Way

Comm toINFORM

Comm toPERSUADE

Comm toEXPLORE

Comm toEMPOWER

MainpurposeRaiseawareness,increase

knowledge

Promoteattitude andbehavior

change

Assess, probeissues, exploreprevent

conflicts

Buildcapacities,involve

stakeholders

Mainmodel of

reference

One-way One-way Two-way Two-way

Preferredmethodsand media

Predominant

use of mass-media

Predominant

use of media

Heavy use of

interpersonalmethod

Use of dialog

to promoteparticipation


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Which

Communication?Message-Based and Dialogue-Based

TO INFORM (changing awareness

and/or knowledge)

TO LISTEN (building trust,

ensuring understanding,assessing situation)

TO PERSUADE (changing

attitudes and/or behaviors)

TO ENGAGE (interacting,

empowering, building consensus

for change)

TO ADVOCATE (promoting,

influencing)

TO MOBILIZE (activating,

enhancing ownership)


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When and What Communication?

Insufficient information between

management and staff, and among units;

A tec

hnical mission conducting a feasibilitystudy for the construction of a well in a

community with scarce water nearby;

Malaria affecting the health and the lives

of many individuals of a certain region; Negative image of a key global institution

with its mission and activities not clearly

understood by the public.


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Different Communication Types for

Different Purposes

Development

Communicatio

n

Inst./Corporat

e

Communicatio

n

Advocacy

Communicatio

n

Communicating what we do

and how we do it; buildingtrust in the institution and

support for development.

Issue campaigns to accelerate

action on key global public

goods including at the

country level.

Integrating communication and

assessing political and

development risks for more

effective strategy and design

leading to better outcomes.

Internal

Communication

Creating a common

platform for messages and

programs.


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The world's local bank


10/23

Unicef: Goodwill Ambassadors


11/23

Tanzania: Plain Language Guides of

Poverty Documents


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Development Communicationa process that builds consensus and facilitates thesharing of knowledge to achieve positive change indevelopment initiatives.

It is not only about effective dissemination ofinformation but about using empirical research, twoway communication and dialogue among

stakeholders.It is also a key management tool that helps assesssocio-political risks and opportunities.

By using communication to bridge differences and takeaction towards change, development communicationcan lead to successful and more sustainable results


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Communication-

Based

Assessment

Objectives

Identify/analyse/define:

Audiences/

Stakeholders

Risks

Opportunities

Needs

Solutions

Media/channels

ME indicators

Objectives

Select and design:

Comm. Approaches

Messages

Learning systems

Communication

Strategy DesignME IndicatorsImplementation

Evaluation

(Indicators)

DevComm Methodological Process:Main Steps

Work Plan

Carry out:

Media Production

Training activities

Message Dissemination


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Communication-Based Analysis (CBA)

A research method probing empirical evidence

and stakeholders perceptions in order to assess

the socio-political situation, cultural dynamics,

identify opportunities, and risks.


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CBA Main Features

Identifies roadblocks for a project;Assess the socio-political and cultural environment

around the project;

Segments audiences based on their positions;

Assesses communication capacity of government,media, and others involved;

Identifies partners and local communicationprofessionals;

Develops strategic guidelines for futurecommunication plan.


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Strategic Communication Program

Communication StrategyCommunication Action Plan:

Objectives - Audience (stake

holders, targetgroups) Activities - Channels -

Messages - Timeline/Frequency -Responsibility/ coordination Budget.

Monitoring and Evaluation SystemKnowledge and Capacity Building Plan


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Development Communication Helps Overcome

Obstacles to Change and Reform through:

Two-way (cyclic) communication:

both informing and listening

Building consensus and active

constituencies

Building local capacity to

communicate development issues

Creating social ownership


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In Reforms

There are winners, losers and fence sitters;Sometimes winners dont know they are

winners;

Some of those who consider themselves losersdont know they are not losers;All winners & fence sitters need to be

mobilized;

Opponents need to be identified;

An overall vision is needed - where to start,where to go and how.


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Political economy of policy reform

Participation, communication, dialogue and

champions of change are essential elements.

A political economy approach works best when

information generation and dissemination goes

hand in hand with policy dialogue.


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Political economy of policy reform(2)

Linked to the need for robust analysis is the issue

of continuous engagement of key stakeholderand of public debate on policy formulation.

Policy reform processes include consensus

building, communication, conflict resolution,compromise, adaptation and participation.

Political Economy ofPolicy Reforms, issues and Implications for WB lending, SDN, Oxford University, October 2007


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Sound

technical &financial

policy

(Project,

analytical work)

Desired

Outcome

ImplementationOwnership

Input from

political

economy,

social,

cultural

context


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Projects, Programs, Policy, Strategy

Governance/ Public Sector Reform/Private Sector Development/ Water and

Sanitation/ HIV/AIDS/ Health Sector

Reform/PRSP / Education/ SocialProtection/ Climate Change/

Environment/ Financial Sector Reform/

Infrastructure / Community DrivenDevelopment/ Rural and Agriculture

Development


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PRSP

&

CAS

Identification Preparation Appraisal Approval EvaluationImplementation

Country

PortfolioReview

Analysis

Communication

ProgramPerformanceand ImpactEvaluation

Strategy and

CommunicationComponent Design

Client Survey

Project Cycle Phase

DevComm Program Phase

Communication Based

Assessment

Socio Political RiskAssessment

Consultation schemes

Public OpinionResearch

Project Document Inputs

Communication ProgramImplementation Plan

Technical

Assistance

Advice

Supervision

Capacitybuilding

Interventions and Products

KNOWLEDGEPRODUCTS

Communication

ProgramImplementation

Monitoring

andEvaluation

Research

Project Cycle