the institutional communication of the public administration, approaches for an anti corruption...

Advanced training on Prevention corruption

Techniques and Methodologies: The Institutional communication of the Public Administration; different approaches for an anti-corruption

communication campaign

Vienna, 11 November 2011Claudia Salvi FormezPA

What is communication?

Webster's Dictionary defines the communication as the activity of "sending, giving, or exchanging

information and ideas,"

Communication is a typical behavior of the human being

What is communication?

Communication is the exchange of signals (words or behaviors) among two actors:

The one who perceives the message

the other who sends the message

Information and communication: an important difference

It is the transmission of a message to a receiver

The content of the message refers to “objective” facts and is codified independentely from the human relationship between the informer and the informed

The whole message is codified through a conventional system of sign and composition rules

The message is sent intentionally by the sender who expects an obtainable result.

Information is:

Information

Who?

Font

What?

Message

Through which channel?

Medium

To Whom?

Receiver

To which aim?

Expected result

It is the bi-directional sequence of transmission of messages where the counterparts are both “senders and receivers”

The meaning of these messages can be understood only in the context of the actual interaction of the communicators

besides the message codified through a "conventional" language the communicating actors send also a series of message codified "naturally" (e.g. body language) for example the tone of the voice, the rhythm of the sentence, the physical postures, etc.

Not all messages are transmitted consciously: The results of communication can be pre-planned by the actors before the communication is undertaken, because results depend on the other's choices; (e.g. the voice can reveal anxiety and may prompt unexpected results of hostility, etc.)

Communication is:

Communication

Codification

Interpretation

Decoding

Codification

Interpretation

Decoding

Message

Message

The importance of communication

Communication is easily overlooked, but the ability to communicate effectively is necessary to carry out the thoughts and visions of an organization to the people. The importance of speech and words whether through a paper or a voice is a communication medium to convey directions and provide synchronization.

Without communication, there is no way to express thoughts, ideas and feelings.


There are many ways to provide communication from the organization to the people of your community:

phone, fax, email,

letter, website, instant message softwares,

social networking websites (facebook, twitter, myspace) and etc…

These tools allow you to be able to communicate your organization to the world.

Communication allows you to express things, to share ideas, and to join

thoughts


The ability and the importance of communication becomes much more crucial when you are on a mission or need to fulfill a goal.

Without a means to communicate, organizations become isolated.

The ability to effectively communicate is very important when it

is usually underestimated and overlooked.

Different forms of communication

the verbal and nonverbal interaction between two interdependent people (sometimes more).

Interpersonal communication

Internal communication

External communication

is the function responsible for effective communication among participants within an organization

the exchange of information and messages between an organization and other organizations, groups, or individuals outside its formal structure

Interpersonal Communication

Four principles underlie the workings in real life of interpersonal communication. They are basic to communication.

Inescapability

Irreversibility

Complexity

Contextuality

We can't not communicate.

The very attempt not to communicate communicates something.

Through not only words, but through tone of voice and through gesture, posture, facial expression, etc., we constantly communicate to those around us. Through these channels, we constantly receive communication from others.

Even when you sleep, you communicate.

Interpersonal Communication: Inescapability

A basic principle of communication is: People are not mind readers.

People judge you by your behavior, not your intent.

You can't really take back something once it has been said. The effect must inevitably remain.

Despite the instructions from a judge to a jury to "disregard that last statement the witness made," the lawyer knows that it can't help but make an impression on the jury.

Interpersonal Communication: Irreversibility

A Russian proverb says, "Once a word goes out of your mouth, you can never swallow it again."

No form of communication is simple. Because of the number of variables involved, even simple requests are extremely complex.

Whenever we communicate there are really at least six "people" involved:

1. who you think you are;

2. who you think the other person is;

3. who you think the other person thinks you are;

4. who the other person thinks /she is;

5. who the other person thinks you are;

6. who the other person thinks you think s/he is.

Interpersonal Communication: Complexity

Besides let’s remember that:

If communication can fail, it will

if a message can be understood in different ways, it will be understood in just that way which does the most harm

There is always somebody who knows better than you what you meant by your message

The more communication there is, the more difficult it is for communication to succeed.

Interpersonal Communication: Complexity

We don't actually swap ideas, we swap symbols that stand for ideas

Words/symbols do not have inherent meaning; we simply use them in certain ways, and no two people use the same

word exactly alike

In other words, communication does not happen in isolation. There is:

Psychological context, which is who you are and what you bring to the interaction. Your needs, desires, values, personality, etc., all form the psychological context.

Relational context, which concerns your reactions to the other person - the "mix.“

Situational context deals with the psycho-social "where" you are communicating. An interaction that takes place in a classroom is very different from one that takes place in a bar

Environmental context deals with the physical "where" you are communicating. Furniture, location, noise level, temperature, season, time of day, all are examples of factors in the environmental context.

Cultural context includes all the learned behaviors and rules that affect the interaction. If you come from a culture where it is considered rude to make long, direct eye contact, you will out of politeness avoid eye contact. Cultural context can be a basis for misunderstanding

Interpersonal Communication: Contextuality

Some of the types of interpersonal communication tools commonly used within an organisation are:

staff meetings

formal project discussions,

employee performance reviews,

informal chats.

Interpersonal communication with those outside of the business organization can take a variety of forms:

client meetings,

employment interviews,

sales visits.

Interpersonal Communication Tools

In other words, communication does not happen in isolation.

Interpersonal communication can be classified as either:

ONE-way

or

TWO-way:

Interpersonal Communication Style

In One-way communication the sender transmits information in the form of direction, without any expectation of discussion or feedback.

(For example, a manager informs an employee that a certain project is due the following day).


One-way communication is faster and easier for the sender – (because he or she does not

have to deal with potential questions or disagreement from the receiver). It tends to

be overused in business

In Two-way communication involves the sharing of information between two or more parties in a constructive exchange.

(For example, a manager holds a staff meeting in order to establish the due dates for a number of projects).

Two-way communication indicates that the sender is receptive to feedback and willing to provide a response.


Although it is more difficult and time-consuming for the sender than one-way communication, it also ensures a more

accurate understanding of the message.

Communication plays a key role in the success of any workplace program or policy. Internal Communication helps achieve the desired outcomes for the employee and the organization in a variety of ways:

Bottom-up communication (from employees to management) provides information about employee needs, values, perceptions and opinions. This helps organizations select and tailor their programs and policies to meet the specific needs of their employees.

Top-down communication (from management to employees) can increase utilization of specific workplace programs by making employees aware of their availability, clearly explaining how to access and use the services, and demonstrating that management supports and values the programs.


"(effective external Communication cannot be implemented without an effective

internal Communication.”

Internal Communication should achieve the following objectives:

Motivate staffs towards Administration strategies

Strengthen the sense of belonging to the Administration

Favour relationships among the involved Administration Departments

Stimulate creativity

Activate the different stages of the working activity

Improve collaboration and synergy among all the concerned Departments

Spread a positive image of the Administration through staffs’ behaviours and attitudes

Create an identity inside and outside the various institutions involved


Internal communicationBeneficiaries

The internal communication beneficiaries can be divided in 3 main groups:

1 level: The employees end the collaborators with the related families and al the possible services and goods providers

2. level: the shareholders, the bank institutes and the investment funds (private) ONG, non-profit (for public)

3 level: the beneficiaries of our institution


External communication is the exchange of information and messages between an organization and other organizations, groups, or individuals outside its formal structure.

The goals of external communication are to facilitate cooperation with groups such as suppliers, investors, and stockholders, and to present a favorable image of an organization and its products or services to potential and actual customers and to society at large.


A variety of channels may be used for external communication:

face-to-face meetings

print or broadcast media

electronic communication technologies such as the Internet.

External communication includes also

the fields of PR

media relations

Advertising

marketing management

The Institutional Communication of the Public Administration

The objective of the communication of the public administration is to serve public interest, no matter

which is the Organisation that disseminate the information

It thus includes communication actions aimed at civil society and which are always subjected to assessment by civil society


The Key element of this kind of communication is the relationship between the public administration

and the citizen.

Public administration should serve the citizens

The Institutional Communication of the Public Administration:

A Public Administration at the service of the citizens must ensure a clear communication written with a simple language which can be understood by everybody.

The Meaning of the Institutional Communication of the Public Administration

Communication means being on the side of the citizen in the sense of seeing and telling the administration of the citizen

The communication must transform citizens from passive recipients of decisions in active and motivated players

Communication must be thus a response to the new rights of citizenship that thanks to new technologies, listening and dialogue begins to reshape relations with citizens and businesses


should favour the following processes:

Promote change

Govern the territory

Reorganize services

Redistribute resources

Highlight the work of individuals and apparatuses

Review the procedures

Streamline the administrative

processes

Simplify the language

Perceiving the services and not only institutions

Listen to the people

Recovering ethics and

values

Give identity to the public and

employees

It is important to remember that….

Communication cannot compensate for facilities or services lacking or non-existent

Communicating means entering into the substance of the issues

Communicate also means being able to explain the delays and weaknesses in administrative action

Public communication must transform citizens from passive recipients of decisions in active players motivated by specific interests

An important distinction

Public Communication can be sub-divided into three macro-sets:

Political communication

Social and environmental communication

institutional communication

developed by the political parties and by the political organizations

developed by organizations whose purposes concern the social (ONG, associations, etc)

developed by public organizations and institutions (universities, all levels of the Public administrations)

Conclusion

Communication must be a reply to the new rights of citizenship, which thanks to new technologies and to the listening and to dialogue starts to re-design the relationships with the citizens and the Administration.

Dialogue Listening

Different approaches for an anti-corruption communication campaign

Different strategic approaches can be used:

Transparency approach

Collaborative approach

Cost-saving approach

Success results campaign


which could be problematic from a creative point of view (for example difficulty in making a video spot out of it, and to target it), but which could see the drawing up of some tools like:

Citizens Rights Charter;

the code of conduct for the people exposed to corruption;

A Citizen’s guide to fight corruption;

Publication of the corruption perception index




Citizen’s Rights Charters

which explain what services these departments are going to provide for the citizens.

The Citizens’ Charters should also have a provision for compensation to the citizen in case the departments fail to perform.

The existing charters can be examined and a campaign can be launched to include a compensation clause. In the citizens’ charter of services published by Government organizations there should also be specific provisions to help the citizens in getting their due in the form of services to which they are entitled. If the services are not being rendered properly or if a citizen has a complaint, there must be detailed information included in the charter about which offer or office the citizen can approach for getting a proper compensation.



Code of Conduct

reminds people who are exposed more easily to corruption in Public Office, the behaviours expected by them and the punishments foreseen in case of breach of the rules

Citizen’s guide to fight

corruption

could be delivered through the form of brochures and leaflets to give advice on how to behave in case of corruption attempts



publishing the corruption perception

index

It provides an informed basis for a debate about corruption.

Secondly, they can shame some of the honest officers in the organizations, which are perceived to be the most corrupt, to spur them and ensure that, at least, in the next report the position of their organizations improves.

is desirable that data are regularly published so that they become a reference point for sensitizing the public about the corruption in the various organizations.

They can also act as a catalyst for motivating the honest people in the corrupt departments to asset themselves and check corruption.



One major source of corruption arises because of lack of transparency. There is a scope for patronage and corruption especially in matters relating to tenders, cases where exercise of discretion relating to our of turn conferment of facilities/privileges etc.

Each organization may identify such items which provide scope for corruption and where greater transparency would be useful. There is a necessity to maintain secrecy in matters where discretion has to be exercised.

But once the discretion has been exercised or as in matters of tenders, once the tender has been finalized, there is no need for the secrecy. The right-to-information policies and sensitivity to the evil effects of corruption will grow if the true facts are presented to the public. The culture of secrecy fosters corruption.


Collaborative approach

which aims to make the citizen a strategic ally of the Public Administration in fighting corruption.

Public administration which is normally perceived as the enemy to fight becomes an ally of the Ministry of Justice in fighting corruption.

The message to be created could be “we are on citizen’s side, so help us to fight corruption”.

The message should create trust and confidence in the fight of the Government against corruption.


Cost-saving approach

The idea in this case is to base the message on “communicating the costs of corruption” which could underline the recent news which was made public about the Croatian money lost in anti-corruption.

A message of this kind could be created:“12 million Kuna are lost in Croatia in corruption every year, help us prevent it, we could have used this money for better roads, schools etc.”

By sensitizing the people at large about the evil effects of corruption and how corruption comes in the way of fulfilling the genuine demands of the public like drinking water, better roads, better power-supply etc. One method by which sensitivity to corruption could be spread is to undertake specific studies linking people’s problems and how corruption comes in the way of the problems being resolved.


Success results campaign

The idea in this case is to base the campaign on the successful achieved results


Examples of past miscommunication in some Eastern Countries

Copies of laws on the wall

“available somewhere on the internet

Communication with public aimed at

highlighting successes

Training consisted of presenting laws


The traditional way was based mainly on Advertisement

posters

Rock concerts


The new way: Social Marketing

Try to find out what people want : through hotline and surveys

Modern marketing starts by finding out what customers (citizen, employee) wants, instead of “selling”


A good example: Bribeline - The Business registry for International Bribery and Extortion line

Provides a space where organisations and their members can safely and anonymously

report cases of bribery against the government officials they deal with

One month after this launch Bribeline received more than than 1.000 bribery reports from almost 100 countries

Its success shows that an appropriate forum and the anonymity motivate people in sharing

the information about their experience of corruption


A Brazilian example: Portal da Transparencia

This website allows the public as well the media to monitor government expenditure and thereby provides mechanisms to spot

corrupt behaviour within Government


The best communication should be useful and informative

In an anti-corruption good communication starts by listening

Surveys

Focus groups

Direct observations


The old way

Manuals for staff of international organisations,

governments and businesses

These books were full of jargons and abstract

Action Plans

Unfunded wish-lists with no sanctions for non-compliance

No legislative/regulatory base

Resist to produce paper (codes, manuals, etc.)

Which is the best approach?

Like service users civil servants should know the rights:

If accused of corruption

If complicit or if negligent

Knowing how to explain law and operating procedures in simple language also helps civil servants


Given the complexity of corruption, communication strategies should not be restricted to informing people and persuading them to change their attitudes and behaviors.

It should also be used to facilitate dialogue, build trust, and ensure mutual understanding.

Stories instead of advertisements

Big Public campaigns

through media


The success can be obtained through the Building of Coalitions

Coalitions are structures of formal collaboration motivated by a common

vision, seeking to attain common goals

Coalitions are based on the principle that collective action is more powerful than disparate efforts carried out by lone champions and loosely affiliated groups

Coalitions means reasearch, networking, lobbying, and mass outreach activities


The Building of Coalitions requires:

Identification of individuals, groups and organisations whose goals and values are

similar to those of your institutions

An affective anti-corruption Coalition helps build and maintain momentum by promoting a participatory approach that relies on dialogue among stakeholders


The media: a strategic partner

They are both a communication tool and a target to reach

Try to gain their interest

Awards can be settled to gain their attention and to make them your allies


Building a Coalitions requires effective communication which may include

Networks with like-minded political elites

Fostering dialogues and debate among key

stake-holders

Measuring and informing public

opinion

Building support among diverse interest publics and the general citizens

Advanced training on Prevention corruption

The drawing up of a communication campaign

Vienna 11 November 2011Claudia Salvi FormezPA

Exercise for you

Please at the end of the presentation write e draft communication plan which defines

The objectives

the work programme

The audiences you want to reach

Which tools you will use and the related workplan

How you will evaluate your plan

Why a communication Plan

The Communication Plan is a written document which helps − if accurately drawn up − identify the following essential communication elements:

What you want to accomplish (your objectives),

How those objectives can be accomplished (your goals or work programme),

To whom your administration communications will be addressed (your audiences),

How you will accomplish your objectives (tools and timetable)

How you will measure your programme results (evaluation).

The different types of communication plan

The communication plan can be of 3 types

for the communication of all actions and/or interventions provided by the institution as a whole

Plan of the whole institution

for the communication of all actions and/or interventions programmed by one sector/area of the organization

Sector or Policy Plan

aimed at programming interventions and/or internal communication projects

Internal Communication Plan

There can be no effective external communication if there is not an effective internal communication

A Communication Plan definition

The communication plan is a tool that serves to schedule actions of communication in an

organization in a certain period of time

Why we communicateFinalization

Who is communicating and to which beneficiaries

Key actors identification

What we are going to implementProducts identification

With which tools and resources

The communication plan allows you to define:

Methodological stages of a communication plan

The methodological stages of a Communication Plan can be divided in 4 phases:

1) Strategic Planning

2) Operational planning

3) Implementation

4) Evaluation

1) The strategic planning (planning and drawing up) foresees:

The identification of the strategic and communication objectives so as laid down by the Administration

The start of a reflection on the internal and external context on which to operate the institution's policies, on the actors involved and the possible recipients of the actions of communication

2) The Operational Planning

It is a phase that consists in the actual translation of the strategic objectives identified, in communication tools for the implementation of the Plan

3) Implementation

It is the phase aimed at the realization and management of the plan in accordance with the procedures and schedule established during the design phase

4) Evaluation

It is the verification of :

the results obtained,

the impact and effects generated on the context inside and outside the institution

and of any discrepancies between these elements and the previously identified objectives

Monitoring and evaluation of the processes and of the operational decisions which across all phases of the plan do not constitute a prerogative of the last stage.

In particular, the ongoing monitoring of operations allows the definition of parameters and criteria to be the basis for any corrective actions

Definition of the activities

The communications plan defines in detail

Each of which is potentially subject to a different approach to maximize the "reply" in terms of notoriety and purchase

The various categories of

recipients

To use for each of them, which will leverage on the topics that are more sensitive The messages

Which you can use to get more easily the message to each identified target

The communication tools

Definition of the activities

how we wish to distribute them throughout the year in line with the trend of demand for the type of services that are performed, events to be highlighted, special initiatives that we already know that we must promote

The programming of the

communication activities

And thus the costs to be incurred for the implementation of planned activitiesThe budget

Capable of measuring the effectiveness of interventions

The indicators

Strategic Planning

Context analysis

who is communicating and its mission

institution managing the programme

whom we are communicating with

The territory and the population

what we are communicatingThe programme itself

Before starting an Information Campaign we should make sure that we have have done a carefully

overview of the current situation in terms of general information and data on:

Strategic Planning

Context analysis

The geographic, territorial, socio-economic context

The general framework of reference

The characteristics of the market in which a particular service is providedThe sector context

The characteristics of the Administration

The organizational context

The analysis of the context can be different according to the specific situations:

You can take into consideration:

The analysis of the context is functional to the contextualization of the strategic objectives for an effective translation into communication goals

Strategic Planning

SWOT Analysis

Strength

It is useful at this stage to carry out a SWOT analysis

SWOT is the acronym of 4 English terms:

SWOT analysis serves to identify potential areas on which to focus the communication Plan

Weaknesses

Opportunities

Threats

Strategic Planning

SWOT Analysis

Strengths

Weaknesses

External opportunities outside the institution/organization

External threats to the institution/organization

Within the organization (for example an innovative service)

Within the organization (for example lack of professional skills, damaged reputation)

For example, a particular channel of communication may prove to be effective in a particular region, high-level of education in the identified reference group

For example, lack of trust of the public in the local media, lack of regular use of internet by citizens

Strategic Planning

SWOT Analysis

SWOT analysis provides information useful to combine the resources and skills existing in the institution with the attitudes of the environment in which works

An organizational analysis can also be introduced at this stage since it provides useful indications on the institution and on the various roles of the different actors involved

Strategic Planning

Which Tools can we use for the SWOT analysis?

Are the following tools available?

current researches stating public opinion in your country and in Europe on anti-corruption

current quantitative and/or qualitative researches on social trends in your country

past experience in terms of people, know-how and tools realized during the anti-corruption campaigns

statistical and demographical information about your country

Strategic Planning

Research communication audit

We suggest you also to carry out also a research-communication audit, which helps evaluate your current Communication.

To such end, some Administrations hire firms but the price for the objectivity of an external auditor may easily be high.

So as to analyse your Communication potential, you should find out:

What every staff person is doing within the Communication Department;

What each Communication activity is designed to achieve, and how effective each activity is or has so far been.

Strategic Planning

Research communication audit

To get your answers, you need try to follow the following steps:

Brainstorm with Communication staff

Talk to other Departments, notably those dealing with connected issues

Interview the Head of the Press Office of your Administration

Interview all the key actors involved in the anti-corruption issues on your territory

Talk to Communication committee members

Host focus groups and query non members

Strategic Planning

Objectives

The definition of objectives can be obtained from the awareness of the strategic objectives of the Organization and from the data and information that the analysis of the context of reference, provided.

Operational objectives are declinations of the strategic goal

Strategic Planning

Objectives in an anti-corruption campaign

Once you have obtained information from your audit, define your overall Communication objectives and the results you wish to achieve.

To convince the target audience to feel responsible on matters linked to corruption

Specific Objective 1



To inform the target audience of the anti-corruption measures that are being taken

To change mentalities on anti-corruption issues

Overall objective

reducing corruption by promoting transparency and accountability for public institutions


To promote and increase citizen’s right and access to information

Strategic Planning

Different typologies of Strategic objectives

Objectives of guarantee and protection of the rights in the public/private relationship

Policy Objectives

Securing the rights of access to information

promoting participation

privacy policy

the relaunch of the territory Enacting Freedom of Information Act, id

applicable Increase citizen’s awareness of their

right to information so that they may hold the government accountable

Strategic Planning


Objectives of improving the quality of services provided

publicize the opportunity on the use of a specific service

simplify procedures

reduce costs

to provide services tailored as much as possible to the needs of users

Objectives of identity and image

need to communicate the identity of the institution and its mission

initiatives and programmes carried out the will to correct the perception among

the public

Strategic Planning


Objectives of promotion within the Organization of a culture of respect and service to the citizen

To share goals with the employees

To favor the participation of employees to the organizational choices of the administrations

Strategic Planning SMART Objectives

Specific

Objectives should always be SMART

Measurable

Achievable

Realistic

Time-bound

To be monitored and evaluated

Through a correct definition of objectives, communication must indicate clearly what a P.A. wants to achieve with the communication activities

Wrong objectives

Comments Clear and measurable objectives

A key objective is the creation of a strong relationship with the media by organizing a press office

This is not an objective but rather a strategy and a tactic

Communicate our project to the community through a good coverage of the opinion press

The Agency will use innovative media

Once again this is not a goal but a method

Advertise your website to target groups that use internet through on-line and off-line communication

Strategic PlanningUseful tips

Strategic Planning Target segmentation

In audiences identification, it is important to define with whom you want to share information.

These people are your target audiences.

Most times, you will be communicating with a variety of audiences, both internally and externally.

Furthermore, some audiences may be more important than others, therefore you will need to make such distinction (e.g. primary audience versus other audiences). Think broadly but realistically about whom you can inform and influence.

List all the audiences involved in your anti-communication campaign as well as other audiences you can contact, attempt to influence, or serve.

Strategic Planning

Target segmentation

There are different ways to perform Public target segmentation. The choice is influenced by the type of Communication strategy we choose both at strategic and operational level.

The most traditional segmentation ways to be also used in an integrated manner are the following:

Geographic segmentation

socio-demographic segmentation

psycho-graphic segmentation

segmentation based upon service use

Segmentation based upon required benefits

Strategic Planning

Target segmentation

Geographic segmentation

Target Groups are divided according to area of geographic origin (countries, regions, headquarters, areas), population numbers, city centre dimension, climate environment);

Socio-demographic segmentation

the Target Group is divided on the basis of demographic variables, such as age, sex, family size, income level, occupation, educational level, religion, etc.;

Psycho-graphic segmentation

Target Groups are divided according to their lifestyles, user status and main characteristics

Strategic Planning

Target segmentation

Segmentation based upon service use

Target Groups are divided on the basis of their frequency in the use of a specific service offered, and level of trust in the Administration providing that specific service, awareness of the value of the service used and behaviour to that specific service

Segmentation based upon required benefits

Target Groups are divided by advantages for users in the use of a specific service

Geographic and socio-demographic segmentations are usually the most used as they are easier and simpler to be adopted

Strategic Planning

Target Macro-segmentation

Another possible way of identifying the stakeholders is the macro-segmentation. The macro-segmentation divides audiences into four categories:

BeneficiariesIn an anti corruption campaign could be: general population, businesses, civil society and the Government.

InstitutionsGovernment, Parliament, government agencies, regions, provinces and municipalities

MediaNewspapers, periodicals, specialised and local press, national and local TV, national and local radio, internet

Influentialentities or individuals who have an influence on political and social issues (trade unions, professional orders, training institutes)

Strategic Planning

Stakeholders’ role

The influential and stakeholders are categories of the public who can prove decisive for the achievement of the identified objectives

Stakeholders help you disseminate the contents of our Communication initiatives. It is a good practice to operate in network with them.

Involve Stakeholders at the very beginning of the implementation of Communication actions.

Co-shared decisions are less likely to be objected.

If you know a person or group will react negatively to what you are doing, ignoring them is a bad idea

Strategic Planning

Other potential key audiences

Besides key audiences and key stakeholders, there are other potential audiences that need to be identified i.e.:

Opinion leaders

Professional groups

Governments (other Ministries or Public bodies involved in the anti-corruption campaign)

Industry analysts

Administration employees

On-line audiences (the recent trend is to communicate news within social networks, niche communities or bloggers)

Interest groups

Media (both a target group and a tool).

Strategic Planning

Target segmentation: useful tips

Segmentation sometimes leads to the identification of a large number of audiences. This is why it is important to give priority to different groups of recipients.

Make sure that you share the decision about which target group to address with your internal and external partners

Be clear in the definition of target groups and assign a priority order based on the importance and influence compared to the identified objectives

Operational Planning

The Strategy

The choice of strategy consists in translating the object in communication activities and tools

Strategies help frame future decisions. Once objectives have been identified, the strategy simply helps you picture how you will reach such aims


The Strategy

The Public

A Communication strategy can be identified in relation to:

Relationship between those who issue the message and those who receive it (issueing and receiving)

Contact mode

Communication style and tone


The choice of strategy in relation to public

As the Public can be widely diversified, we have to choose among

Non-differentiated strategy

Differentiated strategy

Concentrated strategy


The choice of strategy in relation to public

Non-differentiated strategy

Differentiated strategy

Concentrated strategy

we use a single message for all the identified Target Groups without any difference. It is less expensive but also the least effective in terms of message impact on Target Groups, as it is less flexible and too general

foresees a different kind of message depending on the Target Group we want to reach. It is more expensive but also more effective from a Communication point of view.

It is an evolution compared to the differentiated strategy. Once the Target Groups we want to reach have been identified, we select the ones on which to concentrate our message. The concentrated strategy offers a well-targeted message but it penalises the other identified Target Groups.


Relationship between issueing and receiving

Propaganda

Persuasion

Facilitation

In such option, the message is adapted to the feed-back we wish to receive on the Final Beneficiaries of the message. In this respect, the following choices can be made:


Relationship between issueing and receiving

Propaganda

Persuasion

Facilitation

provides the message unidirectionality. The Administration enforcing such strategy enables no feed-back from citizens

is based on the idea citizens must take a position versus the policy adopted by a given Administration. Message receivers have to choose between good and bad, right or wrong. Persuasion tries to direct towards a single point of view and thus allows little differentiation.

assumes the presence of different Beneficiaries of public Communication choices. They all have their own lifestyles and may follow (or not) the policy undertaken by the Administration. Facilitation tries to train citizens leaving them free to choose and providing them with clear messages aiming to protect their own individuality as well as Final Beneficiaries’ choice.

A Communication Plan drawn up by a Public Administration has to follow the facilitation option

although sometimes persuasion options may be adopted.


The strategy choice in relation to the contact mode

Direct interactionor through the adoption of a filter − namely, another tool or another target

in this case the target audience can be reached in two different ways:

Actions On a large or small case


The strategy choice in relation to Communication style and tone

Educational style

Informative style

Entertainment style

In the strategy choice in relation to Communication style and tone: we can choose among

A mix of the previous categories


The strategy choice in relation to Communication style and tone

Educational Style

Informative style

the communicator plays an educational role and is therefore able to train the end-user on the message content

the communicator is neutral in disseminating the message and just provides useful information, data and news

Entertainment style

A mix of the previous categories

the communicator provides the information while trying to amuse the end-user;

derives from a mix of the above mentioned styles. It uses some combinations of the above categories’ entertainment/informative styles or educational/informative/entertainment styles


The choice strategy: useful tips

Economic resources available

The choice of the strategy must be done bearing in mind a number of constraints and feasibility criteria that your organization should consider, for example in reference to:

Human resources available within the administration

The public identified in the plan

Technological resources which you have


Content

Once objectives, strategy and target has been identified it is important to make a choice on the communication content, i.e. what are the values and/or information that we want to convey in the construction of the messages in a consistent manner

The contents must be clear, explicit and accurate with respect to the potential of the organization.


Messages

After the content definition it is time to devise the message. Messages help you communicate the right things to the right people. As messages permeate all the Communication activities, they attract wide attention from decision makers. It is therefore important to spend time on this section

The message must be visible, clear and easily identifiable Its validity depends on the

possibility to be adapted to the different Communication forms and tools

Originality helps capture the audience – humour as well as metaphors help increase noticeability

Operational Planning Messages: Useful tips

A message to be effective should:

Focus on main points

Be brief

Be written in a simple way so that anyone can understand

Not take anything for granted, explain each term that does not belong to common language

Highlight the positive sides of what you are doing

Decide what stories are to be about and focus on that

Messages are easier to be understood if you can give some context and to what you are doing. In this case, use concrete examples and support the messages with facts, if available.


Messages: Useful tips

An effective communication can be achieved through:

Simplicity - Remove messages from all secondary and less important information that you can afford to live without

Consistency - Communication approaches key audiences in many different ways. If the different activities say different things the overall effect is weakened. If the message spread is always the same a multiply effect is guaranteed.


How to choose tools and activities

Tools can range from a simple flyer to a glossy magazine

Don't overlook less obvious tools such as posters, report covers and websites

Brainstorm ideas with your staffs

Also think about some innovative tools.

Use your creativity still trying to remain objective.

The selected tools depend on strategic goals, Communication programme objectives, target

audience profile, advantages and disadvantages of each tool, and Communications budget


How to choose tools and activities

Publications (newsletters, magazines, handbooks, brochures, leaflets, posters)

Events (conferences, seminars, workshops, the anti-corruption day)

Media (traditional and new media)

Community (networks, blogs, etc.)

Advertisement

An effective Communication programme will combine some or all of the following tools to communicate the

intended message to the target audience


How to choose tools on the basis of the identified objectives

Overall Objective: reducing corruption by promoting transparency and accountability for public institutions

Communication challenges/start from the nagtive

Communication objectives to support the main one

Communication intervention

Outcomes: what change has the communication produced?

Impact: contribution of communication to ovell project’s

Civil society and media are not educated enoungh and not informed about their access to government information

Promote citizen’s right and access to information

Advocacy for promoting the right to know among civil society, media, and the general public

Government departments are implementing a new law

Government institutions are transparent and the level of corruption is reduced

There are cultural and social dynamics of not demanding information to hold public institutions accountable

Increase citizen’s awareness of their right to information so that they may hold government accountable

Exposure and training of relevant non-governmental organizations, media, and government officials regarding access to information

Citizens are execising their right to know

Increase citizens’ access to information

Publication of government information as a way of decreasing corruption


How to choose tools for each target group

Tools for stakeholders Tools for the public Tools with the media and civil society

Form an advisory group and exchange inmformation with stakeholders

Organise exhibition in schools, colleges, and universities to highlight examples of corruption and its consequences

Regularly brief journalists and editors. Hold public events focusing on corruption as a means to build coalitions

Meetings, workshops, seminars Coordinate public forums and publish pamphlets, brochures, and newsletters for public distribution to show the different forms of corruption

Anticipate media enquiries about on-going corruption cases preparing on the web site a restricted area devoted to them

Communicate directly with the public through the web site, new media such as blogs

Organise awards for journalists, training on reporting on corruption,

Develop internet-based interactive games to allow participnats to test their knowledge of what is corruption

Compile a national, annual anti-corruption report that outlines the activities of your agency and distribute them to the media


Tasks and Timing

Separate objectives into logical time periods (i.e. monthly, weekly, etc.)

Tasks and Timing involves mapping out the tasks to be performed, their timelines, and who will be responsible for each of them

Once objectives, goals, audiences, and tools have been identified, quantify the results in a calendar grid that roughly outlines which projects will be accomplished and when.


Tasks and Timing

For each initiative it is necessary to specify:

Who is responsible for implementing it

When the activity has to be implemented

What costs are associated with each activity


Tasks and Timing

It is a popular type of bar chart that illustrates a project schedule.

It illustrates the start and finish dates of the terminal elements and summary elements of a project

Terminal elements and summary elements comprise the work breakdown structure of the project

A GANTT Chart helps us keep the implementing phases under control


Budget

When working on it make sure that the budget is adequate to achieve the desired objectives.

If the budget assigned to the Communication Plan is decided in advance, tailor the Plan to fit within it

All Plan parties must be aware of what can realistically be delivered for the available budget

If the budget is inadequate and cannot be increased, review your objectives and bring them back to an achievable level

Budget is a critical factor in communication plans

Implementation

Result provisionActivities implementation, achievement of the objectives, and contribute effectively to achieving the general objective of the project

Efficient management

The objective of the implementation phase is:

Monitoring and drawing up of report

Of the available resources

Preparing a progress report

Implementation

The phase of implementation can be managed effectively through the drafting of an annual action plan

The action plan is a monthly description of activities and the sequence to be followed

The action plan allows to implement the core activities and develop a level of detail for the practical management of the communication plan and to monitor its status of implementation

Monitoring and evaluating the result

Although correlated, monitoring and evaluation are different activities implemented by different bodies in different phases through Plan implementation.

Monitoring consists in systematic and continuous collecting, analysis and use of information for the purpose of management and decision-making

Evaluation, instead, is a periodic assessment of the efficiency, effectiveness, impact, sustainability and relevance of a project in the context of stated objectives. It is usually undertaken as an independent examination with a view to drawing lessons that may guide future decision-making

Monitoring and evaluating the result

Communication Output

tells us whether the message has reached the Target Group

Communication Out take

Communication Out Come

tells us whether the Target Group understood the message

tells us whether a message has produced a change in the opinions and behaviours of the given Target Group

There are three levels of Plan measuring

Monitoring

Monitoring key elements are:

It is an internal management responsibility

It measures progress in relation to the budget foreseen by single activities

It identifies problems and thus allows looking for solutions

It uses both formal and informal methods for data collection

It is a key source for evaluation

Monitoring requires definition of two conditions:

That data are treated from an analytical point of view;

That the final aim of such data collection and manipulation is to inform the decisional process

Evaluation

The evaluation process consists in the verification of the correspondence between planning and implementation of what was originally foreseen in the Plan. Evaluation is usually carried out by an external expert

Monitoring Evalutation

Who? Internal management

Involves an external expert to guarantee its ojectivity

When?

Continuous Periodical

Why? Check the progress, acts in the event of distortions, updates your plan

Checks whether the chosen strategies and objectives are appropriate

Exercise: Draw up your Communication Plan

Analyse situation

What’s the problem?

What are the causes?

Who are the stakeholders?

What can be done?

Identify objectives

What are the desired outcomes?

What is the planned time frame?

What is the desired level of effect?

Identify Stakeholders

Who are the key stakeholders?

How can we build coalitions?

Who is the key audience?

Select communication channels

Through which channels can the majority of target audience be reached?

Design messages

Depending on the audience and communication channels how can your message be articulated clearly and simply?

Implement strategy

What planned activities will you employ (press releases, press conferences, replies to media requests, websites, text messaging services, etc.)

Monitor and evaluate

What method of evaluation will you use to measure the impact of your communication strategy?

Contact details:

Thanks for your attention

Claudia SalviInternational Activities Office

FormezPAViale Marx, 1500137 Roma

[email protected]

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