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Transcript of pawan yadav vvism
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Development Industrial Communicationprogram
Pawan Yadav
vvismRegs -5059
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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
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Unicef: Goodwill Ambassadors
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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