Effective Communication &Anti-Corruption Campaign

“The greatest problem in communication is the illusion that it has been accomplished.”George Bernard Shaw 1856 - 1950

Anti-Corruption Communication

• Communication: Our Understanding • Communication process• Barriers of communication• The most important factors• Anti-corruption communication &

campaign

• Process of conveying information which is understandable

• Thought/Info/

Encoding/dissemination

Decoding/Audience

Communication: Our Understanding

CommunicationProcess

Successful Communication!!!

….

• Culture & bias• Noise• Self focus• Perception• Message error• Environmental• Stress

Communication: The Barriers

..

• Situation analysis• Define the objectives & communications need analysis• Message• Tools & channels• Challenges and opportunities• Accuracy/nature of the information/thought/perception• The medium/channels and its appropriateness • Identify & reduce barriers • Knowing the audience – decoding factor

The Golden Rule of Communications: Start where the audience is at, not where you want them to be

Communication: Most Important Factors

Communication: The Skills

Research the Audience

Knowledge and behaviour of your target audiences

Who are they? What do they do?In what age group?Social habit/economic conditionPolitical viewsLiteracy rateAre they really affected by the problem? Do they really need itWhat change of behaviour you want from them?Are they in a position to change their behaviour?Will it sustain?…

Internal planning

• Leadership support and consultation

• Prepare budget • Allocation of responsibilities & tasks

• Who will measure, evaluate and adjust?

• Setting up a timeline for action

Practical Steps

Pick an issue: e.g. engaging young people, AI Desk at a heath complex/medical college, helping victims/witnesses to fight corruption

1. Identify problem & setting objectives2. Message 3. Expected results4. Challenges5. Strengths 6. Tactics and targets(daily news, social media, TV,

billboard, leaflets?)7. Monitoring & Evaluation8. …

Mini Communication Strategy

Face to face meetings Radio

Municipal/village meeting Other NGOs

Letters/emails/newsletters/SMS TV, Video

Podcasts, webcasts, live chat Print media

Phone call, Teleconference Outdoor billboards

Through Stakeholders channels Community meetings / theatre

Through third party endorsers (worker unions, civil society) and their channels

Paid advertising

Brochures/reports Public Hearings / protests

Internet

Beneficiary driven communications

Traditional mail

Petitions Social media (blogs, Twitter, Facebook, YouTube)

Inventory of Communication Channels

TIB

InterpersonalCommunication

Media & Press Communication

OrganizationalCommunication

Communication: Our Job

Strategic Communication

Outreach & Campaign

Vision

Mission

PDC goals & objectives

Research & Policy

Advocacy & Communication

People’s Engagement & Outreach

Change!

Communication: The Big Picture

As an organisation– Global– Respected– Established– Growing – Leading voice– An adolescent quickly becoming an adult

Our image– Synonymous with trustworthiness and ethical behaviour– Great appeal with donors and highly educated people– Our image is bigger than our capacity to deliver and the expectations

are high

What is TI/TIB

• The public• Policymakers, including government and

bureaucrats• CSOs • Bilateral and multilateral development

institutions• The media and knowledge intermediaries

Audiences

• Depends…• How to act against corruption. • From awareness building to how people can

take action against corruption.

The key message

• A Core Group on Communications chaired by the Executive Director and comprising members from all divisionss.

• A closer integration of research and advocacy for all research projects.

• Using success stories in a systematic way, in order to document the intangible impact of TIB’s communication work.

• Assess communication activities on a regular basis.• A research strategy that ties in with the communication

strategy.

Our Strategy

• Continue the shift away from pure awareness building towards messages that focus on how people can take action against corruption. • Strengthen the link between national-level advocacy and local-level advocacy.• Closer collaboration between groups at the local level, especially between CCCs, youth groups, and theatre groups. •Closer collaboration between CCCs and elected bodies at the local level.

• Continue to initiate more issue-based collaboration, especially increasing the number of issue-based partnerships that are initiated at the national level.

• Strengthen constructive engagement with government and other policymakers at the national level, with the aim of encouraging increased dialogue.

• Continue to strengthen TIB as an institution, so that communication with the media becomes an institutionalised process.

Negotiation Skills: How do I Influence?

• Use logic • Bargaining capacity • Compromising attitude • Emotional intelligence • Communication skills• Power of persuasion • Information gathering capacity

Steps in Communication

Anal

ysis

St

rate

gic

Des

ign

Dev

elop

men

t &

Tes

ting

Implementing & Monitoring

Evaluation &

Replanning

Situation Analysis

• Determine relevance of the problem• Determine severity & causes• Indentify social, cultural and economic challenges facing

the audience• Develop a clear statement on how the problem will be

addressed• Carry out research, listen to the audience – their needs

and priorities.• Carry out a social & behavioral analysis, assess

knowledge, attitude, skills and behaviors of the audience, identify socio-cultural norms, community dynamics. Identify networks.

• Assess communication & training needs of all stakeholders

Strategic Design

• Set communication objectives that are Specific, Measurable, Appropriate, Realistic and Time-bound (SMART)

• Develop program approach and how it is expected to change behavior

• Determine channels/tools• Draw an implementation plan and work schedule• Develop a monitoring and evaluation plan to assess

impact and the need of further modification.

Development & Testing

• Develop guidelines, tools and all implementation materials

• Test the concept/tools/IEC materials• Revise, make changes where necessary• Retest and finalize

Implementation, Monitoring & Evaluation, Re-planning• Produce & disseminate• Mobilize key stakeholders• Manage & monitor programs• Adjust based on monitoring• Measure outcome and assess impact• Disseminate results• Determine future needs• Revise &redesign program