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.
The importance of communication
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 importance of communication
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).
Interpersonal Communication Style
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.
Interpersonal Communication Style
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.
Internal communication
"(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 communication
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
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.
External communication
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 Institutional Communication of the Public Administration
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
The Institutional Communication of the Public Administration
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
Different approaches for an anti-corruption communication 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
Transparency approach
Different approaches for an anti-corruption communication campaign
Transparency approach
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.
Different approaches for an anti-corruption communication campaign
Transparency approach
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
Different approaches for an anti-corruption communication campaign
Transparency approach
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.
Different approaches for an anti-corruption communication campaign
Transparency approach
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.
Different approaches for an anti-corruption communication campaign
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.
Different approaches for an anti-corruption communication campaign
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.
Different approaches for an anti-corruption communication campaign
Success results campaign
The idea in this case is to base the campaign on the successful achieved results
Different approaches for an anti-corruption communication campaign
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
Different approaches for an anti-corruption communication campaign
The traditional way was based mainly on Advertisement
posters
Rock concerts
Different approaches for an anti-corruption communication campaign
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”
Different approaches for an anti-corruption communication campaign
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
Different approaches for an anti-corruption communication campaign
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
Different approaches for an anti-corruption communication campaign
The best communication should be useful and informative
In an anti-corruption good communication starts by listening
Surveys
Focus groups
Direct observations
Different approaches for an anti-corruption communication campaign
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
Which is the best approach?
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
Which is the best approach?
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
Which is the best approach?
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
Which is the best approach?
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
Which is the best approach?
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
Specific Objective 2
Specific Objective 3
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
Specific Objective 4
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
Different typologies of Strategic objectives
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
Different typologies of Strategic objectives
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
Operational Planning
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
Operational Planning
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
Operational Planning
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.
Operational Planning
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:
Operational Planning
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.
Operational Planning
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
Operational Planning
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
Operational Planning
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
Operational Planning
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
Operational Planning
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.
Operational Planning
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.
Operational Planning
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.
Operational Planning
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
Operational Planning
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
Operational Planning
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
Operational Planning
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
Operational Planning
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.
Operational Planning
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
Operational Planning
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
Operational Planning
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
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