Integrating Communication in Operations

INTRODUCTION

Communication professionals, both in the public and private sector will often argue that strategic communication improves an organization’s operational capabilities. But how can development organizations use communication to improve their performance in the field?

Development organizations once mainly used communication to build trusting relationships with stakeholders and to position issues. Some organizations however, have attempted to integrate communication directly into project work. They have found that communication is an also an analytical tool, which can be used to assess a project’s political and social challenges. When communication strategies respond to local needs and are effectively implemented they can stimulate dialogue among stakeholders and facilitate the participation of key constituencies.

CONTEXT

A) Family Tree of Theories, Methodologies and Strategies in Development Communication

Prepared for the Rockefeller Foundation by Silvio Waisbord, Phd Rutgers University

This report presents a chronological evolution of development communication, comparing approaches and findings, over the past 50 years. It aims to clarify the understanding and the uses of the most influential theories, strategies and techniques in the field of communication.

B) The Process of Development Communication (PPT, 4.29MB)

This is a compilation of several DevComm presentations. It provides an overview of the role of the development communication division in the Bank’s work. It describes development communication as a process that involves assessment, implementation and evaluation and makes use of several approaches.

C) The Bank’s Project Cycle: How Does Communication Fit In? (PPT, 77KB)

by Caby Verzosa Development Communication Division

Provides an overview on how a communication program can be aligned with the five stages of the World Bank’s project cycle. The presentation makes a distinction between the roles of a traditional communication program and development communication.

In this presentation, Caby provides an overview on how a communication program can be aligned with the five stages of the World Bank’s project cycle. The presentation makes a distinction between the roles of a traditional communication program and development communication.

STRATEGIES

This section provides examples of development agencies' efforts to integrate communication in project preparation, implementation and evaluation

A)Integrating Communication Into the Environmental Assessment

A workshop conducted jointly by DevComm and the World Bank’s Quality Assurance Group (QACU)

Participants learnt how communication can be used to ensure that World Bank environmental assessments (EA) effectively engage all stakeholders concerned. The participants were introduced to the following:

· Identification of entry points for the communication process in the preparation and implementation of EA.

· Evaluation of communication needs

· Assessment of the amount and quality of resources (technical, financial) required for improved communication in EA

· Monitoring and evaluation of communication activities for the Environmental Assesment

The following presentations were delivered:

1) Communication in Environmental Assessment (PPT, 397KB)

By Paolo Mefalopulos, DevComm

This presentation provides an overview of the process of communication for development and how it relates to the Environmental Assessment and suggests some communication activities that can strengthen the EA.

For more information contact: Paolo Mefalopulos, DevComm

B) Holistic approach to Communication for Sustainable Development (PPT, 178KB)

Presented by DevComm’s Unit for Communication in Sustainable Development to the Bank’s thematic group on Sustainable Agricultural Systems--Knowledge and Institutions (SASKI)

This presentation provides an overview of communication challenges faced by Bank operations. It explains how communication contributes to projects and describes it as a process that should run parallel to the project’s design, implementation and evaluation. It provides examples of communication practices in Bank projects in Latin America, as well as a case study of communication for Nicaragua's agricultural extension and reform projects.

C) Communication a Key to Human Development

by Colin Fraser and Jonathan Villet, for the UN Food and Development Organisation-FAO-

This document provides an overview of FAO’s approach towards communication for development. It summarizes some of the challenges faced by populations in rural areas and suggests that with the support of national planners and policy makers, communication programs can make an impact in the life of the poor by facilitating:

Planning and program formulation

Participation and community mobilization

Change in behavior and lifestyles

D) Health Communication Partnership.

This website, outlines the aspirations and strategy of the Health Communication Partnership, an alliance formed by academic institutions and NGOs working in the field of health communication. Its aim is to facilitate sharing of health communication experiences and develop new approaches that will address the concerns of 1) Individuals and communities, 2) Health Services and 3) Social and political environments.

1) About the Health Communication Partnership

2) Strategic Framework

3) Conceptual Framework

LEARNING EVENTS

1) March 9, Stockholm, Sweden

Discussion/Workshop on "Strategic Communication for Poverty Reduction: Experiences from PRSPs and Development Programs",

provided by DevComm and the Swedish International Development Agency(SIDA)

Participants shared their views, experiences, knowledge and challenges in applying communication tools in development programs in general and PRSP process in particular. In addition, the event brought together a number of professionals from bilateral and multilateral agencies, governments, and NGOs involved in the areas of PRSP communication and development. More information and materials from this course will be made available in the next issue of the DevComm Reader.

For more information contact: Johanna Martinson,

2) Feb 2-27, e-forum on the Role of Communication in Agricultural & Rural Development Projects

This e-Forum was a joint initiative of the Agriculture and Rural Development Department of the World Bank , the Development Communication Division - SDO, and the ESSD Communications and External Affairs Team. Please see our website for further information.

Contact: Piotr Mazurkiewicz

3) February-March 2004

Communicating Public Sector Reform in ECA, Kazakhstan, Kyrgyz and Uzbekistan

Provided by DevComm

This distance learning course provided those involved in the management and implementation economic/social reforms with strategic communication tools that are important for program success. Participants reviewed the importance of identifying, segmenting and understanding what drives the behavior of target audiences or stakeholders; and practiced designing a communication strategy. The course was divided into seven modules, which were held once a week (over a period of seven weeks) in three-hour sessions via distance learning. Bank staff, journalists and policy makers from Kazakhstan, Kyrgyz, and Uzbekistan participated.

Contact: Kosta Kostadinov,

4) March 29-April 16, E-Conference on Media and Corporate Responsibility

This E-conference is a joint initiative of the World Bank Development Communication Division, Private Sector Development/Corporate Governance and Competitiveness Group of the World Bank Institute, the Global Alliance for Workers and Communities and CSR WIRE. Please visit DevComm’s website for more information.

Contact: Piotr Mazurkiewicz

5) April 13, Washington DC, USA

Stakeholder Consultation Workshop,

Provided by DevComm

This one day workshop shares a wealth of experience and information on this area so that best practices can be replicated and common mistakes can be avoided. Guest speakers will discuss their first-hand experience and best practice scenarios, which participants are encouraged to apply in their work.

Contact: Natalia Kirpikova

6) April 13-16, Washington DC, USA

Art & Science of Strategic Communication,

Delivered jointly by DevComm, Chlopak, Leonard, Schechter & Associates and Professor

Gary Orren of Harvard University

This 4-day course is being delivered for the 13th time. It is intended for both communication practitioners and Bank project teams who need to effectively communicate messages to external audiences or project beneficiaries and are, or will be, involved in the design of the communication component of a project. The course covers topics such as development communication, persuasion, opinion research, blueprint for effective communication programs and personal communication skills.

Contact: Johanna Martinson

7) May 17-19, Washington DC, USA

Global Communications Forum

Organized by the World Bank’s Communication Network, COMMNET.

The Forum provides the opportunity for Bank communications staff around the world to come together to discuss issues affecting their work, to enhance their communications skills, and to network with colleagues The Forum includes thematic plenary discussions and problem-solving sessions, skills clinics and workshops designed to accommodate CommNet members of various skills levels and specializations, and to allow participants from all regions to share best practices. The agenda will be determined by a needs assessment and by feedback on the 2002 and 2003 Forums.

8) June 2-3, Washington DC, USA

Managing Developmental and Political Risk

Delivered Jointly by DevComm and Chlopak Leonard Schechter and Associates (CLS)

This two-day course will give participants an overview of the best practices in risk management, including identifying developmental and political risks, communicating organizational values, engaging stakeholders, and managing crises. Experts from the private sector, academia, and the World Bank, will lead discussions on the following:

· Defining Risk Management

· How to Identify and Prioritize Risks

· The Bank’s Integrated Risk Management Framework

· Identifying the Needs of Stakeholders and Building Allies

· Crisis Communications

Contact: Kosta Kostadinov