Communicating Your PPD: Practices and Strategies
Shihab Ansari AzharStakeholder Engagement Analyst, BICF, IFC
BangladeshPPD Global Product Team
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Business environment reform Vs. private sector
Diagnostics
Solution Design
Implementation Monitoring &Evaluation
R & D Production Marketing & Sales Customer Support
3Herzberg , 2010
Public Service Announcement
4Sullivan, 2005
Motor Show
5Sullivan, 2005
If you build it, will they come?
Azhar, 2005
High risk of failure, high benefit of success: Need to get better
7Herzberg , 2006
Who’s got time to work on Communications anyway?
• Does the average businessman in my country know about the PPD platform?
• Does the average SME in my country know about the PPD platform?
• Does the average person understand the PPD recommendation → business reform → private sector savings → jobs link?
• Does the average person know what your PPD has achieved?
Azhar, 2010
But communications can be very important…
• “club of elites” perception → low private sector support and participation.
• low public support → low demand for PPD
• low understanding of role of PPD in economic reform → low demand for PPD
BEWARE OF
THE BBBF
Azhar, 2010
“The previous Government needed the BBBF because they were arresting businessmen and faced low business confidence. This government does not need the BBBF.”
- Prime Minister of Bangladesh, 2009Azhar, 2010
But what if…• Private sector have
opportunities to participate→ high private sector support and participation.
• People understand link between BBBF and jobs → high demand for PPD
• People aware of BBBF’s achievements → high demand for PPD
WE BBBF!
Azhar, 2010
So what is PPD Communications?
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Communication in the PPD cycle
Solicit reform suggestions
Solicit reform suggestions
Make PPD “open” to inputs
Make PPD “open” to inputs
Disseminate research findings
Disseminate research findings
Build understanding of
problem
Build understanding of
problemCommunicate PPD
achievementsCommunicate PPD
achievements
Build support for PPD
Build support for PPD
Build support for reform
Build support for reform
Azhar, 2010
Step 1: Targeting – Understand your audience and opinion flows
Azhar, 2010
I FC
H EB
GDA
Lik
elih
oo
d t
o c
are
an
d d
o s
om
eth
ing
Issue predisposition
No
t
M
ay
be
V
ery
Stakeholder mapping
For Undecided Against
15
I FC
H EB
GDA
Rabinowitz, adapted by Herzberg 2006
IFC
HEB
GDA
Lik
elih
oo
d t
o c
are
an
d d
o s
om
eth
ing
Issue predisposition
No
t
M
ay
be
V
ery
Exercise: 1) Select 1 reform in 1 country per table 2) Discuss/explain the situation and 3) locate real individual
stakeholders and groups of stakeholders on the matrix.
For Undecided Against
16Rabinowitz, adapted by Herzberg 2006
Step 2: Tailor your message
“The PPD can help me achieve my political objectives.”
“A PPD can help my business grow by removing constraints.”
“A PPD can bring about business reforms that create jobs.”
“The PPD creates jobs.”
Azhar, 2010
• Issue Attributes
Message development
• Values
• Personal Consequence
• Issue Benefits
Rabinowitz, 2006
Developing a single message
10 C’s of advocacy messaging• Concise• Compelling (Convincing) • Credible• Character Defining• Contrasting• Contextual• Communicated (Conveyed)• Consistent• Constant
19Rabinowitz, 2006
A discrete amount of information, founded in empirical research
and in the times, and drawing a distinction from others,
communicated effectively to a narrow group of stakeholders
who have not yet made up their minds.
A good message is…
20Rabinowitz, 2006
3
23
3
6
4
34
17
1
8
3
6
18
5
25
32
3
20
8
7
7
6
23
23
5
7
11
12
13
15
29
4
0
0 10 20 30 40
Development of e-commerce
Strengthen, expand IT sector
Reduces need for middlemen
Creates jobs
Increases ease of doing business
Reduces corruption
Increases government efficiency
Creates a digital Bangladesh
Public Officials Business Owners Opinion Leaders General Population
Reasons to continue e-government
Azhar, 2010
Step 3: Choose the appropriate channel
• Options are vast, depending on message media habits of target audience:
– TV– Radio– Mail– Phone– Canvass– Web– Outdoor– Specialty– New Media– Face-to-face meetings
Rabinowitz, 2006
Understand audience media habits
7870
29
100
61
99
11 5420
20
40
60
80
100
Television Family orFriends
PrintMedia
Internet Radio Television Family orFriends
PrintMedia
Internet Radio
General Population Opinion Leaders
Media sources for news/politics | General population and Opinion Leaders
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49
15
97
0012 2 022
10
20
40
60
80
100
Severaltimes aweek
Once aweek
Once amonth
Once ayear
Never Severaltimes aweek
Once aweek
Once amonth
Once ayear
Never
General Population Opinion Leaders
How often do you watch TV News?
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90
3832
25
14 14 13 12
88
1913 127
5 2 30
20
40
60
80
100
Rater
Khob
or
Tritio
Mat
ra
Sondhar
Bule
tin
Moddho
Rat
er K
hobor
Ekush
e Som
oy
Sokal
er K
hobor
Dupure
r Khobo
r
Proti
Ghontar S
angba
d
Opinion Leaders General Population
Most-watched TV Shows
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57
24
18 1611 10 9
45
2016
710 8 10
0
20
40
60
Proth
om A
lo
Juga
ntor
Ittef
aq
Nayad
igan
ta
Amar
Des
h
Samak
al
Janak
anth
a
Opinion Leaders General Population
Most-read newspapers
Azhar, 2010
Step 4: Choose a messenger
• Promoter/Leadership/Sponsor• Government/Private sector/donors• Leaders – Political, Ethnic, Labor• Regular People• Celebrities• Professionals• Brands
Rabinowitz, 2006
How do people feel about your messenger?
2
1
32
4
111
40
12
27
1
74
1
36
1
84
6
101
64
5
32
0
78
6
100
80
60
40
20
0
20
40
60
80
100
Gen Pop Opinion Business Officials Gen Pop Opinion Business Officials Gen Pop Opinion Business Officials
% Warm, favorable (51-100 degrees) % Cool, unfavorable (0-49 degrees)
Now, I’d like to rate your feelings toward some people, things, and organizations, with “100” meaning a VERY FAVORABLE feeling; “0” meaning a VERY UNFAVORABLE feeling; and “50” meaning not particularly favorable or unfavorable.
BASIS BCS BCC
Azhar, 2010
Step 5: Deliver your messages
Cambodia SME credit reform – TV shows on location (SMEs) + Experts
Nigeria PPD
Philippines procurement reform Georgia legal and judicial reform
Opeds,press
Herzberg , 2006
South Africa Tax Reform - Comics
Herzberg , 2006
“Better Business, Better Bangladesh”
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Best practices in PPD websites
• KISS
• Dynamic and changing content on front page
• Allow local stakeholders to weigh in
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Website best practices continued
• Display results and achievements graphically
• Consider using English and native language
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• Measurement DURING the advocacy campaign = survey, polling
• Measuring AFTER the campaign = result/enactment/decision/election
• Survey target audiences (as often as can afford/practical) if enough amounts of messaging done so as to test their results.
• Test the same groups of targets and compare them to each other.
• Measure changes in attitudes and willingness to act, but also exposure to the campaign (i.e. “Have you seen ad or read a story about this, that or the other?”).
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Step 6: Measurement
Rabinowitz, 2006
On-going Communications
Awareness of and Support for Business Reforms in Bangladesh
Communications Campaign
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YOUR FREE GIFT…
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THANK YOU!
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