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Public Relations Strategy of JICA Presentation at DAC Heads of Information Conference 2006 By Keiichi MURAOKA Director, Office of Public Relations Japan.

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Presentation on theme: "Public Relations Strategy of JICA Presentation at DAC Heads of Information Conference 2006 By Keiichi MURAOKA Director, Office of Public Relations Japan."— Presentation transcript:

1 Public Relations Strategy of JICA Presentation at DAC Heads of Information Conference 2006 By Keiichi MURAOKA Director, Office of Public Relations Japan International Cooperation Agency

2 Todays presentation Overview of Japans ODA at present 50 th Anniversary of Japanese ODA in 2004 Public Relations Strategy of JICA Activities of Public Relations

3 ODA Net Disbursements

4 Result of Public Opinion Pole on Diplomacy in 2005 ODA should maintain current level 44.6% (increased by 0.4% from 2004) ODA should be increased 22.0% (increased by 3.3% from 2004) ODA should be reduced 23.0% (reduced by 2.6% from 2004)

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6 Public Opinion Polls ~ Reasons for Not promoting Japans ODA ~

7 50 th Anniversary of Japanese ODA in 2004 Duration: September-October 2004 Main actor: MoFA, ODA line ministries, JICA,JBIC and other agencies and NGOs Target audience: general public, particularly those who have general interest in ODA

8 50th anniversary of Japanese ODA Main achievements TV commercials, Special TV commercials, posters, stationeries: newspapers, magazines and other printed media: symposia, seminars, and other assembly-type events:

9 Symposium on Overseas Assistance at a Turning Point From left: NHK Chief Commentator Yasunori Imai, JICA President Sadako Ogata, AU Chairman Alpha Oumar Konale, Fmr Thai FM. Surin Pitsuwan, UNDP Administrator Mark Malloch Brown

10 50 th anniversary of Japanese ODA Assessment by MoFA 1)Positive -was able to mobilize an wide range of media instruments including TV, newspaper printed materials, etc. -Newspaper coverage (editorial) mainly positive -Selective & concentrative strategy generally successful - Was able to mobilize a much wider range of NGOs

11 50 th anniversary of Japanese ODA 2) negative; - absence of newspaper editorial or opinion support of ODA budget increase - lack of enthusiasm in ODA line ministries - failure to capture wider range of audience - weak or mediocre turn-out in locally organized event

12 Public Relations Strategy of JICA(1) Strengthening and enhancement of Top public relations by the President to target opinion leaders Expansion of Supporter/Friends of ODA and JICA among citizen; a shift of target priority from those who are already interested in international cooperation to those who are little interested in international cooperation

13 Networking, Provide information in specific fields In order to implement PR activities efficiently, we must consider the PR Targets. PR Targets – The most important factor No interest to JICA/JAPAN Important target Provide information easy to understand thru Mass Media (Radio, Newspaper, TV, etc)

14 Public Relations Strategy of JICA(2) 3.Emphasis on the project relevant to human security as one of JICAs principles 4.Finding and Provision of a mediagenic items to be reported in the media 5.Promoting use of electronic media from a paper medium with a view to pursuing cost and benefit 6.Strengthening of overseas public relations

15 People Government, Ministries Embassy Volunteers Private Sectors Local government Experts Office staff Mass Media Opinion leaders NGO/CBO Projects What is Public? JICA and its stakeholders Inner Communicatio n networking Working together Disclosure, Accountability

16 Activities of Public Relations Media and crisis management Press release JICA on-line press club ( 300 journalists) Dispatching opinion leaders, journalists (including local newspapers), photographers to developing countries Press tours for overseas journalists to Japan

17 Activities Media and crisis management Provision of information and correspondence of media coverage Exchanging opinion with media persons and intellectuals Press conference Media correspondence in an emergency

18 Activities Holding of events International cooperation festival co-hosted by JICA, JBIC and MoFA to commemorate International Cooperation Day A nation-wide symposium Peace Talk Marathon ( to discuss peace and international cooperation in 47 prefectures throughout Japan over three and half years)

19 Activities TV program and publications Producing the program for public relations and periodicals, etc, TV program Video and Panel Publications and pamphlet Management of Website Mail-magazine Calendar and pocket book

20 Activities Appointment of JICA official supporters (goodwill ambassadors) Left: Ms. Kimiko Dates Kids Tennis lesson in Morocco Right: Mr. Tsuyosi Kitazawas Football lesson in Paraguay

21 Activities Holding of events International cooperation photo contest Photo exhibition Essay contest on international cooperation for junior and high school students JICA PR Grand Prix Awards ( for inner PR campaign to raise awareness on the importance of PR)

22 Activities others Management of JICA Corporate Identity Support and advice of public relations activities of overseas offices and domestic 17 JICA centers Close linkage with newly opened JICA Global Plaza ; as a hub citizens participation in international cooperation. Thank you very much

23 Opening of JICA Global Plaza

24 New JICA Japan has undertaken a major restructuring its foreign assistance program to needy countries. A major component of the comprehensive overhaul on the ODA will be a merger between JICA and JBIC which currently extend ODA loans to developing countries. The new JICA will be expected to be operational in 2008 subject to ongoing legislative process. Following the reorganization, the agency will be able to provide more streamlined, effective and seamless help to developing countries, offering not only the technical cooperation but also grant and loan assistance under on roof. Thank you very much.


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