Operationalizing Political Analysis and Communication Strategy Caby Verzosa September 11, 2008

External Affairs Vice Presidency Five Communication Management Decisions n AUDIENCE n BEHAVIOR n MESSAGES n CHANNELS n EVALUATION

External Affairs Vice Presidency Communication Management Decisions Management Objective: AUDIENCEBEHAVIOR MESSAGE CHANNELSEVALUATION Take-away Message Supporting Data Cecilia C. Verzosa

External Affairs Vice Presidency AUDIENCE Whose support is critical to the success of the project/ program/policy reform?

External Affairs Vice Presidency What behaviors, if adopted, will help achieve the defined objectives? BEHAVIOR

External Affairs Vice Presidency MESSAGES What messages will influence people to support the project/ program/policy reform?

External Affairs Vice Presidency CHANNELS What channels of communication will reach these people and would be credible to them?

External Affairs Vice Presidency EVALUATION How will communication activities be monitored and evaluated ?

External Affairs Vice Presidency Audience knowledge attitudes beliefs practices Policy Framework Social Norms

External Affairs Vice Presidency Audiences n Primary audience: the person whose behavior programs would like to ultimately influence n Secondary audience: those who influence the primary audience to adopt or reject behaviors promoted by the program n Tertiary audience: those in positions of authority or influence over a large group of people

External Affairs Vice Presidency Targeting Strategies Unmovable opponents OpponentsUncommitted and Uninvolved Uncommitted and Involved AlliesHard-core Allies Copyright © 2001 by Gary Orren Minimal persuasion De- activate or convert Minimal persuasion Activate Reinforce Minimal persuasion

External Affairs Vice Presidency Power – Interest Matrix Advocates High Interest, Low Power Players High Interest, High Power The Crowd Low Interest, Low Power Context-Setters Low Interest, High Power POWERHigh Low INTEREST High

External Affairs Vice Presidency Behavior Action one would like the target audience to take to help the program achieve its goal.

External Affairs Vice Presidency Technical Message vs. Take-Away Message

External Affairs Vice Presidency Message Refers to the take-away message for a particular audience. A take-away message consists of the target audiences response to the message received NOT the information given by the communicator.

External Affairs Vice Presidency The Take-Away Message... Good Take-Away Messages: n Focus on Stakeholders Needs n Target Stakeholder Beliefs or Opinions n Are Culturally Sensitive n Answer the Stakeholders question: What does this have to do with me? n Are memorable: simple, focused and concise

External Affairs Vice Presidency Supporting Data Refers to information the communicator uses to persuade audiences that adoption of the behavior benefits them.

External Affairs Vice Presidency Channels of Communication Various means of relaying messages - via face-to-face meetings, radio, TV, group sessions, individual counseling sessions.

External Affairs Vice Presidency Evaluation Indicators of success of communication activities in achieving changes in knowledge, attitudes, beliefs, and practices.

External Affairs Vice Presidency Communication Management Decisions Management Objective: AUDIENCEBEHAVIOR MESSAGE CHANNELSEVALUATION Take-away Message Supporting Data Cecilia C. Verzosa

External Affairs Vice Presidency Philippine Procurement Reform

External Affairs Vice Presidency Management Objective To get the procurement law passed. How to unify the Executive branch? How to mobilize civil society groups? How to link CSOs and reformers in govt? How to recruit champions in the legislature?

External Affairs Vice Presidency Mapping Stakeholders/Audiences PRIMARY AUDIENCE – legislators SECONDARY AUDIENCE – executive branch TERTIARY AUDIENCE – Civil society organizations, private sector, media

External Affairs Vice Presidency Targeting Strategies Unmovable opponents Congressmen linked to contractors, mostly at the provincial, municipality level Opponents Local government -- LGUs will now be bound to a uniform code Uncommitted and Uninvolved The general public and the poor were all indirectly involved in the reform campaign Uncommitted and Involved Church, business community, general media Budget and procurement government officials Cabinet members Legislative staff Allies NGOs, esp. in anti- Corruption College students Big contractors, Contractors Association Most donor agencies Hard-core Allies Government reform team Procurement Watch Philippines Anticorruption Commission Investigative media

External Affairs Vice Presidency Power – Interest Matrix Advocates Civil Society Organizations Procurement Watch Governor Josie De La Cruz (Officer of the League of Governors) Players Legislative Branch - Lower House - Senate Executive Branch The Crowd General Public Context-Setters Media Private Sector Low INTEREST High POWERHighLow

External Affairs Vice Presidency Take away message For legislators: Supporting passage of this law builds my political capital with constituencies, with the ruling political party, and with colleagues in the legislature.

External Affairs Vice Presidency Supporting data Influential and respected legislators are supporting the passage of the bill. My legislative staff have briefed me on the benefits of the bill and they recommend support. CSOs and media have made it difficult for legislators who are not openly supporting the bill, it will be politically risky to be seen by the public as not supporting the bill.

External Affairs Vice Presidency Reaching Out Radio: The swath & the dagger Channels of Communication The Media Campaign Advertising: Creating a brand name

External Affairs Vice Presidency Evaluation Was the Procurement Reform bill passed by both the Senate and Congress?

External Affairs Vice Presidency Summary It took 3 years and 3 presidents to get the bill passed. Analytical work was critical in identifying the key issues and framing the arguments. Political economy issues influenced the process of getting the law passed. Communication was the glue that kept the coalition together as it secured political support.

External Affairs Vice Presidency Procurement Reform in the Philippines: Implementing the Law

External Affairs Vice Presidency

Lessons Learned Develop Multi-stage communication implementation plan Leverage Government Capacity for Communication Create Authority structures across institutions and groups