Strategic Communications Plan Joint Office July nd draft United Nations Development Group

Situation analysis Communications objectives Strategic considerations Target audiences and objectives Key messages Channels and vehicles Roles and responsibilities Outline

Situation analysis Communications objective Strategic considerations Target audiences and objectives Key messages Channels and vehicles Roles and responsibilities

Situation analysis General First Joint Office in Cape Verde was launched in January 2006 after a year of intensive preparation. Cape Verde JO pioneered new ways of doing business – these processes took time to develop New models of JO are now emerging with the impetus coming from the governments and RC / country teams Donors are very supportive of the initiative and are pushing for an accelerated process Agencies want flexibility in deciding on which model of Joint Office to apply

Situation analysis Donor Questions why is the process of developing 20 JOs so slow ? will non-ExCom agencies be involved ? Government Questions what are the different models of joint office ? why is our country being considered ? will the total staffing table be reduced as a result of a JO ? will the UN budget be cut ? Agency Concerns that agency identity will be diminished or lost that staff in potential JOs may lose their jobs in a re-profiling exercise

Situation analysis Communications objective Strategic considerations Target audiences and objectives Key messages Channels and vehicles Roles and responsibilities

Communications Objectives Staff interest in JO stimulated Positive image created of the JO initiative Increased levels of staff knowledge regarding objectives and process of JO development

Situation analysis Communications objective Strategic considerations Target audiences and objectives Key messages Channels and vehicles Roles and responsibilities

Key issues and strategy IssueStrategy Unclear vision of where JO is leading Focus on SGs vision of system-wide reform Emphasis critical need for reform State agreed targets of 20 JOs by 2007 Communicate positive flexibility of JO model in responding to country / UN context Potential job-losses or reorganisation in joint offices Communicate the necessity and rationale for reform Be honest, share decisions as early as possible to prevent damaging rumours Engage staff and staff associations in the process early on (though change management approach ?) Lack of non-ExCom involvement Convey pilot nature of initial JO formation Communicate potential for later involvement & evolution of concept Process has been slow Emphasis the innovative nature of the JO experiment Dont over-focus on the process at the expense of the final result Highlight the successes achieved

External communications - considerations Improve understanding of external partners expectations and concerns Manage expectations Communicate often, keep messages simple and consistent Test ideas and messages with a focus group first Use multiple channels, and personal communications when possible Use well targeted communications Make sure messages going out from different levels are consistent (i.e. ensure that internal communications do not contradict external messages) Actively seek feedback and act upon it

Situation analysis Communications objectives Strategic considerations Target audiences and objectives Key messages Channels and vehicles Roles and responsibilities

Target audienceObjective Governments of potential joint offices Understand how Joint Office will reduce government transaction costs and lower UN operational costs relative to programming budgets Appreciate how JO can provide growth opportunities for national staff Support the development of a Joint Office Donors Appreciate the successes and advances to date Understand the barriers and the steps taken to overcome them Understand the need to integrate lessons learned before advancing Executive Boards Understand the concept of JO and how it fits into the reform agenda Appreciate the successes and advances to date Understand the barriers and the steps taken to overcome them Target Audiences and Objectives - External

Situation analysis Communications objective Strategic considerations Target audiences and objectives Key messages Channels and vehicles Roles and responsibilities

Communications Objectives The UN system needs to change fast to maintain its relevance in the new aid environment A Joint Office produces tangible benefits for the partner government The Joint Office initiative is a major demonstration that the UN is serious about reform A joint office allows agencies to work together more closely, operationally & programmatically, increasing efficiency & effectiveness Higher level messages Mid-level message A Joint Office reduces transaction costs and admin load for partner governments Subsidiary message The UN must reduce duplication and overlap to improve its effectiveness and efficiency A Joint Office reduces the collective admin cost incurred by agencies and enhances common programming The Joint Office initiative has produced significant positive externalities that benefit UN reform in general