Download - Real World Challenges in Communicating Governance Reform Ethiopia, June 2007 Paul Mitchell Development Communication Division The World Bank

Real World Challenges in Communicating Governance Reform

Ethiopia, June 2007

Paul Mitchell

Development Communication DivisionThe World Bank

External Affairs Vice Presidency

Scaling up Communications for Operational Results

Development Communicatio

n

Institutional Communicatio

n

AdvocacyCommunicatio

n

Communicating what we do and how we do it; building trust in the institution and support for development.

Issue campaigns to accelerate action on key global public goods – including at the country level

Integrating communications and assessing political and development risks for more effective strategy and design leading to better outcomes

InternalCommunicatio

n

Creating a common platform for messages and programs


Communication in Governance

Several Approaches: Political risks around the governance

issue in country Communication component in

governance projects Public Sphere Communication as a sector in

governance


Public Sphere

Entry point for discussion about governance in a country:

Mediates between society and the state. Ability of state to address and listen to

citizens; citizens to form interest groups; free media;

Embedded in an environment that gives actors rights, duties and opportunities.


Power of Media in Development Local media, particularly radio, carry information &

encourage commerce in geographically isolated markets Growing global media can move currency markets and

international trade Can provide info on political markets, exposing corrupt and

unethical politicians and giving people platform to voice diverse opinions on governance and reform

Can inform poor and marginalized people, giving them a voice

With higher literacy rates, lower printing costs, and new broadcast technologies, media can reach even further


Role of Media: Improving Governance The media acts as the disseminator of information

about government - expenditures, laws, right and obligations of citizens etc.and can also make transparent the information that government sends or puts out. It also acts as watchdog on government

It plays the important role of providing information to enable informed audiences who can then participate in development policy discussions (National Plans, CAS) - it carries that information both about process and content

The media is useful in building trust in institutions (like the WB) and faith in the product (development)


Fighting Corruption: Another LookAnti-corruption: Rely on legal and financial institutions –judiciary, police, financial

auditors–to enforce and enhance accountability in the public sector. However, in many poor countries, these institutions are weak and among the most corrupt

A complementary approach takes the users of public services as a starting point. Rather than attempting to increase service providers’ accountability to policymakers alone, the idea is to also engage citizens at the bottom of the public service delivery chain by providing them with easy access to information on the workings of public programs intended for their benefit

In this way, citizens will be empowered to demand certain standards and monitor and challenge abuses by officials they interact with in their daily lives

Improving public access to information is a crucial part in this bottom-up strategy


Empowered Communication Environment

Communication as sector: Reform government communication Parliamentary communication Decentralized communication Improve functioning of private media The legal environment for

communication How do people receive information


Empowered Communication Environment cont’d

The market to support media and communication

Civil society Academia Social media and the citizen

journalist New technology


Defining Political Risk

“…effective political risk analysis is not just a question of evaluating a country risk. Instead, risk assessment must identify the implications of social, political and economic conditions of each particular development intervention.

The key to analyzing the political risks facing a project is to identify the winners and losers and assess their relative ability to help or hinder a project, whether directly or by influencing others.”


Greatest Weakness of the World Bank"Which one of the following do you identify as the Bank's single greatest weakness in its work in ____?"

3%

11%

13%

18%

21%

29%

1%

1%

3%

0% 10% 20% 30%

Too small a player relative to ____'seconomy

Fails to adapt global knowledge tolocal conditions

Is arrogant in its approach

Staff too inaccessible

Too influenced by the US

Other

Not exploring alternate policyoptions

Too bureaucratic in its operationalpolicies and procedures

Imposing technocratic solutionswithout regard to political realities

Percentage of Respondents (N=2,436)


Political risks are highlyCONTEXTUAL

Issue Time Place Who is involved External environment


Dimensions of political risk

Who is involved? What influence can they exert? Will they use it and to what

degree? What impact will it have?


Political risk is DYNAMIC

Unlike other analysis – financial, social, environmental

Non-financial risk analysis can change very quickly


Political risk and communication – A presidential view

“If we want to he helpful to governments it is important to understand the political

environment in which they are operating. Another area for communication is how to improve the Bank’s ability to understand

and navigate the political circumstances of the world we live in and work with political

analysis and risk assessment.”

Paul Wolfowitz, President World Bank, May 2006 CommNet Forum


The cost of not communicating

Hydro Quebec estimated that the lack of adequate communication with indigenous peoples regarding their hydropower scheme in North Quebec, led to controversies that caused projects delays of over 20 years, costing the company an estimated US$ 278 million

Presentation by John Paul Murdoch, Legal Counsel Cree Nation, Hydro-Quebec, World Bank Energy Week 2005.


Project Cycle

PRSP

&

CAS

Identification Preparation Appraisal Approval Evaluation

Implementation

Country Portfolio Review

Analysis

Communication Program Performance and Impact Evaluation

Strategy and Communication

Component Design

Client Survey

Project Cycle Phase

DevComm Program Phase

• Communication Based Assessment

• Socio Political Risk Assessment

• Consultation schemes

• Public Opinion Research

• Project Document Inputs

• Communication Program Implementation Plan

• Capacity building

• Technical Assistance

• Advice

• Supervision

Interventions and Products

KNOWLEDGE PRODUCTS

Communication Program

Implementation

Monitoring and

Evaluation

Research


Communication Audit Assesses Communication Needs for an Initiative

Identifies roadblocks for a project/initiative,

evaluates opponents’ strategies Analyzes political, social, cultural environment Segments audiences based on their positions Assesses communication capacity of government,

media, and others involved, designs training Identifies partners and local communication

professionals Develops preliminary communication plan


Communications Based Assessment

Usually shows one or all of three issues needs to be changed:

Design of project Process Communication


20%

30%

40%

50%

60%

70%

80%

90%

No Economic Reform

Understanding by Leadership

Public Understanding% of Respondents Rating Impediment as Serious Obstacle to Economic Reforms Recently*

No Sense of Crisis

Social & Poverty Considerations

Weak Institutional

Capacity

Lack of Cohesive Reform Team

No Economic Reform

Understanding by Population

Corruption & Vested Financial

Interests

Short-Term Political Factors

All Respondents Public Sector Respondents

*Survey of senior public service and civil society representatives from 63 developing/emerging economiesKaufmann, D., Listening to Stakeholders on Development Challenges and WB Instruments in their Countries, 1996


Client Survey: Importance vs. Effectiveness Sector Analysis

2.40

2.50

2.60

2.70

2.80

2.90

3.00

3.10

3.20

3.30

3.40

3.50

3.60

3.70

3.80

3.44 3.54 3.64 3.74 3.84 3.94 4.04 4.14 4.24 4.34 4.44

M ean Importance

Me

an

Eff

ec

tiv

en

es

s

High Priority Improvements

StrengthsExceeding Expectations

Improvements

Reduce Poverty

Economic Growth

Transparency in Governance

Private Sector

Decentralization Policies

Regulatory Framework

Public Sector

EducationHealth

Corruption

Protect Poor

Energy Sector

Natural Resources Management

Gender

Water Resource Mgmt.

Infrastructure

Support for Low Performing States

Urban Quality of Life

Access to Basic ServicesAccountability


The Reality of Institutional SettingsThe Reality of Institutional Settings

Ministry of Infrastructure

CONFLICTWater Quality Issues

CONFLICTWater Rights

CONFLICTRegulation of Service Providers

Provincial Government Unions

CONFLICTMinistry of Health

Water Authority

CONFLICT

MunicipalitiesEPA

CONFLICT

CONFLICTEIAs of providers

Users

Water Sector Institutions in the Province of Buenos Aires

Congress CourtsMedia

National Government

Service Providers

Regulator

Gustavo Saltiel, Urban Water Supply Practice Retreat


WAGP – one pipeline many issues

Nigeria – land and human rights issues from the Niger Delta

Ghana – financial viability Benin – compensation issues

form previous claims Togo – in arrears Bank not

engaged


Loss of Revenue due to Stronger CompetitionOther Brewers

Moral corruptionReligious Institutions

An end to price hikes Whole Sellers and Distributors

Loss of marketImporters of Foreign Brands

Fear of losing marketWheat Growers

Fear of losing monopoly;Bottle Manufacturers

JUSTIFICATIONAUDIENCE TYPE

Purchasing powerConsumers

Production powerEmployees

Revenue thru Property TaxLocal Gov. Authority

Increased RevenueGovernment Agency (TRA)

Reliable supplies, Increased profitsRetailers

Loss of popularityPoliticians

Errant partnersSpouses


1……1…… Main Audiences & AnalysisMain Audiences & Analysis

•Trade Union

•Whole Sellers/•Distributors

•Politicians

•Importers of Foreign Brands

LGA•Consumers

•Wheat Growers Association

•Wheat Growers•Other Brewers

Govt (TRA)

•Bottle Manufacters

Spouses•Bottle Manufacturers•Religious Institutions

HARD-CORE ALLIES

ALLIESUNCOMMITTED AND INVOLVED

UNCOMMITTED &

UNIVOLVED

OPPONENTSUNMOVABLE OPPONENTS

•Retailers

•Employees


OECS: Public Sector Reform

General population surveys in 4 OECS countries related to public sector reform.

Findings show very little frustration with level of service – basic dissatisfaction but not top of mind at all (it would be a mistake to build a campaign on the negatives of the public sector).

Most frustration and concern related to crime. However, findings show recognition that debt is a problem and

desire to become more competitive globally. Great support for regional integration Campaign to build support for public sector reform needs to

focus less on frustration related to public sector services and more on public support for greater competitiveness, recognition of the danger of debt, concern about education and crime (related to jobs and youth).


Public services that can be shifted to private sector (% saying yes)

50

53

54

56

58

60

47

39

37

35

35

0 10 20 30 40 50 60

Oil ref & dist (excl prod)

Housing services

Water

Electricity

Education

Health Services

Television

Telephone

Kuwait Airways

Postal Services

Public transport


Ghana PSP in water restructuring: Research findings may provide political cover:

General population cares about access to clean water

General population strongly supports international private sector involvement and presence in Ghana

General population thinks costs will go up but accept this because they expect quality and service to increase as well

World Bank: focus groups showed a fairly vocal level of animosity toward World Bank (didn’t emerge as strongly in survey).


Benefit of PSP

28%

53%

11%8%

0%

10%

20%

30%

40%

50%

60%

A very bad impact A somewhat badimpact

A somewhat goodimpact

A very good impact

Perc

enta

ge o

f R

esp

ondents

“In general, to what degree do you think Private Sector Participation in water service and delivery would benefit you as a consumer? Do you think it would have a very good impact, a somewhat good impact, a somewhat bad impact, or a very bad impact…?

The majority of respondents felt that Private Sector Participation in water service and delivery would have a positive impact on them. (Note: This question was asked after the concept of PSP was explained to respondents.)


Players

“I am going to read out some stakeholders in Ghana. I’d like you to tell me what kind of impact they have on Ghana… a very good impact, a somewhat good impact, a somewhat bad impact, or a very bad impact.” (Percentage of respondents giving each response.)

The national government, local media, and religious leaders were perceived as having the most positive impact on Ghana.

StakeholdersVery bad impact

Somewhat bad impact

Somewhat good impact

Very good impact

National government 2% 5% 30% 64%

Local media 1% 4% 36% 59%

Religious leaders in Ghana 1% 5% 36% 58%

International NGOs 1% 3% 39% 57%

The World Bank 4% 8% 37% 52%

International private sector 2% 7% 46% 46%

The IMF 5% 9% 40% 45%

Local NGOs 1% 5% 49% 45%

Local private sector 1% 7% 48% 44%

International media 2% 10% 46% 43%

ISODEC 1% 6% 54% 40%

Rudolf Amenga-Etego 1% 12% 59% 30%

Politicians 17% 24% 37% 22%


If transition does not work people would see no advantage in believing in the democratic system

Security and stability Foundations for the future Government procedures, practices and

policies put in place A good election; Strong turnout; Acceptance

of results; Hope is restored.

What people would like to see at the end of the transition


Lack of data 87% claiming government doing nothing or

they are not aware of what its doing 50% put political instability as no.1 or 2 issue 25% put corruption as no.1 or 2 20% put degradation of public services as no.

1 or 2 18% put criminal violence as no. 1 or 2

Issues people are worried about


Focus on key audiences who can re-disseminate information (e.g., media, NGOs, private sector and religious organizations)

Focus on few issues –Government to communicate along 3 strands:

– 1) Social stability – erasing the climate of violence and fear in the country; getting people to think about their own development, empowering people to participate is all aspects of society

– 2) Return to democracy – having a free, fair election process, gaining acceptance of the election results by the national and international community

– 3) Economic governance - good fiscal management; transparency; fighting corruption, using the money we have wisely and for economic development

What to do


What Have We LearnedRisks of Not Incorporating

Communication Programs into Urban Water Projects

Some communication programs are not addressing real needs of projects

Failed projects put Bank’s reputational risk on the line

Projects are being delayed because of vocal opposition (even from small minority groups)

Poor understanding of the political issues led the Bank in some cases to push reforms that stood little chance of success

Opposition can draw global attention


Major overlooked factor ?

MANAGING MANAGING EXPECTATIONSEXPECTATIONS

Download - Real World Challenges in Communicating Governance Reform Ethiopia, June 2007 Paul Mitchell Development Communication Division The World Bank

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