national assembly of zambia communication strategy …

Republic of Zambia

NATIONAL ASSEMBLY OF ZAMBIA

COMMUNICATION STRATEGY

FOR THE

NATIONAL ASSEMBLY OF ZAMBIA

(2011 – 2015)

August, 2011

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TABLE OF CONTENTS

1.0. INTRODUCTION..................................................................................................................... 4

2.0. RATIONALE FOR THE NAZCS ............................................................................................... 4 2.1. SITUATION ANALYSIS ..................................................................................................... 4 2.2. STAKEHOLDER MAPPING .............................................................................................. 5

3.0. THE GOAL AND OBJECTIVES OF THE COMMUNICATION STRATEGY .......................... 6 3.1 NAZCS GOAL .................................................................................................................... 6 3.2. OBJECTIVES OF THE COMMUNICATION STRATEGY ............................................... 6 3.3. CROSSCUTTING ISSUES .................................................................................................. 6

4.0. STRATEGIES AND TOOLS ...................................................................................................... 7

5.0 IMPLEMENTATION MODALITIES, PLAN AND M&E ......................................................... 21 5.1. Proposed Roles of Departments .................................................................................... 21

6.0. IMPLEMENTATION PLAN.................................................................................................. …23 7.0. MONITORING AND EVALUATION ................................................................................... 31

APPENDIX 1: Budget ..................................................................................................................... 32

APPENDIX 2: Messaging Plan (Using ICTs) ................................................................................. 36

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ACRONYMS

ADCs Area Development Committees

CDF Constituency Development Fund

COs Constituency Offices

CSOs Civil Society Organisations

CPs Cooperating Partners

DDCCs District Development Coordinating Committees

FBOs Faith – Based Organisations

FM Frequency Modulation

FNDP Fifth National Development Plan

ICTs Information and Communication Technologies

IP/VOIP Internet Protocol/Voice Over Internet Protocol

KABP Knowledge, attitude, behaviour and practice

M & E Monitoring and Evaluation

MPs Members of Parliament

NAZ National Assembly of Zambia

NAZCS National Assembly of Zambia Communication Strategy

PDCCs Provincial Development Coordinating Committees

PRP Parliamentary Reform Programme

PRPD Parliamentary Reform Programme Department

PSAf Panos Institute Southern Africa

PSRP Public Service Reform Programme

RLCs Radio Listening Clubs

RFF Radio Farm Forum

SW Shortwave

SWOT Strengths, Weaknesses, Opportunities and Threats

ToR Terms of Reference

UNDP United Nations Development Programme

WDC Work Done Committee

YDF Youth Development Fund

ZaCoMeF Zambia Community Media Forum

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1.0. INTRODUCTION The National Assembly of Zambia has since 2002 been implementing the Parliamentary Reform Programme to make the functions of the National Assembly more efficient by fulfilling its mandate, roles and functions effectively and to the satisfaction of the citizens. One of the key outputs of these reforms is, “Taking Parliament closer to the people”, which entails enhancing the way the National Assembly conducts both its internal and external communications. Thus, the NAZ, through these reforms, embarked on a realm of Strategic Management that embodies a critical paradigm shift with regard to how it communicates with its stakeholders such as Members of Parliament, Cooperating Partners, Constituents, Constituency Offices, Civil Society, the Media and other organizations. True to its commitments, the National Assembly formulated this Communication Strategy for the period 2011 to 2015 as one of the major outputs under the reforms as a tool to address communication challenges. Panos Institute Southern Africa was engaged as Consultant to formulate a Communication Strategy for the National Assembly of Zambia.

2.0. RATIONALE FOR THE NAZCS This strategy presents an instrument for creating platforms and mechanisms for engagement with, and empowerment of citizens in increasing their participation in the governance process, particularly through the National Assembly of Zambia. More specifically, it is designed to enhance the goal and objectives of the Parliamentary Reforms Programme as guided by the Vision and Mission of NAZ which are as follows:

Vision: To be a model legislature for good governance and democracy.

Mission: Committed to providing an efficient, effective, non-partisan and professional service to the Legislature and other stakeholders.

Communication is imperative to the effective management, operations, growth and ultimate survival of organizations. Therefore, the National Assembly took a further step to formulate this Communication Strategy to guide its communication from 2011 to 2015. The Strategy is a tool to facilitate effective implementation of the reforms and enhance how the National Assembly communicates with its various stakeholders.

2.1. SITUATION ANALYSIS The development of this communication strategy was informed by a comprehensive situation analysis exercise to ensure that the provisions of this strategy do actually respond to and address the relevant existing communication gaps. The situation analysis exercise was conducted through a mix of both primary and secondary data.

The situation analysis process identified the following, among other issues as critical to the development and implementation of the NAZCS:

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1. Public perceptions, understanding and expectations of the National Assembly: It was felt that the institution is not fulfilling its role effectively. The reason given for their verdict was that the MPs were slow in terms of handling development issues, and there were unequal opportunities and misappropriation, poor budget allocations and lack of monitoring and evaluation. The situation analysis further revealed that the majority of Constituency Office staff (67%) felt that there exist some misconceptions among the general public that may be hindering full participation of people in the affairs of their community, the activities and opportunities offered by the office and closer interactions with their MP.

2. Public involvement in the governance process, particularly through NAZ: There was the opinion that while the NAZ affects citizen’s life and future, there was limited access to information on NAZ, and that as citizens, they needed to be part and parcel of the happenings of NAZ.

3. Stakeholder perceptions of effectiveness of existing and proposed measures: Generally, people feel that NAZ is not yet as closer to the people as it ought to be. While structures have been set up at different levels, they feel the structures are not yet very effective. An important factor could be the extent of involvement of the people in designing the various reform measures that are being rolled out.

4. Media perceptions and understanding of NAZ: The survey revealed that the media

generally had a good level of understanding and appreciation of the essence of the National Assembly in the country’s governance process. To this end most of the reporters (62%) that participated in the survey indicated that they had undertaken Parliamentary reporting.

5. Participation of women, the youth and the differently abled persons in NAZ and legislative process: These groups felt that they were not adequately involved in the NAZ processes. People with disabilities especially felt left out as there were no deliberate efforts to include facilities that are friendly to them such as sign language for the deaf or braille for the blind.

2.2. STAKEHOLDER MAPPING The strategy development process also undertook a stakeholder analysis process to understand each stakeholder and associated issues and concerns in relation to NAZ and thereby derive effective strategies, instruments and appropriate messages for engaging the stakeholders. The following key stakeholders were identified and analysed as key to the communications strategy:

The MPs, the constituents, media, private sector, women groups, youth groups, cooperating partners, differently abled persons, government ministries and agencies, labour unions, political parties, churches and faith based organisations, and educational institutions.

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3.0. THE GOAL AND OBJECTIVES OF THE COMMUNICATION STRATEGY In order to adequately meet the goals of the Parliamentary Reforms, as well as the issues raised in the situation analysis above, the NAZCS has a goal and objectives as outlined in 3.1 and 3.2.

3.1. NAZCS GOAL The goal of this Communication Strategy for the National Assembly of Zambia is:

“To enhance the National Assembly’s ability to communicate and relate with key stakeholders, including Members of Parliament, Civil Society Organisations, Constituents, Cooperating Partners and Constituency Offices and thereby take Parliament closer to the People”.

Broadly, the above goal of the Strategy aims to transform the National Assembly of Zambia into a user-friendly, people-driven, open and easily accessible institution through established and effective communication lines with the people of Zambia in order to promote high levels of participation in the democratic governance of the country.

3.2. OBJECTIVES OF THE COMMUNICATION STRATEGY In order to achieve this goal, the NAZCS addresses the following specific objectives:

i. Promote positive perceptions, opinions and confidence among public and the stakeholders and to raise the public profile and image of the National Assembly and the parliamentary reforms programme, thereby bridging the gap between citizens and the National Assembly of Zambia;

ii. Enlighten Constituents on the roles and functions of the National Assembly with emphasis on the role of Members of Parliament and the role of Constituency Offices;

iii. Increase MPs’ awareness of the opportunities afforded by the Parliamentary Reforms agenda (i.e. support around legislative bill drafting);

iv. Ensure effective support and that the two-way communication process (feedback), particularly from Constituency Offices, is enhanced on all issues of public importance including issues such as HIV & AIDS, gender and the environment;

v. Engage Cooperating Partners in a structured way to increase information exchanges between Cooperating Partners and MPs and improve accountability between Cooperating Partners and the National Assembly planning strategy; and

vi. Embrace the strategic use of ICTs in the operations of the National Assembly.

3.3. CROSSCUTTING ISSUES The NAZCS will ensure the inclusion of the following crosscutting issues:

a) Gender issues - the NAZCS will ensure adequate participation of women in the NAZ processes.

b) Issues of the differently abled - the NAZCS will ensure that issues concerning differently abled people are included in its implementation.

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c) Human rights -the implementation of the NAZCS will respect human rights and ensure that deliberate efforts are put in place to protect human dignity.

4.0. STRATEGIES AND TOOLS The following section presents specific measures to address the communication gaps and issues identified during the situation analysis. This is done by outlining the strategic objective, providing a brief description of its relevance (where necessary) thereafter outlining and discussing the tools and formats most appropriate for achieving the objective. (The implementation of the tools presented here is guided by the Messaging Plan in Appendix 2).

4.1. OBJECTIVE ONE

Promote positive perceptions, opinions and confidence among public and the stakeholders and to raise the public profile and image of the National Assembly and the parliamentary reforms programme, thereby bridging the gap between citizens and the National Assembly of Zambia

Proposed Tools and Formats to Achieve Objective One The achievement of this objective depends on the effective use of communication tools aimed at making stakeholders more aware and more interested in NAZ, and more willing to participate in the governance process. The following interpersonal and mass media formats are proposed for this objective: i. Radio

Radio will assist to increase public awareness, knowledge and appreciation of the reforms among a cross section of the targeted stakeholders, including those in remote areas. Community radio in particular will be used to reach rural communities that do not receive radio signal from the Parliament and national broadcasters. Community radio will also aid the spreading of information in local languages that communities will easily understand.

The following radio formats will be used:

a) Interactive Radio Programmes: NAZ will use the three radio platforms (community/commercial, national and Parliament) to encourage participation of the listeners in the programme for easy clarification of pertinent issues arising from the programme. Live programmes have an advantage of instant engagement and understanding of issues through responses to queries raised.

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b) Pre-recorded Radio Programmes

These programmes will involve a wide range of experts and relevant stakeholders that NAZ may wish to feature, who will discuss the PRP and related NAZ activities for the purpose of educating the listening masses on the reform programme. Since ZNBC and Parliament Radio cannot be accessed in all parts of the country, programmes broadcast on these channels will be re-broadcast as pre-recorded programmes on community radio stations and also be used for other tailor-made programmes.

Principal target audience: Constituents

c) News: Events and issues coverage by national and community radio stations as and when they unfold. The Research, Public and International Relations Department to provide newsflashes, through a mailing list and through the website to the community, private, teaching and national media houses. News items to also include images and issues captured during Parliamentary debates and other activities in order to increase the visibility of the National Assembly.

Principal target audience: Constituents

ii) Newspapers

- Features (in depth coverage of specific NAZ issues through fellowships and conventional coverage).

- News (events and issue based reports through fellowships and conventional coverage)

- Special supplements on special events like Parliament opening, exhibitions to be published in the three dailies. A minimum of four (4) supplements with a circulation of 10,000 per year.

- To run a weekly column in the Daily Mail/Times of Zambia for the duration of the strategy. Columns to be based on the same issues highlighted in “Constituency Corner”.

Principal target audience: Constituents, Civil Society, Cooperating Partners, Private Sector

iii) Television

Special programming and live coverage of theme days (like opening of Parliament, Budget presentation).

a) Documentaries: NAZ to facilitate the production and airing of a series of 13 documentaries (Constituency Corner) of 30 minutes each in the first year, and 26 documentaries in the subsequent years to be aired on ZNBC, MUVI and MOBI television stations. The documentaries should raise issues affecting all constituencies. Documentaries to run for the first two years, carry out an evaluation, and depending on the results, run the last series in the final year.

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b) Phone in Programmes: NAZ will facilitate the airing of 13 one-hour long live phone in panel discussion programmes on ZNBC and MUVI television stations. Phone in programmes to run for the first two years, followed by an evaluation, and then a series of 13 one-hour long programmes in the final year. Viewers to be able to phone in and text their feedback.

c) Pre-recorded Television Show: NAZ to introduce and facilitate the hosting of 26 television shows that will include a studio audience interviewing NAZ officials such as Committee Chairpersons, the Clerk, the Sergeant At Arms and Media Liaison Officer.

iii) NAZ Newsletter

NAZ to continue publishing the bi-annual newsletter (Parley News) available online and in hard copy. The newsletter to cover issues from sittings and also activities of MPs and other stakeholders at constituency level. NAZ will publish and distribute 1,000 copies of the newsletter to all constituencies. An editorial policy should be put in place to ensure relevance and quality of content.

iv) Research and Documentation

Research will be carried out to generate evidence based information that will inform stakeholder participation at the different levels of engagement with NAZ. This research will be to establish stakeholders currently carrying out some governance work, existing initiatives and how they can be strengthened, stakeholder perceptions and opinions on NAZ, stakeholder views on necessary actions to promote public participation in NAZ processes. These researches will take a variety of forms in order to capture a vast array of experiences, perceptions and opinions, and build on those for improving the public profile of NAZ. v) Media Awards

NAZ to partner with such organisations as Media Institute of Southern Africa (MISA), Panos, government departments, private sector and cooperating partners to support media awards for excellence in covering Parliamentary issues. There will be two awards every year, one for print and another one for electronic.

Other tools that will be used (and also articulated under other objectives include Brochures/fliers, Public and International Relations office media meetings, Mailing list and the Media and Visitors Centre.

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4.2. OBJECTIVE TWO

Enlighten Constituents on the roles and functions of the National Assembly with emphasis on the role of Members of Parliament and the role of Constituency Offices

Tools and Formats to Achieve Objective Two

Mass Media Tools for Information Access and Public Awareness

The mass media will be vital in spreading information about the PRP among the general public, CSOs and media in a cost effective manner, and thereby creating awareness, appreciation and increasing their knowledge and participation in the programme.

i) Radio – Parliament, National and Community/Commercial

Proposed Radio Formats and Outputs for Radio

a) Live Programmes

The tool is discussed and quantified under Objective one.

Principal target audience: Constituents, Media, Civil Society, Traditional Leaders and other community leaders.

b) Pre-recorded Radio Programmes

This type of programmes will involve a wide range of experts and relevant stakeholders that NAZ may wish to feature, to discuss the PRP for the purpose of educating the listeners on the reform programme.

c) Documentaries

NAZ to facilitate the production of documentaries to showcase the benefits and opportunities presented by the reforms and encourage people to participate. These documentaries should be in local language to make them more relevant to the constituency and create a sense of ownership among constituents.

ii) Television

a) News bulletins: Through the Research, Public and International Relations Department, NAZ will ensure media coverage of current issues, events and upcoming programmes/projects. Alerts will also be provided to media houses.

b) Features (video clips)

To produce and air short television features (between three and five minutes) within existing magazine programmes such as Chintobentobe, Kantunya Kamunsabata and the Reporter on ZNBC Television.

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iii) Media Training

NAZ to partner with media houses and media training institutions to identify and facilitate the training of journalists on reporting parliamentary business and specific issues related to the reforms, exposing them to details of the reforms (including special target group issues such as gender, persons who are differently abled and the youth). These journalists will be drawn from the mainstream and community media.

A total of 20 journalists will be trained in each year for the duration of the strategy.

Principal target audience: trainee, junior and middle level journalists from mainstream and community media (from print and electronic).

iv) Press Releases

Regular and consistent press releases on PRP events and activities will ensure that information on the programme is widely and timely publicised in the media, both electronic and print. The Public and International Relations unit will be charged with the responsibility of preparing and dispatching press releases and these will be produced whenever a need arises.

Principal target audience: Constituents, CSOs through the media.

v) Website

NAZ already has a website which will be regularly and consistently updated with latest information particularly on the PRP. Instead of requiring people to obtain printed copies of essential documents from Government Printers, PDF versions will be uploaded for easy access by the users. The website will also be publicised on radio and TV programmes and in newspaper articles so that the public is made aware of it. The site will be made interactive so that the public can send in queries or suggestions and receive answers and acknowledgements respectively.

Principal target audience: Constituents, CSOs and the media with access to the Internet.

vii) Posters and Billboards

Posters and billboards will be used to spread information in a more illustrative way using pictures and appropriate text. NAZ will produce 10,000 copies of various posters each year over the five year period (2011- 2015) for distribution to all districts. 7,000 will be printed in the seven (7) Zambian local languages and selected dialects.

viii) Libraries and Resource Centres

The library at NAZ and the document centres at the Constituency Offices will be improved (and new ones established) and made easily accessible, through a user-friendly system, to the public and other stakeholders alike including the media. These facilities will also be equipped with computer terminals connected to the Internet (where this is feasible and practical) to enable the public access online NAZ resource materials.

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NAZ will also work with existing resource centres, including those in the Ministry of Education, public and special libraries, and CSOs. COs staff will be trained in effective running of the libraries.

The libraries will target CSOs, the Media, Students, Academicians and the general public.

ix) Brochures, Leaflets/Flyers (‘Small Media’)

Information about the PRP will be packaged in easy‐to‐use brochures or leaflets for easy understanding. The language will depend on the target audience – local language or English. These will be distributed through vantage points such as libraries, high-human traffic shopping centres, bookshops, government offices, COs, etc.

At least 7,000 copies of brochures will be produced a year in the seven (7) principal local languages, namely Lozi, Chewa, Tonga, Bemba, Luvale, Kaonde and Lunda.

x) Networking and Information Disseminating (mailing lists and SMS)

A mailing list of eminent CSOs and the media will be established and maintained for purposes of transmitting pertinent information about PRP that NAZ wishes them to know.

In addition, a range of ICT and social networking methods will be used such as Short Message System (SMS) or mobile phone texting through partnerships with mobile phone companies in form of a ‘Did you know?’ approach to initiate discussion on the subject floated.

The principal target audience will be the media (both journalists and editors), general public, and stakeholders with Internet connectivity and mobile phones.

xi) Fact Sheets

These will be produced in the seven (7) major local languages and English, with underlying basic facts on NAZ to be distributed in all the constituencies.

- 5,000 fact sheets will be produced and distributed to every constituency in English and the seven (7) principal local languages every year over the duration of the strategy.

- 2, 000 issue based papers will be produced and distributed to every district in English and the seven (7) principal local languages every year over the duration of the strategy. NAZ will engage specialists to translate fact sheets in the local languages.

xii) Calendars and Diaries

Wall and desk calendars and diaries with elaborate (but simple) basic information about the PRP will continue to be produced and distributed to stakeholders whom NAZ wishes to engage.

1,000 of each version of the calendars will be produced every year. These will be in English.

The principal target audience will be CSOs, Media and other eminent stakeholders.

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4.3 .OBJECTIVE THREE Increase MPs’ awareness of the opportunities afforded by the Parliamentary Reforms agenda (i.e. support around legislative bill drafting)

Proposed Tools and Formats to Achieve Objective Three The following tools, in the proposed formats, will be used to address issues of awareness among MPs. i) Internal Newsletter/Bulletin The NAZ will publish a short internal newsletter every month for the duration of the strategy. The bulletin will consist of monthly updates from the Communication Strategy Steering Committee as part of the implementation of the Strategy. It will also have main highlights of activities planned for that month, as well as those carried out in the preceding month. The bulletin will maintain a minimum size so that its production and dissemination are not costly. The bulletin will be printed and distributed every month for the duration of the strategy. Electronic copies will be shared through email and the NAZ intranet. ii)Printed Material (fact sheets, brochures) NAZ will publish and disseminate brochures and fact sheets with details on specific components of the PRP, for distribution to MPs. 308copies (in English) of each set will be printed and disseminated among MPs (two copies each, one personal and one for the constituency office). iii) Circulars and Memoranda The NAZ currently uses circulars to communicate with MPs. This facility will include developments in the PRP that are critical for the MPs to know and understand. Existing facilities such as pigeon holes will continue to be utilised. iv) Inter-Parliamentary Networks The NAZ will facilitate the participation of MPs in multi-level parliamentary networks at regional and international level, such as the Inter - Parliamentary Union (IPU), Pan African Parliament (PAP) and the Southern African Development Community Parliamentary Forum (SADCPF). Participation of MPs in these networks will enable them to interact with their counterparts from a variety of backgrounds, who also have different experiences regarding the implementation of reforms. v) International and Regional Seminars/Summits The NAZ will facilitate the participation of MPs in regional and international dialogue on issues that have a bearing on the implementation of the PRP. Participation at these summits will give the MPs much needed exposure, enabling them to draw lessons for appropriate replication locally. The NAZ will also organise one regional summit in the second year of this strategy to bring MPs from neighbouring countries to share their views on the NAZ reforms.

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vi) Training and Capacity Building The situation analysis established that MPs use all sorts of different approaches for implementing the reforms. An example is where an MP devised templates for capturing submissions and issues from constituents and categorised them in order of importance. This was the MP’s initiative based on his exposure with constituents. The NAZ will facilitate training programmes for MPs on the different opportunities presented by the reforms in each situation. The NAZ will facilitate training programmes to expose MPs to the different communication tools they can use to pick issues to do with the reforms from constituents, and to communicate such. The principal target audience for all the tools under this objective would be Members of Parliament. 4.4. OBJECTIVE FOUR Ensure effective support and that the two-way communication process (feedback), particularly from Constituency Offices, is enhanced on all issues of public importance including issues such as HIV & AIDS, gender and the environment Proposed Tools and Formats to achieve Objective Four The nature of this objective calls for tools that will ensure that stakeholders’ participation in the legislative process is effective. This will result in Parliament making noticeable legislative steps that are as a direct result of stakeholder involvement. i) Mass Media (Newspapers, Radio and Television) The mass media will be used to inform and educate a wider section of the Zambian society on key components of the PRP that provide opportunities for stakeholders to participate in the legislative process. This approach will help NAZ publicise portfolio committees and their schedules, Constituency Offices, and other available platforms for stakeholder participation. Stakeholders will also use the mass media to bring to the attention of NAZ specific issues from constituencies which the MPs may have missed. This tool will be used as further explained under Objective One Radio Formats

a) Interactive radio programmes: Allow for clarification and explanation of issues, immediate response. This tool will be implemented as described in Objective One.

b) Pre-recorded radio programmes: Informative and educative productions on key aspects of NAZ and opportunities for participation. To feature governance experts/NAZ officials to explain procedures and opportunities. Implementation will be as described in Objective One.

c) News: News flashes, alerting and informing stakeholders on main events and processes at NAZ. These will also be disseminated through television and newspapers.

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Television Formats

a) Live/Phone in programmes: The NAZ will facilitate the airing of 13 one-hour long live phone-in panel discussion programmes on ZNBC and MUVI television stations, as detailed in Objective One.

b) Pre-recorded television show: NAZ to introduce and facilitate the hosting of 26 television shows that will include a studio audience interrogating NAZ officials such as the Clerk, Sergeant At Arms, Committee Chairpersons, etc.

c) Short video clips/local language segments explaining the legislative process and how people can participate.

Principal target audience: Constituents, Civil Society, Education Institutions, Labour Unions ii) Stakeholder Training NAZ will facilitate the training of media, civil society and traditional leadership. Media- Specific training will be conducted - targeted at the media to explain the legislative process and how NAZ functions, including the most effective ways of engaging the public. Details of the training are discussed under Objective Two. Additional training will be conducted bringing together various targeted stakeholders such as CSOs, traditional leaders, community leaders and political parties. One training session will be done at constituency level in each of the nine (9) Provinces. Principal target audience: CSOs, Traditional leaders, Community leaders and Political Parties iii) Community Media and Parliament Radio The NAZ and partners will use Parliament Radio and community media to inform constituents and other stakeholders on the opportunities for making input to the legislative process. This tool will be used for those areas that are covered by Parliament Radio, and also for targeting messages in local languages especially for those areas that are not adequately covered by the mainstream media. The tool will be implemented as detailed in Objective One. Principal target audience: Constituents iv) Public Meetings The PRP is about taking Parliament closer to the people. This tool proposes just that: holding public meetings at constituencies and other levels, to provide platforms for different stakeholders to take part in the legislative process. NAZ will facilitate public meetings/hearings with constituents and representatives of different stakeholders in constituencies, including stakeholder consultations on specific legislative processes. These meetings will bring together NAZ officials, MPs and COs, among others spending time with the communities. This approach will enable the NAZ to consult widely and engage with more stakeholders in the legislative process. One public meeting will be held in each constituency per year. The principal target for these public meetings will be community leaders, constituents and grassroots based organisations.

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v) Public Submissions These will include issue based submissions on specific national processes e.g. on the constitution, suggestions, complaints, among others. Local language submissions must be encouraged, and feedback provided in the appropriate local language. Formats – the submissions must address the needs of special interest groups (e.g. braille and large print). Issues from the submissions will inform debates in Parliament and the reforms agenda. NAZ will facilitate submissions (solicited and unsolicited) as and when necessary. Principal target audience: CSOs, FBOs, constituents, and other stakeholders.

iv) Round Table Discussions (RTDs)

The round table discussions will be used to capture issues raised by stakeholders (e.g. civil society). The discussions will focus on community level engagements to elicit and discuss issues from the grassroot. 30 RTDs will be conducted each year of the five – year strategy. One RTD will be conducted in each constituency. The RTDs will provide for instant feedback and where necessary, consensus on serious issues affecting the stakeholders.

Principal target audience: CSOs, Constituents and Community Leaders

4.5 OBJECTIVE FIVE

Engage Cooperating Partners in a structured way to increase information exchanges between Cooperating Partners and MPs and improve accountability between Cooperating Partners and the National Assembly.

Cooperating partners constitute another important stakeholder for the National Assembly. The following tools will be used:

i) Electronic Mail (Mailing lists and alerts and feeds)

This format will present a fast and often reliable tool for communication, particularly with regard to on-going activities between NAZ and CPs.

ii) Reports (printed and electronic)

Project reports, activity reports, annual reports will be prepared both as soft copies and in print and bound. These will not be restricted to scheduled reporting within the agreed timeframes, but also encompass unsolicited reporting and updates on various activities that may be of interest to CPs.

iii) Telephony presents one of the most effective means of transmitting messages, receiving feedback and clarification promptly.

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Tele-conferencing- for information exchange and updates will also be explored as a cost effective communication tool, particularly when involving CPs outside the country. To be conducted on a quarterly basis involving NAZ and cooperating partners supporting the reform programme.

iv)Website

The Parliament website emerged as one of the most appreciated and effective tools for information provision and communication with CPs. The website will be used to communicate with CPs through the following facilities and services:

• Digest (including key updates and outcomes, stages of Bills and other issues).

• Access to Reports

• Parliament Radio Streaming (Listening to the Radio online through Parliamentary website)

• Interactive facility with MPs

• E-magazine (Parley News)

• Calendar/Events

v) Face-to-Face Meetings

Face-to-face meetings will be used particularly with CPs that are directly involved in the implementation of the PRP to deal with immediate and pressing issues requiring direct and rapid response and resolution.

vi) Round Table Meetings

Round table discussions will be used for discussion, negotiation, brainstorming, monitoring and review, learning and networking on the various aspects of the PRP. These will involve not only NAZ but other key stakeholders such as civil society, academia and research community.

4.6 .OBJECTIVE SIX Embrace the strategic use of ICTs in the operations of the National Assembly 4.6.1. Focus for ICT Strategies and Tools The ICT strategies will focus on facilitating communication and dialogue at Constituency level by providing links between the MPs and Constituents and the National Assembly of Zambia.

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4.6.2. Strategies, Tools and Services

A. ICTs Tools for Immediate Deployment

i. Parliament Radio In order to enhance the effectiveness of the station, user needs surveys should be undertaken at given stages during the implementation of the communication strategy (i.e. during the first year, mid-way and at the end of year five). These can also be used as perception surveys on various aspects of how NAZ’s reforms are being felt on the ground and obtaining input for reviews and redesign of interventions. The issue of language should also be seriously considered if NAZ is to extend broadcasting to other areas of the country. Issues of the radio station’s capacity and other aspects of its operations are articulated under other strategic communication objectives. ii) Community Radio NAZ (particularly through Constituency Offices) will establish partnerships with community and private commercial radio stations in Zambia to produce programmes and use them as outlets for material broadcast on Parliament Radio. The programmes will also be translated into appropriate local languages (with the assistance of community radio stations and ZNBC) to ensure programming is relevant. This will increase the level of participation of the local community in the NAZ radio programmes, and help mobilise listeners input and feedback. Live streaming of the station’s broadcast via Internet will also be facilitates and publicized, particularly to audiences with better Internet connectivity and located outside the station’s signal coverage area.

iii) Constituency Directory An electronic directory will be created and maintained by all Constituency Offices, containing various details on a given constituency and its inhabitants. It will also contain details of essential services providers, civil society organisations and public institutions, to enable Constituency Officers to enhance their knowledge of the constituents they serve. Furthermore, the electronic directory can be incorporated in an appropriate communication application suite to administer scheduled SMS broadcasts and Emails broadcasts in collaboration with service providers.

iv) SMS Broadcasts

SMS (Short Message Service) This facility will also be incorporated in other ICT platforms such as radio and TV to obtain feedback and input on various issues. The NAZ ICTs Department, in collaboration with mobile phone service providers will design a framework for operating the SMS platform. Thereafter, NAZ may design or purchase an SMS Communication Suite. The electronic directory will also be instrumental in operationalizing the SMS messaging plan in communicating key messages to Constituents.

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According to ZICTA, as of 2008 out of a population 11,900,000, there were 3,207,679 mobile phone subscribers and this number is expected to increase. NAZ will strategically use mobile phones for engaging the public on the various aspects of the democratization process. The three Mobile Phone Operators in Zambia namely Airtel Zambia, Zamtel Mobile and MTN Zambia will be engaged to improve and operationalize the SMS strategy. This will be done by establishing MoUs between the service providers and NAZ.

v) Electronic Mail and Online Instant Messaging System The ICTs Department should, in collaboration with other teams such as Legal and Library, spearhead the formulation and implementation of the Email Plan. The ICTs Department will further be charged with the task of creating an electronic directory of information on key external stakeholders. The ICTs Department will need to continuous update of the directory. The information will help NAZ profile the communication audience and tailor messages for appropriate audiences. The Department will also facilitate installation, training and monitoring of an online instant messaging system to enable staff and MPs conduct quick communication with real time feedback and clarification of issues. The facility will enhance efficiency and save time in a large institutional establishment. A software license can be purchased from existing reputable vendors on the market.

vi) E-Newsletters An electronic newsletter will be published on-line and also distributed through subscribed e-mail lists or special audience groups. The E-Newsletter will be sent as an inline message as opposed to PDF attachment. The newsletter will also be posted on the NAZ website. This will take the form of reviving the ‘Parley News’. However, this should be after establishing essential mechanisms, including an editorial policy and core team for the production of the newsletter. The content management team will provide the oversight in terms of quality and appropriateness of content. The newsletter will act as avenue for informing a cross – section of stakeholders on key developments regarding the National Assembly, including highlights of upcoming events.

vii) NAZ Website The NAZ website will be used significantly in the implementation of this strategy. This strategy will work on improving the current NAZ website to enhance its interactivity and take into account the recommendations made on the website. The management of the website content will be carried out to determine the specific information needs of stakeholders who would have visited the website. This would determine the extent of improvements needed to be made. However, the various stakeholder observations and suggestions captured and presented in this strategy will guide initial efforts aimed at making the website more responsive to user needs. Also important is to ensure regular update of information on the website.

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viii) Informatics Web Shots

As with the e-newsletter, the ICT Department should frequently design and send informatics web shots aimed at promoting NAZ and key events to all external stakeholders with access to Internet.

B. ICT Tools for Mid to Long Term Deployment

i. Constituency Blogs The main objective for these blogs will be to provide the Constituency Offices a platform to highlight activities to stakeholders and discuss issues pertaining to constituency and leaders. In the long – term, Constituency Office staff will be trained to administer blogs, encourage discussions, moderate and regulate interactions.

ii. Telephone Call Centre ICT Department will explore appropriate IP/VOIP call center technologies for NAZ. The centre initiative should come with full training and re-orientation of staff in their knowledge of NAZ and the reforms, including client services. Doing so will go a long way in constructing a positive image of NAZ and winning the confidence of not only the electorate but also other stakeholders.

iii. Tele-Conferencing NAZ will take advantage of teleconferencing possibilities to hold ‘town hall’ meetings within the organization (especially for the purposes of bringing Constituency Offices staff closer). Real-time online conferencing, using telephone and computer technologies will also facilitate interactions, sharing meetings and reporting between NAZ stakeholders such as cooperating partners. The facility is also a useful tool for enhancing inter-Parliamentary cooperation. The ICT Department will spearhead the installation of the facility (including relevant software license purchases) after ensuring that necessary conditions are in place, particularly reliable Internet connectivity.

iv. Staff Intranet Portal (Internal communication within NAZ) An intranet Portal is a private computer network that uses Internet Protocol technology to securely share any part of an organization's information within that organization. ICT Department will design a NAZ staff portal that can be used to improve internal information flow. The portal will be restricted to NAZ staff use. The portal can assist on internal notifications and announcements for general administration and social matters. In line with this, an attempt should be made to facilitate local network resource sharing among staff and management.

v. E-Memos, E-Circulars and E- Letters Once the staff online portal is established e-memos, e-circulars and e-letters can be exchanged on the portal for enhanced information sharing and harmonization of activities. Staff development issues (including access to online training facilities), events and other staff related issues can be made enhanced through the NAZ Intranet.

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5.0. IMPLEMENTATION MODALITIES, PLAN AND M&E In order to facilitate the effective implementation of the proposed strategy, the following implementation modalities are proposed. They are guided by the principle of using existing structures and also delivering on the key issues raised in the National Assembly Planning Strategy (such as streamlining operations and facilitating greater results). As part of the proposed institutional arrangement, it is proposed that two steps be followed; namely:

1. Identification and Designation of Key Departments to be at centre of Strategy implementation.

2. Creation of a Steering Committee for Strategy Implementation A steering committee is proposed (to be chaired by the Principal Clerk Research, Public and International Relations) to oversee and monitor overall implementation of the strategy, comprising those already involved in content management of the Parliament website and other senior members of staff from each of the other departments listed below.

Reporting to the Clerk of the National Assembly, the Committee will have the following as part of its terms of reference:

• To oversee and monitor overall implementation of the strategy. • Establish benchmarks and ensure quality of communication messages • Review and monitor content of all communication outputs (including the website) -

content management. • Ensuring building and consolidation of a good image of NAZ (through, among other

means) establishing and harnessing effective public and media engagement. • Spearhead fundraising for the Strategy.

5.1. PROPOSED ROLES OF DEPARTMENTS The implementation of the strategy is an institution-wide responsibility. However, certain departments will play more strategic roles in its implementation. The following section highlights these. The roles indicated are not exhaustive, but an indication of some of the key expectations from each department listed.

i) Parliamentary Reform Programme

- Overall responsibility for ensuring implementation and evaluation of strategy (including its contribution to PRP and broader contribution to NAZ mission and vision).

- Coordinating its implementation. - Fundraising (Selling) the strategy.

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ii) Library

- Content management for key communication tools (newsletters, website, brochures and other publications).

- Events organisation and management (e.g. exhibitions, training). - Capacity building and technical support in knowledge management and institutional

memory.

iii) Administration and HR

- Harmonisation with existing policies and Strategies. - Ensuring publicity and selling of the strategy within the organisation for ownership.

iv)Research, Public and International Relations

Research

- M&E- particularly data gathering, analysis and interpretation. - Content Development.

Public and International Relations

- Develop a Media engagement strategy based on a thorough needs assessment and consultation (Through Media and Visitor’s Centre).

- Events organisation and management (e.g. exhibitions, training).

Parliament Radio

- Operationalising the Strategy. In addition to being part of the NAZCS Steering Committee, other specific roles are subject to discussion and further reflection.

v) ICT Department In addition to being part of the NAZCS Steering Committee, the ICT Department will take a lead role in operationalising the proposed ICTs strategies, including appropriate evaluations and redesigning of tools. In collaboration with the team responsible for content management, ICT Department will facilitate the dissemination of content using various ICT services. The team must be empowered with relevant skills in new media and ICTs convergence in order to optimize the use of ICT services.

viii) Constituency Offices

-Operationalising the Strategy.

-Evaluation, M&E and data capture.

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6.0. IMPLEMENTATION PLAN (Framework of Objectives, interventions and activities for the period 2011-2015)

OBJECTIVES, INTERVENTIONS AND ACTIVITIES WHO Year and Quarter

2011 2012 2013 2014 2015

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Objective 1: Promote positive and opinions among the stakeholders and to raise the public profile and image of the National Assembly

Activity 1.1. Produce and Air series of 26 one hour Interactive radio programmes on ZNBC Radio 1 & 2, Parliament Radio and in 1 community radio station in each Province in English and 7 official designated local languages in year 1 and 2 and thereafter a series of 39 in Years 3-5

NAZ, Radio stations

Activity 1.2. Map listener clubs to ascertain number, location and linkage to radio stations signal

NAZ, NAIS, Partners, Consultant

Activity 1.3. Series of 26 Pre-recorded Programmes produced and aired in 10 constituencies in local language in first year and increased to 39 from years 2-5

NAZ, Radio Stations

Activity 1.4. Newsflashes, alerts disseminated to media houses as and when necessary

NAZ, Media houses

Activity 1.5. Produce and air 26 Documentaries/Radio features in 26 constituencies in Year 1 and increase to 39 features in 39 constituencies in Years 2-5

NAZ, Radio stations

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Activity 1.6 Awareness raising using Newspapers: Award 5 fellowships in Year 1 and increase to 10 in Years 2-5

NAZ, Partners

Activity 1.7. Weekly columns in Daily Mail, Times of Zambia based on issues from Constituency Corner from Year 1-5

NAZ, Daily Mail, Times of Zambia

Activity 1.8. Produce and air series of 13 thirty minute TV documentaries (Constituency corner) on issues affecting constituencies in Year 1 and increase to 26 in Years 2-5 on ZNBC, MUVI and MOBI.

NAZ, ZNBC, Other Media Houses

Activity 1.9. Produce and air two 30 minute TV documentaries over three months in Year 1 on the PRP that will have been promoted through parliament radio and Constituency Offices

NAZ, ZNBC, Other Media Houses

Activity 1.10. Produce and air 13 one hour phone in TV Panel discussion programmes in Years 1-2 and 4-5 on ZNBC.MOBI and MUVI TV

NAZ,ZNBC,MUVI,

MOBI

Activity 1.11. Produce and air 26 TV shows that include studio audience interrogating NAZ officials on NAZ business-to be broadcast over 26 weeks in Year 2

NAZ,TV stations

Activity 1.12.Publish bi-annually, 10,000 copies of NAZ newsletter from Year 1-5

NAZ

Activity 1.13. Undertake NAZ perception surveys to capture citizen’s attitudes, perceptions, knowledge to inform NAZ public profiling.

NAZ, Consultant

Activity 1.14:Undertake audience survey NAZ, Consultant

Activity 1.15: Grant two media awards (Print and electronic) per year for excellence in covering parliamentary business.

NAZ, Media houses

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Objective 2: Enlighten constituents on the roles and functions of the National Assembly

Activity 2.1. Interactive Radio discussion programmes will feed into the series detailed in activity 1.1

NAZ, Radio stations

Activity 2.2. Pre-recorded programmes as detailed in activity 1.3 NAZ, Radio stations

Activity 2.3. Produce and air documentaries as detailed in Activity 1.5

NAZ, Radio stations

Activity 2.4. Produce and air TV programmes as outlined under activities 1.8 to 1.11

NAZ,TV stations

Activity 2.5. Commission features and regular news articles on PRP on weekly basis in National Dailies

NAZ, Media houses

Activity 2.6. Conduct NAZ Public open days in each constituency on at least 1 designated day per year for the duration of the strategy

NAZ, MPs

Activity 2.7. Produce and print 500 and 300 brochures per constituency each year with information about NAZ operations in local language and English respectively

NAZ

Activity 2.8. Conduct popular theatre in all constituencies during the NAZ Public open days

NAZ

Activity 2.9. Partner with Media Training institutions and strengthen curriculum on parliamentary reporting for Journalists

NAZ, Media Training institutions

Activity 2.10. Train 20 Journalists as in activity 2.6,incorporating roles of the National Assembly, MPs and Constituency Offices

NAZ, Media Consultants

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Activity 2.11. Facilitate media awards as detailed in activity 1.15 NAZ, Media houses

Objective 3: Increase MPs’ awareness of the opportunities afforded by the Parliamentary Reforms agenda (i.e. support around legislative bill drafting)

Activity 3.1. Publish internal monthly newsletter with an electronic version posted on the website with updates from the PRP, Clerk and Speaker.

NAZ

Activity 3.2. Publish, annually, 308 copies of fact sheets and brochures to be disseminated to all MPs

NAZ

Activity 3.3. Generate and disseminate Circulars on the PRP as and when necessary to all MPs over the 5 year period

NAZ

Activity 3.4. Conduct special talks/presentations involving MPs at the beginning of each Parliamentary session

NAZ

Activity 3.5. Conduct capacity building workshops/seminars for MPs at the beginning of each first session of parliament annually (As much as possible, skills inherent within NAZ staff should also be passed on MPs)

NAZ

Activity 3.6. Promote MPs participation in inter-parliamentary networks

NAZ, MPs

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Activity 3.7. Facilitate participation of at least 10 MPs in international and regional summit/seminars, at least once per year over 5 years

Objective 4: Ensure effective support and participation of the stakeholders including Civil Society in the legislative process

Activity 4.1. Interactive radio programmes as detailed in activity 1.1

NAZ, Radio stations, MPs

Activity 4.2. Pre-recorded radio programmes as detailed in activity 1.3

NAZ, Radio stations, MPs

Activity 4.3. Newsflashes and alerts informing stakeholders on main events and processes NAZ sent to various media houses

NAZ, Media houses

Activity 4.4. Produce live TV programmes, as detailed in activity 1.11 interrogating NAZ Officials

NAZ,ZNBC,MOBI,MUVI

Activity 4.5. Produce 26 series of short video clips in local languages starting in year 2 to year 5 explaining legislative process and how people can participate( for fusion into existing weekly TV local magazine programmes)

NAZ, MPs, ZNBC, MUVI, MOBI

Activity 4.6. Undertake one stakeholder training in each of the 150 constituencies starting with 30 constituencies per annum until all 150 constituencies are completed by year 5.Target is CSOs, FBOs, community leaders and political parties on NAZ legislative processes and engagement platforms/opportunities.

NAZ

Activity 4.7. Collaborate with House of Chiefs to undertake at least two sensitisation exercises per` year for chiefs on legislative

NAZ, House of Chiefs

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processes and engagement during period when house of chiefs is sitting

Activity 4.8 .Conduct one media training targeting 20 Journalists once a year on legislative processes

NAZ, Media houses

Activity 4.9. Pre-recorded radio programmes on legislative processes on Parliament Radio and community media (see also1.3)

NAZ, Radio stations

Activity 4.10. Undertake public meetings, at least one in each constituency per year to provide platform for different stakeholders to participate in legislative processes. Public submissions may also be made using this platform

NAZ, Partners

Activity 4.11. Conduct one roundtable discussion in 30 constituencies per year for five years

NAZ, Partners

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Objective 5: Engage cooperating partners in a structured way to increase information exchanges between Cooperating Partners and MPs and improve accountability between Cooperating Partners and the National Assembly planning strategy

Activity 5.1 Create database and mailing list for cooperating partners working in Zambia

NAZ

Activity 5.2 Generate and send e-newsletters, alerts, special reports in pdf and other updates to cooperating partners on monthly basis.

NAZ

Activity 5.3 Institute tele-conferencing facility, quarterly, with key funders on programme implementation and lessons

NAZ, Cooperating Partners

Objective 6: To embrace the strategic use of ICTs in the operations of the National Assembly of Zambia Communication Strategy

ICTs for Immediate Implementation:

Activity 6.1. Formulate and implement institutional ICTs Governance Policy NAZ, Consultant

Activity 6.2. Undertake listener survey to enhance planning and production of more relevant and high quality of programmes ( as indicated under 1.14)

NAZ

Activity 6.3. Increase coverage of Parliament Radio through partnerships with community, commercial radio stations and ZNBC (including translation of programmes)

NAZ and Partner Community, Commercial and national broadcasters

Activity 6.4. Create and maintain electronic directories to enhance planning and programme execution

NAZ and Partners e.g. Ministry of Local Government and Housing, Central Statistical Office, Electoral Commission of Zambia

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Activity 6.5. Establish partnership agreements with Mobile Service Providers and implement the SMS broadcast facility

NAZ and Mobile Service Providers , MPs

Activity 6.6. Install and Instant messaging system NAZ

Activity 6.7. Formulate and implement Email Plan (including training/orientation on electronic mail communication)

NAZ

Activity 6.8. Conduct training on Social Media and management of online platforms for staff and MPs

NAZ, Partners e.g. ZICTA, UNZA

Activity 6.9. Create a NAZ Facebook page NAZ

Activity 6. 10. Publicise established social media and other interfaces to target audiences

NAZ, MPs

Activity 6.11. Publish e-newsletter for inline distribution NAZ

Activity 6.12. Conduct website audit

Activity 6.12. Design and disseminate informatics web shots aimed at promoting NAZ and key events

NAZ

ICTs for Mid to Long – Term Implementation:

Activity 6.13. Establish Constituency Blogs NAZ

Activity 6.14. Establish a Call Centre NAZ, Zamtel Zambia

Activity 6.15. Conduct assessment and operationalise tele-conferencing facility (software purchase, installation and training) - As indicated under Activity 5.3.

NAZ, Service provider

Activity 6.15. Set up NAZ Intranet Portal NAZ

Activity 6.15. Design templates for E- Memos, E-Circular and E- letters and operationalise the facilities

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7.0 . MONITORING AND EVALUATION Monitoring and Evaluation (M & E) of information and communication programmes has now become central to development thinking, driven by the rapid growth in information and communication technologies and the potential that ICTs have for development. It also provides the means for accountability, tracking delivery of results, offers tools for enhancing learning and accelerating uptake of knowledge and successful practices.

7.1 . Proposed Monitoring and Evaluation Model

Understanding the legislative process and the different government functions and operations including processes around budgetary planning and citizen engagement and where the National Assembly fits in within these roles is fundamental to designing a monitoring and evaluation framework to assess the overall impact of the communication strategy. Assessing the effectiveness and efficiency of the National Assembly’s Communication Strategy requires multi-stakeholder planning and engagement. The participatory monitoring model is therefore recommended because it emphasises an all-inclusive approach to communication planning and decision-making processes. This also implies that there must be continuous consultations and feedback between the National Assembly and citizens in measuring the different levels of change processes. The stakeholder mapping shows the different categories of stakeholders that will be involved in participatory monitoring and evaluation.

More specifically, verifiable indicators to be monitored and evaluated will be broken down at three different levels as follows:

i) Impact: The proposed indicators at the level of the communication strategy goal will assist to monitor and measure the extent to which the National Assembly is able to communicate and relate with key stakeholders, including MPs, CSOs, Constituents, Cooperating Partners and Constituency Offices.

ii) Outcome: The proposed indicators will assist to monitor and measure the extent to which the interventions will achieve the communication objectives outlined in the implementation plan.

iii) Output: Indicators for the specific activities as outlined in the implementation plan will guide monitoring and measurement of success of communication outputs.

7.2 . Reporting and Evaluations

The monthly documentation of results of interventions is critical because it will assist the National Assembly, stakeholders and funding agencies to identify the results achieved and lessons learned and therefore take corrective action as is necessary at an early stage. Therefore, evaluations will be carried out every quarter for each year of the five – year period. At another level, more thorough evaluations (including baseline studies) will be undertaken at the beginning of the implementation of the strategy, mid – way and at the end of the five-year period to inform the next stage.

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APPENDIX 1: Budget 2011 2012 2013 2014 2015 Totals - 2011 - 2015

Qty Cost Amount Qty Cost Amount Qty Cost Amount Qty Cost Amount Qty Cost Amount Qty Amount

US$ US$ US$ US$ US$ US$ US$

Objective 1: Promote positive and opinions among the stakeholders and to raise the public profile and image of the National Assembly

Activity 1.1. produce and air interactive Radio Programmes

26 3,000 78,000 39 3,000 117,000 39 3,000 117,000 39 3,000 117,000 39 3,000 117,000 182 546,000

Activity 1.3. Production and airing of Pre-recorded programmes in 10 constituencies

10 100 1,000 39 - 39 4,680 39 4,680 39 4,680 166 15,040

Activity 1.5. Produce and air 26 Documentaries/Radio features in 26 constituencies in Year 1 and increase to 39 features in 39 constituencies in Years 2-5

26 4,500 117,000 39 4,500 175,500 39 4,500 175,500 39 4,500 175,500 39 4,500 175,500 130 819,000

Activity 1.6. Award 5 fellowships in Year 1 and increase to 10 in Years 2-5

1 1,000 1,000 10 1,000 10,000 10 1,000 10,000 10 1,000 10,000 10 1,000 10,000 41 41,000

Activity 1.9. Cost of producing and airing two 30 minute documentaries in year one

2 1,500 3,000 - - - - 2 3,000

Activity 1.10 Cost of producing and airing 13 one - hour phone in TV Panel discussion

13 3,000 39,000 13 3,000 39,000 - 13 3,000 39,000 13 3,000 39,000 52 156,000

Activity 1.11. cost of producing and airing 26 TV shows

- 26 300 7,800 - - - 26 7,800

Activity 1.12:Publish bi-annually, 10,000 copies of NAZ newsletter from Year 1-5

10,000 1.5 15,000 10,000 1.5 15,000 10,000

1.5 15,000 10,000

2 15,000 - 60,000

Activity 1.13 & 1.14. Cost of survey 1 14,000 14,000 14,000

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2011 2012 2013 2014 2015 Totals - 2011 - 2015


Activity 1.15: Grant two media awards (Print and electronic) per year for excellence in covering parliamentary business.

2 1,000 2,000 2 1,000 2,000 2 1,000 2,000 2 1,000 2,000 2 1,000 2,000 2 10,000

Sub Total 270,000 366,300 324,180 363,180 348,180 1,671,840

Objective 2: Enlighten constituents on the roles and functions of the National Assembly (including opportunities arising from the Parliamentary reforms)

Activity 2.1: Cost of producing and airing TV features

1 3,000 3,000 13 3,000 39,000 13 3,000 39,000 6 3,000 18,000 6 3,000 18,000 39 117,000

Activity 2.7. Cost of posters print and distribution

10,000 0.2 2,000 10,000 0.2 2,000 10,000

0.2 2,000 10,000

0.2 2,000 - 40,000 8,000

Activity 2.8. Cost of popular theatre services (some outputs to be aired on TV)

20 300 6,000 13 300 3,900 13 300 3,900 10 300 3,000 10 300 3,000 66 19,800

Activity 2.9. Cost of training 20 Journalists per year on reporting parliament business

1 3,500 3,500 1 3,500 3,500 - - - 2 7,000

Activity 2.10. Establishment and resourcing existing Libraries

10 15,000 150,000 35 2,500 87,500 35 2,500 87,500 35 2,500 87,500 38 2,500 95,000 153 507,500

Activity 2.11. Produce 7,000 and 2,500 copies of brochures in local languages and English on the PRP

7,000 0.2 1,400 2,500 0.2 500 0.2 - 0.2 - 0.2 - 9,500 1,900

Activity 2.13 Produce 5,000 and 2,000 copies of fact sheets on

5,000 0.2 1,000 2,000 1.0 2,000 - - - 3,000

Activity 2.14 Produce annually 1,000 copies of wall and desk calendars and diaries each with information on PRP

3,000 5.0 15,000 3,000 5.0 15,000 3,000

5.0 15,000 3,000

5.0 15,000 3,000

5.0 15,000 15,000 75,000

Sub Total 184,900 153,900 147,900 126,200 131,800 744,700

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2011 2012 2013 2014 2015 Totals - 2011 - 2015


Objective 3: Increase MPs’ awareness of the opportunities afforded by the Parliamentary Reforms agenda (i.e. support around legislative bill drafting)

Activity 3.5 Capacity building workshops/seminars for MPs

3 1,500 4,500 - 2 1,500 3,000 - - 5 7,500

Activity 3.6. & 3.7. MPs participation in inter-parliamentary networks and forums

5 2,500 12,500 1 2,500 2,500 1 3,000 3,000 - - 18,000

Sub Total 17,000 2,500 6,000 - - 25,500

Objective 4: Ensure effective support and participation of the stakeholders including Civil Society in the legislative process

Activity 4.5. Produce 26 series of short video clips in local languages

- 26 1,500 39,000 - - - 26 39,000

Activity 4.6 Undertake one stakeholder training in each of the 150 constituencies

30 1,400 42,000 30 1,400 42,000 30 1,400 42,000 30 1,400 42,000 30 1,400 42,000 150 210,000

Sub Total 42,000 81,000 42,000 42,000 42,000 249,000

Objective 5: Engage cooperating partners in a structured way to increase information exchanges between Cooperating Partners and MPs and improve accountability

Activity 5.3 Institute tele-conferencing facility, quarterly, with key funders on programme implementation and lessons (See costing under Objective 6)

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2011 2012 2013 2014 2015 Totals - 2011 - 2015


Objective 6: To embrace the strategic use of ICTs in the operations of the National Assembly of Zambia Communication Strategy

Activity 6.1. Formulate and implement institutional ICTs Governance Policy

1 1,200 1,200 - - - - 1 1,200

Activity 6.5. Cost of SMS broadcasts

- 4 7,000 28,000 4 7,000 28,000 4 7,000 28,000 4 7,000 28,000 16 112,000

Activity 6.6. Install and Instant messaging system

1 - - 1 25,000 25,000 - - 25,000

Activity 6.8. Social Media Management and Convergence Skills training

3 400 1,200 1 50 50 1 50 50 1 50 50 1 70 70 1,420

Activities 6.10, - 6.13 (including 3.1). Website management and capacity building , including social media tools

1 3,000 3,000 1 500 500 1 500 500 1 700 700 1 800 800 5 5,500

Activity 6.14. Establish a Call Centre

1 16,000 16,000 1 500 500 1 500 500 1 700 700 1 800 800 18,500

Sub Total 18,400 28,550 53,550 28,750 28,870 158,120

Conduct mid -term evaluation of the communication strategy

- - 1 20,000 20,000 - - 20,000

Final term evaluation of the Communication strategy

- - - - 1 40,000 40,000 40,000

Sub Total - - 20,000 - 40,000 60,000

GRAND TOTAL 532,300 632,250 593,630 560,130 590,850 2,909,160

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APPENDIX 2: Messaging Plan (Using ICTs) Stakeholder Target Audience Messages ICT Services Frequency of using

ICT Service Feedback

National Assembly of Zambia

Civil Society Constituency development Project updates

Email, e-publications Monthly Email

Announcement of Constituent Meetings, Alerts and Events

SMS As need arises Mobile Phones

Constituency, Profile MP Profile, NAZ and its role, mandate

CO Blog Monthly Update

Stakeholder Meetings Email

Constituency issue based Discussions

Facebook Daily Facebook

Verbal Reports, and Announcements relating to Constituency and issues of concern to civil society (to Community leaders for dissemination of information)

Phone Calls SMS

As need arises Phone calls and SMS

NAZ, its mandate, roles and functions. Parliamentary reforms and their benefits Parliamentary procedures and legislative process

Parliament Radio, community and national radio NAZ website

Monthly Phone, website and Email

NAZ, its mandate, roles and functions. Parliamentary reforms and their benefits Parliamentary procedures legislative process

Community Radio Television

Monthly Phone, website and Email

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Stakeholder Target Audience Messages ICT Services Frequency of using ICT Service

Feedback

MPs Constituents Announcement of Constituent Meetings, projects, Alerts and Events

SMS As need arises Phone calls and SMS

Constituency Issue Based Discussions

Facebook and related media Blogs Parliament Radio, community and national radio Television

Daily Social media platforms, emails, online feedback Forms

Verbal Reports, and Announcements relating to Constituency and issues of concern to Constituents ( to Community leaders for dissemination of information)

Phone Calls SMS Community Radio

As need arises Phone calls SMS Emails


Parliament Radio Community Radio, Other Radio Station

Monthly Phone calls, Radio Station SMS feedback facility

MPs

Civil Society Organizations In Constituencies

Constituent Developmental Project updates

Email, e-publications Parliament, community and Commercial radio stations programmes Television

Monthly Email SMS Phone calls Online feedback Forms

Announcement of Constituent Meetings, Alerts and Events

SMS As need arises Mobil Phones calls, SMS and Internet

Constituency Issue Based Discussions

Facebook Daily Facebook and related social media

Verbal Reports, and Announcements relating to

Phone Calls NAZ website

As need arises Phone

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Feedback

MPs Civil Society Organizations In Constituencies

Constituency (e.g. key outcomes of issues, Bills before the National Assembly)

Emails Phone


Parliament Radio, national and other stations Television (national and local)

Monthly Phone calls, NAZ website, Parliament and Community Radio station, television


Community Radio Monthly Phone calls, radio station ) programming (e.g. SMS feedback facility, electronic mail


MPs Statements, orders, PRP alerts NAZ website (bulletins, events calendar, reports) Emails Online DataBase E-publications

As need arises MPs Reports Emails

Reminders, Notices, Invitations SMS As need arises Phone, SMS and MPs reports Online instant messaging system

PRP and its objectives Roles and mandate of Opportunities arising from the reforms agenda Best practices of MP - media- constituent (including other stakeholders) engagement Highlights of development issues, needs and concerns of Constituents

Emails Website

Regular update of this information on website and emails

Emails, Phone calls, Website

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Feedback


Cooperating Partners

Announcement and updates on Parliamentary debates and Bills, Alerts and Events

Email SMS Online Digest on NAZ website Online calendar Telephone calls E-publications

As need arises Email Phone calls Online feedback forms

Parliamentary Reforms, Democratic and Governance Issue Based Discussions

Facebook and related social media E-publications Blogs Emails

As need arises Facebook Email Phone calls Online feedback forms

Briefs on reforms programme implementation and lessons

Tele - Conferencing Emails Reports Radio and TV documentaries E-publications

Quarterly Phone calls Emails

Funding proposals and concepts Emails Websites

As need arises Emails Phone Calls


Media

Press Queries Responses Invitations to NAZ events Invitations to committee sittings Order paper Alerts and updates in key

Phone calls Email (mailing list) SMS

As need arises Email Phone calls SMS

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Feedback


Media developments and decisions Parliamentary Reforms, Democratic and Governance Issue Based Discussions

Online discussion for a/groups Blogs E-publications

Daily Online discussion for a/groups Feedback forms Email Blogs

NAZ, its mandate, roles and functions. Parliamentary reforms and their benefits Parliamentary procedures legislative process Roles of the MP Channels and Avenues for communicating with MP Best practices of successful leaders-electorate collaboration

Website E-publications

Periodic and regular Update of NAZ website

Email Phone Calls Feedback Forms

Online Presentations on PRP, Parliamentary Processes to selected Parliamentary Journalists

Web Seminars Monthly Email and Online Interaction

Invitations to NAZ events Invitations to committee sittings notification

Phone Calls As need arises Phone

Updates of Parliamentary Reforms

E- Newsletter Monthly Email Phone Calls Feedback Forms

Publicity of PRP and Parliamentary events

Informatics Web Shots As need arises Email Phone Calls Feedback Forms


Constituents

Announcement of Parliamentary issues, Alerts and Events to. Alerts of opportunities or taking part in the work of NAZ

Email SMS Broadcast

As need arises Radio (community, commercial and national (SMS

41


Feedback


Constituents

NAZ, its mandate, roles and functions. Parliamentary reforms and their benefits Parliamentary procedures legislative process Roles of the MP Channels and Avenues for communicating with MP Best practices of successful leaders-electorate collaboration

Website Mailing list

Regular Updates Email Phone Calls Feedback Forms SMS messages

Parliamentary Reforms, Democratic and Governance Issue Based Discussions with Editors and Reporters

Discussion fora/groups As need arises Discussion fora/groups

NAZ, its mandate, roles and functions. Parliamentary reforms and their benefits Parliamentary procedures legislative process Roles of the MP Channels and Avenues for communicating with MP Best practices of successful leaders-electorate relations/collaboration

Parliament Radio, Community and commercial radio stations.

Radio Program Series

Email Phone Calls Feedback Forms SMS

NAZ, its mandate, roles and functions. Parliamentary reforms and their benefits Parliamentary procedures legislative process Roles of the MP, Avenues for communicating with MP Best practices of successful leaders-electorate relations/collaboration

Community Radio

Radio Program Series

Email Phone Calls Feedback Forms SMS

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Constituents NAZ, its mandate, roles and functions. Parliamentary reforms and their benefits Parliamentary procedures legislative process Roles of the MP Channels and Avenues for communicating with MP Best practices of successful leaders-electorate relations/collaboration (particularly among special target groups such as women, youth and persons with disabilities

Live Television Programmes (ZNBC, TV2,MUVI,MOBI) NAZ website

TV Series Email Phone Calls Feedback Forms SMS

national assembly of zambia communication strategy …

Documents