strategic communication in prsp: experiences and challenges development communication division, the...
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Strategic Communication in PRSP: Experiences and Challenges
Development Communication Division, The World Bank, 2004
Masud Mozammel and Sina OdugbemiDevelopment Communication Division,
The World Bankand
Information and Communication for Development, DFIDSida, Stockholm, March 2004
Core Principles of PRSP
Two of the six core principles of PRSP formulation and implementation:
- ‘country driven’ involving broad-based participation - ‘partnership oriented’ involving coordinated
participation of development partners
Development Communication Division, The World Bank, 2004
Why Strategic Communication in PRSP?
Development Communication Division, The World Bank, 2004.
- ensure greater and informed participation - create an open and inclusive national dialogue- ensure transparency and accountability - manage expectations - establish momentum - institutionalize two-way flow of communication
Country Experiences
major issues:- trust and confidence- lack of information among major stakeholders (govt.,
civil society, parliamentarian, private sector etc.)- ad-hoc communication activities mostly during the
preparation of PRSP document - absence of regular flow of information and follow-up
Development Communication Division, The World Bank, 2004
Country Experiences
challenges:- capacity within and outside the government- institutionalization of communication intervention- resource allocation both human and financial- sustainability and momentum- Simplification and demystification
Development Communication Division, The World Bank, 2004
Country Experiences
advantages:- strong support by key govt. officials/dept. - strong support by civil society - strong support by bilateral/multilateral agencies- strong support by international development
organizations
Development Communication Division, The World Bank, 2004
Lessons
lessons:- good communication intervention creates ownership- involvement of opinion leaders is essential- focus on sustaining the level of confidence on PRSP- distinguish between participation and consultation- emphasize on institutional arrangement
Development Communication Division, The World Bank, 2004
Lessons
lessons:- build communication capacity within the govt.- increase civil society resources and capacity- develop the media sector
- economic literacy of journalist- motivation and engagement- pressure for accountability
- foster the process of creating an open and inclusive dialogue
Development Communication Division, The World Bank, 2004