CREATING AND IMPLEMENTING A COMMUNICATION STRATEGY – A CASE FOR MINISTRY OF STATE FOR PLANNING, NATIONAL DEVELOPMENT AND VISION 2030- KENYA James Kiumu Maina
CREATING AND IMPLEMENTING A
COMMUNICATION STRATEGY –
A CASE FOR MINISTRY OF STATE FOR PLANNING,
NATIONAL DEVELOPMENT AND VISION 2030-
KENYA
James Kiumu Maina
INTRODUCTION
Development planning in Kenya a mandate for
MPND&V2030
Public not sufficiently informed of Vision 2030
strategic communication fosters partnership in
development.
Communication strategy thus organisational driven
not communications driven.
Need to align communications to organisational
objectives
I. THE CONTEXT
Public access to information key to development process.
Information sharing highly related to development.
Ministry’s Communication strategy targets public, and staff information.
Public outreach necessary to propel the Vision 2030 to Kenyans.
This Strategy to make Kenyans familiar with Vision 2030, Medium Term Plans and MDGs goals.
II. THE STRATEGIC FRAMEWORK Lack of Clear IEC Strategy cited as key
Weaknesses in execution of Ministry’s mandate.
SP acknowledged Ministry efforts not receiving adequate profiling and visibility.
IEC Unit established to support Directorate and SAGAs.
Need for collaborative approach to implementation of vision and MTP.
targeted communication by sustained campaign.
Also nurture partnership through continuous engagement.
III. THE CASE DEVELOPMENT
Baseline Survey
Development of this Communications Strategy
informed by IEC Baseline Survey – 2010
The information Needs and Usage Survey –
Covered households and key informants.
The survey highlighted communications concerns
needing urgent focus
Provided useful communications
dynamics/feedback on implementation of
Ministry’s programmes
CONT.
Other surveys
(Employee Satisfaction/Work Environment/
Customer Satisfaction Surveys)
Provided strategic communication direction.
Why IEC Baseline Survey
designed to gather data on information needs and
usages
Targets government’s programmes - Kenya Vision
2030/policy blueprints.
CONT.
Focused on awareness and perception about the
Ministry,
Aspects of communication including
sources of awareness/ information,
message recall and satisfaction with information
dissemination
perception about government development
programmes/projects and communication needs and
usage.
• Ministry developed interventions to address concerns
from IEC Baseline Survey.
CONT.
Countrywide User and Stakeholder’s information
needs, usages and attitude Survey
provided strategic IEC assessment to;
Create enabling communications environment
Identify stakeholder’s expectation, incentives and
dynamics;
Political dynamics; cultural characteristics and diversity;
role and capacity of civil society;
development efforts and communications campaigns.
CONT.
Information needs and usages central to Kenya
Vision 2030/ MTP.
The Ministry oversaw audience research studies
Collected and analysed data on;
Current behaviour, attitudes, and knowledge gaps
among target groups.
IEC Strategy development entailed assessment of
beliefs and attitudes of audiences.
SURVEY METHODOLOGY
Two pronged approach used;
A Qualitative approach using Depth Interviews
with external.
A Quantitative Approach using Face to Face (F2F)
interviews with public.
IV. CHALLENGES
INTERNAL STRENGTHS AND WEAKNESSES
Strengths
Acknowledging Vision 2030 as an excellent frame
Skilled Staff with strong commitment to serve
Strong media contacts
Goodwill from development partners
In-house technical capacity to inform the IEC Strategy
Enhanced Ministry profile due positive performance contract rankings and Public Sector awards
WEAKNESSES
Scarcity of the official Vision 2030 document
Incomplete IEC staff complement and inadequate
budget resources
lack of integrating IEC function in mainstream
planning process
Lack of coordination of IEC activities between
SAGAs and parent Ministry
Ad-hoc nature of IEC activities
Lack of ministry-wide participation and
coordination in relation to IEC activities
EXTERNAL RISKS/ THREATS Unrealistic Vision 2030 expectations
Negative perception of government intentions
Dynamic political environment -sidetrack IEC
function
OPPORTUNITIES
New political dispensation - a window for
government credibility
2010 Kenya Constitution - renewed hope
Ministry’s key mandate -Vision 2030 and MTPs
V. OUTCOMES
Aligning Messages to Vision 2030
IEC Baseline revealed most Kenyans associate Kenya Vision 2030 with,
They believe Vision committed to alleviating poverty.
Communication campaign seeks interventions for Kenya Vision 2030/MDGs and APRM.
Targets stakeholder buy-in of the policies under Vision 2030.
links messages back to the Ministry’s organisational objectives and values
Ensures stakeholders clearly understand the Ministry’s role.
VI. WORK PLAN
Key Elements of the Ministry Communications Plan
Media Relations (agenda-setting)
Media Training
Networking with existing media networks
Community Radio Outreach
TV Broadcasting partnership
Mobile phone partnership
INTERNAL COMMUNICATIONS
Forms crucial component of Ministry’s
communications strategy.
Considerable efforts to build coherence - staff to‘
speak with one voice’
Develop Vision 2030 Online Course
Team building meetings for all staff
Communication capacity building for Ministry
technical staff
Learning Seminars on Vision 2030 Ministry
Staff
EXTERNAL COMMUNICATION
Vision 2030 sensitization - Parliament,
journalists, educational institutions, religious
leaders etc.
Half-yearly policy briefings - parliamentary
groups
Promote use of Ministry Documentation Centres
(DIDCs)
Introduce use of digital libraries and call for
expansion of information storage systems.
BRANDING
Use V2030 logo build identity and reputation
Consistent performance in delivering on promises
Use Vision 2030 logo to brand all official
stationery including Ministry PowerPoint
Presentations,
Vision 2030 signature on all staff emails, Vision
2030 Calendar,
lobby use of Vision 2030 logo across all ministries
MONITORING AND EVALUATION
Media Monitoring and Analysis
Installation of visitor counter to monitor number
of hits on Ministry website
To identify interventions to initiate in the first
year,
A deliberate focus on Quick Wins;
to ensure greater impact and jumpstart the
implementation of the IEC Strategy.
Clear lines of accountability to be drawn.
CONT.
Implementation of the Strategy be primarily funded internally - Directorates/SAGAs and partners.
Provision for outsourcing consultancy services in respect of development of the Vision 2030 Course,
Design/layout and printing of publicity materials and Production of Vision 2030 documentaries.
Digital libraries requires expansion of information storage systems,
Budgetary implications.
Relevant expertise to boost the multimedia environment
BUDGET
The Strategy sets realistic objectives - time frame,
budget and associated resources
based on immediate priorities under Kenya Vision
2030/Medium Term Plan;
Constantly ensuring outputs are measurable.
Provides an overall budgetary framework spanning
five years,
Cognizance that activities are ever evolving and need
necessary adjustments based on periodic reviews.
Budgetary provision be determined on an annual basis
based on Annual Work plan.
CONT.
Expertise to unpacking the articulated issues to
nonprofessional audience.
Need for strengthening skills of staff through
training and development
Ministry’s Strategic plan envisages funding
opportunities - strengthened national, regional and
international coordination and linkages.
Ministry to leverage on stakeholder partnerships eg
Private Public Partnerships and linkages with Civil
Society Organisations (CSOs).