World Bank Institute’s Leadership for Development Program · Political Economy and Strategic Communications Jose-Manuel Bassat World Bank Institute World Bank Institute’s Leadership

Political Economy and Strategic Communications Jose-Manuel Bassat World Bank Institute

World Bank Institute’s

Leadership for Development Program

Everybody recognizes this

Political Economy Analysis

Collective Action Challenges

The Free Rider Problem

Asymmetric Information

My house is only worth

$20,000

I know…He doesn't...

I gain!

…but the community

loses

Trust

“The willingness of a party to be vulnerable to the actions of another party based on the expectations that the other will perform a particular action important to the trustor, irrespective of the ability to monitor or control the other party.”

Source: Mayer et al , 2006

Collective Action Challenges: What different stakeholders might confront…

Constraints to Collective Action

The Free Rider

Informal sanctions

Bundling

Asymmetric Information

Public interest Lobbying

Mass Awareness Campaign

Lack of Agenda Control

Knowing Rules

Preferences

Lack of Trust

Repeated Meetings

Credible Commitment

> Meaningful change happens when stakeholders implement a technically sound and politically feasible solution

> Getting stakeholders to work collectively requires changes in attitudes, opinions, and behaviors

> Persuasion is often needed to attain the desired behavior change

The Role of Strategic Communications

> What strategic communication can do: • Identify and manage barriers to reform • Help build local ownership through engagement • Change mindsets, allay fears, persuade of benefits • Manage expectations …

> What strategic communication cannot do: • Guarantee passage of a legislation or reform

implementation • Act as substitute for local ownership • Act as substitute for leadership • Cover up service delivery failures …

The Role of Strategic Communication

1. Get to know existing and potential customers

2. Build awareness/promote behavior change around the reform

3. Build in support and systems for change

Three steps of communication for Water Sector Reform

Stakeholder Mapping Support/Influence

Low influence

High influence

Strong support Strong Opposition

> Think of an opponent directly affected by the constraint to collective action your group selected;

> For this opponent, fill out the boxes with the following information:

(a) Profile: demographic details such as educational level, income, occupation, age, etc., as well as personal details such as beliefs and values; (b) How are they most affected by your reform?; (c) What is their relationship to your reform?; (d) How they can help move your reform forward?

Focusing on Key Actors (in groups)

“Why should I engage with you?”

WIIFM?

What’s in it for me?

> For each stakeholder:

• How do they view our change effort?

• What’s the benefit/loss for them?

• What message resonates with them

“What’s In It For Me?” (WIIFM?)

Worksheet for Key Actors Exercise

(a) Profile (demographic details such as educational level, income, occupation, age, etc., as well as personal details such as beliefs and values)

(b) How they are most affected by your reform?

(c ) What is their relationship to your reform?

(d) How they can help move your reform forward?

Key Actor Communication Intervention

Message Frame

Key Actor 1

a) b)

c) d)

Key Actors and Strategic Communication

Framing Messages

Choosing aspects of your reform that resonate with stakeholder interests!

Framing

> Framing influences how a stakeholder perceives your reform, by emphasizing some aspects and de-emphasizing others.

> Framing helps define issues and the nature of the public debate

> The alternative framing of problems can lead to new and different solutions.

Key Actor Communication Intervention

Message Frame for (Identify Stakeholder)

Key Actor 1

a) b)

c) d)

Key Actors and Strategic Communication

Supporting arguments

Short description of

frame

Why?

Why?

Why?

Why?

> Does it focus on key stakeholders?

> Is it based on a sound diagnostic?

> Does Message Framing make sense? – WIIFM

> Does it increase likelihood of behavior change?

Reviewing Communication Strategies

> Is it proportionate to the challenge?

> Implemented by professionals?

> Does it include clear performance indicators?

Building a comprehensive communications program