“REACHING STAKEHOLDERS, MORE EFFECTIVELY, WITH THE SCOUT MESSAGE” Communication Strategy 2011-2012 Africa Region

Communications

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© 2011 World Scout Bureau, Africa Regional Office P.O. Box 63070-00200, City Square Nairobi KENYA Phone 1: (+254 20) 387 71 23 Phone 2: (+254 20) 387 34 36 Mobile 1: (+254 728) 496 553 Mobile 2: (+254 738) 945 346 Fax: (+254 20) 387 83 42 Email: africa@scout.org Home page: www.scout.org/africa!!!

Prepared by : Euloge Ishimwe (Communications Manager) Amos Ndegwa (Communications Assistant & IT Officer) Susan Otieno (Events and Information Assistant)

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Tab le o f Contents

TABLE OF CONTENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

L IST OF ABBREVIAT IONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

PREAMBLE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

CURRENT S IT IAT ION “WHERE WE ARE” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

V IS ION AND GOALS “WHERE WE WANT TO BE” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

REQUIREMENTS “WHAT WE NEED TO GET THERE” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

PROJECTS, ACT IV IT IES AND BUDGET “HOW WE INTEND TO GET THERE” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

IMPLEMENTATION PROGRAMME “HOW DO WE KNOW WE HAVE GOTTEN THERE” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

APPENDICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

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L is t o f Abbrev ia t ions

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ARO Africa Regional Office CSR Corporate Social Responsibility ICT Information and Communication Technology IT Information Technology JOTI Jamboree on the Internet NGO Nongovernmental Organization NSA National Scout Association NSO National Scout Organization OJT On the Job Training PR Public Relations SP Strategic Priorities1 (for WOSM) TOR Terms of reference WOSM World Organization of the Scout Movement

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Preamble

The Communications Department at the World Scout Bureau, Africa Regional (WSB-ARO) is responsible for managing and directing office's internal and external communications. Internal Communications entail communication within WSB-ARO and communication with NSOs. External Communications refer to communications with organizations of interest, the media and communication with members of the community. As such, our stakeholders are both internal and external. “Reaching stakeholders, more effectively, with the Scout message” is the focus of the communication strategy for Africa for the year 2011-2012. The principal stakeholders targeted by this strategy are NSOs and Scouts in Africa (Internal) and Partners, the media and the community (external).

In the information age, reaching stakeholders depends heavily of the use of information technology – practically speaking; this is mainly about using the Internet. Yet, as it will be seen in subsequent sections, In Africa, the Internet as channel of communication is still facing a number of hurdles.

According to communication theory, successful communication depends on about five basic elements. They include, the sender, the message, the channel, the receiver and the impact. In fact, Harold Dwight Lasswell2 defined communication as “Who (says) What (to) Whom (in) What Channel (with) What Effect”. If this definition is anything to go by, then one can argue that, in the context of the African region of WOSM, some elements are in place, while others should be improved upon, if WSB-ARO is to communicate effectively. First, the communication personnel, with clear terms of reference and required expertise, are in place. Secondly, the message continues to be delivered. Unfortunately, it is occasionally affected by some socio-economic, political, technical and semantic “noises”. That is, communicating who we are, both as a Movement and as an Organization, which has young people, volunteers and professionals, is oftentimes difficult. As consequence, our messages wield less influence or impact. Worse still, even after 100 years of the Movement’s existence, our identity is not yet well understood by our stakeholders. An organization with a weak identity and profile enjoys less clout in today’s corporate world. Remedies to this situation go beyond the function of communication. Proper handling of issues such as youth programme, governance, management and volunteerism will make communications more successful.

As for the target audience (stakeholders), there exist a number of challenges. Many NSO leaders in Africa are volunteers, who may have other jobs. This means that they may be overwhelmed by other responsibilities and not according our messages enough attention. There are also conflicting messages from our “competitors” and from alternative ways of socialization. Moreover, there is need to make external stakeholders believe in WOSM as a reliable partner in dealing with socio-economic issues affecting today’s global community.

But there is another key challenge: “the channel”. The main information channel in this era is the Internet; yet, its penetration in Africa has not yet reached optimum levels. Today, only 120 million of Africa’s 1 billion plus inhabitants are now connected to the Internet. This translates into a penetration rate of 11.4 % on the continent, according to Internet World Stats3.

The situation slowly is improving nevertheless. Hence, Africa, like other continents, is crossing the threshold of an exciting era. Africans are now slowly but surely joining the rest of humanity in a period where a tsunami of online technology will most likely defy the status quo with regards to the way business, socialization and statecraft are conducted. Nonetheless, if this it is to be realized fully, there are still a number of challenges to overcome. Key among these revolve around: (1) inaccessibility to Internet (2) relevance (or lack thereof) of internet services to Africans, and (3) sustainability.

Yet, despite these challenges, one may posit that a prudent dose of optimism is in order at this point in time. In actuality, several key stakeholders are already working towards the alleviation of the said hurdles. For instance, Google Inc., via its Sub-Saharan Africa branch, has a strategy that aims to get more users online by developing an accessible, relevant and sustainable Internet ecosystem. Moreover, according to industry observers, Africa is about to leapfrog in a huge way as far as technology is concerned. It is this technological leapfrogging, if well managed and sustained, that will propel Africa to a better socio-economic and political altitude. More specifically, in the context of the Scout Movement in Africa, this technological advancement, should be exploited so as to advance its mission, which is “To educate young people to play a constructive role in Society”.

Informed by a thorough situational analysis, this strategy proposes a plan aimed at improving communications in the African region of WOSM through a number of strategic priorities for the fiscal year 2011-2012. Key among these priorities are: improving the quality and quantity of publications, improving newsgathering and dissemination; contributing to the reduction of the digital divide; effective management of regional events; strengthening ties with NSOs; preserving institutional memory; equipping ARO with ICT tools and skills for better service delivery and strengthening ties with the media. These priorities were selected after an in-depth analysis of the current situation as highlighted in the next section.

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Current S i tuat ion “ Where we are”

Despite the technological divide discussed in the preamble, Scouting as a Movement and as an Organization is facing a number of communication challenges. The previous communication strategy addressed some successfully. However, there are new challenges and others that have persisited. A detailed analysis appears below.

SWOT Ana lys is

S t rengths Weaknesses Oppor tun i t ies Threats

- Bilingual

Communications

(Website,

bilingual

personnel, etc.)

- Online resource

centres (Online

library, digital

photo library)

- Dedicated

communication

department

- Improved web

content from the

last triennium

- Successful

relaunch of Africa

Scout Day

- Social media

communication

(Twitter,

Facebook,

scout.org)

- Scout brand

awareness

- ICT resources.

- Assistance to

NSOs in various

projects

- Promoted

solidarity of the

Scouts in the

region through

regional events

- Recognition of

Scouting by some

governments and

- Few publications

- More online

communication yet

there is a digital gap

- Weak NSO structures

- Scarce news stories

- Poor corporate image

and identity

- Professionalism

versus volunteerism

within NSOs

(Volunteerism in Africa

is to some extent

compromising the

quality of

professionalism)

- Relative disconnect

between the Regional

Office and NSOs (With

some improvement)

- Mediocrity

- Internet connection

challenges at NSO

level

- Poor communication

between the NSOs

and the Regional

Office

- Lack of training and

exposure of NSOs and

ARO staff

- Lack of a close

relationship with

partners

- Use of social Media

(Mobile Internet)

- NSO capacity

building

- Corporate Social

Responsibility

- Fund raising for ICT

project for Africa

- Reinforce

corporate image by

making a

distinction between

volunteers and

professionals

through relevant

Public Relations

- Reinforce strategic

Partnerships

- Sell Africa as the

Scout Pilgrimage

destination (eg

Nyeri and

Mafeking)

- Strengthen NSO

structures

encouraging

professionalism

and sustainability

- Policy and

strategic capacity

- Partnerships with

Governments to

fund events

- Strengthen pool of

competent human

resources.

- Competition from

parallel

movements

- Lack of funds to

facilitate projects

- Reputational

damage resulting

from unclear

institutional

identity e.g.

Following a

corruption

allegations at an

NSO, the public

may associate WSB

staff with the case

as they don’t know

the difference.

(NB: This already

happened in one

country)

- Changing social

trends

- Political Instability

in some countries

- “Brain drain”

associated with

high rate of

personnel turnover

- Frequent loss of

institutional

memory.

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partners - Lack of promotional

merchandise

- Lack of a clear cut

communication

channel between the

NSOs and ARO

(Amorphous,

undemocratic,

structures)

- Lack of creativity in

communicating with

NSOs

- Insufficient resources

to facilitate projects

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V is ion and goa ls “Where we want to be”

In light of the analysis above, this strategy seeks to contribute to the development of Scouting in Africa by improving ways of delivering the messages to key stakeholders. Hence, the communication vision statement adopted for this strategy is: “Reach ing Stakeho lders more e f fec t ive ly w i th the Scout Message”.

To this end, the communications department will target a number of communication objectives as enumerated below. Towards the end of this document, a number of projects that aim to reach these objectives will be proposed. Spec i f i c Ob jec t ives

1. Reach out to stakeholders more effectively. 2. Improve quality and quantity of publications. 3. Improve news gathering and dissemination. 4. Contribute to the reduction of the digital divide. 5. Effective management of regional events 6. Strengthening ties with NSOs. 7. Preserving Institutional Memory. 8. Equipping ARO with ICT tools and skills for better service delivery. 9. Improve Competencies of communication staff for better service delivery. 10. Promoting Nyeri as a Scouting Destination 11. Effective PR for Events. 12. Strengthen ties with the media.

Key targets for 2011 – 2012

Based on the vision and the objectives above, the following will be key areas of focus for the communication department:

1. Newsletter and Publications. 2. Corporate Social Responsibility and Public Relations. 3. Successful events. 4. Video conference facility. 5. A capacity strengthening training at NSO and ARO on ICT. 6. Improved online visibility. 7. Improved staff competencies. 8. Improved news reporting and gathering.

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Requ i rements “What we need to get there” For a strategy document to be translated into tangible results, a number of conditions and circumstances are needed as prerequisites. In a general manner, we evaluated the necessary requirements for the successful implementation of this strategy, both “soft” and “hard” as clearly shown below. So f t (policy, executive support, skills and expertise)

Hard (Technological, staffing, Budget)

1. Field trips

1. ICT equipment

2. Exposure to international events

2. Finances for meeting NSOs needs

3. Interaction with other regions on best practices 3. Funds for the projects herein (USD 137,550)

4. ICT Trainings at NSO and ARO levels

5. Buy-ins and support from other departments especially in news gathering

6. Executive endorsement of this strategy

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S t ra teg ic p lan , cost and ind ica tors o f success “How we in tend to get there” Driven by the vision “Reaching Stakeholders more effectively with the Scout Message”, and the specific objectives supporting this vision a number of projects are proposed for implementation. All this, with corresponding costs and indicators of success are highlighted below.

PROJECTS BUDGET Ob jec t ives & SP 4 Pro jec t Ac t ion/Act iv i t ies Cost (USD)

SUCCESS INDICATOR

1. Social media and website

- Insert scout.org/Africa link as part of all staff email signature - Synchronize links like social media and website

N/A - Regular media update A. Reach out to stake holders more effectively. SP 4

2. Corporate Social Responsibility

- Community Service with a “model Scout group” with the Hon. Kalonzo or PLO Lumumba as guests * Branded clearly as a WSB event

2000 - Impact on the targeted community

3. Calendar 2012 - Designing & printing 2500 - A calendar 4. Branded Pens - Designing & printing 2500 - Branded pens 5. Reproduction of ARO Brochures

- Printing 1500 - Leaflets in English and French

6. Triennial report production

- - Designing & printing, devising a distribution mechanism * Partner with parcel companies e.g. G4S, Posta

8500 - Triennial Report in English and French

7. ARO T-shirts for Africa - Designing & printing 5000 - T-shirts 8. ARO Branded mugs - Designing & printing 2500 - Mugs 9. ARO Branded Reception Area

- Liaise with Admin dept. 1000 - Branded Reception Area

10. ARO Branded umbrellas

- Designing & printing 2500 - Umbrellas

B. Improve quality and quantity of publications SP 7

11. ARO Branded stickers

- Designing & printing 1500 - Stickers

12. Publish “Kudumail” bimonthly

- Newsgathering, translation, editing and dissemination

N/A -Bimonthly publication

13. Use “News Report Template5”. This aims to have staff on trips to come back with basic elements for news stories

- Collaborate with Desk Officers

N/A -Use of News Report Form

C. Improve news gathering and dissemination SP 7

14. More feature Stories on NSOs

- Field Visits *Quarterly visits for news coverage

10,000 - Better Regional stories

15. Fundraise for “Connecting Africa Youth for change”

- Submit proposal/fundraise.

N/A D. Contribution to the reduction of the digital divide SP 7

16. Training on ICT - Workshops and forums on (Social Media and ICT). - Policies to be developed as a result of

3000

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these workshops. - To be held in Angola and Burundi (ASC&ASJ) - JOTI/JOTA N/A -Founder’s Day *Publicity

6000 Successful events

- Africa Scout Day 6000 Successful events - Africa Scout Jamboree 6000 Successful events - Africa Scout Conference 6000 Successful events

- Africa Scout Youth Forum

6000 Successful events

18. Draft Regional events Guidelines

- N/A Successful events

-Event Plan *Promotional tools *Emergency Support to Host NSOs -Fundraising Proposal

N/A Successful events

19. Form strategic partnerships for events resource mobilization1

Field Evaluation and Follow up visits

6000 Useful feedback

20. Contributing to the strengthening of NSO structure so as to encourage professionalism

- Liaise with Youth Program, Adult Resources and the Regional Director

N/A - Regular and effective two-way communication

F. Strengthening ties with NSOs SP 6

21. Capacity building - Have forums, training workshops and projects on ICT

10,000 - More Scouts with basic ICT skills

22. Online Library - Uploading and Scanning of documents

N/A - Operational Online Library

23. Digital Photo Database

- Purchase CDs and CD Jackets

500 - Bigger photo Library

24. Physical Library - Labelling and Library cards needed

1000 - Operational ARO library

G. Preserving Institutional Memory SP 6

25. Offline backup - N/A - Operational Backup 26. Video Conference facility

- Quotations, LPOs, installation.

18000 - Operational video conference facility

27. 2 Travel Printers - Identification and Purchase

400 - Purchase of travel printers

28. Blower - Identification and Purchase-

50 - Purchase of a blower

29. Computer cleaning gel and Brush

- Identification and Purchase

100 - Purchase of cleaning gel and brush

30. Computer Accessories

- Quotations, LPOs, purchase.

1000 - Purchase of computer accessories

31. Quarterly Computer Maintenance

- Maintenance plan by IT Officer

3000 - Successful Maintenance

32.E-fax - Quotations, LPOs, purchase.

1000 -Functional E-fax

H. Equipping ARO with ICT tools and skills for better service delivery SP 6

33. Trainings - Training plan by IT Officer

N/A -Training sessions

34. Course on Management of Information Systems (for IT Officer)

- 6000

35.Event Management and Public Relations course for Events and Information Assistant)

- 2000

I. Improve Competencies of communication staff for better service delivery SP 6

36. New media course (for Head of

- 6000

-Productive application of acquired skills hence and improved performance.

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37. International Exposure

- Participation in international forums, events and exchange programme

6000 - Participation and improved performance

38. Facts and stories on Social Media

- N/A - Regular Updates J. Promoting Nyeri as a Scouting Destination SP 7

39. TBC (RD) – Programme based on objectives of the ongoing Nyeri Project.

- 5000 - TBC

K. Effective PR for Events SP 7

40. Regular events Updates via newsletters

N/A - Regular dissemination of event updates and newsletters

41. Talk/panel discussion on television or a documentary or series *Topic: ”Scouts’ war on food shortage Host: Julie Gichuru Guests: Hon Kalonzo or PLO Lumumba

- Logistics 5000 - At least one successful Media Event

L. Strengthen ties with the media SP 7

42. Where possible, endeavour to get stories on Scouting in newpapers.

- Contact a columnist - At one story on Scouting in a newspaper

GRAND TOTAL USD 137,550

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Imp lementat ion p lan “How do we know we have there” For monitoring, evaluation and follow up, a systematic implementation plan below was developed. Month Act ion Respons ib le Remarks and s ta tus

Strategic Planning E.I, S.O, A.N Physical Library S.O

July 2011

Equipment Maintenance A.N Submit Proposal: “Connecting Africa’s youth”

E.I

Video Conference Facility A.N

August 2011

Conference on IT security A.N 15th first issue of “Kudumail” September 2011 Start events updates

S.O

October 2011 Reprinting of Brochures E.I Calendar, branded pens, t-shirts, Mugs, umbrellas, stickers, reception Area

E.I, S.O, A.N *** West Africa Zonal Conference Visit by E.I.

Guidelines for Regional Events S.O

November 2011

Purchase of travel printers, blower, cleaning kit, computer accessories, maintenance and E-fax

A.N

CHRISTMAS HOLIDAYS Field visit to Angola S.O January 2012 Staff Courses E.I, S.O, A.N Event Nyeri E.I, S.O TBC Media Event E.I, S.O

February 2012

IT Staff training A.N 13th March Africa Scout Day E.I, S.O, A.N *** Workshop on ICT to be

carried out by A.N March 2012

Triennial Report E.I, S.O Field Visit Burundi S.O April 2012 OJT for ICT E.I, A.N

May 2012 Field Visit Angola E.I 1st-4th Africa Scout Youth Forum

E.I, S.O, A.N

6th-9th Africa Scout Conference E.I, S.O, A.N

*** Workshop on ICT to be carried out by A.N

June 2012

Burundi Field visit E.I July 2012 27th -- Africa Scout Jamboree E.I, S.O, A.N *** Workshop on ICT to be

carried out by A.N August 2012 *Cont

-- 7th Africa Scout Jamboree E.I, S.O, A.N

CSR in Kenya S.O September 2012 Field Visit West Africa E.I

KEY

, AN: Amos Ndegwa , SO: Susan Ot ieno , EI : Eu loge Ish imwe

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)Appendix 1: Communications Department Terms of Reference Main role The Communications Department at the World Scout Bureau, Africa Regional (WSB-ARO) is responsible for managing and directing office's internal and external communications. Specific duties

a. Internal Communications: - Communication within (WSB-ARO). - Communication with NSOs.

b. External Communications: - Communications with organizations of interest. - Media relation. - Communication with members of the community.

Outputs and activities In general, the Communications Department will devise strategies aimed at achieving an effective management of internal and external communications. Some of the key elements of the said strategies will include: a. Internal Communications:

1. Developing and updating ICT tools such as electronic databases (photos, online libraries, etc) and intranet (for file sharing and managing workflows).

2. IT support and maintenance through training, advisory and troubleshooting. 3. Managing content of the office website and Social Media. 4. ICT and media support during office Scout events such as Regional Conferences, Jamborees,

Africa Scout Day, etc. 5. In collaboration with other relevant departments, coordinate the preparation of events and

communications aspects thereof. 6. Coordinate the production of institutional documents and communication tools. 7. Coordinate dissemination of information and news to NSOs through appropriate communication

tools such as newsletters.

a. External Communications:

1. Coordinate the promotion of the Scout Brand. 2. Against the backdrop of challenges related to media coverage of Scout activities, make efforts to

increase media coverage of office’s activities and initiatives, by seeking alternative ways to make Scouting in Africa newsworthy, and by reaching out to other departments so that they generate “news-making” programmes.

3. Coordinate the organization of press conferences when necessary. 4. Draft and disseminate press releases when necessary. 5. Coordinate the publication of institutional documents and communication/promotional tools. 6. Liaise with organizations of interest with a view to support regional events.

Inputs and requirements

a. Ensure the department has competent and sufficient human resources. b. Ensure the department has enough funds for its activities and logistics. c. Make efforts aimed at ensuring that the department enjoys cooperation for other

departments and “political” support from the leadership.

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Appendix 2: NEWS REPORT FORM Name: …………………………………….. Department: …………………………………......... When? Date

Country

Where?

Location (City/Town/Hotel/Exact venue)

Activity

Most outstanding or unique feature of the activity (How newsworthy is the activity?)

Theme of activity (if any)

What?

Key outcomes (Both negative and/or positive)

Key people involved (High profile personalities)

Any quotable quotes/ messages from those involved?

Who is the host organizer?

Who?

Other people (Participants according to NSO, nationalities, where applicable)

Main purpose of the activity

Why?

Any specific objectives?

What method/approach was used to deliver the activity?

How?

How many people were involved/ participated?

Do you have any images, videos or background information? YES NO )

© World Scout BureauAfrica Regional Office September 2011

Africa Regional OfficeP.O. Box 63070-00200,City Square Nairobi KENYA

Phone 1: (+254 20) 387 71 23Phone 2: (+254 20) 387 34 36Mobile 1: (+254 728) 496 553Mobile 2: (+254 738) 945 346Fax: (+254 20) 387 83 42

africa@scout.orgscout.org/africa