overview of mission statement & organization. development communication division external...

Overview of

Mission Statement & Organization

Development Communication DivisionExternal Affairs Vice Presidency

DevComm Vision

To put communication at the heart of development


DevComm Mission

• To ensure that development interventions incorporate

political, social and cultural diagnosis in their design

and implementation.

• To ensure that communications becomes a pillar of

development that supports:

better development outcomes

real political participation in decisionmaking

the information base for policy design options

an instrument for creating awareness of development priorities


DevComm Goals

Mainstream communication into all operational

work (lending & knowledge products).

Ensure that communication is a central pillar of

development.

Become a centre of global excellence for

knowledge on development communication.


DevComm Organization

A Division in the External Affairs, Communications and United Nations Affairs Vice-Presidency. Primary clients are Bank operational staff and client country personnel. Capacity to work in 18 languages, delivering programs

in 7 languages. There are four units in the Division:

•Operational Support

•Sustainable Development in Operations

•Knowledge and Capacity Building

•Public Opinion Research


DevComm Objectives

•Integrate strategic communication components into operations to mitigate political risks and maximize development outcomes

•Use public opinion research and other empirical research methods to explore stakeholder motivation and perceptions towards reforms and other development initiatives

•Build capacity among clients and Bank staff to use effective communications to enhance results


DevComm Business Lines• Communication Support to Operations: a dialogue-based

application of strategic communication approaches and methods for behavior change in development projects and reform programs; economic and sector work; PRSP and CAS.

• Knowledge and Capacity Building: help Bank staff, governments, and local partners build communication capacity. Support teams to develop and deliver customized training programs

• Public Opinion Research: conduct opinion research and analysis globally, regionally, in sectors and projects to provide strategic guidance that improves operational outcomes.


Scaling up Communications for Operational Results

Development Communicatio

n

Institutional Communicatio

n

AdvocacyCommunicatio

n

Communicating what we do and how we do it; building trust in the institution and support for development.

Issue campaigns to accelerate action on key global public goods – including at the country level

Integrating communications and assessing political and development risks for more effective strategy and design leading to better outcomes

InternalCommunicatio

n

Creating a common platform for messages and programs


Strategic Communication or Communication for Behavior Change

“The development of programs designed to influence the voluntary

behavior of target audiences to achieve management objectives.”


1. Technical Assistance to empower people to have

informed participation during CAS and PRSP

preparation

5. Produce Communication

component for PAD

2. 3. Communication and

Risk Assessment for decision

making.

6. Technical Assistance (TOR, capacity building, supervision)

4. Technical Assistance opinion and political analysis

7. Produce Communication component of Report

8. Evaluation of Communication Impact on the project


A Management Tool with Five Key Decisions:

1. Audience: Clustered according to position/interest

2. Behavior and attitude: Position now and changes needed

3. Messages: Appropriate for different segments of audience

4. Channels: Effective and with appropriate capacity

5. Evaluation: Assess/failure of communication strategy


DevComm Results

OperationalSupport

Public Opinion Research

Capacity Building

Leveraged funding to integrate communication component in more than 50 projects per year. Integrate communications into CAS and PRSP processes

Designed and delivered about 30 polls per year. Integrated into strategic planning

Delivered more than 30 course offerings of 22 courses training more than 1500 people per year. Courses meet or exceed Bank benchmarks.