Communications strategy



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2012 – 2016
‘COMMUNICATING AS ONE’

COMMUNICATIONS STRATEGY

ALBANIA

July 2012



Table of Contents





BACKGROUND 3

Delivering as One UN” 3



Lessons Learned - Communicating the Delivering as One pilot phase 4

THE COMMUNICATIONS STRATEGY FOR THE GOVERNMENT OF ALBANIA -UNITED NATIONS 2012-2016 PROGRAMME OF COOPERATION 7

Targeted audiences, messages, activities, monitoring and evaluation 8

United Nations Communications Team 17

Monitoring and Evaluation 18


BACKGROUND




“Delivering as One UN”

The “One UN” concept builds on the reform agenda set by UN member states, who collectively asked the UN to accelerate its efforts to increase the coherence and effectiveness of its operations in the field, based on four common elements: One Programme, One Budgetary Framework, One Leader and One Office.


Following the recommendations of the Secretary-General’s High-Level Panel on UN System-wide Coherence, the Governments of eight countries – Albania, Cape Verde, Mozambique, Pakistan, Rwanda, Tanzania, Uruguay and Viet Nam – volunteered to become “Delivering as One” pilots.
At the request of the Government, Albania was selected in January 2007 as one of the Delivering as One UN pilots, in line with the Government of Albania’s long standing commitment to UN Reform and continuous reforms for external assistance coordination and alignment to national plans and budgets. In this context, the first One UN Programme ran from 2007–2011, covering approximately 85 percent of the UN’s work in Albania and bringing together fourteen participating UN agencies, funds and programmes, with a collective delivery of more than USD 92 million for the whole programme cycle.

The Government of Albania – United Nations Programme of Cooperation 2012-2016
The Government of Albania – United Nations Programme of Cooperation 2012-2016 is the joint programme of 19 UN agencies, funds and programmes and of the International Organisation for Migration in support of Albania’s development priorities. The programme reflects ongoing UN reform at global and country levels, in line with the principles of the Paris Declaration on Aid Effectiveness and the Accra Agenda for Action.
The Programme of Cooperation 2012-2016 enhances national ownership and UN accountability by articulating the UN’s contribution to the priorities outlined in the National Strategy for Development and Integration 2007-2013. It builds upon UN values, the comparative advantages of participating funds, programmes and specialized agencies of the UN, and lessons learned from previous cooperation.
The 2012-2016 Programme of Cooperation was signed on 24 October 2011 It supersedes the first One UN programme (2007-2011) with a single, coherent plan for all UN-system agencies in Albania, in which each is responsible for delivering on a set of key actions that jointly contribute to shared results. The programme reduces duplication in planning requirements for UN-system agencies and national partners, while increasing synergy and complementarity between UN agencies.
The Government of Albania – United Nations 2012-2016 Programme of Cooperation promotes sustainable and equitable development, social inclusion and the adherence to international norms and fulfillment of international obligations, in support of the integration of Albania into the EU. It was formulated following intensive consultations with line ministries, civil society and development partners during the course of 2011.
The 2012-2016 Programme of Cooperation supports national priorities in the following development priority areas:


  • Governance and Rule of Law;

  • Economy and Environment;

  • Regional and Local development; and

  • Inclusive Social Policy.



Lessons Learned - Communicating the Delivering as One pilot phase

During the pilot phase of Delivering as One in Albania, a One UN Communications team was established; a One UN Communications strategy was drafted and implemented. with the following highlights:




  1. Focus: The One UN communications team in Albania has moved from ‘Communicating about One’ to ‘Communicating as One’, which means communicating together in a more coordinated way to explain the work of the UN, demonstrate results, support policy advocacy and resource mobilization.

  2. Strategy: A joint communication strategy has provided communication support to joint programmes and initiatives including support to the Non-Resident Agencies.

  3. Structure: A joint communications team has helped the UN Country Team communicate more effectively.

  4. Funding: Joint communication initiatives are funded from the Coherence Fund, the RC Budget and individual agency budgets.

  5. Internal communication: has proven to be crucial to support the change management process and ensure enhanced coordination. A lot more has to be done in this regard.

  6. External communication: has improved and has increased the visibility and contribution of the UN system to development priorities of the country.

  7. Branding and Positioning: A common visual identity based on the UN emblem has helped to foster perceptions of a coherent UN system working to support development.

  8. Advocacy: The UN Communications group has conducted issue-based advocacy communication focused on issues of antidiscrimination, gender, environment and road safety.

  9. Resource Mobilization: Joint strategic communication with a focus on results and success stories supports joint resource mobilization. Efforts have to be intensified in this regard.

  10. Monitoring and evaluation of joint communication is improving, but requires more work.

What is the UN doing differently now?




  • The UN is more strategically positioned in Albania( working more coherently, with one single programme and in support of Albanian national priorities)

  • A more cohesive UN Country Team benefits from the increased contribution of specialized and non-resident agencies in programming and implementation processes.

  • Working through a set of results-oriented programme management arrangements, common results and financial frameworks, the UN is advancing from joint programme preparation to joint support to programme implementation.

  • The UN is communicating jointly for development results.

  • National ownership and leadership is strengthened at both the strategic and technical levels.



One Voice – focus on coherent approaches in communications
Experiences from Albania and other pilot countries have found that “speaking with one voice” makes the UNCT more powerful, focuses messages better on issues that interest the public at large and ensures that core messages are based on a consensus of the UN system’s top priorities.
A joint communication strategy helps the UN in Albania to speak with One Voice on the reform process itself as well as on key policy and advocacy issues such as: environment; gender equality, road safety. Effective and harmonized internal and external communication is crucial for the success of the UN reform.  

Joint UN communication efforts will help raise awareness about key development issues in Albania and the assistance provided by the collective efforts of the UN to advance development challenges in Albania and will support the DAO initiative in Albania through the promotion of a relevant, efficient and effective UN.

Strengthening the DAO through One Voice’ therefore does not imply that distinct mandates, profiles and voices of individual UN bodies disappear. On the contrary, it is an opportunity to showcase the varied comparative advantages each individual UNCT member has, to contribute to national development priorities through the new Programme of Cooperation.

THE COMMUNICATIONS STRATEGY FOR THE GOVERNMENT OF ALBANIA -UNITED NATIONS 2012-2016 PROGRAMME OF COOPERATION




Overall approach

The communications strategy promotes the work and impact of the United Nations’ interventions by speaking with One Voice. It also aims at providing information about UN’s contribution to national priorities of the country.




Objectives of the Communications Strategy
The communication strategy aims at spreading information and awareness around the work and impact of United Nations work in Albania through the Government of Albania-United Nations Programme of Cooperation 2012-2016.
It aims at speaking and advocating as one, on key national policy issues. It also aims at increasing the visibility and the diversity of UN agencies through the promotion of their comparative advantages and technical expertise.

Specific objectives of the Communications Strategy
The specific objectives of the Communications Strategy for the Government of Albania-United Nations 2012-2016 Programme of Cooperation are:


  • Communicate on the country’s development challenges, provide information about and highlight the results and impact of the 2012-2016 Programme of Cooperation.




  • Advocate for key policy issues such as Roma, gender equality, health services, disability rights etc.



  • Create new and strengthen existing partnerships to effectively help accelerate development in Albania as well as give voice to Albanian views on development issues.




  • Communicate internally to the United Nations staff, so as to keep them informed about the “new Programme of Cooperation”.




  • Forge a culture of information sharing among UN staff outside Albania and especially UN staff in other countries implementing the Delivering as One approach.


Targeted audiences, messages, activities, monitoring and evaluation



Targeted audiences.
A principle underlying this strategy is the importance of communicating to and with UN’s partners. Instead of focusing on DAO as a concept and process, focus should be placed on messaging in the context of results achieved in implementing the 2012 – 2016 Programme of Cooperation and the DAO initiative in a unified and coordinated manner, with a view to demonstrating the real value and relevance of UN Reform.
The Communications Strategy for the Government of Albania-United Nations 2012-2016 Programme of Cooperation has two main set of audiences: Internal and external.

Internal Audiences
Internal communication is as important as external communication as it helps build cohesion in a team.
Internal communication audiences include:


  • United Nations staff in Albania.

  • UN staff from participating non-resident Agencies.

  • UNCT members.

  • UN staff around the globe


Specific objectives:


  • Communicate internally with a view to ensure timely implementation of the new Programme of Cooperation and communication of operational transformation.




  • Informing staff at all levels about the DAO initiative and the UN reform process and thus making it relevant for all UN staff.




  • Foster a sense of unity and team spirit amongst staff and UN Country team members.


Key messages:
Positive messages will be conveyed to staff, focusing on the expected benefits for agencies and staff as a result of the 2012-2016 Programme of Cooperation.


  • More job satisfaction through more interesting and diverse portfolios; a larger pool of colleagues to work with, more diverse experience, better career opportunities.

  • Demonstrate joint UN results.

  • Delivering as one is good for business.

  • Everyone’s involvement—the key to success.

  • Do business differently to achieve results.

  • Transparency is a must for “Delivering as One.”


Activities:
Several activities such as UN staff meetings and gatherings have been arranged during the last years, different forms of communication will be further explored, ranging from an informal discussion with UN colleagues to general staff meetings and other activities including:


  • Joint Work Space.

  • Global UN Albania e-mail group.

  • E-mail Alerts.

  • Web postings and UN Intranet.

  • Training to build communications capacity within UN staff

  • Organization of briefings by UNRC and UNCT and brainstorming sessions for UN staff.


Outcomes:


  • UN staff and UN Country team members understand the process of the DAO initiative and the role and relevance of the UN in this context.

  • A stronger feeling among staff to work in a unified manner for a common cause.

  • Staff members understand and make use of communications as a tool to enhance their workflow processes and in achieving results.

External Audiences


The UN has a varied set of public audience, but while each one requires targeted delivery and packaging of messages, the basic content – results, impact, and added value – remains the same, especially in today’s interconnected world where communication is ubiquitous. In addition, new ways of communication have also transformed what was once called the ‘audience’, now comprised of active participants instead of passive recipients of information. By engaging people and framing the platform, through social media for instance, rather than just focusing on unilateral messages, the UN just like all other organizations cedes some of the already eroding control over messaging. In exchange, it gains in dialogue, knowledge sharing, partnerships, immediate feedback, wide dissemination and instantaneous impact. As such, it creates a multiplying force promoting positive messaging on key issues.
In this context, all of the external audiences share key messages that are common:



    1. Government of Albania

As the Government of Albania volunteered to contribute to the United Nations reform agenda, the “One UN” initiative in the country came as a direct response to the demand for the UN system to become a more efficient and effective development partner. During the implementation of the first One UN Programme, the Government demonstrated strong leadership and commitment to drive the reform agenda ahead.


Specific objectives:


  • Demonstrate to Albanian decision-makers that the UN is the organization for sustainable development solutions(this can be done by making use of several communication tools and channels; that all its programmes support national priorities, including the EU integration agenda; and that it possess an extraordinary wealth of expertise and extensive networks.


Key messages:


  • UN is a key development partner for the Government of Albania, with comparative advantages to support a wide range of National Priorities through its new Programme of Cooperation



    1. Albanian general public

It is very important that the Albanian general public becomes aware of the 2012-2016 Programme of Cooperation and what impact the UN support will have in Albania – what kind of assistance will Albanians receive from the UN? In what form and how Albanians will feel the difference?


It will be important to draw on lessons learned from Albania’s experience which could be useful to other countries undergoing similar reform processes.
Specific objectives:


  • Provide information on UN’s contribution in support of national priorities of Albania.


Key messages:


  • UN’s programmes are in support of national priorities.

  • The UN is a partner supporting Albania to reach its goals especially its EU integration goal.

  • The DaO approach is not about merging UN Agencies at the country level or changing agencies’ mandates – rather the DaO provides governments with better and easier access to the large wealth of UN knowledge and expertise.


Activities:


  • TV programmes and talk shows focusing on United Nations reform and the 2012-2016 Programme of Cooperation. (This could take various shapes. One talk show could for eg take place in a project site and it involves several programme beneficiaries).

  • TV documentary around the progress/results of the 2012-2016 Programme of Cooperation.

  • Press trips to joint UN programmes to see impact on the ground. (This is a very efficient way to encourage reporting – Seeing is believing).

  • An updated and dynamic UN Web site, with the contributions of many, a reference tool for all our audiences – also a one stop shop for journalists.

  • Social media gauged. One Facebook account, One Twitter account created. UN staff should be encouraged to use it and also invite friends to follow them. (Timely updates are key here, or else this has less impact)

  • Use of UN days to highlight the 2012-2016 Programme of Cooperation and its main pillars.

  • Appearances by the UN Resident Coordinator and other Heads of UN Agencies on radio and TV talk shows focusing on Albania’s development challenges and on the UN joint support to the achievement of national priorities.




    1. Development Partners

Success of the 2012-2016 Programme of Cooperation and reform efforts requires a strong partnership with our bilateral and multilateral partners including development banks. The DAO initiative directly responds to the calls from bilateral donors (as member states of the UN) for a more efficient and effective UN development system at the country level (Paris Declaration).


At a time of global financial crisis and increasing financial hardship in most of the traditional donor partner countries, it is paramount to demonstrate clearly that investing aid resources through for instance the One UN Coherence Fund will increase the potential impact of funds invested in development aid and that this will help drive UN reform forward and contribution to support national priorities expressed through the new Programme of Cooperation.
The UN needs predictable multi-year funding and the flexibility to deliver the expected results of the new Programme of Cooperation responding to national priorities. Therefore, it is important to rally development partners including donors around the 2012-2016 Programme of Cooperation and advocate for its enhanced support. Ensuring visibility for donors who contribute financially to the programme is therefore critical.
Specific objectives:


  • Build new partnerships while strengthening existing partnerships with key partners




  • Ensure that the UN in Albania is perceived as a relevant and value added organization, which delivers development results in a coherent and efficient manner


Key messages:

  • The Delivering as One initiative is all about giving development partners higher returns on their investments.

  • The new PoC supports Albania’s national priorities.

  • UN is a strong advocate of key policy issues in the country such as roma, disability, gender equality, and youth.

  • Reform leads to increased efficiency and reduction in transaction costs, resulting in more funds being allocated for development purposes.

  • Delivering as One helps donor governments demonstrate more easily that “tax dollars and euros” are spent wisely and result in concrete development outcomes.

  • Donors are a key partner. Their support is key to success.


Activities:

  • Use existing network of donors/DSDC/DTS for dissemination of information and expand “the list” with non-traditional donors.

  • Ensure visibility for donors through public information activities.

  • Keep donors informed about the progress of the new POC and its impact through periodic meetings and quality publications but also through email alerts whenever an information material is posted e.g. on the web and social media networks. Produce a UN Albania brochure.

  • Arrange donor field trips to project areas where they have a chance to meet with beneficiaries and see the result of their support.




    1. Civil society

Civil Society remains an important partner for the United Nations system in Albania.


Specific objectives:


  • Increase the understanding and support of civil society for the 2012-2016 Programme of Cooperation, as well as to establish partnerships, where applicable, for advocacy and programme implementation purposes.


Key messages:

  • Civil Society needs to be aware of the 2012-2016 Programme of Cooperation, its areas and their partnership with the UN should be encouraged.

  • Development thinkers, opinion leaders: for UN to be a “world-class development” organization there is a need to ensure that this category of personalities is aware of the organization’s cutting-edge development policies and ideas. Opinion leaders, who have a much broader reach than UN itself, need to understand the UN’s unique approach to the achievement of development results in Albania.


Activities

  • Dissemination of information about the 2012-2016 Programme of Cooperation through established networks.

  • Round table discussions.

  • Briefings.

  • Partnerships in the implementation of programme initiatives.



    1. Media

Media are and always have been considered key partners for the United Nations system in Albania. National media sources, the international media, donors, and policy-makers are important targets that reach local high level advocates or are important internationally for the UN’s new image and accountability. Media plays a critical role for decision-makers in donor countries in highlighting where their respective development aid is going and what impact it generates. In this context, media’s independence and professionalism is critical to the attainment of broader UN goals in Albania.



Specific objectives:


  • The One UN Communications team will enhance cooperation with representatives of national, local and international media to first make them aware of the 2012-2016 Programme of Cooperation in Albania, its main pillars and contribution to Albania’s development agenda. The UN communications team will also place emphasis on working with the local media( where UN is implementing projects especially)


Key messages:


  • “UN’s contribution to Albania’s development”.

  • UN is a strong advocate of issues of interest to the country such as roma, gender equality, and disability rights.

  • “The media as a partner in Delivering as One”.


Activities


  • Support to media development in Albania through specific programmes.

  • Workshops/training sessions to introduce journalists to the 2012-2016 Programme of Cooperation and how to report on development issues.

  • Meet the Press events.

  • Press Conferences to explain progress of the 2012-2016 Programme of Cooperation.

  • One-on-One meetings with journalists.

  • Distribute press releases and other public information materials through already established media networks and social media.

  • Press trips to project sites.

  • TV programmes.

  • Establish Award categories sponsored by UN acknowledging the work of journalists writing/reporting round development themes.



    1. Social media

In 2012, three-quarters of the world’s internet population visits social networks, are spending 22% of their time online each month (1 out of every 4.5 minutes) messaging, commenting, blogging, sharing and “liking.” Web users are watching 13 billion videos on YouTube a month, another 2 billion on Facebook, and accessing social media sites on the go – accounting for 60% of mobile Internet usage. Therefore, social media will play an increasingly important role in the context of communications to advance the understanding of the role and achievements of the UN in Albania in support of national development priorities.


Social media channels are public relations tools for the UN.
By interacting with the public where they spend their time online, UN can leverage social media to increase its global presence. There’s a strong opportunity to reach a much broader audience by a) providing more dynamic, real-time content and b) using more humanistic, relatable messaging.
Social media channels can help cultivate UN’s image.
Social media present a direct opportunity for UN to listen and learn from the public in order to help and generate solutions across the globe. And because social media is inherently transparent, it can help build public trust of UN and its activities.
Social media platforms will be used to support communication throughout the year.
Specific Objectives:


  • Increase awareness for UN’s activities to a larger audience.

  • Increase the perception of UN’s transparency and accountability.

  • Cultivate support for its advocacy efforts.

  • Communicate the value of UN and its role in the country.

  • Provide an outlet to listen directly to the public, and give the public a voice.

  • Be a real-time resource for large scale global events and activities in each country.


Activities:


  • Develop and periodically update information about the UN in Albania through social media such as Facebook and other platforms of effective information-sharing.


The Brand: A powerful and effective tool
The name United Nations is, in many ways, already a brand in itself – associated with positive elements such as: “neutral,” professional, and extended global networks.
A brand draws from existing image and reputation, but it also creates a consistent and coherent portrayal of “who” an organization is and/or what it stands for. Branding of the “Delivering as One UN” conveys the essence – the core – of what the ‘One UN” stands for.

UN agencies should continue to use the One UN branded logo. Please refer to the information below regarding the logo usage:



  • All UN agencies are expected to adhere to the Delivering as One branding guidelines for all information materials and other kinds of communication pertaining to the new PoC.

  • All UN agencies are expected to use the Delivering as One common templates for external communication in the form of letters, memos, press releases when the communication relates to the new PoC

  • In relation to agency specific information material and communication, all agencies are - in addition to their agency specific logo - encouraged to also include the Delivering as One logo (whenever possible) to indicate the membership of the One UN family in Albania.

  • Published and printed materials relating to the new PoC (such as fact sheets, brochures, and other publications) should have the UN Albania logo on the cover in the right  lower corner, and where applicable the Government logo in the left lower corner.

  • In case when more than one agency is involved in a certain  public event( as part of the new PoC and financed by the Coherence Fund), the One UN logo only should be used.

  • In case when there is only one agency invoved in a certain event, the One UN logo+ agency specific logo can be used.

  • For all events finaced by the Cohererence Fund, the UN logo is a must. Consideration should be given to producing a Coherence Fund logo.

  • When earmarked funding is provided to certain programmes, the specific partner logo/flag/sign should be used.



Advocacy
Advocacy, in its generic form, is defined as an "effort to directly influence policies,” most often of government, be it national or local. Without a constituency to shape and advance an agenda, advocacy is rarely effective.
To whom is the UN advocating? As mentioned before, the organization seeks to induce change and foster development. The challenge for the organization therefore is to support or design development policies, advice and programmes that are “sticky” enough to produce lasting transformations. Here the whole issue of national as well as local ownership comes to the fore.
UN advocacy work will be done by drawing on programmes and projects, part of the new PoC.
*(as it happens every year, the UNCT should decide on advocacy areas that they would like to work on. In order to have maximum impact and not to mix messages, the communications team suggests the UNCT takes 1-2 advocacy areas per year.)

Implementation

United Nations Communications Team

The UN Communications Team team is comprised of communications focal points of UNCT members, chaired by the Communications Specialist of the Resident Coordinator’s Office.


The team will ensure implementation of the communications strategy and its activities through the annual communication work plan. As highlighted in the 2011 UNCT retreat, the communications strategy will be updated to ensure relevance and that the implementation process is well on track. The team will meet periodically and ensure a coherent approach to communications in the DAO context through information-sharing and coordination of joint initiatives. The communication team will, in collaboration with the RBM advisory group, develop and disseminate various communication products, conduct joint advocacy campaigns, develop common messages to benefit larger UN objectives, enhance the visibility of the UN through internet-based media including the UN website, organize joint activities, field visits and events, network and create relations with media groups.
The UN will also coordinate by e-mail or other practical means, so that Non Resident Agencies are informed about any relevant processes in communications, such as relevant meetings, activities and follow-up issues.
To rationalize the work of the UN Communications Team in implementing the communications strategy, a series of common support functions can be further developed to synchronize media practices:


  • Press Review on behalf of all UN agencies.

  • Media monitoring – hire a company to undertake the media monitoring for all UN agencies and its projects.

  • Opinion polls – undertake a separate survey or integrate a few questions related to the perception of UN in Albania.

  • Events calendar – develop a joint calendar of key events to avoid overlapping and ensure coordination of messages, etc.

  • Harmonization of media practices (broadcast of spots, media awards, alliance with broadcasters, advertising associations).



Monitoring and Evaluation

The UN Country Team will undertake a series of actions to assess the effectiveness of the strategy.


Monitoring and Evaluation will be done on a continuous basis. This will allow the control of the communication processes and will help the UN Communication Team decide, which activities are delivering the best results, and prioritize actions to be taken.
A midyear review of the communications strategy will be done to ensure that the communications activities remain on track and are meeting the goals of the strategy. The One UN Communication Team will also get together in the yearly review to evaluate all the communications work of the year. The UN Country Team will provide feedback and contribute to the evaluation process.

Each member of the UN Communication Team will report periodically on the outputs of their communication work and shares the main achievements as well as notable new developments and relevant activities at their respective organizations – in the form of ‘highlights’ with the UN Communication Team chair to support reporting purposes. These reports also help the team gather evidence of local and international media coverage on the United Nations in Albania.

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