Communications strategy
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- Table of Contents
- BACKGROUND
- Lessons Learned - Communicating the Delivering as One pilot phase
- THE COMMUNICATIONS STRATEGY FOR THE GOVERNMENT OF ALBANIA -UNITED NATIONS 2012-2016 PROGRAMME OF COOPERATION
- Targeted audiences, messages, activities, monitoring and evaluation
- United Nations Communications Team
- Monitoring and Evaluation
 2012 – 2016 ‘COMMUNICATING AS ONE’ COMMUNICATIONS STRATEGY ALBANIA July 2012 Table of ContentsBACKGROUND 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:
Lessons Learned - Communicating the Delivering as One pilot phaseDuring 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:
What is the UN doing differently now?
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 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:
Targeted audiences, messages, activities, monitoring and evaluationTargeted 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:
Specific objectives:
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.
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:
Outcomes:
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:
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:
Key messages:
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:
Key messages:
Activities:
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:
Key messages:
Activities:
Civil Society remains an important partner for the United Nations system in Albania. Specific objectives:
Key messages:
Activities
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:
Key messages:
Activities
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:
Activities:
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:
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 TeamThe 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:
Monitoring and EvaluationThe 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. Directory: wp-content -> uploads -> 2014 2014 -> For want of a nail 2014 -> Stop Militarizing Law Enforcement Act of 2014 2014 -> Ihbb asian Championships 2014 middle school bowl Round 4 First Quarter 2014 -> Ihbb european Championships 2014 Bowl Round 4 First Quarter 2014 -> International History Bee and Bowl 2013-14 Asian Division Question Set Bowl Round Six 2014 -> United states patent and trademark office 2014 -> Coffs harbour eisteddfod vocal syllabus 2014 -> Listen News Programs Schedule pledge now 2014 -> Slow club announce third album complete surrender Download 80.46 Kb. Share with your friends:
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