UN JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010 UNITED NATIONS LIBERIA 1 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
Communications Strategy and Workplan United Nations in Liberia 2010 CONTENTS 1. EXECUTIVE SUMMARY... Error! Bookmark not defined. 2. BACKGROUND... 3 3. STRATEGY AND WORKPLAN... 4 4. MANAGEMENT STRUCTURE... 8 5. MONITORING, EVALUATION AND REVIEW... 9 ANNEX: UNCG Strategic Workplan 2010.10 2 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
1. EXECUTIVE SUMMARY This communications strategy of the United Nations Communications Group (UNCG) is intended to support the United Nations Liberia in implementing joint communications activities in 2010 and beyond. The strategy builds on a consultancy undertaken in May 2009, which involved an extensive review of UN capacities and activities, the identification of needs, and the articulation of a set of recommendations aimed at strengthening both internal and external communications. The strategy and activities focus on achieving three main goals: 1) Enhancing the visibility and raising awareness of the UN s role and work in Liberia, both internally and externally; 2) Supporting the Government of Liberia in achieving its national priorities, through the UN Development Assistance Framework (UNDAF) and; 3) Ensuring that the UN speaks with one voice and responds to its partners in an integrated and coherent manner. From an overall country perspective, the Government of Liberia will begin preparations for the Presidential elections scheduled for 2011. The UN system has a clear mandate to assist the Government with this process. In addition, the UN has also commenced planning for the drawdown of the UN Mission in Liberia (UNMIL) and transfer of assets, programmatic and operational functions to the UN Agencies and national authorities. The UN Country Team also decided in late 2009 to build on the Working Together process and become a self starter country in the Delivering as One initiative. In this context, communications interventions laid out in this strategy target several key stakeholders, ranging from the Government of Liberia, the media, civil society, donors, other strategic partners, as well as UN staff both in Liberia and worldwide. 2. BACKGROUND At a UN senior management retreat in November 2008, it was agreed that a communications strategy be designed to highlight achievements, respond to both internal and external information needs and carry out advocacy interventions. Consequently, a consultant was recruited who highlighted the following key findings and recommendations: Inefficient use of available communications resources, such as UNMIL radio, publications, video and photo units and the weekly media conferences; 3 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
Lack of communications capacity within many of the UN agencies and under representation at UNCG Communications products in response to ad hoc needs, thus sometimes disjointed and not strategically oriented; Publication material not distributed widely enough; Websites not interactive and the internet under utilized, both to draw traffic to the sites or as resource mobilization tools; More training required for both communications and programme staff on gathering and disseminating information about the UN and its programmes, for government counterparts and the media. 3. STRATEGY AND WORKPLAN The UNCG has already commenced implementing some of the recommendations which emerged from the consultancy, some of which will continue into 2011. The following presents an overview of the key focus areas. OBJECTIVES AND ACTIVITIES OBJECTIVE 1: To Strengthen the UNCG with the aim of creating a Integrated Communications Team. SHORT TERM 1 More strategic UNCG and communications efforts Actions: Develop key messages for the UN in Liberia, mission and vision statements; streamline communication products; develop editorial and graphics guidelines; Revive Senior Management Communications Group for strategic direction and guidance 2 Establish distinct branding for the UN in Liberia and build brand recognition. Action: Ensure the wide use of the UN in Liberia logo, and implementation of common graphic and editorial guidelines. Develop common UN in Liberia messaging, including newsletters, radio jingles, presentation formats. Increase representation of Public Information Office (PIO) staff in UNCG and ensure consistency in attendance. MID TO LONG TERM 1 Training for communications and programme staff. Action: Provide media and public information training for UNCG and programme staff 4 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
on efficient information dissemination through the media as well as monitoring and reporting on UN interventions. 2 Establish an Integrated Communications Team Develop a background document on the proposed Integrated Communications Team, get agreement and buy in on the principle of the single unit from the UN Country Team (UNCT), as well as on its structure and set up. It also will involve the establishment of an organizational structure, staffing, equipment, and common premises. OBJECTIVE 2: To support the move from At Work Together to Delivering as One (DaO). SHORT TERM MID TERM 1 Support the transition from At Work Together to Delivering as One ACTION: Work closely with the Strategic Policy Group/UNCT in formulating communications material, key messages to staff, government, donors and other partners, as well as relevant documentation explaining the transition process and requirements; planning and organizing workshops, town hall meetings and other interventions to support the change management process; support the implementation of generic communications plan drawn up by the UN Development Operations Coordination Office for pilot countries during this period. OBJECTIVE 3: Improve information sharing within the UN in Liberia and externally. SHORT TERM 1 Map programmes and interventions of the UN, partners and donors in Liberia ACTION: Regularly update information sheets on UN entities, partners and donors. 2 Improve use of media contacts through proactive outreach efforts. ACTION: Increase use of UNMIL Radio and audio visual products (video, photographs).; improve distribution of UN publications material to staff and external partners; make UN websites more dynamic, with the aim of encouraging more inbound traffic and filling the information gap on Liberia on the internet; share regular information updates with key staff within the UN, as well as with GoL, and resident and non resident donors and partners; develop information packs for new staff and share common briefing packages and contact information with external partners; compile a standard distribution list for 5 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
sharing reports, studies, security updates and other documents; establish communication link with UN field offices in all 15 counties 3 Enhance outreach and advocacy through the use of alternate methods of communications. Action: Use traditional and alternate methods of communications in Liberia, eg: printed messages on lapas, use of public outreach teams, short message services offered by cellular phone companies; market day poster exhibitions; video clubs and community radio stations 4 Regular sharing of programme and policy related information with staff Action: Organize regular staff briefings; provide email updates and disseminate flyers on changes and updates of programmes, policies and guidelines. 5 Make messages simple and understandable for all audiences. Action: Ensure that information is presented in simple and straightforward language, avoiding UN jargon and acronyms. MID TO LONG TERM 1 Establish external networking mechanisms with Government, local NGOs and INGOs and partners. Action: Make use of existing networking meetings (Humanitarian Action Committee, Management Steering Group of NGOS) to share policy and programmatic information with Government and partners, as well as provide a platform for feedback; establish partnership with the Liberia Press Union, international news agencies and IRIN. LONG TERM 1 Actively listen for opinions and voices of Liberians on issues that affect their lives. Action: Prioritize feedback and local opinion by creating suitable platforms for feedback from beneficiaries. This could include town hall meetings, community outreach, radio call in shows, media briefings, opportunistic interviews/feedback. OBJECTIVE 4: Support good governance and the rule of law SHORT TO MID TERM 1 Train media and government counterparts and support accurate information dissemination. Actions: Facilitate training of local media, implementing partners, and UN programme 6 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
staff on monitoring and reporting on issues of development and peace, the millennium development goals, human and child rights, and gender sensitivity. MID TO LONG TERM 1 Contribute to free and fair elections Action: Organize training on ethical and objective reporting for media. Support the government and local media in disseminating information to Liberian citizens encouraging voter registration and exercising voting rights. OBJECTIVE 5: Ensure clear understanding of the UNMIL drawdown and support smooth transition. SHORT TERM 1 Support drawdown and transition Action: Work closely with SPG/UNCT in developing key messages, talking points and information material that explains the entire drawdown process. MID TERM 1 Disseminate information to staff and external audiences through the methods identified under objective 3. 2 Establish a distinct platform, through the RC s Office to provide a regular mechanism for interaction with NGOs and external partners. OBJECTIVE 6: To ensure effective contingency planning SHORT TO MID TERM 1 Ensure communications is an essential component of contingency planning at national and county level Actions: Build contact base of community radio stations and develop network within UN Joint Offices who will feed relevant information from the field to HQ, and also serve as a conduit for information from HQ to field offices. Ensure communications component is reflected in any contingency planning documents. LONG TERM 1 Increase the capacity of UNCG members in risk/crisis communications Actions; Conduct training for UNCG and programme staff on the essential need for information sharing, and available mechanisms for two way information sharing during a crisis. 7 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
OBJECTIVE 7: Support resource mobilization for Joint Programmes. MID TO LONG TERM 1 Support efficient resource mobilization for Joint Programmes. Action: Support the implementation of the resource mobilization strategy. Develop donor information packs; implement communications and visibility strategies for Joint Programmes; use websites for fund raising and drawing support for the UN in Liberia. Organize donor field visits and ensure visibility of all UN activities and donor contributions. 4. MANAGEMENT STRUCTURE Pending the formation of an Integrated Communications Team, the implementing body of the External Communications Strategy is the UNCG. The UNCG is composed of focal points for communications, or those tasked with communications functions, from some of the 16 UN agencies, funds and the Mission. It is chaired by the most senior UN Public Information officer in Liberia, currently the Chief of Public Information at UNMIL. The UNCG presently meets bi weekly with the tasks of: sharing the latest key developments and events of their respective organizations joint planning and implementation of communications projects building the capacity of communications counterparts in the Ministry of Information, media, Liberian news agency personnel, and other government institutions. maintaining a UN in Liberia website, as well as producing newsletters for the UN in Liberia and other publication material. For enhanced coordination and efficiency, the UNCG has the following working groups: 1. Radio Working Group: chaired by UNICEF, this working group is responsible for the production of the Periscope radio programme. Other radio programmes and special coverage are coordinated by the UNCG. 2. Publications Working Group: chaired by UNHCR, this working group is responsible for all publications, including the UN in Liberia newsletter and website. 3. Training Working Group: chaired by UNDP, the training committee is responsible for identifying and implementing training opportunities for communications and programme 8 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
officers, as well as for government partners. Two training programmes have already been held, with more being organized. The Senior Management Communications Group will guide the UNCG in ensuring that it has a clear understanding of key messages and advocacy campaigns and that both internal and external communications are aligned across the UN. One representative of the UNCG will attend Senior Management Communications Group, UN Country Team and Strategic Policy Group meetings and provide feedback. 5. MONITORING, EVALUATION AND REVIEW The UNCG will measure and monitor progress made in meeting the objectives of the communications strategy. Reporting will focus on gathering both qualitative and quantitative feedback which will then help the UNCG to analyze activities which are delivering the best results and to reprioritize communications activities where necessary. Several measures will be taken to ensure successful monitoring and evaluation: At the bi weekly UNCG meetings, stock will be taken of progress made against goals of the annual work plan (Annex). The work plan will be updated and revised accordingly. A review of the communications strategy will be done on a regular basis (minimum every six months) to ensure that the communications activities remain on track and are meeting the goals of the strategy. The UNCG will be responsible for quantitative tracking of national and international coverage of the United Nations in Liberia. This can be compiled by the media section of UNMIL PIO. Each member of the UNCG will submit a brief bi weekly update (bullet format) on their communications activities over the period, as well as notable new developments and activities at their respective organizations (ie. programme highlights). 9 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
ANNEX: UNCG Strategic Workplan 2010 OBJECTIVES ACTIVITIES OUTPUT 1) Strengthen UNCG and creation of an Integrated ommunications Team Set up an Integrated Communications Team Conduct regular communications training sessions for UNCG members Provide adequate professional equipment UNCG Retreat to monitor, evaluate and plan UNCG activities A dynamic and strategic Integrated Communications Team that plans and implements joint projects Improved communications capacity of UNCG members UNCG that is well equipped to carry out a wide range of communications functions Validation and adoption of UNCG Work Plan OUTPUT INDICATORS Joint communication work plan Four local and at least one international training sessions Purchase of camera, laptop, recorders and other equipment Completed Work Plan RESPONSIBILITY Senior Management/UN CG UNCG training committee UNCG UNCG TIMEFRAME Joint working sessions maintained. Integrated Communications Team by Dec. 2010 Jan Dec 2010 Jan 10 Mar 10 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010 [Type text] Page 10
2) To support the move from UN At Work Together to Delivering as One 3) Improved Informatio n Sharing Internally and Externally Support SPG/UNCT in formulating communications interventions highlighting the entire DaO and assist with change management process Increase Joint Program Visibility Media/Communications training for Snr. Management and programme officers SPG/UNCT/GoL/Partners/D onors/beneficiaries understand the requirements, responsibilities and benefits of the DaO Updated Information on JP Facilitate awareness campaigns with emphasis on prevention and response Senior management and staff trained in identifying public outreach opportunities Distribution of information packs, organization of workshops to explain entire process and benefits to SPG, UNCT, GoL and donors Fact Sheets, implementation of communications strategy and visibility plan Behavior change (eg: reduction in number of fistula cases and increase in women seeking access to care) At least one training session for senior management and one for programme staff RCO and UNCG Mar Dec 2010 UNCG Mar, June 2010 11 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
Desk review of media coverage of development issues Develop key messages for the UN in Liberia Better understanding of media coverage of development issues Consolidated key messages Completed desk review shared amongst senior management and staff Key messages completed based on interventions according to UNDAF OGs as well as consolidated messages UNDP UNCG in collaboration with OGs Nov 2009 Feb 2010 Feb 10 Lead field and awareness visits for the media to UN operational areas Increased media coverage of UN programmes 3 field visits. Number of stories about the UN appearing in the media UNCG 12 months: Jan Dec 2010 Ensure uniformity in UN publications Increased visibility of UN, branding of UN in Liberia Development of common logo and its use. Number of publications and launches UNCG 12 Months Jan December Produce public information material that highlights the work of the UN in Liberia UN in Liberia newsletter 4 quarterly editions UNCG UN Focus and UNMIL Today Improved understanding of UNMIL and UN interventions in UNMIL Publications Unit March, June, September, December 2010 12 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
Liberia. Primary focus on UNMIL 4) Support to Good Governance, Rule of Law and Election process Regular update of UN in Liberia Website Proactively share information, studies, assessments, analysis and other UN documentation Training for journalists. Provision of equipment Funding and assistance to the publication of the Sentinel newspaper, which deals with development issues A single, comprehensive source for information on the UN in Liberia. GoL, Donors, Partners, UN staff and Liberians better informed about UN in Liberia and its work Improved reporting by media on MDGs, human rights, gender sensitivity Number of editions Number of hits, quantity and quality of queries, and provision of informaiton by UN entities Number of publications and quality and quantity of information shared 2 training sessions for journalists Training for radio journalists MICAT personnel trained on planning and implementing special events. Provision of UNMIL Publications Unit UNCG publications committee UNCG/PIO and other communications officers UNDP/UNMIL, UNFPA, UNHCR UNMIL radio UNMIL Community Outreach/UNDP Jan Dec 2010 Jan Dec 2010 13 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
equipment Communications training for GoL partners organizations Improved Communications capacity at government partner institutions 2 workshops conducted for LINA, LNP Training Committee led by UNDP May, Sep 2010 Formulate public information material on voter registration, importance of voting and the process of campaigning and voting Educated voters and registered who are aware of the need to vote and how to vote Development, broadcast and distribution of multimedia messages UNCG in collaboration with all UN entities June 2010 November 2011 5) Support UNMIL Drawdown Process Formulate communications interventions explaining drawdown process and of UN entities taking over some of the functions of UNMIL GoL, Donors, Partners, UN staff and Liberians understand the process of drawdown, reasons and how UN agencies will take on some of the functions of UNMIL Development of basic information packs, key messages UNMIL PIO/SPG/UNCT and UNCG As required 6) To Ensure Efficient Contingency Planning Ensure communications is part of any contingency planning. Implement communications component to contingency plans Communications is an integral part of any contingency Communications component implemented as part of contingency plans UNCG 14 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
7) To Facilitate Resource Mobilization Update of donor profiles Proactively share information, studies, assessments, analysis and other UN documentation Ensure uniformity in UN publications Media monitoring Assist with developing methods and tools for improving communications within and between UN entities A simple to use snapshot of donors in Liberia Wider information dissemination Ensure that all major publications reflect UN style guides and have similar base information. Monitoring all media on its coverage of the UN and issues of interest to the UN in Liberia Management and staff use identified methods of improving communications within the UN in Liberia One page sheets on every major donor, and projects funded by them in Liberia Number of publications as well as quantity and quality of information shared Uniformity of major publications Daily media summaries Methods to improve communications identified Tools identified and used in improving internal communications RCO Mar 10 UN in Liberia Jan Dec 2010 RCO UNMIL Media Monitoring UNIT Senior Management, IAPT, assisted by UNCG and RCO Ongoing Jan Dec 2010 Jan Dec 2010 15 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010
1 Feedback Actively listen for opinions and voices of Liberians on issues that affect their lives. Ensure two way flow of information Support 'Lift Liberia' communications strategy, suggestion boxes for the public, create platforms for feedback from donors, NGOs (HAC) UNCG supports various UN entities 1 Listed as a matter of importance and will be an integral aspect of all communications interventions. 16 UN LIBERIA JOINT COMMUNICATIONS STRATEGY AND WORKPLAN 2010