Overview of

1

• Overview of
• Mission Statement Organization

2
DevComm Vision
To put communication at the heart of development
3
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

4
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.

5
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

6
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

7
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.

8
Scaling up Communications for Operational Results
Internal Communication
Creating a common platform for messages and
programs
Communicating what we do and how we do it
building trust in the institution and support for
development.
Institutional Communication
Issue campaigns to accelerate action on key
global public goods including at the country
level
Advocacy Communication
Integrating communications and assessing
political and development risks for more
effective strategy and design leading to better
outcomes
Development Communication
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Strategic Communication or Communication for
Behavior Change
The development of programs designed to
influence the voluntary behavior of target
audiences to achieve management objectives.
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1. Technical Assistance to empower people to have
informed participation during CAS and PRSP
preparation
8. Evaluation of Communication Impact on the
project
2. 3. Communication and Risk Assessment for
decision making.
7. Produce Communication component of Report
4. Technical Assistance opinion and political
analysis
6. Technical Assistance (TOR, capacity building,
supervision)
5. Produce Communication component for PAD
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A Management Tool with Five Key Decisions

• Audience Clustered according to
  position/interest
• Behavior and attitude Position now and changes
  needed
• Messages Appropriate for different segments of
  audience
• Channels Effective and with appropriate capacity
• Evaluation Assess/failure of communication
  strategy

12
DevComm Results

• 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.

• OperationalSupport
• Public Opinion Research
• Capacity Building