“REACHING STAKEHOLDERS, MORE EFFECTIVELY, WITH THE SCOUT MESSAGE” Communication Strategy 2011-2012 Africa Region
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ÂŠ 2011 World Scout Bureau, Africa Regional Office P.O. Box 63070-00200, City Square Nairobi KENYA Phone 1: (+254 20) 387 71 23 Phone 2: (+254 20) 387 34 36 Mobile 1: (+254 728) 496 553 Mobile 2: (+254 738) 945 346 Fax: (+254 20) 387 83 42 Email: firstname.lastname@example.org Home page: www.scout.org/africa
Prepared by: Euloge Ishimwe (Communications Manager) Amos Ndegwa (Communications Assistant & IT Officer) Susan Otieno (Events and Information Assistant)
! ! Table of Contents
TABLE OF CONTENTS .............................................................................................................................. 3 LIST OF ABBREVIATIONS ......................................................................................................................... 4 PREAMBLE ............................................................................................................................................ 5 CURRENT SITIATION “WHERE WE ARE” .......................................................................................................... 6 VISION AND GOALS “WHERE WE WANT TO BE”
REQUIREMENTS “WHAT WE NEED TO GET THERE” .............................................................................................. 9 PROJECTS, ACTIVITIES AND BUDGET “HOW WE INTEND TO GET THERE” ............................................................... 10 IMPLEMENTATION PROGRAMME “HOW DO WE KNOW WE HAVE GOTTEN THERE” ...................................................... 13 APPENDICES ....................................................................................................................................... 14
List of Abbreviations ARO CSR ICT IT JOTI NGO NSA NSO OJT PR SP TOR WOSM
Africa Regional Office Corporate Social Responsibility Information and Communication Technology Information Technology Jamboree on the Internet Nongovernmental Organization National Scout Association National Scout Organization On the Job Training Public Relations Strategic Priorities1 (for WOSM) Terms of reference World Organization of the Scout Movement
! ! Preamble The Communications Department at the World Scout Bureau, Africa Regional (WSB-ARO) is responsible for managing and directing office's internal and external communications. Internal Communications entail communication within WSB-ARO and communication with NSOs. External Communications refer to communications with organizations of interest, the media and communication with members of the community. As such, our stakeholders are both internal and external. “Reaching stakeholders, more effectively, with the Scout message” is the focus of the communication strategy for Africa for the year 20112012. The principal stakeholders targeted by this strategy are NSOs and Scouts in Africa (Internal) and Partners, the media and the community (external). In the information age, reaching stakeholders depends heavily of the use of information technology – practically speaking; this is mainly about using the Internet. Yet, as it will be seen in subsequent sections, In Africa, the Internet as channel of communication is still facing a number of hurdles. According to communication theory, successful communication depends on about five basic elements. They include, the sender, the message, the channel, the receiver and the impact. In fact, Harold Dwight Lasswell2 defined communication as “Who (says) What (to) Whom (in) What Channel (with) What Effect”. If this definition is anything to go by, then one can argue that, in the context of the African region of WOSM, some elements are in place, while others should be improved upon, if WSB-ARO is to communicate effectively. First, the communication personnel, with clear terms of reference and required expertise, are in place. Secondly, the message continues to be delivered. Unfortunately, it is occasionally affected by some socio-economic, political, technical and semantic “noises”. That is, communicating who we are, both as a Movement and as an Organization, which has young people, volunteers and professionals, is oftentimes difficult. As consequence, our messages wield less influence or impact. Worse still, even after 100 years of the Movement’s existence, our identity is not yet well understood by our stakeholders. An organization with a weak identity and profile enjoys less clout in today’s corporate world. Remedies to this situation go beyond the function of communication. Proper handling of issues such as youth programme, governance, management and volunteerism will make communications more successful. As for the target audience (stakeholders), there exist a number of challenges. Many NSO leaders in Africa are volunteers, who may have other jobs. This means that they may be overwhelmed by other responsibilities and not according our messages enough attention. There are also conflicting messages from our “competitors” and from alternative ways of socialization. Moreover, there is need to make external stakeholders believe in WOSM as a reliable partner in dealing with socio-economic issues affecting today’s global community. But there is another key challenge: “the channel”. The main information channel in this era is the Internet; yet, its penetration in Africa has not yet reached optimum levels. Today, only 120 million of Africa’s 1 billion plus inhabitants are now connected to the Internet. This translates into a penetration rate of 11.4 % on the continent, according to Internet World Stats3. The situation slowly is improving nevertheless. Hence, Africa, like other continents, is crossing the threshold of an exciting era. Africans are now slowly but surely joining the rest of humanity in a period where a tsunami of online technology will most likely defy the status quo with regards to the way business, socialization and statecraft are conducted. Nonetheless, if this it is to be realized fully, there are still a number of challenges to overcome. Key among these revolve around: (1) inaccessibility to Internet (2) relevance (or lack thereof) of internet services to Africans, and (3) sustainability. Yet, despite these challenges, one may posit that a prudent dose of optimism is in order at this point in time. In actuality, several key stakeholders are already working towards the alleviation of the said hurdles. For instance, Google Inc., via its Sub-Saharan Africa branch, has a strategy that aims to get more users online by developing an accessible, relevant and sustainable Internet ecosystem. Moreover, according to industry observers, Africa is about to leapfrog in a huge way as far as technology is concerned. It is this technological leapfrogging, if well managed and sustained, that will propel Africa to a better socio-economic and political altitude. More specifically, in the context of the Scout Movement in Africa, this technological advancement, should be exploited so as to advance its mission, which is “To educate young people to play a constructive role in Society”. Informed by a thorough situational analysis, this strategy proposes a plan aimed at improving communications in the African region of WOSM through a number of strategic priorities for the fiscal year 2011-2012. Key among these priorities are: improving the quality and quantity of publications, improving newsgathering and dissemination; contributing to the reduction of the digital divide; effective management of regional events; strengthening ties with NSOs; preserving institutional memory; equipping ARO with ICT tools and skills for better service delivery and strengthening ties with the media. These priorities were selected after an in-depth analysis of the current situation as highlighted in the next section.
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! ! Current Situation “ Where we are” Despite the technological divide discussed in the preamble, Scouting as a Movement and as an Organization is facing a number of communication challenges. The previous communication strategy addressed some successfully. However, there are new challenges and others that have persisited. A detailed analysis appears below. SWOT Analysis
there is a digital gap
Weak NSO structures
Scarce news stories
Poor corporate image
library, digital photo library) -
Use of social Media
(Mobile Internet) -
Corporate Social Responsibility
Competition from parallel
NSO capacity building
Lack of funds to facilitate projects
Fund raising for ICT
project for Africa
corporate image by
(Volunteerism in Africa
is to some extent
allegations at an
content from the
NSO, the public
may associate WSB
staff with the case
as they don’t know
Sell Africa as the
(NB: This already
between the Regional
Office and NSOs (With
relaunch of Africa -
happened in one
challenges at NSO
Changing social trends
Political Instability in some countries
between the NSOs
and the Regional
high rate of
NSOs in various projects -
Lack of training and
exposure of NSOs and
solidarity of the
Frequent loss of institutional
Lack of a close
Scouts in the
Strengthen pool of
Scouting by some
! ! partners
Lack of promotional merchandise
Lack of a clear cut communication channel between the NSOs and ARO (Amorphous, undemocratic, structures)
Lack of creativity in communicating with NSOs
Insufficient resources to facilitate projects
Vision and goals “Where we want to be” In light of the analysis above, this strategy seeks to contribute to the development of Scouting in Africa by improving ways of delivering the messages to key stakeholders. Hence, the communication vision statement adopted for this strategy is: “Reaching Stakeholders more effectively with the Scout Message”. To this end, the communications department will target a number of communication objectives as enumerated below. Towards the end of this document, a number of projects that aim to reach these objectives will be proposed. Specific Objectives 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
Reach out to stakeholders more effectively. Improve quality and quantity of publications. Improve news gathering and dissemination. Contribute to the reduction of the digital divide. Effective management of regional events Strengthening ties with NSOs. Preserving Institutional Memory. Equipping ARO with ICT tools and skills for better service delivery. Improve Competencies of communication staff for better service delivery. Promoting Nyeri as a Scouting Destination Effective PR for Events. Strengthen ties with the media.
Key targets for 2011 – 2012 Based on the vision and the objectives above, the following will be key areas of focus for the communication department: 1. 2. 3. 4. 5. 6. 7. 8.
Newsletter and Publications. Corporate Social Responsibility and Public Relations. Successful events. Video conference facility. A capacity strengthening training at NSO and ARO on ICT. Improved online visibility. Improved staff competencies. Improved news reporting and gathering.
Requirements “What we need to get there” For a strategy document to be translated into tangible results, a number of conditions and circumstances are needed as prerequisites. In a general manner, we evaluated the necessary requirements for the successful implementation of this strategy, both “soft” and “hard” as clearly shown below. Soft (policy, executive support, skills and expertise)
Hard (Technological, staffing, Budget)
Exposure to international events
Finances for meeting NSOs needs
Interaction with other regions on best practices
Funds for the projects herein (USD 137,550)
ICT Trainings at NSO and ARO levels
Buy-ins and support from other departments especially in news gathering
Executive endorsement of this strategy
Strategic plan, cost and indicators of success “How we intend to get there” Driven by the vision “Reaching Stakeholders more effectively with the Scout Message”, and the specific objectives supporting this vision a number of projects are proposed for implementation. All this, with corresponding costs and indicators of success are highlighted below. Objectives & SP 4 A. Reach out to stake holders more effectively.
PROJECTS Project 1. Social media and website
B. Improve quality and quantity of publications SP 7
D. Contribution to the reduction of the digital divide SP 7
BUDGET Cost (USD) N/A
SUCCESS INDICATOR - Regular media update
2. Corporate Social Responsibility
- Community Service with a “model Scout group” with the Hon. Kalonzo or PLO Lumumba as guests * Branded clearly as a WSB event
- Impact on the targeted community
3. Calendar 2012 4. Branded Pens 5. Reproduction of ARO Brochures 6. Triennial report production
- Designing & printing - Designing & printing - Printing
2500 2500 1500
- - Designing & printing, devising a distribution mechanism * Partner with parcel companies e.g. G4S, Posta - Designing & printing - Designing & printing - Liaise with Admin dept.
- A calendar - Branded pens - Leaflets in English and French - Triennial Report in English and French
5000 2500 1000
- T-shirts - Mugs - Branded Reception Area
- Designing & printing
- Designing & printing
- Newsgathering, translation, editing and dissemination - Collaborate with Desk Officers
-Use of News Report Form
7. ARO T-shirts for Africa 8. ARO Branded mugs 9. ARO Branded Reception Area 10. ARO Branded umbrellas 11. ARO Branded stickers C. Improve news gathering and dissemination
Action/Activities - Insert scout.org/Africa link as part of all staff email signature - Synchronize links like social media and website
12. Publish “Kudumail” bimonthly 13. Use “News Report Template5”. This aims to have staff on trips to come back with basic elements for news stories 14. More feature Stories on NSOs 15. Fundraise for “Connecting Africa Youth for change” 16. Training on ICT
- Field Visits *Quarterly visits for news coverage - Submit proposal/fundraise.
- Workshops and forums on (Social Media and ICT). - Policies to be developed as a result of
- Better Regional stories
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! ! these workshops. - To be held in Angola and Burundi (ASC&ASJ)
18. Draft Regional events Guidelines 19. Form strategic partnerships for events resource mobilization1
F. Strengthening ties with NSOs SP 6
G. Preserving Institutional Memory SP 6
H. Equipping ARO with ICT tools and skills for better service delivery SP 6
20. Contributing to the strengthening of NSO structure so as to encourage professionalism 21. Capacity building 22. Online Library 23. Digital Photo Database 24. Physical Library 25. Offline backup 26. Video Conference facility 27. 2 Travel Printers 28. Blower 29. Computer cleaning gel and Brush 30. Computer Accessories 31. Quarterly Computer Maintenance 32.E-fax 33. Trainings
I. Improve Competencies of communication staff for better service delivery SP 6
34. Course on Management of Information Systems (for IT Officer) 35.Event Management and Public Relations course for Events and Information Assistant) 36. New media course (for Head of
- JOTI/JOTA -Founderâ€™s Day *Publicity - Africa Scout Day - Africa Scout Jamboree - Africa Scout Conference
6000 6000 6000
Successful events Successful events Successful events
- Africa Scout Youth Forum -
-Event Plan *Promotional tools *Emergency Support to Host NSOs -Fundraising Proposal Field Evaluation and Follow up visits - Liaise with Youth Program, Adult Resources and the Regional Director
- Regular and effective twoway communication
- Have forums, training workshops and projects on ICT - Uploading and Scanning of documents - Purchase CDs and CD Jackets - Labelling and Library cards needed - Quotations, LPOs, installation. - Identification and Purchase - Identification and Purchase- Identification and Purchase - Quotations, LPOs, purchase. - Maintenance plan by IT Officer - Quotations, LPOs, purchase. - Training plan by IT Officer -
- More Scouts with basic ICT skills
- Operational Online Library
- Bigger photo Library
- Operational ARO library
N/A 18000 400
- Operational Backup - Operational video conference facility - Purchase of travel printers
- Purchase of a blower
- Purchase of cleaning gel and brush - Purchase of computer accessories - Successful Maintenance
-Productive application of acquired skills hence and improved performance.
! ! Communications) 37. International Exposure J. Promoting Nyeri as a Scouting Destination SP 7 K. Effective PR for Events SP 7 L. Strengthen ties with the media SP 7
38. Facts and stories on Social Media 39. TBC (RD) – Programme based on objectives of the ongoing Nyeri Project. 40. Regular events Updates via newsletters 41. Talk/panel discussion on television or a documentary or series *Topic: ”Scouts’ war on food shortage Host: Julie Gichuru Guests: Hon Kalonzo or PLO Lumumba 42. Where possible, endeavour to get stories on Scouting in newpapers. USD 137,550
- Participation in international forums, events and exchange programme -
- Contact a columnist
- Participation and improved performance - Regular Updates - TBC
- Regular dissemination of event updates and newsletters - At least one successful Media Event
- At one story on Scouting in a newspaper
Implementation plan “How do we know we have there” For monitoring, evaluation and follow up, a systematic implementation plan below was developed. Month July 2011
September 2011 October 2011 November 2011
January 2012 February 2012
March 2012 April 2012 May 2012 June 2012
July 2012 August 2012 September 2012
Action Responsible Strategic Planning E.I, S.O, A.N Physical Library S.O Equipment Maintenance A.N Submit Proposal: “Connecting E.I Africa’s youth” Video Conference Facility A.N Conference on IT security A.N 15th first issue of “Kudumail” S.O Start events updates Reprinting of Brochures E.I Calendar, branded pens, tE.I, S.O, A.N shirts, Mugs, umbrellas, stickers, reception Area Guidelines for Regional Events S.O Purchase of travel printers, A.N blower, cleaning kit, computer accessories, maintenance and E-fax CHRISTMAS HOLIDAYS Field visit to Angola S.O Staff Courses E.I, S.O, A.N Event Nyeri E.I, S.O Media Event E.I, S.O IT Staff training A.N 13th March Africa Scout Day E.I, S.O, A.N Triennial Report Field Visit Burundi OJT for ICT Field Visit Angola 1st-4th Africa Scout Youth Forum 6th-9th Africa Scout Conference Burundi Field visit 27th -- Africa Scout Jamboree
E.I, S.O S.O E.I, A.N E.I E.I, S.O, A.N
*Cont -- 7th Africa Scout Jamboree CSR in Kenya Field Visit West Africa
E.I, S.O, A.N
E.I, S.O, A.N E.I E.I, S.O, A.N
Remarks and status
*** West Africa Zonal Conference Visit by E.I.
*** Workshop on ICT to be carried out by A.N
*** Workshop on ICT to be carried out by A.N
*** Workshop on ICT to be carried out by A.N
KEY , , ,
AN: Amos Ndegwa SO: Susan Otieno EI: Euloge Ishimwe
! ! ! ! ! !
! ! !
DEE$)0(&$+!!! ) Appendix 1: Communications Department Terms of Reference Main role The Communications Department at the World Scout Bureau, Africa Regional (WSB-ARO) is responsible for managing and directing office's internal and external communications. Specific duties a. b.
Internal Communications: Communication within (WSB-ARO). Communication with NSOs. External Communications: Communications with organizations of interest. Media relation. Communication with members of the community.
Outputs and activities In general, the Communications Department will devise strategies aimed at achieving an effective management of internal and external communications. Some of the key elements of the said strategies will include: a. Internal Communications: 1. Developing and updating ICT tools such as electronic databases (photos, online libraries, etc) and intranet (for file sharing and managing workflows). 2. IT support and maintenance through training, advisory and troubleshooting. 3. Managing content of the office website and Social Media. 4. ICT and media support during office Scout events such as Regional Conferences, Jamborees, Africa Scout Day, etc. 5. In collaboration with other relevant departments, coordinate the preparation of events and communications aspects thereof. 6. Coordinate the production of institutional documents and communication tools. 7. Coordinate dissemination of information and news to NSOs through appropriate communication tools such as newsletters. a. External Communications: 1. 2.
3. 4. 5. 6. Inputs a. b. c.
Coordinate the promotion of the Scout Brand. Against the backdrop of challenges related to media coverage of Scout activities, make efforts to increase media coverage of office’s activities and initiatives, by seeking alternative ways to make Scouting in Africa newsworthy, and by reaching out to other departments so that they generate “news-making” programmes. Coordinate the organization of press conferences when necessary. Draft and disseminate press releases when necessary. Coordinate the publication of institutional documents and communication/promotional tools. Liaise with organizations of interest with a view to support regional events. and requirements Ensure the department has competent and sufficient human resources. Ensure the department has enough funds for its activities and logistics. Make efforts aimed at ensuring that the department enjoys cooperation for other departments and “political” support from the leadership.
) ) ) )
Appendix 2: NEWS REPORT FORM Name: …………………………………….. When?
(City/Town/Hotel/Exact venue) Activity Most outstanding or unique feature of the activity (How newsworthy is the activity?) Theme of activity (if any) Key outcomes (Both negative and/or positive)
Key people involved (High profile personalities) Any quotable quotes/ messages from those involved? Who is the host organizer? Other people (Participants according to NSO, nationalities, where applicable)
Main purpose of the activity Any specific objectives?
What method/approach was used to deliver the activity? How many people were involved/ participated?
Do you have any images, videos or background information?
ÂŠ World Scout Bureau Africa Regional Office September 2011 Africa Regional Office P.O. Box 63070-00200, City Square Nairobi KENYA Phone 1: (+254 20) 387 71 23 Phone 2: (+254 20) 387 34 36 Mobile 1: (+254 728) 496 553 Mobile 2: (+254 738) 945 346 Fax: (+254 20) 387 83 42 email@example.com scout.org/africa