WORKING TOGETHER FOR PEACE, POVERTY
2013-2014 Communication Strategy & Plan THE UNITED NATIONS IN SIERRA LEONE Working Together for Sustainable Development One UN Sierra Leone - Communication Strategy & Plan ACKNOWLEDGEMENT This document was prepared by Silke v. Brockhausen ([email protected]) in collaboration with the UN Communication Group Sierra Leone for the Strategic Planning Unit of the UN in Sierra Leone. It draws parts of its structure and content from communication plans established for UNDP Somalia, One UN in Cambodia, Rwanda and the transition strategy of the UN Mission in Timor-Leste (UNMIT). CONTENTS Acknowledgement .........................................................................................................................................................1 Preamble .......................................................................................................................................................................2 Acronyms.......................................................................................................................................................................3 Guiding Principles .........................................................................................................................................................4 UN Sierra Leone Joint Vision ......................................................................................................................................4 Key Values and Principles ..........................................................................................................................................5 Executive Summary.......................................................................................................................................................6 Purpose of this Strategy................................................................................................................................................6 Strategic Planning Methodology ..................................................................................................................................8 Communication Context ...............................................................................................................................................9 What is working now? ...............................................................................................................................................9 What did not work well in the past? .........................................................................................................................9 Media Context ...........................................................................................................................................................9 Development Context ................................................................................................................................................9 UN's Changing Footprint in Sierra Leone .................................................................................................................10 SWOT Analysis of the One UN Communication Situation .......................................................................................13 Communication Values, Approach, and Tools ...........................................................................................................14 External Communication .........................................................................................................................................14 Internal Communication ..........................................................................................................................................14 Minimum Standards and Principles .........................................................................................................................14 Targeted Audiences ....................................................................................................................................................15 Summary of Channels and Messages by target audience .......................................................................................16 Communication Workplan 2013-2014: Expected Outcomes, Tactics & Deliverables ...............................................18 1 One UN Sierra Leone - Communication Strategy & Plan Outcome 1: The One UN Agencies have a raised (positive) visibility with key partners, helping to secure long term national, international, political and financial support for the people of Sierra Leone ..................................18 Outcome 2: Sierra Leoneans celebrate UNIPSIL’s withdrawal as a sign of their achievements and welcome further UN collaboration. They express confidence in their institutions, abilities and future. ...............................20 Outcome 3: The UN Agencies in Sierra Leone have established and use joint communication channels/systematic communication approaches and have enhanced their ability to influence public opinion.....................................22 Communication Plan & Budget ...................................................................................................................................24 Package 1: Telling the Success Story........................................................................................................................24 Package 2: One Voice ..............................................................................................................................................25 Package 3: UN Branding ..........................................................................................................................................26 Cost-sharing of Budget ............................................................................................................................................28 Main Message Statements .........................................................................................................................................29 Priority themes ........................................................................................................................................................29 Cross-Cutting ...........................................................................................................................................................29 Implementation ..........................................................................................................................................................30 Resources ....................................................................................................................................................................30 Staffing .....................................................................................................................................................................30 Budget .....................................................................................................................................................................30 Monitoring and Evaluation .........................................................................................................................................30 Reporting Structure .................................................................................................................................................30 Process to measure impacts of Communication Strategy .......................................................................................30 Annexes .......................................................................................................................................................................31 Annex A ....................................................................................................................................................................31 The United Nations Communication Group in Sierra Leone - Basic Operational Model .....................................31 Annex B - Milestones 2013-2014 .............................................................................................................................36 Annex C - United Nations Communication Group Sierra Leone Members ..............................................................37 Annex D - United Nations Country Team Sierra Leone Members ...........................................................................37 Annex E - List of Media Outlets ...............................................................................................................................38 PREAMBLE 2 One UN Sierra Leone - Communication Strategy & Plan The United Nations Family in Sierra Leone comprises of the United Nations Integrated Peacebuilding Office in 1 Sierra Leone (UNIPSIL) and 17 agencies, funds and programmes , each with its own mandate and specialized field of expertise. The UN Family in Sierra Leone is led by an Executive Representative of the Secretary General (ERSG) who is also the Resident Coordinator (RC), Resident Representative of UNDP (RR) and the Designated Official for Security (DO). With the closing down of UNIPSIL on 31 March 2014, the title / role of the ERSG will also depart from Sierra Leone. The United Nations subsequently will be led by an incumbent RC/RR/DO. The role of the UN is to support Sierra Leone in implementing its Government’s Agenda for Prosperity (2013-2018) as well as other internationally agreed development goals and treaties. The United Nations does this through capacity development, technical assistance, policy advice, programming support, and coordination with government, national authorities, donors, civil society, the media, non-governmental organizations and local communities. Underlying the work of the United Nations in Sierra Leone are the values enshrined within the UN Charter and Universal Declaration of Human Rights. In partnership with the Government, and the people of Sierra Leone, the United Nations is working to ensure that all Sierra Leoneans, especially the most vulnerable, are alleviated from poverty and injustice. ACRONYMS AfP CSO DFID DO DOCO DPA DPI ERSG FAO GIZ HoA ILO IMF IOM ISF M&E MDG NGO OHCHR OiC PBSO RC RCO RR SLBC TJV UN UNAIDS 1 Agenda for Prosperity Civil Society Organizations UK Department for International Development Designated Official for Security UN Development Operations Coordination Office UN Department of Political Affairs UN Department of Public Information Executive Representative of the Secretary General Food and Agriculture Organization of the United Nations German Society for International Cooperation Head of Agency International Labour Organization International Monetary Fund International Organization for Migration Integrated Strategic Framework Monitoring and Evaluation Millennium Development Goals Non-governmental Organization Office of the High Commissioner for Human Rights Officer in Charge Peacebuilding Support Office Resident Coordinator Resident Coordinator Office Resident Representative of UNDP Sierra Leone Broadcasting Corporation Transitional Joint Vision United Nations Joint United Nations Programme on HIV/AIDS Please refer to Annex D - United Nations Country Team Members for a full list of UN agencies, funds and programmes 3 One UN Sierra Leone - Communication Strategy & Plan UNAMSIL UNCDF UNCG UNCT UNDAF UNDP UNESCO UNFPA UNHCR UNICEF UNIDO UNIOSIL UNIPSIL UNODC UNOMSIL UNOPS UNWOMEN USAID WFP WHO United Nations Mission in Sierra Leone United Nations Capital Development Fund UN Communication Group UN Country Team United Nations Development Action Framework United Nations Development Programme United Nations Educational, Scientific and Cultural Organization United Nations Population Fund Office of the United Nations High Commissioner for Refugees United Nations Children's Fund United Nations Industrial Development Organization United Nations Integrated Office in Sierra Leone United Nations Integrated Peacebuilding Office in Sierra Leone United Nations Office on Drugs and Crime United Nations Observer Mission in Sierra Leone United Nations Office for Project Services United Nations Entity for Gender Equality and the Empowerment of Wome United States Agency for International Development World Food Programme World Health Organization GUIDING PRINCIPLES This communication strategy is guided by the vision and values of the United Nations in Sierra Leone. The UN Charter and Universal Declaration of Human Rights, together with the seven core conventions, provide overall guidance to the UN system in Sierra Leone. The Millennium Declaration and the Millennium Development Goals (MDG) define its strategic operational objectives in the area of development and constitute the basis for holding the UN system accountable for delivering results. The UN Communication Group (UNCG) agrees to uphold the principles and values of the United Nations during the process of implementing the communication strategy and will strive to constantly reflect the organization’s culture and priorities in all its actions. UN SIERRA LEONE JOINT VISION The United Nations strives to be a leading force in a peaceful Sierra Leone, contributing to sustainable and inclusive human and economic development, where everybody is able to shape and control their lives and help develop their communities. It works to support Sierra Leones’s Agenda for Prosperity (AfP) through social and economic development, using an equitable, sustainable and people-centered approach, in support of the United Nations Charter. The Transitional Joint Vision, an Integrated Strategic Framework (ISF) and the United Nations Development Action Framework (UNDAF) as of 2015, inform the work of the UN in support of the Agenda for Prosperity. The UN is committed to the UN reform process, and upholds the resolutions set forward in United Nations world conferences. It promotes the implementation of its plans of action through its programmes and activities in Sierra Leone. 4 One UN Sierra Leone - Communication Strategy & Plan The UN believes in the principles of mutual respect, equality and participation for sound social, economic and political development and is dedicated to collaborating and cooperating with national and international counterparts in response to the challenges facing Sierra Leone. The United Nations has a vision of a Sierra Leone where: National institutions will be strengthened to perform their core functions more effectively and deliver services at national and local levels in a transparent and equitable manner; Smallholders’ agricultural production will increase and food security will be improved; Natural resources will be sustainably and equitably managed and threats and impacts from natural and man-made disasters reduced; The capacity and regulatory framework for human rights, gender equality and child protection will be strengthened; The access and the quality of basic education for girls and boys will be improved; A universal access to comprehensive and quality healthcare services will be enhanced andpeople in rural and urban areas have access to sustainable water and sanitation facilities An enabling environment for investment and employment creation will be improved. KEY VALUES AND PRINCIPLES In accordance with the United Nations Millennium Declaration, the UN adopts the values and principles below in its work as the United Nations in Sierra Leone (as quoted from General Assembly Resolution 55/2 of 8 September 2000): “We consider certain fundamental values to be essential to international relations in the twenty-first century. These include: Freedom. Men and women have the right to live their lives and raise their children in dignity, free from hunger and from the fear of violence, oppression or injustice. Democratic and participatory governance based on the will of the people best assures these rights. Equality. No individual and no nation must be denied the opportunity to benefit from development. The equal rights and opportunities of women and men must be assured. Solidarity. Global challenges must be managed in a way that distributes the costs and burdens fairly in accordance with basic principles of equity and social justice. Those who suffer or who benefit least deserve help from those who benefit most. Tolerance. Human beings must respect one another, in all their diversity of belief, culture and language. Differences within and between societies should be neither feared nor repressed, but cherished as a precious asset of humanity. A culture of peace and dialogue among all civilizations should be actively promoted. Respect for nature. Prudence must be shown in the management of all living species and natural resources, in accordance with the precepts of sustainable development. Only in this way can the immeasurable riches provided 5 One UN Sierra Leone - Communication Strategy & Plan to us by nature be preserved and passed on to our descendants. The current unsustainable patterns of production and consumption must be changed in the interest of our future welfare and that of our descendants. Shared responsibility. Responsibility for managing worldwide economic and social development, as well as threats to international peace and security, must be shared among the nations of the world and should be exercised multilaterally. As the most universal and most representative organization in the world, the United Nations must play the central role." UN Sierra Leone is about prosperity, impartiality, accountability, transparency, integrity, non-discrimination, protection and empowerment of children and women, pro-active promotion of gender equality, inclusiveness, and agent of positive change and peace. EXECUTIVE SUMMARY Excellence in communication is about matching the right message, with the right audience, in the right way. Communicating is a two-way process and to be successful, communication activities must be audience-centered and responsive to feedback. Strategic Communication is a management approach whereby communication becomes a tool for an organization to reach its current or future goals. By adopting a strategic framework across the UN system, communication and advocacy can directly support the UN Country Team to implement its UN reform agenda and accomplish its mandate. Communication should not be perceived as a supplementary add-on but as an essential and value adding component of all UN development work. Communication supports greater visibility of programmes and can thereby help the UN in Sierra Leone to meet its development objectives and mobilize future resources. Favourable public opinion and a trusted public image (what is the identity of the UN in Sierra Leone? What are its actions? What is its rationale?) can strengthen relationships of the UN system with stakeholders and help mitigate risk. Understanding our target audiences, documenting our experiences, and establishing inter-agency networks builds UN cohesion and improves the overall effectiveness of UN operations at the country-level. In the past, joint UN communication activities have tended to be ad hoc and fragmented. But in a competitive development landscape, with many voices competing for media time and donor funding, and with 17 separate agencies, funds and programmes all working under the one UN banner in Sierra Leone, it is critical that the UN in Sierra Leone strengthens its joint communication efforts. PURPOSE OF THIS STRATEGY Why does the UN need to strengthen its joint communications? Raise awareness - about the changing footprint of the UN in Sierra Leone Visibility & credibility - people need to understand who we are, what we do and why we do it Promoting values, protocols and standards of the UN in Sierra Leone Transparency - public accountability to UN partners Public education & advocacy Support to resource mobilization Ensuring accurate information on relevant issues Risk management – building strong partnerships and a solid reputation will help in crises 6 One UN Sierra Leone - Communication Strategy & Plan Document history in the making - sharing Sierra Leone's success story globally as best practice With these factors in mind, the UN Country Team chose to develop a joint UN Communication Strategy 2013-2014 to cover the transition phase and to follow the same period as the United Nations Transitional Joint Vision, 2 building on a recommendation by the UN Secretary-General . The UN Communication Strategy 2013-2014 is a comprehensive plan designed to integrate the UN Country Team’s overall vision, combined goals, and shared advocacy into a cohesive whole. As a first step, the strategy needs to be aligned with the Transitional Joint Vision. With the expected launch of the UN Development Assistance Framework (UNDAF) in 2015, this strategy needs to be re-aligned with new development priorities. The strategy has been developed in cooperation with the UN Communication Group and is directly linked to the UN Country Team’s thematic and programmatic priorities for the same period. It will define the direction for joint 3 communication for 2014, including the allocation of human and financial resources . The UN Communication Strategy is not intended to replace agency’s communication activities or individual brand identity, nor does it seek to duplicate existing communication work. Instead, its purpose is to identify strategic ways to how excellence in joint communication can help the UN Country Team in Sierra Leone to reach its collective vision. This strategic communication approach marks a shift towards smarter, more coordinated, and more sophisticated joint communication, which capitalize on existing internal resources, maximize opportunities for shared advocacy and promote a coherent and consistent image of the UN Country Team in Sierra Leone. Overall Objective Enhance understanding of and support for the work of the UN in Sierra Leone through a coordinated communication approach – during and beyond the transition phase. To get there, the UN in Sierra Leone will employ the following communication tactics: Increase visibility of the work of the UN in Sierra Leone in regards to priority themes Inform partners better about the role and work of the UN in Sierra Leone Build a stronger corporate reputation for the United Nations in Sierra Leone by Ensure consistent brand identity for the United Nations in Sierra Leone Coordinate advocacy on key messages, national activities and International Days Strengthen inter-agency cooperation in the field of communication Formalize channels for inter-agency information sharing Achieve positive media coverage which shows how UN programmes are delivering results Establish mechanisms for results based monitoring and evaluation of joint communication Develop effective internal transfer of ideas, messages and information 2 "63. The management of perceptions concerning the departure of UNIPSIL from Sierra Leone will be critical for a successful transition. In this regard, UNIPSIL and the United Nations country team will develop a United Nationswide communication strategy to emphasize that the United Nations system will remain in Sierra Leone even if the mission exits." Source: Tenth report of the Secretary-General on the United Nations Integrated Peacebuilding Office in Sierra Leone, S/2013/11 3 The Resident Coordinator’s Annual Report 2013 and plan 2014 will be the basis on which funds from DOCO will be allocated for communication work in 2014. 7 One UN Sierra Leone - Communication Strategy & Plan STRATEGIC PLANNING METHODOLOGY The directions set in this document are based on a desk review of key documents, existing surveys about the UN in Sierra Leone, the media landscape as well as consultations with key stakeholders such as the ERSG and the UN’s Strategic Planning Unit/Resident Coordinator’s Office, the UN Communication Group in Sierra Leone, the UN Peacebuilding Support Office (PBSO), the UN Department of Political Affairs (DPA). Further interviews with external partners at the national, regional and international level such as Sierra Leonean Government, development partners (Canada, EU, Germany, Ireland, US, China, Egypt, Japan, Lebanon), development agencies (DFID, GIZ, USAID, IrishAid) and more is needed to get a better understanding of the communication context, get buy in from key partners for this strategy and fill gaps in strategy draft. Share draft with PBSO/DPA, DPI, UNCG and CT Sierra Leone for further inputs; consolidate strategy and plan. The strategy was reviewed and endorsed by UN Communication Group and Country Team Sierra Leone September 2013. 8 One UN Sierra Leone - Communication Strategy & Plan COMMUNICATION CONTEXT WHAT IS WORKING NOW? There is... a strategic foundation through the transitional Joint Vision (UNDAF starting 2015) strong support for Communication as One from the Heads of Agencies of the UN Country Team a willingness from communication focal points to work together vast experience in leading creative and highly successful communication campaigns across the UNCT cohesion through Deputies Group which can provide Monitoring & Evaluation (M&E) input, a central foundation for communication WHAT DID NOT WORK WELL IN THE PAST? Some agencies are less visible than others, different communication resources across the system Agency communication and advocacy activities occurred in isolation Currently no coordination structures in place, lack of information sharing External communication work was more reactive than proactive MEDIA CONTEXT Low professional capacity of local journalists, often expect payment, have limited access to internet Low accountability, local media can be linked to political parties The programmatic areas of the UN are unclear, inconsistently and uncritically reported in national media Development issues are regarded as newsworthy and are well-covered in national media International media has low interest in Sierra Leone, most reports refer to conflict DEVELOPMENT CONTEXT 4 Media consumption as well as literacy vary greatly between urban vs. rural populations The most important, most reliable and most used source of information for Sierra Leoneans is the radio 4 (77%), 10% read a newspaper or magazine TV & Radio have bigger audiences than print media Internet use is concentrated among the urban, educated elite and the diaspora Local community leaders are influential English is a second language, Krio is the widest spoken language Source: UNICEF 2008 Sierra Leone Media Survey for Cotton Tree News 9 One UN Sierra Leone - Communication Strategy & Plan UN'S CHANGING FOOTPRINT IN SIERRA LEONE International expectations of the UN’s contribution to continuous peace, stability and sustainable human development in Sierra Leone are high. UNAMSIL was the largest UN mission ever with 17.000 peacekeepers and now UNIPSIL - one of the smallest UN peacebuilding missions in history - is about to close. The last peaceful, free 5 and fair elections in November 2012 had an impressive 87.3 percent voter turnout . Should conflict break out after UNIPSIL’s withdrawal, the UN could be labeled as inadequate by Sierra Leone, the international community, news media and authors of publications that follow peacebuilding. They might ask “if the UN cannot make peace happen in Sierra Leone, in a country of less than 6 million people without ethnic divisions, how can the UN make peace in larger, more complex situations?” The transition period will be a testing time for the UNCT. All of the UN's correspondence, reports and communication products might be scrutinized by all parties looking for signs of bias, inconsistency and partiality. For most of the transition period the UN could be in a no-win situation and be at times a target of its partners’ frustrations. For many years, UNOMSIL/UNAMSIL and its successors UNIOSIL/UNIPSIL have played a crucial role, along with the wider international community, in keeping political dialogue positive and peaceful; the blue UN flag has become a symbol of neutrality and impartiality in Sierra Leone which also carries regional influence. With the impeding closing down of the political mission it is paramount to show that the UN is still supporting the government to build a stable, prosperous country, albeit through a different set of tools. UNIPSIL is leaving, but the UN is staying. This is a difficult concept for many people to understand. Few outside the UN know how the system is structured and functions. The UN family needs to be systematic in its efforts to help citizens and news media understand that the ‘political/peacekeeping’ part of the UN is no longer needed because of Sierra Leone’s success in developing its own institutions and that the ‘development’ part of the UN will stay to continue supporting Sierra Leone’s evolution. The UN can do this by communicating key transitional messages from a list of Questions & Answers at every opportunity. The UN needs to be able to address the main concerns and perceptions of a host of key stakeholders who have direct influence on UN’s ability to deliver on the ground, including: the government as well as opposition party, a set of key local actors in Sierra Leone , development partners, International NGOs, as well as the Sierra Leonean Diaspora. Based on past experience, the media will print or broadcast unconfirmed stories about the UN and unconfirmed quotes from UN leaders. In such an environment, the UN in Sierra Leone needs to adopt a robust, transparent and responsible communication policy to enable the UN to shape the news rather than react to it. The UN can manage the reputational risks associated with these expectations by proactively setting the stage. The UN can avoid taking credit for current stability. The UN can help national and international news media understand the context, the complexities, and how success for Sierra Leone and the UN might be appropriately measured. The UN can communicate the realities and risks directly to its stakeholders and through them to their constituencies. The UN can work with third parties who influence perceptions through their evaluations and reports on peacekeeping activities. For national media, this kind of risk management means cultivating relationships, providing mentorship and easyto-use background material on complex concepts. It means working with them as allies, rather than adversaries. It also means strengthening joint UN media monitoring and evaluation to determine where myths, errors and lack 5 Source: UNDP 10 One UN Sierra Leone - Communication Strategy & Plan of understanding play out as misleading stories and addressing these problems systematically. Recognizing the importance of radio in Sierra Leone, the UNCG recommends that the post-UNIPSIL communication function reestablishes the connection to the Sierra Leone Broadcasting Corporation (SLBC) and community radio. In addition, the UN Country Team should build strong media relations, as well as communication for development capacity to ensure that communication activities deliver impact and value for money. The UN also needs to respond to requests for information and positions rapidly and comprehensively, and following the UN policies and guidance on media relations and communication. For international media, this means working with press clubs to build understanding, interest and trust well before the closing of UNIPSIL. This may mean helping journalists gain access and provide transportation to people, places and events that generate news. For the news media in donor nations, the UNCG can reach out directly to them and provide the materials they need to cover the stories of how their money is spent for peacebuilding in Sierra Leone. The UNCG can feed UN headquarters with newsworthy ideas, background, sound, video and photography. To influence the story told by third parties, the UN needs to identify them and support their activities. The withdrawal of the integrated political mission could leave a vacuum in some areas that could be sources of conflict and instability. The Government, bilateral partners and/or UN agencies may need to fill the gap. Their ability to do so, unlike UNIPSIL, depends on the availability of resources. The interest of donors could wane when the Mission leaves leading to funding shortfalls for UN agencies. Donors who are interested in supporting UN activities in Sierra Leone may be constrained by economic conditions. Sierra Leone, however, could fund activities through cost-sharing arrangements. Keeping Sierra Leone in the public eye will help to sustain donor interest. It is therefore important that UNIPSIL communicates well as it withdraws and that the post-UNIPSIL UN presence be equipped with a strong communication function able to support resource mobilization though targeted, evidencebased communication. If funding permits, this function could be performed by a communication focal point in the Resident Coordinator's Office. What is the story of the Mission in relation to the evolution of peacekeeping/integrated political missions? What is innovative? What surprised us? What assumptions were wrong? What would we have done differently? What can others learn from us? UNIPSIL can hand over with grace, and set the stage for accurate and fair assessment of the UN’s performance, by addressing these questions itself, before others do, openly and consistently in wrap-up communication products. The UNCG proposes to produce for electronic and DVD distribution a video telling the story from UNAMSIL to an RC-led UNCT. It could take the format of a documentary on the UN Sierra Leone success story—from conflict to peace and now on the road to prosperity. The UNCG proposes to use existing photographic assets and capabilities to mount a photo exhibit at UN headquarters before withdrawal, and to support the national Peacemuseum. The UNCG proposes to exit with grace by hosting, with the Government, a modest “milestone event” through which the UN can join the population and celebrate the achievements of Sierra Leone as it moves beyond the need for peacekeeping. This event, proposed for March 2014, might feature Sierra Leone's leaders, UN leaders (Secretary General) and representatives of donors. The UNCG proposes to expand on this milestone event by organizing an international debate/discussion through BBC, CNN or Al Jazeera to mark the transition globally. It might feature, for example, the UNCT Heads of Agencies, the ERSG, Sierra Leonean political figures, and leaders of think tanks dedicated to peace, security and development. Alternatively, the UNCG might work with regional broadcasters to co-produce a “transition” special programme with feeds to global broadcasters. Equally important is to increase the visibility of other UN agencies, raise awareness about and understanding for the UN's crucial work in Sierra Leone with the view to secure long term national, international, political and financial support for its projects, and make Sierra Leone a priority for partners. If the UN is to be successful in 11 One UN Sierra Leone - Communication Strategy & Plan shaping the story around the changing footprint of the UN, the UNCG needs to sharpen and amplify the voice of the UN Country Team during the transitional period. In addition to the ERSG/RC, the UNCG proposes to position Head of Agencies as the voice of the UN that is here to stay with Sierra Leoneans, from peace to prosperity. Their role would be to increase visibility for the work their agencies are doing on the ground, relay accurate, coherent, credible, relevant, timely and usable information about the role of the UN to internal audiences, important stakeholders and the public. They could use public speaking engagements, a new electronic newsletter and both new and traditional media. They would be supported by a strong and evolving messaging book, strengthened capacity for internal communication, and leadership support provided by the RC Office. The UNCG proposes to provide media training for the ERSG, Heads of Agencies as well as communication staff. The One UN list of Questions & Answer will contain easy to understand answers to the most common questions about the UN’s role and achievements. The communication effort in this context goes beyond national borders - the United Nations presence in Sierra Leone is an unprecedented success story. It is a unique opportunity for the international community to showcase how a coordinated joint approach can support a country's transition from a conflict situation to a functioning government and expanding public and private institutions. At the same time, Sierra Leone is embedded in an instable regional context, influenced by cross-border issues relating to extractive industries, drug trafficking etc. Enhancing the UN’s ability to influence and respond to public opinion not only locally; but across the West African region and internationally should therefore also be taken into consideration. Effective media partnerships and networking is essential with local and the international media. A functioning internal communication is essential to ensure a coordinated approach to UN messaging and operational management, and most importantly, to maintain the morale of its staff, particularly national staff who might be concerned about losing their jobs during the transition, is also extremely important. A corresponding communication plan identifies specific actions and resources until 2015 to support communication objectives as identified in this Communication as One Strategy. The plan was established in line with the strategy and in consultation with the UN Communication Group as well as the UN Country Team Heads of Agencies. Aligned with the transitional Joint Vision as well as the UNDAF, this communication plan will identify opportunities for the UN to influence the Sierra Leonean development agenda and promote public and media outreach and mobilize political and financial support for the UN Family in Sierra Leone. 12 One UN Sierra Leone - Communication Strategy & Plan SWOT ANALYSIS OF THE ONE UN COMMUNICATION SITUATION Strengths Weaknesses UN has the image of being a credible and neutral mediator between parties and can rely on a high level of respect The UNCT does not have a designated spokesperson or communication policy, leading to fragmented messaging and an inconsistent voice of the UN. UN has a good partnership with political actors and is seen as providing valuable support to the government The continuity of joint communication structures (focal point, website, information material) is at stake once UNIPSIL leaves. UN has a long-standing presence in Sierra Leone and a compelling, unprecedented success story to tell from war to agenda for prosperity. UN agencies have their own communication priorities - support and commitment of senior management needs to be assured. The current Communication Group has limited human resources as it is seen as add-on. UN can speak with authority and is heard. There is reluctance within the UNCT to take too strong a stance on issues. Summary: When the UN family combines its resources as One, it already has considerable communication strength and a favorable context to communicate in within the UN Family. Communication resources are infrequently prioritized across the UNCT. Risk that few agencies will dominate "Communicating as One". The UNCT needs to balance between ensuring government ownership of successes and the UN's visibility People of Sierra Leone have a low level of awareness of what UN is doing and often perceive it as NGO or service provider, many still confuse existing UN presence with peacekeeping. Internal communication in UNCT happens ad hoc. Inconsistent branding and messaging weakens brand strength and credibility. Summary: The UN in Sierra Leone needs coordination and investment in communication to help the UN Communicate as One. 13 Opportunities Threats Increased media attention during changing of footprint will let the UN tell its story and support long-term resource mobilization. Transition from an ERSG led ISF/Mission to a RC- led UNDAF/UN Country Team might lead to public confusion and fear, as well as minor conflicts, paired with a diminished UN security presence. UNCG has time to raise resources and prepare for worst-case scenario as well as advice strategically on engaging meaningfully in national discourse, ensure continuity in joint communication. The transition environment is conducive to misinformation, propaganda and political manipulation as candidates and parties jostle for power. Recent events have shown that the SL media is not equipped to fend off political manipulation.. Electronic media can be better utilized to tell the UN story, while at the same time providing a news source for local media. UNCT staff members are the UN's most credible communicators. Equipping staff to communicate about the transition will improve understanding among external audiences. Media-generated conflict, based on trust and mistruth, could test the UN's relationship with the government during transition. Expected higher media attention with UNIPSIL's closing bears risk that if the UN doesn't tell its story well, others will tell it instead. The UN has an extended outreach network through partners (especially useful in provincial areas). There is no senior communication officer in place to support RC with advice on positioning and approach, especially in a potential negative situation. The media is willing to publish UN stories. The UN’s contribution of artifacts and information to the planned Peace Museum supports leave a positive UN legacy. If the UN does not Communicate as One, it might have less visibility, influence on political agenda, less support and funding for UN programmes. Summary: The momentum of the transition can be seized to increase visibility and support fundraising activities for the UN system. With a structured approach, channeled resources and focus on priority themes the UN can capitalize on its combined communication strength. If the UN loses valuable photo and video documentation archives on the postwar period and history of Sierra Leone, it cannot support the country in its peacebuilding efforts and to "never forget". Summary: Potential threats can be averted and turned into opportunities by advanced planning and investment in communication resources. One UN Sierra Leone - Communication Strategy & Plan COMMUNICATION VALUES, APPROACH, AND TOOLS EXTERNAL COMMUNICATION The United Nations in Sierra Leone is committed to being proactive, transparent and open in all its communication activities. It is in the UN's interest to work with the media quickly and honestly and to operate coherently according to the joint UN communication strategy. The UN family should not only react to events but also, where appropriate, project the UN Country Team’s point of view on important development issues in Sierra Leone. The UN must balance this approach within its need to maintain diplomatic processes. As a general principle, each agency spokesperson is authorized to speak in their area of competency and responsibility, providing facts rather than opinions or comments. On sensitive issues such as the transition phase, the UN Country Team, coordinated by the Office of the UN Resident Coordinator (currently ERSG), should be consulted before making comments to the media. This acknowledges that the United Nations in Sierra Leone is linked to both positive and negative perceptions of the UN globally and in country. Each UN agency will notify donors in advance of any shortfalls in funding and the affect this will have on the beneficiaries; raise awareness of any gaps in development assistance; keep donors abreast of outputs and results of their operations, emphasize innovation and non bureaucracy. Value: “We the United Nations in Sierra Leone will adopt a proactive approach to media relations. Our communication work will be transparent, innovative and participatory. We will endeavor to show our key audiences that the UN is a relevant, impartial, results-based and effective multi-lateral organization." INTERNAL COMMUNICATION For United Nations programmes to operate most effectively they must share information with one another freely, regularly and in a structured manner. The United Nations in Sierra Leone benefits from keeping staff well informed and from enabling exchange and discussion within and between agencies. It is the responsibility of all staff members, and not only communication focal points, to keep their colleagues in other agencies informed of relevant missions, reports, technical expertise, news, events and developments. Value: “We the United Nations in Sierra Leone will share information freely, seek out opportunities to network with our colleagues and contribute to UN information sharing in order to foster a culture of trust and collaboration” MINIMUM STANDARDS AND PRINCIPLES The UN Communication Group Sierra Leone (UNCG Sierra Leone) will serve the UN Country Team and implement 6 the joint UN Communication Strategy. External communication 6 The UN Communication Group takes on a coordinating role helping the integrated UN presence speak as “One UN”. The UN will never give a ‘no comment’ response to media enquiries Media enquiries will be managed by the Communication focal point and/or the Head of Agency Annex A outlines the roles and responsibilities of the UNCG in more detail. 14 One UN Sierra Leone - Communication Strategy & Plan Comments and messages will be cleared by the Head of Agency and UN Resident Coordinator (if applicable) before release Internal communication The time for responding to internal emails and phone calls should be no longer than 48 hours If emails are not working, UN staff will pick up the phone Intranet focal points will update agency information In coordination with Heads of Agencies, the UN Communication Group Focal Points will circulate joint materials and newsletters to all staff UNCG will use common info sharing platform to exchange best practices and other resources TARGETED AUDIENCES Strategic communication should build relationships with the most important stakeholders (audiences). To be effective, joint UN communication must reflect understanding of and empathy for its target audiences. Knowing its primary audiences well will enable the UN to use available resources in the most efficient way and help it to be proactive, focused and effective. Who are the UN's key audiences, what can they do to help achieve its objectives? What motivates them to take action? What are their concerns? Who influences them? Whom do they influence? How does the UN get feedback from them? For each communication activity a list of target audiences will be made ranking them in order of importance. The allocation of time and human resources will be made accordingly. Before undertaking joint communication, target audiences will be researched to find out; What do they currently know? What are their opinions? How do they retrieve information? How do they behave? Within each target audience the UNCG will recognize that there are different segments of that audience such as ‘youth’ there may be adolescents, school students, university students, workers, mothers, fathers, voters non voters, educated, non-educated, urban, rural. The use of appropriate language and style and the mode of transmission must be carefully considered when addressing different audiences. The requirements for translation and appropriate budgeting will be factored into all UNCG communication product development. For the purpose of this strategy, the key audiences, best ways to reach out to them as well as key messages for the UNCT in Sierra Leone have been identified as follows: 15 SUMMARY OF CHANNELS AND MESSAGES BY TARGET AUDIENCE Audience Sierra Leone Public Sierra Leone Government & opposition Development partners International and local NGOs in SL Key Channels HoA speaking at events, media interviews etc. NGO-based and community-based networks Field & project staff face-to-face communication Branding of projects, leaflets, signs in their communities Connecting with Local TV/Radio stations Pitching project experts to local media Universities often act as multipliers, opinion leaders Cartoons, dancing, acting and poetry Relationship building with journalists, mentorship programmes Local leaders/mayors important influencers (field visits, meetings, trainings, townhall meetings) Media ethics trainings Text messaging and community radio Facebook is becoming source for local media, is increasingly used Local languages, simple messages that are helpful Local media Meetings Phone calls Written communication Joint events/statements Increased use of UN resources, i.e. DPI's UN Radio and TV Local and international media Online communication and real-time reporting (email, website, newsletter, social media) Fast Facts about the UN Meetings with targeted donors Donor, M&E reports News stories/Op-eds/Blog posts from senior managers/project leaders placed in donor capitals newspapers Meetings Joint Projects E-newsletter Key Messages (tbd) Explanation of what the role of the UN and its different agencies is and why it is key for building stability and prosperity UN is now in development stage, Sierra Leone is on a good development trajectory UN focuses only on serving the Sierra Leonean people, it is not working for any political party and its work on the ground is implemented in total impartiality UN agencies work together as 1 UN, each agency's work is grounded on its area of expertise and comparative advantage. UN focuses on serving all Sierra Leonean people and will coordinate with all parties necessary to facilitate its work on the ground in total impartiality The UNCG will emphasize the UN’s role and comparative advantages; highlight UN’s impartiality, technical competencies, and capacity-building skills Even though the conflict is over, Sierra Leone still needs strong international support for sustaining peace, social cohesion and resilience to avoid future disasters UN agencies individually will notify donors in advance of any shortfalls in funding and the affect this will have on the beneficiaries; raise awareness of any gaps in development assistance; keep donors abreast of outputs and results of UN operations, emphasize innovation and non bureaucracy. The UN agencies individually will inform key partners on UN activities, and where gaps in assistance remain; emphasize UN’s coordination role and availability of technical expertise One UN Sierra Leone - Communication Strategy & Plan Global Public and Diaspora UNCT staff One-on-one interviews Diaspora media, including the many diaspora blogs, radios and newspapers. Press briefings and media training Social media/website updates Human interest feature stories Op-ed/blog posts from senior UN managers E-newsletter Staff survey Joint activities Townhall meetings Posters in offices Even though the conflict is over, Sierra Leone still needs strong international support for building lasting peace and resilience to avoid future disasters Each UN agency will emphasize the UN’s role and comparative advantages; highlight UN’s impartiality, technical competencies, and capacity-building skills Through agency lines we will keep staff updated on the progress of the changing footprint and how it affects them. The UNCT and UNCG will share information with all staff to ensure they are versed on the activities of UN in Sierra Leone in regular basis 17 One UN Sierra Leone - Communication Strategy & Plan COMMUNICATION WORKPLAN 2013-2014: EXPECTED OUTCOMES, TACTICS & DELIVERABLES Taking the communication context and key target audiences into consideration, the communication plan will focus on achieving the main communication objective; "to enhance understanding of and support for the work of the UN in Sierra Leone through a coordinated communication approach – during and beyond the transition phase - at all levels and across all sectors." Implementation of this plan depends on commitment from UNCT Senior Management, the UNCG as well as on available resources and support from senior management. The following outcomes will support the overall goal: OUTCOME 1: THE ONE UN AGENCIES HAVE A RAISED (POSITIVE) VISIBILITY WITH KEY PARTNERS, HELPING TO SECURE LONG TERM NATIONAL , INTERNATIONAL , POLITICAL AND FINANCIAL SUPPORT FOR THE PEOPLE OF SIERRA LEONE TACTICS & TARGETS Sierra Leoneans have an enhanced understanding of and support for the UN’s crucial work, knowing how it how the United Nations impacts their daily lives and defends their rights Priority themes according to the tJV and on other thematic areas related to the UN’s work in Sierra Leone identified Political partners see the UN as an impartial, strong development partner for the country, not as competition. Development partners see the UN in Sierra Leone as essential, worth supporting, results oriented, transparent, innovative, high impact oriented and efficient . Civil Society/local NGOs see the UN as a strong partner and they have confidence in the UN in 7 7 OUTPUTS Priority information material strategically & timely produced, disseminated 70% of statements made in the final quarter of 2014 by opinion leaders signal strong recognition of achievements, welcome further collaboration and express confidence DELIVERABLES Questions & Answers on priority themes - aligned with UNDAF priorities end of 2014 Updating & sharing key messages Overview One UN communication (Factsheets/brochure, posters) products Ongoing joint TV series or radio programme on work of UN on priority themes and issues 70% of development and political partners as well as journalists are aware of the UN in Sierra Leone Joint outreach activities for UN priority themes (if 2 or more agencies are involved) Share with UNCG email list communication material that relates to key priorities as well as communication Targets have to be adjusted once baseline is defined, for example through a perception survey of key audiences as well as consistent media monitoring. 18 One UN Sierra Leone - Communication Strategy & Plan supporting them. Enhanced awareness of, understanding and support for UN’s work in Sierra Leone with diaspora and general public implemented Events. as listed under Milestone Human face of impact of UN peace building and development efforts is brought to life through real life stories 70% of population has positive sentiment towards UN 50% beneficiaries are aware of UN role, can mention 3 specific things that the UN is doing material for projects that involve 2 or more UN agencies press releases Human interest stories Op-ed/blog posts from senior UN managers (Videos) Joint interviews and speaker engagement Joint press encounters / briefings / strategic and on-demand media visits organized on need basis Events/campaigns launches, etc. Joint communication platforms established on International Days, report Establishing One UN Social Networks + Website Updating One UN Social Networks and with photos + results Development partners are kept informed. 1 UN Newsletter every 4 months Meetings, phone calls, written communication Donor, M&E reports National media coverage of the UN in Sierra Leone is based on accurate information Journalists are well informed of UN activities to help Sierra Leonean to build their lives Professional, trusting, responsive relations with local and international media are strengthened. A robust, transparent, proactive and responsible communication policy is in place to enable the UN to shape the news rather than react to it. It emphasizes access, transparency and impartiality. Responding to requests for information and positions rapidly and comprehensively, providing the media with accurate, credible and reliable information. International media attention for SL regained, positive media reports Following of the UN policies and guidance on media relations and communication Improved accuracy of media report, with a focus on key media outlets (TV and radio) National media capacity development activities such as mentorship programmes Enhanced knowledge of journalists about work of UN. Translation of key material into Krio 70% of media reports are accurate Provision of news releases, backgrounders and other materials in news style and plain language 19 One UN Sierra Leone - Communication Strategy & Plan Strong brand identity that explains: Who we are, what we do, and why we do it for the United Nations in Sierra Leone is implemented. Logo, vision and mission statement for One UN in Sierra Leone is developed and added to all UNCG communication material, events, email signatures of UN staff, etc. Visual branding kit is established and used consistently Reflect branding identity across all UNCT communication products OUTCOME 2: SIERRA LEONEANS CELEBRATE UNIPSIL’S WITHDRAWAL AS A SIGN OF THEIR ACHIEVEMENTS AND WELCOME FURTHER UN COLLABORATION. THEY EXPRESS CONFIDENCE IN THEIR INSTITUTIONS, ABILITIES AND FUTURE. OUTPUTS TACTIC DELIVERABLES Sierra Leoneans' concerns and perceptions about UNIPSIL's exit are addressed. Affected populations have been consulted and informed well ahead before the UN changes its footprint Field visits, townhall meetings with communities Keep a physical presence in regions, UN logo, flags in all projects, on all cars Citizens and news media understand that the ‘security’ part of the UN is no longer needed here because of Sierra Leone’s success in developing its own institutions and that the ‘development’ part of the UN will stay to continue supporting Sierra Leone's evolution 70% of local journalists are aware of changing footprint Sierra Leoneans are aware of the progress their country has made with the UN by its side since end of the war, affirming their confidence and ownership. Production of information leaflet with key stats on UN transition in Sierra Leone Involve NGO-based and community-based networks Field & project staff face-to-face communication Text messaging campaign Community Radio programme UN uses consistent messaging Staff information UN uses simple language and repeating messages in a variety of ways to help everyone understand how they can support and adapt to the transition. Create specific messaging explaining transition, addressing lessons learned and best practices, communicate messages at every opportunity Reflect key messages across all communication products, disseminate to staff, key UN spokespeople in Sierra Leone, UN HQ, PBC and key donor capitals Collective memory is kept Good reputation of UN is kept intact Readiness to engage in an communication 20 One UN Sierra Leone - Communication Strategy & Plan Reputational risks associated with unrealistic expectations of the UN are managed and the history of the UN in Sierra Leone is well known. The stage for accurate and fair assessment of the UN’s performance is set, by addressing key performance questions ourselves, openly and consistently 70% of staff understand what changing footprint will mean for them emergency plan Close monitoring of daily media coverage and rapid intervention when necessary (damage control/relationship management) Provide recommendations and consultation on strategic communication to UNCT senior management “Wrap-up” products: a video documentary about the evolving UN system (from conflict to peace to prosperity) and a photo exhibit Archiving and showcasing of UNAMSIL and UNIPSIL's photos and videos, support of national Peace Museum 21 One UN Sierra Leone - Communication Strategy & Plan OUTCOME 3: THE UN AGENCIES IN SIERRA LEONE HAVE ESTABLISHED AND USE JOINT COMMUNICATION CHANNELS /SYSTEMATIC COMMUNICATION APPROACHES AND HAVE ENHANCED THEIR ABILITY TO INFLUENCE PUBLIC OPINION. Outputs Tactic/Target Deliverables Professional and coordinated approach to all communication activities is strengthened Advocacy around priority themes, national activities and International Days is coordinated. Joint communication structures established and maintained Coordinated common position on key issues Staff are informed about the role and results of the UN, have a sense of pride working for the UNCT and believe they make a valuable contribution to Sierra Leone. Their suggestions, needs and concerns are taken into account in planning processes. regular meetings joint email list shared drive joint website & social media presence e-newsletter for internal and external audience databases on journalists and vendors Milestone list of joint activities 22 Implementation of joint activities Channels for inter-agency sharing are formalized information A functioning internal communication ensures a coordinated approach to UN messaging and operational management 70% of staff say they receive the information they need UNCG email list created & used Monthly UNCG meetings Key information shared with staff on a regular basis: Mechanisms for results based monitoring and evaluation of joint communication are established. Joint communication activities are monitored and reported. sharing of UNCT meetings information Agency level townhall meetings Sharing of key messages/messages book Sharing of One UN e-newsletter Monthly notes to staff Monitor indicators established in key audiences & channel table UNCG chair presents monthly One UN Sierra Leone - Communication Strategy & Plan progress/activity report to UNCT Conduct a perception survey across key audiences before and after implementation of communication plan Organizational capacity for the UN to communicate as One in a proactive and timely manner is strengthened Coordination and implementation communication plan is ensured of Recruitment/Deployment Communication Specialist Communication Officer empowered implement joint activities to In-house trainings for communication and all staff (Photography, social networking, radio production, graphic design) UN Resident Coordinator empowered to speak on behalf of the UN Country Team; Heads of Agencies empowered to speak on behalf of their organization of P3 Communication Policy & guidelines in place Media Training for RC, HoA, Communication Officers 23 One UN Sierra Leone - Communication Strategy & Plan COMMUNICATION PLAN & BUDGET PACKAGE 1: TELLING THE SUCCESS STORY ACTIVITY Communicating the Success Story of the Transition 8 # OF OUTCOME 1-2 GOAL INPUT AUDIENCE COST TIMELINE Developing the Success Story and channels to tell the story. Producing a “light” video documentary (hiring UNTV crew, preparation of treatment, interviews/field visits) General Public $25.000 Q1 2014 (31 March) Informing public about the success story transition, keep collective memory of history of the UN in Sierra Leone Recruitment of Communication Consultant 8 1-3 Ensure implementation of communication strategy and plan during transition phase Archiving of UNAMSIL and UNIPSIL's photos and videos DPKO/DPA Producing 1 success story/each UNIPSIL department Staff time Drafting and dissemination of Op-ed for placement in international media ahead of closing Text messaging campaign Staff time Milestone event marking handing over of UNIPSIL responsibilities to UNCT Supporting the national peace museum by providing UN photos and videos for showcasing Recruitment process via UNDP Surge or consultancy $5.000 24 $2.000 DPKO/DPA ALL $45.000 Q1 2014 Outcome 1: The One UN Agencies have a raised (positive) visibility with key partners, helping to secure long term national, international, political and financial support for the people of Sierra Leone Outcome 2: Sierra Leoneans celebrate UNIPSIL’s withdrawal as a sign of their achievements and welcome further UN collaboration. They express confidence in their institutions, abilities and future. Outcome 3: The UN Agencies in Sierra Leone have established and use joint communication channels/systematic communication approaches and have enhanced their ability to influence public opinion. One UN Sierra Leone - Communication Strategy & Plan Total Cost: 77,000 USD PACKAGE 2: ONE VOICE ACTIVITY OUTCOME 9 # GOAL INPUT AUDIENCE COST TIMELINE One UN Information products 1-3 Enhance awareness of, understanding and support for UN’s work in Sierra Leone Website content coordination, design, and update General Public $299/year Q4 2013 Q2 2013 Posters/leaflets/factsheets content translation, design and printing coordination, $2.000 Joint One UN Backdrop/banner (for events) Joint Messaging 9 1 Greater visibility of UN through coordinated and consistent messaging and branding of UN in Sierra Leone $1.000 Event marking UN Day Staff $5.000 Questions & Answers on priority themes - aligned with UNDAF priorities end of 2014 Coordinate messages for issues involving 2+ UN agencies (ERSG/RC statements, webstories, op-eds, speaker engagements, press briefings) Establish joint UN branding (Logo, tagline) and ensure use across joint communication products and field presences ALL Staff time October 2014 Ongoing Outcome 1: The One UN Agencies have a raised (positive) visibility with key partners, helping to secure long term national, international, political and financial support for the people of Sierra Leone Outcome 2: Sierra Leoneans celebrate UNIPSIL’s withdrawal as a sign of their achievements and welcome further UN collaboration. They express confidence in their institutions, abilities and future. Outcome 3: The UN Agencies in Sierra Leone have established and use joint communication channels/systematic communication approaches and have enhanced their ability to influence public opinion. 25 One UN Sierra Leone - Communication Strategy & Plan Total Cost: 8,299 USD PACKAGE 3: UN BRANDING ACTIVITY OUTCOME 10 # GOAL INPUT AUDIENCE COST TIMELINE Perception Survey 1-3 Create a baseline for results based monitoring and evaluation of joint communication are established. Public Sierra Leone $5.000 Q1 + Q 4 2014 Communication Capacity Building 3 UN in Sierra Leone empowered to speak in public Task external agency to conduct a perception survey on attitudes towards & knowledge about UN in Sierra Leone 1 Day Media Training workshop for UNCT + UNCG Communication Workshop on strategic communication, writing web stories, taking photos & videos for UNCG Coordination of TV or radio programme on work of UN on priority themes and issues Newsletter (3x/year) General Public (via media) $5.000 Q1 2014 Joint Outreach Activities 1 Enhanced awareness of, understanding and support for UN’s work in Sierra Leone $5.000 26 Local Public, development partners, staff Staff time Ongoing UN4U School Outreach programme Social networks creation, content coordination and update Internal communication (newsletter, emails) 10 Outcome 1: The One UN Agencies have a raised (positive) visibility with key partners, helping to secure long term national, international, political and financial support for the people of Sierra Leone Outcome 2: Sierra Leoneans celebrate UNIPSIL’s withdrawal as a sign of their achievements and welcome further UN collaboration. They express confidence in their institutions, abilities and future. Outcome 3: The UN Agencies in Sierra Leone have established and use joint communication channels/systematic communication approaches and have enhanced their ability to influence public opinion. One UN Sierra Leone - Communication Strategy & Plan Joint Media Outreach 1-2 Strengthened media relations, enhanced knowledge of UN by journalists, improved accuracy of media reports, positive coverage of UN issues Coordination of UNCG 1-3 Ensure sustainability of One UN Communication Group Recruitment of P3 Communication Specialist 1-3 Ensure long-term implementation of communication strategy and plan, coordination of One UN Communication activities Drafting/coordinating and disseminating of press releases, webstories and op-eds Liaison with national and international media Forwarding media inquiries to focal points in agencies Establishment of communication policy & emergency communication plan Daily media monitoring for UNCT Provide recommendations and consultation on strategic communication to UNCT Dissemination of relevant information to UNCG via email distribution list + updating of list Hosting 1 UNCG meeting/month, briefing UNCT in subsequent UNCT meeting Administration of potential UNCG budget Coordinating the updating of joint information material such as website, joint activities and key messages Recruitment process Public Staff time Ongoing UNCG Staff time Ongoing ALL $200,000 Q2 2014 Q2 2015 Total Cost: 215,000 27 One UN Sierra Leone - Communication Strategy & Plan COST-SHARING OF BUDGET Staff FAO ILO IOM UNAIDS UNDP UNFPA UNHCR UNICEF UNIDO UNIPSIL UNODC UNOPS UNWOMEN WFP WHO Cost/staff 40 1 11 6 106 42 11 151 9 32 3 6 7 100 34 559/527 Package 1 77,000 5,520 138 1,518 828 14,627 5,796 1,518 20,835 1,242 4,415 414 828 966 13,799 4,692 x138 Package 2 8,299 631 15.78 174 95 1,673 663 174 2,383 142 n/a 47 95 110 1,578 537 x15.78 Package 3 215,000 16,360 409 4,499 2,454 43,327 17,178 4,499 61,759 3,681 n/a 1,227 2,454 2,863 40,900 13,906 X409 Package 1-3 300,299 22,511 563 6,191 3,377 59,627 23,637 6,191 84,977 5,065 4,415 1,688 3,377 3,939 56,277 19,135 28 One UN Sierra Leone - Communication Strategy & Plan MAIN MESSAGE STATEMENTS The UN Country Team (UNCT) will select seven priority themes for continuous advocacy and outreach by all agencies throughout the year. Common messaging development will become part of UNCT annual work planning. In the last quarter of 2014, messaging should be aligned according to the upcoming UNDAF priorities. PRIORITY THEMES The priority themes are based on the Transitional Joint Vision as well as UNCT assessment of the current development climate and identification of key areas where a united UN voice will lead to action. Each member of the UNCT will use these key advocacy points in all their public outreach. When highlighting specific programmatic areas and results, joint projects of more than one UN agency should be given priority to emphasize the One UN's coordinated approach to achieving sustainable development. 1: Support to Good Governance (All MDGs) Goal: National institutions will be strengthened to perform their core functions more effectively and deliver services at national and local levels in a transparent and equitable manner. 2: Agriculture and Food Security (MDG 1, 3) Goal: Smallholders’ agricultural production will increase and food security will be improved 3: Natural Resources and Disaster Management (MDG 3, 7) Goal: Natural resources will be sustainably and equitably managed and threats and impacts from natural and manmade disasters reduced 4: Social Protection, Child Protection, Gender Equality and Human Rights (MDG 1, 3) Goal: The capacity and regulatory framework for human rights, gender equality and child protection will be strengthened 5: Basic Education (MDG 2,3) Goal: The access and the quality of basic education will be improved 6: Health and Nutrition (MDG 3, 4, 5, 6) Goal: A universal access to comprehensive and quality healthcare services will be enhanced 7: Economic Development and Employment (MDG 1, 3, 8) Goal: An enabling environment for investment and employment creation will be improved CROSS-CUTTING Changing of UN Footprint Capacity Development Human Rights Protection Gender Equality Youth Empowerment HIV/AIDS Land Rights Extractive Industries Constitutional Review SGBV 29 One UN Sierra Leone - Communication Strategy & Plan The UN Country Team will use the Department of Public Information’s (DPI) communication priorities and annual country work planning to select key themes for the year (see Milestones in Annex). This will inform which international days and events will be celebrated jointly. IMPLEMENTATION The UN Communication Strategy 2013-2014 is implemented through an annual work plan (see above), which is endorsed by the UNCT. The UNCG Sierra Leone will review the work plan at the end of each year to evaluate its progress against the strategic objectives and adjust to new UNDAF (starting 2015). The UNCG Sierra Leone shares responsibility for the implementation of the work plan and accepts tasks based on the comparative advantage of their agency. The work plan is managed and coordinated by the UNCG. RESOURCES STAFFING There is no designated focal point to coordinate joint communication of the UN in Sierra Leone, host meetings, follow up on agreed action points and maintain joint communication structures. At the moment, the work plan needs to be adjusted according to available staffing and budget. BUDGET There is currently no budget for joint communication. Agreed budget lines will need to be funded through cost share contributions from UN agencies operating in Sierra Leone. MONITORING AND EVALUATION REPORTING STRUCTURE UNCG Sierra Leone will report to the ERSG/RC on all UNCG activities at the country level. A selected representative will represent the group once a month at the weekly UNCT meeting and update Heads of Agencies on communication highlights. The UNCG representative will present a monthly progress and activity report to the UNCT, receiving input from UN communication focal points. Annual review and evaluation of the Group’s activities will be conducted, which will form the basis of an annual progress report. This report will be presented to the UNCT members and posted on the UNCG internal shared drive. PROCESS TO MEASURE IMPACTS OF COMMUNICATION STRATEGY Each planned activity will undergo an evaluation using a standard reporting template managed by the Office of the UN Resident Coordinator. The evaluation will focus not only the measurable outcomes of joint communication activities, but on the outcomes of those activities on target audiences. An annual report will be prepared to evaluate performance and to ensure that corrective action to meet outstanding communication needs in included in the UNCG-Sierra Leone work planning cycle for the coming year. To refine the tools for monitoring and evaluation of UNCG communication activities and set a baseline for future communication targets it is recommended to conduct a survey among the priority audiences measuring perceptions and knowledge about the UN as well as about the changing footprint among key target groups such as government, donors, civil society, general public, media (partners) and staff. 30 One UN Sierra Leone - Communication Strategy & Plan ANNEXES ANNEX A THE UNITED NATIONS COMMUNICATION GROUP IN SIERRA LEONE - BASIC OPERATIONAL MODEL I NTRODUCTION The United Nations Communication Group (UNCG) in Sierra Leone has the objective to serve as a very strong unifying platform for dealing with common communication challenges faced by the UN Country Team. This group which includes communication focal points from all UN Agencies, funds and programmes present in Sierra Leone holds monthly meetings which serve as an opportunity to integrate their resources and device practical measures to share their expertise creating a close-knit information network and the possibility to think and act together. By sharing information and ideas amongst communication focal points and agencies, synergies between agencies can be created and resources can be allocated more effectively. To ensure the efficiency and sustainability of the group, the purpose, leadership, structure and relevance for the participants as well as key deliverables should be clearly defined. At the same time, the group needs strong support from UNCT senior management to be able to prioritize active participation in the group on top of day-today responsibilities and duties. This entails a dedicated amount of time per months that should be set aside per agency to actively support and participate in UNCG activities, along with a mechanism in place that values such contributions. It is also important to manage expectations of what a UNCG can do and cannot do without resources and institutionalized coordination. T ERMS OF R EFERENCE The UN Communication Group (UNCG), in Sierra Leone should seek to strengthen inter-agency cooperation in the field of communication and also increase the media profile of the UN activities in the country by: Providing leadership in communication for the Country Team; Enhancing visibility of the UN and explain its role in Sierra Leone to key audiences; Building capacity of UN communication focal points by providing a platform for sharing best practices and training opportunities; Identifying new and creative ways to show how the UN Programmes are delivering results though inter agency collaboration; Promoting a coherent image of the United Nations in Sierra Leone; S TRUCTURE UNCG Sierra Leone should include communication focal points from all agencies, funds and programmes as well as the RC Office. Recognizing that communication specialists exist in only a few agencies, communication focal points can be appointed whenever possible The Communication Group will meet regularly as agreed by the members (once a month on Tuesdays respectively ad hoc if needed) to discuss common communication challenges, devise common responses and undertake collective action. Brief summaries of action points agreed will be prepared by the chair and 31 One UN Sierra Leone - Communication Strategy & Plan circulated amongst all communication focal points and presented by the chair to the Heads of Agencies (HoAs) in the following UNCT meeting Past experience has shown that any working UNCG flourishes with a dedicated coordination focal point who chairs the meeting, shares action points, oversees coordination of joint communication activities and represents the group at UNCT meetings. This chairmanship will rotate every month among the residential agencies by alphabetical order, starting with FAO in November 2013. K EY D ELIVERABLES & ACTIVITIES Depending on the local needs, expertise and availability of resources, UNCG Sierra Leone will carry out the following activities: Establishing of Communicating as One structure and material Establishing of UN Communication Group and basic operating model Communication strategy. UNCG Sierra Leone will give input and sign off on the communication strategy & plan for 2013-2014, review and adjust to UNDAF in October 2014. Website & Social Networks. The UNCG will decide on an alternative to the current UNIPSIL website which will be discontinued with the closing of the mission. The website will offer a gateway to UN activities in the country and provide a platform for interaction with partners as well as highlight collaborative activities of the UN System in Sierra Leone. The UNCG will also look into a common representation on social networks, which provide new opportunities to communicate proactively and in real-time with a global audience such as media, partners, diaspora and to some extend also local elites. Visual branding kit. The UNCG will decide on a common visual identity, including a One UN logo, tagline, backdrop, roll-out banner to brand events, mission statement and other branding opportunities for One UN. Question and Answer package on priority themes Info package. The Communication Group will create a common info kit, which will include fact sheets dedicated to the work of the each UNCT member covering the most important elements related to their activities. It will also include details of all communication focal points and will be offered to all visitors and media representatives. Joint databases: The UNCG will established joint databases for media contacts and external communication resources. Communication Policy for One UN in Sierra Leone Electronic newsletter: In order to highlight the inter-related nature of the UN Work and the extent of its involvement at the national level, UNCG-Sierra Leone will create and circulate a newsletter every 4 months aimed at opinion leaders (Government officials, Journalists, academics, NGO representatives etc…) By providing highlights of current activities and informing readers about upcoming activities/events, the newsletter will serve as a clearing house of information and ideas as well as a fundraising tool for the UNCT. Radio and TV programmes: Coordination of talk series for UN agencies to present their agency's work in Radio and TV programmes on Sierra Leone broadcasting corporation as well as other leading audio visual houses to inform the public in some of Sierra Leone’s indigenous languages and English. Job Description for Communication Focal point 32 One UN Sierra Leone - Communication Strategy & Plan Press Releases: Each member of the UNCG Sierra Leone will continue to issue individual press releases pertaining to individual organization activities. Joint press releases will be produced only on key UN priorities issues and activities (as outlined in the strategy). These press releases should enhance a better understanding of the integrated approach to work currently promoted by the UN in Sierra Leone in the Joint Vision. Calendar of media and public events: To avoid scheduling conflicts and with a view to better planning of Country team events, the communication group will prepare and circulate on a regular basis a calendar of Milestones. This will include public events, such as seminars and other public gatherings to the extent possible, media-related activities, such as press conferences, visits by senior UN officials and launch of reports. Common observances of important date and special occasions: Observance of UN Day (October 24) and other special occasions provide excellent opportunities to show case the work of the United Nations and rally greater support for the organization at the national level. The UNCG Sierra Leone will encourage relevant government bodies to take leadership in recognizing key days e.g. Human Rights day, World Health Day etc… A working group created by the UNCG Sierra Leone will work directly with the concerned governmental agencies and ensure the involvement of many UN Agencies/Funds and Programmes as possible. Communication Capacity Building: The UNCG will establish a continuous training plan to build communication capacity of all staff. Members will share training material and best practice resources on a shared communication platform. Internal communication: The UNCG will establish information sharing structures, such as Townhall meetings as well as dissemination of newsletters and meeting minutes to all staff. Field Missions for Media: The UNCG Sierra Leone will periodically organise joint field missions for members of local media to show coordinated UN system activities in specific areas (e.g. visit to joint UN Projects). Campaign support: UNCG participants are encouraged to share questions, best practices or promotional support requests for ongoing advocacy and awareness raising campaigns through the UNCG mailing list or mention at biweekly meetings. Joint fundraising for Communicating as One: UNCG members can use the group to propose cost-sharing agreements for join communication activities. Ongoing communication support: Strengthen informal channels with key players Recommendations and consultations on strategic communication to UNCT Speeches at events Meet-the-press events UNIPSIL Exit products Field trip, townhall meetings, handing out flyers Archiving; legacy video documentary on the history of the UN in Sierra Leone, photo exhibit documenting transition; (Freetown, possibly New York), web-based multi-media portrait of the Mission closing ceremony emergency crisis communication plan; campaigns via text messaging and community radio R EPORTING UNCG Sierra Leone will report monthly to the ERSG on all UNCG activities at the country level. A selected representative will represent the group at the weekly UNCT meeting and update Heads of Agencies on communication highlights. 33 One UN Sierra Leone - Communication Strategy & Plan Annual review and evaluation of the Group’s activities will be conducted, which will form the basis of an annual progress report. This report will be forwarded to the UNCG Secretariat at the UN Headquarters for sharing with all the UNCG members and for posting on the UNCG Website. P RINCIPLES We, the members of the UNCG, commit to communicating according to the following 10 principles to the extent possible within the limitations posed by our duties in our agencies and our resources. Accessible We engage in participative, interactive, research-based two-way communication directly and through traditional and new media. Our communication activities and products are audience-focused, user-friendly and respectful of the literacy levels, language preferences and information preferences of audiences. We comply with plain-language guidelines and graphic design guidelines (see “Sources” in background document) that help to ensure citizens understand public information. To the extent possible within the limitations of our resources, we ensure access to information by disabled people. Affirming We communicate in ways that affirm Sierra Leonean ownership for progress made and progress yet to come. We stay in the background, using our skills, technology and opportunities to tell stories from a Sierra Leonean perspective and in a Sierra leonean voice. We reject patterns of speech and behaviour that infer dominance and erode confidence. Corporate We conform to the UN’s visual identity guidelines and DPI’s public information guidelines Empowering We nurture the communication abilities of others. We support and use others’ communication tools and initiatives, rather than develop our own. We choose collaboration and co-ventures over independent action, when: An activity helps to fulfill UNCT’s goals and objectives. The activity builds national capabilities without creating dependence on UNCT for long-term financial and other support. We can afford to participate. The activity does not pose reputational, financial or other risks. Partners have the experience, skills and resources to produce materials and experiences of high quality. We foster the development of a communication sector within the local economy. If a communication service is provided in Sierra Leonean at a reasonable price to the standard we need to achieve our objectives, we purchase that service rather than build internal capabilities. We understand that internal communication is the foundation of external communication, and empower and equip our staff members to be effective ambassadors for the UN system within their own communities. Gender sensitive We profile women and men equally in prominence, number, space and airtime. 34 One UN Sierra Leone - Communication Strategy & Plan Impartial We position ourselves as an impartial agent in all communication initiatives. We balance civic education and public information carefully, with special attention in the lead up to and during elections, to avoid any perception that the United Nations favours any candidate, party or faction. Respectful We portray all people in ways that demonstrate their resourcefulness, power, productivity and achievements. We ‘hand over the floor,’ enabling our audiences to speak for themselves so that communication is authentic, focused on the issues our audiences care about, recognizes their real situations and builds on their current knowledge. We do not tell people what to think, patronize them, instil fear or propagate negativity. As communicators, we move away from messaging, and focus on listening. We motivate positive action by focusing on ‘bright spots.’ Timely We respond immediately to requests from journalists, citizens and other stakeholders for information and access to comments from leaders, to the degree possible within our resources. Transparent We convey information openly and transparently, thereby building trust and credibility. We present facts and context without interpretation or spin, respecting our audience’s ability to construct meaning and to make up their own minds. We communicate evidence, not intentions. Value for money We deliver value for money by focusing on our strengths and the activities valued by our stakeholders – and by producing a few trusted, effective products, rather than many of lesser quality and impact. 35 One UN Sierra Leone - Communication Strategy & Plan ANNEX B - MILESTONES 2013-2014 Month Event Lead September 2013 Security Council meeting on Sierra Leone SPU with UNCT/UNCG October 2013 29 Handover of Kono Office Canadian Ambassador (Head of Peacebuilding Commission) 11 International Day of the Girl Child SPU with UNCT/UNCG SPU with UNCT/UNCG UNICEF 16 World Food Day FAO, WFP 17 Anti-Poverty Day UNDP 24 UN [Women Open] Day ALL 19 World Toilet Day UNICEF 20 International Childrens's Rights Day UNICEF 25 International Day for the Elimination of Violence Against Women UNFPA, UNDP Move of UNIPSIL to UNDP Compound UNIPSIL 1 World AIDS Day UNAIDS, UNFPA, UNDP 10 Human Rights Day OHCHR, UNFPA Closure of UNIPSIL offices in Bo and Makeni SPU with UNCT/UNCG March 2014 May 2014 31 Closing Down of UNIPSIL 5 International Day of the Midwife SPU with UNCT/UNCG UNFPA July 2014 11 World Population Day UNFPA August 2014 12 International Youth Day UNFPA, UNDP 19 World Humanitarian Day UNFPA, UNDP 1 International Day of Older Persons UNFPA 11 International Day of the Girl Child UNFPA, UNICEF Sierra Leone Census UNFPA November 2013 December 2013 October 2014 Ongoing 36 One UN Sierra Leone - Communication Strategy & Plan ANNEX C - UNITED NATIONS COMMUNICATION GROUP SIERRA LEONE MEMBERS Agency FAO IMF ILO IOM RC Office UNAIDS UNCDF UNDP UNDP UNESCO UNFPA UNHCR UNICEF UNICEF UNODC UNOPS UNWOMEN WFP WFP WHO Name Mr. David Mwesigwa Mr. Mathew Sandy Ms. Chike Nwune Mr. Mangeh Sesay Ms. Silke von Brockhausen Mr. Bockari Samba Mr. Charles Nach Mr. Abdul Karim Bah Mr. Christian Thomas Mr. Ronald D. Kayanja Ms. Marian Samu Mr. Ben Musa Ms. Angela Griep Ms. Rosmarie Jah Mr. Festus Robin-Taylor Ms. Jeanne Diokh Sadio Ms. Emma Vincent Ms. Millicent Fullah Mr. Francis Boima Mr. Saffea Gborie Title Communication focal point Communication focal point Communication focal point Communication focal point Communication Officer Programme Officer Programme Manager Communication Analyst Multimedia Assistant Communication Focal Point Communication Officer Programme Associate Head External Relations External Relations, Advocacy Communication Focal Point Communication Focal Point Communication Officer Communication Officer Public Information and Reports Information Assistant ANNEX D - UNITED NATIONS COUNTRY TEAM SIERRA LEONE MEMBERS Agency UN AfDB DSS FAO ILO IMF IOM OHCHR UN Women UNAIDS UNCDF UNDP UNESCO UNFPA UNHCR UNICEF UNIDO UNODC UNOPS WFP WHO World Bank Name Mr. Jens Toyberg-Frandzen Dr. Yero H.J. Baldeh Mr. Andrei Bobylev Mr. Gabriel Rugalema Mr. Munya Hove Mr. Francis Kumah Mr. Sanusi Savage Ms. Fernanda Guimaraes n/a Dr. Job Sagbohan Dr. Neil Webster Mr. Sudipto Mukerjee Mr. Tirso Dos Santos Mr. Bannet Ndyanabangi Mr. Jean Bosco Rushatsi Mr. Roeland Monasch Mr. Kelleh Mansaray Mr. Marco Teixeira Ms. Jeanne Diokh Sadio Mr. Gon Myers Dr. Teniin Gakuruh Mr. Francis Ato Brown Title ERSG/RC/RR Representative UN CSA Representative Programme Manager Representative Head of Office Representative n/a Country Coordinator Regional Technical Advisor Country Director Regional Representative Representative Representative Representative OiC Head of Operations Programme Coordinator Officer in Charge Representative O.I.C Country Manager 37 Strategic Planning Unit Philip Dive, Head of Unit Linda-Marie Bladvall, Coordination Specialist One UN Sierra Leone - Communication Strategy & Plan ANNEX E - LIST OF MEDIA OUTLETS PRINT Africa Young Voices African Chronicle Ariogbo Awareness Times AWOKO Cocorioco Concord Times DEMOCRAT Equity For di People Global Sovereignty Global Times Independent Observer Nation Development New Citizen New People New Vision News 24 Peep Magazine Plain Truth Politico Premeir News Salone Champion Salone Times Satellite Sierra Express Media Sierra News Stand Firm Standard Times Switsalone The Atomic The Examiner The Exclusive The Nationalist The New Storm The News The Owl The Patriotic Vanguard The Punch The Rural Network The Spectator The Torchlight The Trumpet The Voice Unity We Yone RADIO/TV Universal Radio Fourah Bay Collage/ Foundation Hirondelle SLBC Radio Democracy Star Radio SKYY Radio Kalleone Radio 105.7FM Capital Radio 104.9FM Voice of the Handicapped (VOH) Citizen Radio 102.0FM FM 96, Tombo Capital Radio Culture Radio Brand Sierra Leone TV 38
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