Communication-Based Assessment for Bank ... - …

1 THE world BANKPaul MitchellKarla Chaman-RuizWORLD bank WORKING PAPER NO. 119 communication -BasedAssessment for BankOperations40561 Public Disclosure AuthorizedPublic Disclosure AuthorizedPublic Disclosure AuthorizedPublic Disclosure AuthorizedPublic Disclosure AuthorizedPublic Disclosure AuthorizedPublic Disclosure AuthorizedPublic Disclosure AuthorizedWORLD bank WORKING PAPER NO. 119 Communication-Based Assessmentfor bank OperationsPaul MitchellKarla Chaman-RuizTHE world BANKW ashington, 2007 The International bank for Reconstruction and Development/The world Bank1818 H Street, , 20433, rights reservedManufactured in the United States of AmericaFirst Printing: June 2007printed on recycled paper1 2 3 4 5 10 09 08 07 world bank Working Papers are published to communicate the results of the bank s work to thedevelopment community with the least possible delay.

2 The manuscript of this paper thereforehas not been prepared in accordance with the procedures appropriate to formally-edited sources cited in this paper may be informal documents that are not readily findings, interpretations, and conclusions expressed herein are those of the author(s)and do not necessarily reflect the views of the International bank for Reconstruction andDevelopment/The world bank and its affiliated organizations, or those of the ExecutiveDirectors of The world bank or the governments they world bank does not guarantee the accuracy of the data included in this work.

3 Theboundaries, colors, denominations, and other information shown on any map in this work donot imply any judgment on the part of The world bank of the legal status of any territory orthe endorsement or acceptance of such material in this publication is copyrighted. Copying and/or transmitting portions or allof this work without permission may be a violation of applicable law. The International Bankfor Reconstruction and Development/The world bank encourages dissemination of its workand will normally grant permission promptly to reproduce portions of the permission to photocopy or reprint any part of this work, please send a request withcomplete information to the Copyright Clearance Center, Inc.

4 , 222 Rosewood Drive, Danvers,MA 01923, USA, Tel: 978-750-8400, Fax: 978-750-4470, other queries on rights and licenses, including subsidiary rights, should be addressed tothe Office of the Publisher, The world bank , 1818 H Street NW, Washington, DC 20433, USA,Fax: 202-522-2422, email: 0-8213-7165-7 ISBN-13: 978-0-8213-7165-7eISBN: 978-0-8213-7166-4 ISSN: 1726-5878 DOI: Mitchell is Manager of the Development Communications division of the External Affairsdepartment of the world bank . Karla Chaman-Ruiz is a Communications Officer in the of Congress Cataloging-in-Publication Data has been communication for Success and Sustainability Case for Strategic CommunicationsCommunications- based Assessment : The First and Practice Trust and Transparency in the Communications Development communication Communication-Based Assessment (CBA)Situational KnowledgeSocio-political AnalysisGeneral Application of CBA in Reform CasesCBA the Dialogue.

5 Components of theCommunication- based AssessmentGovernmental and Political Risk AnalysisStakeholder AnalysisMedia, communication Research Environment, and Local CapacitySocial and Participatory of the CBA to Operational ProjectsAlignment of Development ObjectivesIdentificaton of AudiencesAssessment and Mitigation of Social and Political RisksIdentification of Stakeholders PositionsIdentification of Champions for the InitiativeUnderstanding of Decisionmaking MechanismsInputs for a Sound Public communication ProgramCapacity-building for Achieving Effective Communicationiiivvii11225569 11 11 12 13 14 1717212328313132333636384042 Ensuring Internal

6 Coordination and ConsistencyConclusionReferencesLIST OFFIGURES1. Development communication Approach2. Analytical Work of CBA3. Importance of Issues (Ghana Urban Water Reform)4. Most Important Aspect of Water Service (Ghana Urban Water Reform)5. Major Audiences (Mauritius)6. The Reality of Institutional Settings7. Georgia Judicial Reform Socio-Policital Risk Analysis8. Players (Ghana)9. Basic Organizational communication Chart for ALRMP II (Kenya)10. communication Action Plan Components11. Main Areas of Intervention (Brazil)12.

7 Trusted Sources13. Messages14. GuidelinesLIST OFBOXES1. Governmental and Political Analysis (Issues to be Covered by the CBA)2. Stakeholder Analysis (Issues to be Covered by the CBA)3. Media and communication Research Environment Analysis (Issues to be Covered by the CBA)4. Social and Participatory communication Analysis (Issues to be Covered by the CBA)5. Analysis of Critical Audiences (Water and Sanitation PSP, Mauritius)ivContents 43 44 47 10 14 32 32 34 35 35 38 39 40 41 41 43 44 20 24 27 29 37vPrefaceThe world of development and the world of communication are changing rapidly.

8 Thereare new entrants to development, new ways of listening and encouraging participation,and new needs for communication . It is not only the technology of communication and itsapplication that is changing rapidly, but also the way communication is viewed related todevelopment. The traditional view that communication is a one-way process of informationdissemination and is peripheral to the development process has been superseded by theview that communication is integral to the very design of development can help in the understanding of the political, social, and culturalenvironments in which development is taking place.

9 This contextual knowledge identifiesthese non-financial risks, ascertains how societies interact and reveals their perceptions,priorities, expectations, language codes, cultures and channels of communication . It reviewsthe development initiative from the perspective of those affected by the development andhelps policymakers base their decisions on a clear understanding of beneficiaries perspectivesfrom the beginning of the development initiative. This facilitates improved project designand meaningful participation and consultation part of the development communication methodology used by the world bank , theCommunication- based Assessment identifies the knowledge, perceptions, fears, and expec-tations of the stakeholders affected by the development initiative.

10 When used at the initialstage of designing a development intervention, communication can make an integral con-tribution to paper provides a mix of theory backed by practice in the field and a detailed guideto undertaking a Communication-Based Assessment . It is the compilation of many yearsof field work in applying the framework. We hope project teams find this a useful guide toincorporating communication into their work to help achieve results meaningful to thepeople who are meant to benefit from development work would not have been possible without the contributions of the members ofthe Development communication Division (DevComm) who have provided numerousmaterials and examples to enrich this document.