ACTIONS FOR A BETTER COUNTRY Our Communications Strategy
ACTIONS FOR A BETTER COUNTRY
Our Communications Strategy
Sandro Calvani, UNODC Colombia
Vienna, July 2005
For the past 20 years, UNODC Colombia has been
working with the local government in its fight
against drugs and crime.
Despite the efforts and successes of the
Colombian government, the international
community and UNODC, these efforts would go
unnoticed by the local public in the absence of a
It is essential that all members of the local
community be aware of such efforts and results.
What people should know about us?
Results and credibilty of drugs and crime
What we do and how UNODC and the civil
society can help each other.
Impressive results in
illicit crop reduction in
In the last five years,
illicit crops in
Colombia have been
reduced from 163,000
ha. in 2000 to 80,000
ha. in 2004.
However, Colombia is
still the leading coca
producer in the-51%
COCA CROPS IN COLOMBIA 2000-2004
The bad news:
Coca crops and illicit drug
trafficking have serious
detrimental effects on the
social, political, economic
security and the natural
environment of Colombia
as a nation.
Drug abuse and crime
related to drug trafficking
are on the rise, as are
other crimes such as
UNODC Colombia communications strategy
includes the development of:
Information targeted toward diverse audiences
Strategic public relations
Direct contact with the community in the field
Partnerships with local governments, private
companies, and institutions.
Key strategic activities
Relations with media
Our First Strategy.
We design and distribute
information about our
work in order to uphold
our image and gain
recognition as an
institution dedicated to
making a positive impact
on target groups.
The Colombian public is
hungry for news, facts and
figures on controversial
issues such as drugs and
They look to the United
Nations as a source of
important information and
constructive discourse on
Relations with media 1
Relations with the media, our
Media reports are produced
by journalists who might have
a positive attitude or a
negative bias. It is important
to build trust in a professional
relationship in order to avoid
In 2004 – 2005 we have
reached 100% positive reports
from the international,
national and regional media.
Relations with media 2
News coverage on UNODC Colombia (number of articles per month)
Total of published news: 462
(August/04 - June/05) Average per month: 42
Relations with media 3
Our own media are also
•ACCIONES –ACTIONSan e-magazine.
•An informative brochure.
position our name and
inform the public about
what we do.
Activities and events:
Universidad de Antioquia (1 conference)
Universidad del Magdalena (6 seminars)
Universidad Nacional de Colombia (1 seminar)
Escuela Superior de Administración Pública (1 seminar)
Politecnico Grancolombiano (2 conferences)
Universidad de los Andes (2 seminars)
Pontificia Universidad Javeriana
Universidad Externado de Colombia
Universidad Santo Tomás
Universidad de la Sabana
Alternative development events
Mock trials (4)
Participation in National Book Fair
Prevention on Drugs Convention
Seminar on terrorism issues.
Cartagena Elementary School donation
Annual Award on Successes Practices against Drug Abuse
Public relations 1
Alliances and partnerships provide
We are building a network of friends
from all levels of society. They
include university students, who
represent the future; and managers
and directors of large companies,
who are making history today.
Each group provides us with unique
advantages and perspectives.
Public relations 2
Our Corporate Social
with RCN Television gave
us the opportunity to
directly reach 6 million
Colombians in their homes
through the soap opera
Todos quieren con Marilyn
(Everybody wants to be
with Marilyn), in order to
raise public awareness of
Colombia´s vulnerability to
Public relations 3
families who have
lives to alternative
Public relations 4
We have initiated a
Satena, a domestic
airline, with the
objective of serving
programs on all
Sixth strategy: Outstanding
Having a well informed and
prepared team of
professionals makes each
person an effective
ambassador of our work.
Through Somos UNO or We
are One, all staff members
are informed of common
Plans for the Future:
Improve our database of essential information about drug
control policies, institutions, NGOs, and mass media.
Create a magazine (in cooperation with UNAIDS and
WHO) to distribute information about success stories on
drug control, illicit crop eradication and alternative
Design project brochures and videoclips, and
continously update our website.
Plans for the future:
Reach out to the Colombian people where they work and
Gain more trust and support in the private sector in order
to build strategic alliances.
Improve friendly relationships with the media through a
specialized news network on drug and crime.
Create a specialized unit to keep embassies well
informed and to raise funds from different non-traditional
What is at stake?
A communications strategy is an efficient tool to
help field offices to achieve their planned goals.
Prevents negative reflection by the media and
society in general.
Serves as a medium for the formation of alliances.
May achieve significant benefits through a small
Posters and other educational materials
Public information campaigns
Public relations strategies
Seminars in major cities
Workshops for journalists
Workshops for students
Seminars with congressmen and government officials
International anti-drug events
International anti-corruption events
Manuals, factsheets, books
• Web Site
Total yearly budget:
Approx. USD 190,000
Our actions and work are effective.
However, we need to prevent criticism and
negative perception before they start.
Other UN agencies have faced negative
criticism. We are aware of such risk and are
taking preventative measures.