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
communications strategy.
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
strategies.
What we do and how UNODC and the civil
society can help each other.
Good News:
Impressive results in
illicit crop reduction in
Colombia.
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%
world.
180000
140000
Has
2000
2001
100000
2002
60000
2003
2004
20000
0
2000
2001
2002
Año
Year
2003
2004
COCA CROPS IN COLOMBIA 2000-2004
2002
2000
2004
2001
2003
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
human trafficking.
UNODC Colombia communications strategy
includes the development of:
Prevention campaigns
Outreach programs
Public events
Information targeted toward diverse audiences
Educational programs
Publications
Awareness programs
Strategic public relations
Direct contact with the community in the field
Partnerships with local governments, private
companies, and institutions.
Key strategic activities
UNODC image
Public information
Relations with media
Public events
Public relations
Internal communications
UNODC Image:
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.
Second Strategy:
Public Information.
The Colombian public is
hungry for news, facts and
figures on controversial
issues such as drugs and
crime.
They look to the United
Nations as a source of
important information and
constructive discourse on
the matter.
Relations with media 1
Third strategy:
Relations with the media, our
constant effort.
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
negative reporting.
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
useful.
•ACCIONES –ACTIONSan e-magazine.
•An informative brochure.
•Internet website.
•Update magazine
•UN Radio
Fourth strategy:
Public events.
Seminars, conventions,
fairs, festivals,
propaganda initiatives
and academic
programs provide
opportunities to
position our name and
inform the public about
what we do.
Activities and events:
Universities:
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
Other:
Alternative development events
Mock trials (4)
Posters exhibit
Poetry reading
Participation in National Book Fair
Cartoons exhibit
Prevention on Drugs Convention
Seminar on terrorism issues.
Cartagena Elementary School donation
Annual Award on Successes Practices against Drug Abuse
Public relations 1
Fifth strategy:
Public relations.
Alliances and partnerships provide
enormous benefits.
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
Responsibility agreement
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
human trafficking.
Public relations 3
Carrefour
Our partnership
with Carrefour
benefits
thousands of
Colombian
families who have
committed their
lives to alternative
development.
Public relations 4
Satena
We have initiated a
partnership with
Satena, a domestic
airline, with the
objective of serving
Colombian organic
coffee from
alternative
development
programs on all
Satena flights.
Sixth strategy: Outstanding
internal communications
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
endeavours.
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
development.
Design project brochures and videoclips, and
continously update our website.
Plans for the future:
Reach out to the Colombian people where they work and
live
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
sources.
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
investment.
Sample Budget
•Campaigns
USD 30.000
o
Posters and other educational materials
o
Public information campaigns
o
Media campaigns
o
Public relations strategies
•Events
USD 15.000
o
Seminars in major cities
o
Workshops for journalists
o
Workshops for students
o
Seminars with congressmen and government officials
o
International anti-drug events
o
International anti-corruption events
Publications
USD 55.000
o
Internal/External
o
Manuals, factsheets, books
o
Videos
Subtotal
USD 100.000
IT Support
• Web Site
• Database
• Telecommunications
USD 15,000
Personnel
Equipment
USD 60.000
USD 15.000
Total
USD 190,000
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.
Thank you!
www.unodc.org/colombia