With the support of multitudes:using strategic communication to fight poverty through PRSPs

This paper aims to support the Poverty Reduction Strategy process through demonstrating to policymakers how strategic communication can contribute to achieving their objectives in formulating effective Poverty Reduction Strategies. It suggests that strategic communication ought to ensure mechanisms are in place allowing for a two-way flow of information and ideas between the government and citizenry. The study also draws out some of the major issues arising out of the need to create national ownership and ensure broad participation in the process, as key components of the PRSPs. These include:

• a lack of information about the strategies being developed and implemented among major stakeholders.
• lack of trust and confidence about the process remains a major problem, where cynicism is rife
• participatory exercises are often seen as public information campaigns, involving top-down dissemination and a few workshops and seminars. They are often more ad hoc, as opposed to strategic
• once the PRSP is finalised communication processes end, with little effort to institute systems for continued citizen engagement

Additionally, it sheds light on structural factors that could impede genuine citizen participation and draws out a number of key lessons to be learnt. Some of these include:

• a need to distinguish between mere consultation or awareness raising and participation.
• strategic communication ought to be planned, deliberate and long-term rather than ad-hoc or reactive communication.
• the communication strategy should aim to create ownership via a process of free, open and inclusive national dialogue and to manage expectations
• involving opinion leaders within the community, as elites also have crucial roles to play in the struggle against poverty.

  This paper comprises:

  • case studies from a variety of countries on the use of communication to enhance the effectiveness of Poverty Reduction Strategies;
  • practical guidance on which methods are known to have been effective and which have been less so
  • an analysis of the structural impediments to participation and country ownership
  • a detailed list of further sources of information and guidance.

  [adapted from author]