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This training program aims to enhance understanding of communications budgeting for effective policy-making and reforms. Learn about funding sources, cost considerations, and making smart choices in budgeting.
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Strategic Communications Training Budgeting & Costing for Strategic CommunicationsX State MDA
Welcome Note • Opening Remarks • Programme Information
Participant Introductions • Name • MDA you represent • Job Title • What you hope to gain from the training? –Participant priorities
Roadmap for Day • Training Objectives • Budgeting/Costing for Strategic Communications • Breakout Exercise: Budgeting & Costing • Q & A • Wrap Up & Next Steps • Evaluations
Training Objectives Improve: • MDA appreciation and understanding of the need for communications budgeting and costing of media relations activities. • Ministry capacity to develop and design effective communications budgets to support policy-making or reforms.
Budgeting/costing Process • Funding • A critical success factor • Must be in place as early as possible, or is a constraint– internal comms needs often overlooked; crucial for success of policy • Approaches • Comms budget is fixed, Strategy written to the budget • Strategy is developed.... Funding is sourced • EXAMPLE? • Sources of funding & how arranged • Developing a Costed Workplan • Keen attention must be given to communication and outreach • Do not underestimate the time needed to research cost factors and make strategic decisions
Key Costing Considerations • Stakeholder research: benchmarking + monitoring • Costs for implementation • Media • “pay-to-play”, Brown envelope • seminars for journalists • field visits • production costs • Layout, Design, Printing, Radio, TV production
Key Costing Considerations cont’d • Advertising • Radio PSAs • jingles • earpieces/banner ads • Roadshows, technical workshops, retreats • Rental of hall • Print materials • Transport • Lodging, food • Rental of audio-visual • Website • Development • Maintenance • hosting fees
Budgeting/costing:Making Smart Choices • Never enough $$ to do all that could be done • Smart choices maximise results Prioritise stakeholders • Who must be reached vs. who is merely useful to reach • How best to reach them: Information vs. dialogue, 1-way vs. 2-way comms • How much to spend on each approach, target group Target audience and objectives determine the tools and how much money to spend on them
Hard choices: what to think about • The amount of money decides what can be done • Hard choices =prioritsing stakeholders, best tools for impact • Internal + external stakeholders • Media vs. non-media communication tools • Radio program versus community meeting • Jingles or PSAs • Geographical balance • Combining non-media with media • Community meeting + radio broadcast • Which non-media approach is best • distribute flyers or hold a community meeting • Billboards or T-shirts?
Summary Essential-- analyse the targeted audience, messages and the kind of media tools to use when creating a budget Sourcing adequate funding for internal and external comms is paramount to successful advocacy, implementation of MDA policy An independent review is key to knowing the level of impact the communication and public outreach has made = costs to plan for.
Budgeting Break-Out Group Exercise
