Managing the President’s Communication

Need for the Creation of an Information and Communications Directorate

By Bolaji Okusaga

“Smooth communications operations are hard to come by, because they must handle short-term, nuts and bolts emergencies as well as long-term, policy-oriented campaigns. Each poses different demands on the lifestyle and governing style of a president.” - Martha Joynt Kumar (Managing the Presidential Communication, 2007)

1. Introduction

Corruption

The need to communicate

progress made with combating corruption.

Insurgency

Push to rid the North East and

South-South of Insurgents

and help stabilize the

polity

Economy

With falling Oil prices, the

Economy is under strain, giving rise to

call for diversification

Local Politics

Need to capture the

popular imagination

and give vent to impactful policies and legislations

Foreign Relations

Restore our pride on the

African Continent and

launch Nigeria as a

global leader

Communicating the President’s Message – Key Issues

Engendering a Communication Culture

Presidency

Politics and

Policies

Stakeholder Alignment

Local and Global Agenda

Why a Communications Directorate?

Ensuring Access

Ensure ease of accessibility through effective structure and process

Engender Right ConnectionsUnderstand and tap into fears of politics and policy

fearsWork in alliance with media directorate to fine-

tune position and improve outcomes

Bridge Gap between Policy Objectives and Public PerceptionCreate a communications structure within the

Presidency that seeks out communications opportunities and prepares as appropriate

Entrench and sustain a platform for communications management

2. Process and Procedure

Key Objective

Prop Image, shape reputation and Promote President’s Agenda

Develop tight communication protocol around the President and

by extension, the Presidency

Influence the Communication of Policy Agenda by sharing best practice, benchmarking

information and by escalating concerns

Key Activities of the Communications Directorate

1. Scan Political and Policy

Environment

2. Identify Critical Communication Opportunities

3. Analyze the Issues

4. Prime and Prepare the

President

5. Set Communication

Goals

6. Develop Message

7. Manage Communications

Process

8. Work with Media Directorate

to Agree Deployment

9. Conduct Surveys and post

communications Evaluation

From Scanning the Environment to Strategy Development

Set-up • Structure to work

with a Research, Polling and Policy Advisory Unit

Structure• Environmental

Scanning and Issues Audit

• Communications Preparation

• Communications Cycle Planning

• Message Development

Service• Communication Research

/Perception Studies – Polling

• Media Training / Advisory to the President

• Communications Strategy and Message Development

• Communication Impact Assessment

Identify Critical Communication Points

Reform Agenda

What are the appropriate messages to

send?

What are the most effective

communication tools to use?

ObstaclesWho are the

audiences we should target?

What are other groups saying or

doing?

OpportunitiesWhich messages work better for

which audiences?

How do we ensure arrival?

Analyzing the Issues

The communication team will use secondary and primary research to analyze strengths, weaknesses, opportunities and threats (SWOT analysis).

Dimensioning the Issues

The Communication Team will use research to identify potential allies and adversaries, and determine how that information fits into opportunities or threats.

Identifying Allies and Adversaries

Goal Setting

Moving from Strategy to Action

Helps guide implementation

Provide basis for connection with critical constituencies

and communities

Enables Government to monitor progress and

evaluate results

Message Development

Message Vs. Target What are the best messages for

each target audiences?

Communication Tactics What are the best Communication

tactics to deliver those messages to those audiences?

Communication Cycle Day 1, Day 2-7 and Week 2-4

messages

Process Management

• President as key Spokesperson with other critical spokesmen

TRAINING OF SPOKESPERSONS

• Staff are to brain-storm all possible incidents that may snowball into a crisis situation

INCIDENCE MANAGEMENT • Strict

communication protocols to be observed in all situations

COMMUNICATIONS PROTOCOL

Communication Preparedness

Process Interrogation Meetings with Media

Directorate

Weekly Process Interrogation Meetings with Media Directorate

to determine level of communications

preparedness

Consider Flash Points

Look at critical process issues and flashpoints

Identify potential Issues or operational hitches

Plot their Probability Factor and Impact Value.

Communicating the Message

The Communication Directorate will document all decisions and

incorporate them into an Action Plan.

Action-Plan will spell out which

staff members are responsible for which actions

Action-Plan will include sequence of Communication

and possible scripts of the

encounter

The Policy must outline a primary contact to begin

putting the Policy into action

3. Implementation

Anti-

Corr

uptio

n

Government’s Programmes

Decisions

Infra

stru

ctur

e

Econ

omy

Jobs

Cre

ation

Nati

onal

O

rient

ation

Fore

ign

Polic

y

Obtaining

People Support

Legislative Backing

Policy Intervention

Insu

rgen

cy

Actions Taken

Key Focus

The

Econ

omy

Communicating Government’s

Actions and Intentions

Treasury Single Account

Setting Up of an Anti-Corruption Committee

Buoying the Efficiency Process

Tax Legislations Underway

Route to Market

STAKEHOLDERENGAGEMENT

ISSUES MANAGEMENT

REPUTATION MANAGEMENT

MESSAGE DEVELOPMENT

President Nigeria

Increase visibility in local communities, Media and Business

Boost interaction with key thought

leaders and groups,

Manage the communication of policy oriented issues

Develop information for

Media Directorate’s

dissemination

Push for Cut-Through Communication

To Inform

Relevant Stakeholders

Local: Political and

Economic

Global:World Leaders and

Development Partners

To Communicate Clear and Impactful

Messages

To the Nigerians and watchers of

Nigeria

Build Bridge between Presidential Politics and Policies

Clarity

Absence of Fluff

Targeting Stakeholders

Legislators

State Governments

Analysts Media

Opinion Leaders

Market Clusters

Local Communities

Business Community

Local Constituents

Vital to our approach are four things:

I. Understanding the StakeholderII. Keeping an updated lists of stakeholdersIII. Working with Media Directorate to Manage the Communication

EncounterIV. Having tight follow-up Strategies

Forward Planning

Creation of communication protocols and

cycle plans

Right Medium

Target those who need to

Know

Consistency of Message

One Talking Head

Scripted Communication

Follow Through

On Key Message On Media Engagements

Strategy

Message / Spokesperson Training

Equip President /Spokespeople with key messages through intensive

media message training programme

High-light key issues

Develop and implement an issues-based

Communications Strategy

Ensure President Nigeria has an authoritative

voice amongst key stakeholders

Set-up a Communications Directorate for Strategy, Communications Preparation and Forward Planning• Understand the Issues• Bring on board broad strategy• Prepare Messaging and Cycle Plans

Retention of the Media and Information Directorate• Management of Media and Briefings• Management of Press Office• Media Gate-keeping

Tactics

Supporting President Communication

COMMUNICATIONS DIRECTORATE• Issues Identification / Strategy

Development• Polling and Issues Audit• Communications Strategy

Development• Preparation

• Message Development• Media Trainings

• Messaging• Holding Statements• FAQ’s• Proactive • Rebuttals• Affirmations

MEDIA AND INFORMATION DIRECTORATE• Releases from President Nigeria

• Announcement of new developments

• Pitching Stories• News Releases

• Organisation of Briefing Sessions with Journalists• Announcement of new

developments• Pitching Stories

Broad Framework

Doers and Runners

Professionals

Special Advisers (Political Appointee)

Senior Special Adviser (Political Appointee)Director General (Professional)

Director, Communications

Directorate

Head, Content Head, Platforms

Director, Media and Information

Directorate

News Agency of Nigeria

Structure

Extending the Influence

Stakeholder Management

Policy Engagement

Presidential ProfilingStrategy and Preparation

Media Tours

On and Offline Media

Engagements

Outreach Campaign

Education Campaign

Endorsement Campaign

Policy Marketing

Implementation

“Today, effective presidential communications requires the chief executive to put together an organization capable of arranging his publicity. He needs to have an organization behind him that is capable of crafting messages for the public and then of managing those messages in a way that appeals to the public he is interested in reaching.”Martha Joynt Kumar (Managing the Presidential Communication, 2007)

Thank you