This publication was compiled by The African Organisation of Supreme Audit Institutions (AFROSAI).

Transcription

1 African Organisation of Supreme Audit Institutions AFROSAI COMMUNICATION STRATEGY October 2014

2 Imprint This publication was compiled by The African Organisation of Supreme Audit Institutions (AFROSAI). AFROSAI General Secretariat 940 rue Narvick, BP 376 Yaoundé Phone: Fax: sg_afrosai@afrosai.org This publication has been produced with the kind assistance of the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and the European Union (EU). Layout Twaai Design As at December 2015

3 Contents Purpose of the strategy Principles of communication within AFROSAI....2 Key objectives of communication Stakeholder analysis Roles and responsibilities a) In terms of internal communication b) In terms of external communication Implementation of the objectives of communication Communication channels Monitoring and evaluation AFROSAI Communication Strategy 1

4 Purpose of the Strategy Through communication, AFROSAI aims to establish its reputation and credibility on a sustainable foundation. The purpose of this Communication Strategy is to set out the principles of communication for AFROSAI and its members to ensure eective, transparent, accurate and timely communication amongst them. AFROSAI pursues an integrated communication approach which projects a single identity internally and externally and targets primarily its member SAIs. Clear and consistent messages are absolutely necessary for a sustainable internal and external position. Key messages are to be transferred consistently; their contents have to be precise and free of contradictions. Clear responsibilities and well defined processes are indispensable in order to implement a one voice principle - meaning a strategy of consistent messages. It is the intent that this strategy will lead to: An ease of communication between all relevant stakeholders More eective and practical means of communication management Simple, coherent and relevant communication between all AFROSAI organs Clarity on communication roles and responsibilities within AFROSAI The communication strategy gives members of AFROSAI and the Language Sub Groups (LSGs) a clear and consistent direction of what, when and how communication should be used in order to promote the fulfilment of AFROSAI strategic mission, vision, goals and objectives/ priorities. It is therefore important that the communication strategy be read in conjunction with the AFROSAI strategic plan. Principles of communication within AFROSAI Reciprocity and personal accountability for communication between AFROSAI and all stakeholders. Timeliness, relevance, transparency and quality in the dissemination of information by key internal stakeholders in their respective fields. 2 AFROSAI Communication Strategy

5 Equitable respect of AFROSAI oicial languages in translation and interpreting (Arabic, English, French, and where possible Portuguese) of all documents produced, information, oicial correspondence, etc. Upgrade information on developments and activities of AFROSAI to all stakeholders. Responsiveness, mutual respect and trust between the sender and receiver of messages. Free flow of information, ideas, experiences and knowledge among organs of AFROSAI and members SAIs on the one hand, and between the members SAIs on the other. Credibility, independence, competence, performance, and preservation of the public image of AFROSAI for external communication. Necessity for AFROSAI to speak with one common voice in the context of trade with its external partners. Key objectives of communication In line with the approach of consistent clear messages, the following objectives of communication should form the foundation of AFROSAI key messages to internal and external stakeholders: Promote the fulfilment of the AFROSAI strategic vision, mission, goals and priorities Create a culture of reciprocity in relations between AFROSAI stakeholders Promote a sense of community; Position AFROSAI as a leader international organisation; Promote the credibility, transparency, independence, professionalism, public image and acceptance of AFROSAI; Promote the achievements and products of AFROSAI (guidelines, surveys, studies, seminars, databases and websites); Promote the eective achievements of important projects that benefit to SAIs such as Capacity Building projects; f f Awareness and allow assessing the quality of work of AFROSAI by the media, parliaments / executive bodies, governments and the public. AFROSAI Communication Strategy 3

6 Stakeholder analysis To determine the content of communication, the needs and requirements of the key target audience (stakeholder) must first be analysed. AFROSAI, its entities and all LSGs are encouraged to develop a stakeholder map in order to prioritise the importance of the relationship with each identified stakeholder and the nature of the relationship. The main stakeholder categories to be considered are outlined in Table 1 below. Table 1: Stakeholder map Main internal stakeholders Supreme Audit Institutions (members) General Assembly of AFROSAI Governing Board of AFROSAI President of AFROSAI Sta of the General Secretariat of AFROSAI Language Sub-Groups Committees/Working Groups African Journal of Comprehensive Auditing Main external stakeholders INTOSAI and ailiated Organs Donors / Partners Pan African and International Political Institutions Sub- regional Political Organisations Sub- regional Professional Organisations International Professional organisations National Institutions Public sector National Institutions Private sector Media and Civil society Academic Institutions and Research Centers Roles and responsibilities a) In terms of internal communication The table below provides an outline of the key internal stakeholders, as well as their roles and responsibilities based on the nature of their relationship with AFROSAI. The entities specified in the table below must plan the timing and content of their interactions based on AFROSAI strategic guidance applicable at the time. 4 AFROSAI Communication Strategy

7 Table 2: Roles and responsibility matrix Main stakeholder group Main internal stakeholders Main external stakeholders AFROSAI Chair / President Head of AFROSAI in terms of the organisational structure, the Chair / President represents AFROSAI Issues statements; announcements; press releases; reports etc. on behalf of AFROSAI. Represents AFROSAI on internal and external communication platforms AFROSAI General Secretariat Central point of communication for all AFROSAI members AFROSAI General Secretariat keeps members, LSGs, Committees and Working Groups informed on new developments, products and issues of relevance to support the fulfilment of the AFROSAI strategic priorities In the context of the AFROSAI organisational structure, the AFROSAI General Secretariat coordinates the communication activities of AFRO- SAI to ensure the fulfilment of its mission, vision and strategic goals / priorities. The Secretariat is therefore also responsible for relations with a number of key identified external strategic stakeholders and stakeholder forums. The Secretariat is responsible for communicating clearly and consistently to all AFROSAI entities, LSGs and external stakeholders about their operations, products and decisions of the Governing Board / General Assembly of AFROSAI and INTOSAI. AFROSAI Language Sub Groups 1. AFROSAI-E 2. CREFIAF 3. AFROSAI-A The LSG Secretariat forms the central point of communication for LSG members LSG Secretariats and members keep AFROSAI informed on new developments, products and issues of relevance to support the fulfilment of the AFROSAI strategic priorities Based on the principle of decentralized responsibility, the LSGs are responsible for all communication related to their own activities. Clear and consistent communication between the AFROSAI General Secretariat and the respective LSGs are critical to ensure the one-voice principle is maintained. The relationship between AFROSAI and the LSGs is based on mutual respect for autonomy but a collaborative spirit of working towards the achievement of the betterment of member SAIs and the fulfillment of the AFRO- SAI strategic priorities. All LSGs communicate freely, clearly and eectively with external stakeholders to disseminate information about their operations and products, and keep the General Secretariat informed. AFROSAI Communication Strategy 5

8 Table 2 continued... AFROSAI Governing Board Recipients of AFROSAI reports and decision makers on strategic matters. Monitor implementation of the AFROSAI Communication Strategy by AFROSAI entities and members. Consider the success of communication as it relates to the fulfillment of the AFROSAI mission, vision and goals. AFROSAI General Assembly Sta of the General Secretariat of AFROSAI Platform for the wide dissemination of AFROSAI information and knowledge sharing. General Assembly should consider the success of communication as it relates to the fulfillment of the AFROSAI mission, vision and goals. Committees/ Working Groups Focussed on the fulfilment of a specific AFROSAI strategic goal All Committees and Working Groups of AFROSAI are responsible for the dissemination of best practices, experiences and information on capacity building and on specific topics, through the most appropriate channels of communication, and in conjunction with the General Secretariat and the LSGs, within the framework of the fulfilment of the strategic objectives of AFROSAI. AFROSAI Member SAIs AFROSAI members are the key recipients and producers of information from AFROSAI Members need to demonstrate accountability by reciprocating through: voluntary information and knowledge sharing; making AFROSAI aware of new developments and products; responding timeously to information requests by AFROSAI and; maintaining open communication channels with all AFROSAI entities and members. b) In terms of external communication External communication should be undertaken exclusively by spokespersons and persons delegated by them. Pursuant to the communication policy adopted by AFROSAI, the Secretary General is the first spokesperson of AFROSAI, followed by the Executive Oicer of the General Secretariat. The Secretary General may delegate this responsibility to appropriate spokespersons. 6 AFROSAI Communication Strategy

9 The other spokespersons are: The chairperson of the AFROSAI Governing Board; The AFROSAI General Secretariat (on behalf of AFROSAI); The chairpersons of Governing Boards of Language Sub-Groups (on behalf of their respective LSGs); The General Secretariats of Language Sub-Groups (on behalf of their respective LSGs); The heads of member SAIs (on behalf of their respective SAIs); they ensure external communication for all relevant issues at the national level; The Chairpersons of Capacity-Building Committees, Working Groups, Task forces (on behalf of their respective entities when communicating and interacting with external parties with similar interests); The editorial board of the African Journal of Comprehensive Auditing (as concerns AFROSAI activities and professional products). All the above spokespersons should consult the General Secretariat when communicating on the organisational and operational issues of AFROSAI, to ensure coherence and relevance. Implementation of communication objectives In determining the implementation of communication activities, the above principles, the stakeholders and the roles and responsibilities must be taken into account. Planning for communication activities / actions should include the following steps: Determine the key target audience (see table 1); Determine appropriate channels for each stakeholder (see table 3); Consider the content of communication; Use standardized format of communication (templates, medium, etc.); Consider the time frame: start and finish dates; Special projects: Define scope; Consult with relevant internal stakeholders when appropriate. AFROSAI Communication Strategy 7

10 Communication Channels The following communication channels should be considered by AFROSAI and all its entities when developing targeted communication plans and policies. Table 3: Communication Channels Communication Channel Description AFROSAI Website The AFROSAI Website is the main tool of communication and is to be maintained by the AFROSAI General Secretariat in all three oicial languages (and when possible in Portuguese). It should be current in terms of content and responsive to the needs of its users. The AFROSAI General Secretariat is solely responsible for the content of the AFROSAI Website. All statutes, standards, guidelines, and other approved products are to be published on the website by the AFROSAI General Secretariat. AFROSAI and all its entities and members should carry out periodic reviews of their websites to ensure that their contents are current. The INTOSAI website has a space reserved for AFROSAI that should be utilized eectively. Individual websites African Journal of Comprehensive Auditing Newsletters AFROSAI entities, LSGs and members are encouraged to maintain their own websites and to link them to the AFROSAI site. Websites should ideally include information about their work plans, products, publications and activities. As the newspaper of AFROSAI, the journal publishes news, and information on AFROSAI, its Language Sub- Groups and its members, as well as their professional products. Ideally in electronic format, newsletters can include: targeted, informational literature designed to raise awareness on recent developments and activities; technical updates; topic specific articles and news on upcoming events. It is recommended that AFROSAI and the LSG maintain an electronic newsletter for internal / external stakeholders. Events of AFROSAI Events such as General Assemblies, meetings of the Governing Board, conferences of LSGs, meetings of Capacity Building Committees, Working Groups and Task Forces, technical conferences, seminars, workshops, and the reports of these events are suitable platforms for sharing knowledge and experiences. 8 AFROSAI Communication Strategy

11 Table 3 continued... Conferences and or press Communique Announcing important events of AFROSAI such as General Assemblies, meetings of the Governing Board, meetings of Capacity Building Committee etc. Of the Secretary General and the President of the Board of Governors, after each General Assembly to inform the media and the public on decisions taken by the General Assembly. Publication of audit reports Social media Other tools This publication which is done in accordance with national laws, participate in the sharing of knowledge and experiences. Social media and other digital media as well as any other appropriate communication technology can be used for communication within AFROSAI. Correspondence by regular mail, , SMS, fax, and telephone are also tools that can be used by AFROSAI in communicating. Communication within the General Secretariat includes meetings for coordination of activities to ensure that the support for members is consistent and eective. Channels include: Channels used by the General Secretariat Scheduled weekly/monthly/informal meetings Half-yearly planning meetings in partnership with LSGs Regular interaction with the President of AFROSAI, LSGs and Committees Brainstorming sessions Information consultations Monitoring and evaluation This communication strategy will be reviewed every three years with annual progress reports, to ensure its continued relevance to the environment. This monitoring and evaluation will be provided by a Steering Committee under the leadership of the General Secretariat, and including representatives of Language Sub-Groups and Technical Committees. The General Secretariat will prepare the annual progress report and forward it to the members of the Steering Committee for its consideration before submission to the Governing Board. AFROSAI Communication Strategy 9

12 AFROSAI GENERAL SECRETARIAT 940 Narvick, BP 376 Yaoundé, Cameroon Phone: Fax: sg_afrosai@afrosai.org