Overview of
Mission Statement &
Organization
Development Communication Division
External Affairs Vice Presidency
DevComm Vision
To put communication at the heart
of development
Development Communication Division
External Affairs Vice Presidency
DevComm Mission
• To ensure that development interventions incorporate
political, social and cultural diagnosis in their design
and implementation.
• To ensure that communications becomes a pillar of
development that supports:
 better development outcomes
 real political participation in decisionmaking
 the information base for policy design options
 an instrument for creating awareness of
development priorities
Development Communication Division
External Affairs Vice Presidency
DevComm Goals

Mainstream communication into all operational
work (lending & knowledge products).

Ensure that communication is a central pillar of
development.

Become a centre of global excellence for
knowledge on development communication.
Development Communication Division
External Affairs Vice Presidency
DevComm Organization
A Division in the External Affairs, Communications and
United Nations Affairs Vice-Presidency. Primary clients
are Bank operational staff and client country personnel.
Capacity to work in 18 languages, delivering programs
in 7 languages. There are four units in the Division:
•Operational Support
•Sustainable Development in Operations
•Knowledge and Capacity Building
•Public Opinion Research
Development Communication Division
External Affairs Vice Presidency
DevComm Objectives
•Integrate strategic communication components into
operations to mitigate political risks and maximize
development outcomes
•Use public opinion research and other empirical
research methods to explore stakeholder motivation
and perceptions towards reforms and other
development initiatives
•Build capacity among clients and Bank staff to use
effective communications to enhance results
Development Communication Division
External Affairs Vice Presidency
DevComm Business Lines
• Communication Support to Operations: a dialogue-based
application of strategic communication approaches and methods
for behavior change in development projects and reform
programs; economic and sector work; PRSP and CAS.
• Knowledge and Capacity Building: help Bank staff,
governments, and local partners build communication capacity.
Support teams to develop and deliver customized training
programs
• Public Opinion Research: conduct opinion research and analysis
globally, regionally, in sectors and projects to provide strategic
guidance that improves operational outcomes.
Development Communication Division
External Affairs Vice Presidency
Scaling up Communications for
Operational Results
Internal
Communicatio
n
Creating a common platform
for messages and programs
Institutional
Communicatio
n
Communicating what we do and
how we do it; building trust in
the institution and support for
development.
Advocacy
Communicatio
n
Issue campaigns to accelerate
action on key global public goods
– including at the country level
Development
Communicatio
n
Integrating communications and
assessing political and development
risks for more effective strategy and
design leading to better outcomes
Development Communication Division
External Affairs Vice Presidency
Strategic Communication or
Communication for Behavior Change
“The development of programs
designed to influence the voluntary
behavior of target audiences to achieve
management objectives.”
Development Communication Division
External Affairs Vice Presidency
1. Technical Assistance to
8. Evaluation of
Communication
Impact on the project
empower people to have
informed participation
during CAS and PRSP
preparation
2. 3.
Communication and
Risk Assessment
for decision
making.
7. Produce
Communication
component of
Report
6. Technical
Assistance (TOR,
capacity building,
supervision)
4. Technical
Assistance opinion
and political
analysis
5. Produce
Communication
component for PAD
Development Communication Division
External Affairs Vice Presidency
A Management Tool with Five Key
Decisions:
1.
2.
3.
4.
5.
Audience: Clustered according to
position/interest
Behavior and attitude: Position now and
changes needed
Messages: Appropriate for different segments of
audience
Channels: Effective and with appropriate
capacity
Evaluation: Assess/failure of communication
strategy
Development Communication Division
External Affairs Vice Presidency
DevComm Results

Operational
Support

Public Opinion
Research

Capacity
Building
Leveraged funding to integrate
communication component in more than
50 projects per year. Integrate
communications into CAS and PRSP
processes
Designed and delivered about 30 polls
per year. Integrated into strategic
planning
Delivered more than 30 course offerings
of 22 courses training more than 1500
people per year. Courses meet or
exceed Bank benchmarks.