Islamic Republic of Afghanistan
Capacity Building for Results Program
Communications Plan For
1395 FY
Improving Government Services
Contacts:
CBR Program PSU
General Budget Directorate, Ministry of Finance
Pashtunistan Watt, Kabul, Afghanistan
Email: info@cbr.gov.af
Website:
www.cbr.gov.af
Facebook:
facebook.com/cbrafghanistan
Twitter:
@CBRAFG
Table of Contents
Introduction: ........................................................................................................................................ 3
Communications Goals for CBR ......................................................................................................... 3
Objectives of Communications: .......................................................................................................... 3
CBR Audiences ................................................................................................................................... 3
Communication plan focuses on: ........................................................................................................ 4
General Activities: ............................................................................................................................... 4
Communication Work Plan: ................................................................................................................ 5
2
Introduction:
Capacity building for Results (CBR) program is facilitated by the Project Support Units (PSUs) at the
Ministry of Finance and IARCSC. Capacity Building for Results (CBR) assists the government in
improving the capacity and performance of select line ministries in carrying out their mandates and
delivering services to the Afghan people. This will be achieved through the implementation of specific
capacity and institution building programs, which include systematic monitoring of and reporting on
results. CBR Steering Committee composed of the Minister of Finance, IARCSC Chairman, and OAA
Deputy Director of Policy, is responsible for communication of the project to the Afghan President and
the Cabinet of Ministers. The MoF PSU, also serving as the Steering Committee secretariat, is
responsible for packaging required information on CBR implementation status for the Committee (SC)
and Cabinet of Ministers.
Communications Goals for CBR
•
Raise overall awareness about CBR project at the Ministry of Finance, IARCSC and line
ministries as this is absolutely RESULTs based public administration reform project.
•
Introduce CBR to the ministries as a public administration reform project implemented by the
line ministries, facilitated by MOF and IARCSC and funded through government budget by
ART Fund CBR.
•
Highlight and disseminate the CBR achievements based on its results, persuade the public
sectors for more accountability and disposal its achievements for public.
•
Disseminate information and encourage Afghan professionals to apply for CBR civil service
positions.
•
Raise public awareness about CBR as a government-led effort to enable the ministries to
improve service delivery to the Afghan people.
Objectives of Communications:
• To build trust and confidence among beneficiaries, stakeholders and donors.
• To ensure that CBR activities are well communicated among line ministries, CBR steering
committee and beneficiaries.
• To build public consensus and ownership of the program.
•
To generate feedback from beneficiaries and channel the feedback to the decision makers.
CBR Audiences
3
CBR’s set of audiences is broken down into the following categories for priority and simplicity.
CORE AUDIENCES
•
•
•
•
•
•
Ministries
Parliament (Lower House and Upper House), Academic Institutions;
National and international media;
Donors
Civil society organizations, private sectors
The general public
Communication plan focuses on:
•
Communication for knowledge and dissemination of information to a large number of audiences.
•
Communication to enhance projects effectiveness to achieve the intended operational result.
•
Communication to ensure transparency and accountability during projects implementation.
•
Communication for effective coordination and cooperation, social and political mobilization,
donor’s relation.
General Activities:
To obtain the mentioned objectives of Communication unit of CBR has performing the following
activities in below sections:
Section 1st Print/online:
•
•
•
•
•
•
•
4
News Letter: Communication unit eager to provide and disseminates newsletter every month
and focuses on CBR activities.
Press Release: press release issues on a regular basis on inauguration or launching or ceremony
on accepting proposals, these press releases issues on Dari, Pashto and English and circulated to
all mass media.
Calendar: Communication section should provide calendar base on solar year and reflecting
CBR activities by publishing CBR achievement, plans and pictures.
Brochure, Folder, letter head and envelops: this information kits should publish once per year,
deliver key massages including program background, program policy, program, achievements,
and donor contribution to the program and beneficiary quotes.
Business cards: A uniform layout business card for all CBR colleagues is printed while needed.
CBR Website: CBR official website should be updating on a timely basis and focusing on
information about program.
CBR official emails: all the CBR employees should use CBR official emails not for their
official works.
Section 2nd Media
•
•
•
•
•
Press conferences: Join press conferences will conducts when there is a big achievement in
CBRP, head of PSU-Mof and a high level representative of the relevant ministries or
independent directorates will speak to press.
CBR Documentary: documentary form success story of CBR in Dari and Pashto language with
English sub title should be provided.
Coordination with media: CBR should establish good coordination with media for reflecting
CBR activities.
Interviews: CBR should have regularly interviews with deferent media outlets and share the
important information on the program with people. These interviews could be one to one
interview, news clip or roundtables. Since the all information about CBR program is with head
of CBR these interview should done by him.
Background briefing: CBR Management should have meeting with journalists from deferent
media outlets in their news rooms and gave background briefing on the program and answer
their questions. This will not be a on the record program its juts to increase the reporters
information on the program. Since journalists or reports are writing the news report and when
they have correct information they will write the right report.
•
Section 3rd gathering, meetings and workshops:
•
•
•
Gathering with Media: communication unit of CBR has plan to hold some informal gathering
with head of the media, civil society organizations, private sectors to explain CBR program and
answer their questions.
Workshops: Will hold some workshops and present presentations on CBR to all the
spokespersons/Communications officer of line ministers and inform them about the program and
answer their questions.
Trainings: will hold some training program on media and communications for the media and
communications units of line ministries/directories to build their capacity.
Communication Work Plan:
No
Activities
Frequency
1
Defining the target audiences for the CBR work plan
and establish and maintenance the databases of contact
details of the distinguished target audiences.
Regularly
5
Remark
2
Once per month
Publication of News Letter
3
Updating of CBR website
Regularly
4
Publishing and printing of program calendars on
annual basses
Once per year
5
Develop of Standardized and harmonized set of
internal and external communication procedures and
instrument like business cards, newsletter, brochure,
pamphlets, and website.) and Enhancement of and
updating of CBR photo Archive
Regularly
Making CBR Documentary and podcasting through
specific TV channels
After six months
7
Covering CBR workshops, official meetings, singing
agreements and project inaugurations
While needed.
8
Draft news releases, statements and speeches and other
public information material
While needed.
9
Participate in conferences, seminars, workshops,
training sessions and meetings
While needed.
10
Cooperate with the preparation and distribution of CBR While needed.
publications.
11
Collecting information and writing success stories and
archiving
Regularly
12
Establishing regular relation with mass media
Regularly
13
Establishing of good coordination among media
sections of MoF, Independent Administrative Reform
and Civil Commission and directories who
impalements CBR.
Regularly
6
6
14
Visit with media officials in central office of CBR
Regularly
15
Invite of media section of all ministers and presenting
of presentation about CBR and arranging of TV and
radio interviews from CBR director
After six months
16
Conducting of press conference while accepting of
proposal of directorates and ministries by CBR as well
as Organizing of meetings with journalists and civil
society.
While needed
17
Media monitoring and reaction about negative reports
on CBRP.
Regularly
7
Dec
April
Activity
May
Develop of Standardized
and harmonized set of
internal and external
communication procedures
& instrument (business
cards, newsletter, brochure,
pamphlets, website,
video/film etc.)
And Publishing and
printing of program
calendars on annual basses
Communication CBR’s
purpose, structure activities
and outputs through
workshops ,meetings ,press
releases and seminars
Upgrading and
maintenance of CBR
website
Enhancement of and
updating of CBR photo
Archive
July
Aug
Sep
Oct
Nov
Remark
2016
2016
1
Defining the target
audiences for the CBR
work plan and establish
and maintenance the
databases of contact details
of the distinguished target
audiences.
June
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
Establishing of good
coordination among media
sections of MoF,
Independent administrative
Reform and Civil
Commission and
directories which use CBR.
Establishing of good
coordination among media
sections of MoF,
Independent administrative
Reform and Civil
Commission and
directories who
impalements CBR.
Arranging of Tv and radio
interviews from CBR
director
Conducting of press
conference while accepting
of proposal of directorates
and ministries by CBR
Media Monitoring
Priorities:
1st level
2nd level
3rd level
Note: Some duties may be delayed from the planned time because of possible problems but Quality, frequency and on time delivery
will be improvised.