HOW COMMUNICATION CONTRIBUTES TO DEVELOPMENT OUTCOMES
This article explores how communication plays a vital role in fostering development outcomes in Asia and the Pacific, highlighting ABC Radio Australia’s partnership with AusAID. It delves into the importance of public service broadcasting, editorial independence, and the promotion of culturally diverse content. The initiative aims to build connections, support local media, and facilitate open media culture. The piece emphasizes sustainable practices, stakeholder collaboration, and lessons learned from previous initiatives that can drive future success in the region.
HOW COMMUNICATION CONTRIBUTES TO DEVELOPMENT OUTCOMES
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Presentation Transcript
HOW COMMUNICATION CONTRIBUTES TO DEVELOPMENT OUTCOMES ABC RADIO AUSTRALIA’S PARTNERSHIP WITH AUSAID IN ASIA AND THE PACIFIC
ABC RADIOAUSTRALIA • ABC: Public Service Broadcaster • Editorial independence, analysis • Service to all: general and niche audiences • Creativity, innovation, identity, culture • Radio Australia: Building Connections • Asia Pacific focus: languages, cultures • 180 Partners: content, links, training • Relevance, credibility, connections • ‘Open Media’ culture: debate, audience participation
ABC – AUSAID: BUILDING ON EXISTING LINKS • ‘Whole of Society’ communication: media, government, civil society, broad public • Debate, informal learning, life-long education • National broadcasters under siege: reclaiming legitimacy: resources, content • Existing mandates, infrastructure and capacity: refocus broadcasters and improve service delivery
Pacific Media Analysis I • PSBs have ‘sold’ their soul • “Stuck’ in old styles and formats • ‘Selling’ airtime: a business to survive • Antiquated equipment and technology • Dependent on the availability of donor funding
Pacific Media Analysis II • National broadcasters not ‘serving’ the nation • Too centralised, not focussed on the ‘periphery’ – regional, rural areas • Not reflecting the issues of communities • Do not meet the needs of culturally diverse communities
MEDIA FOR DEVELOPMENT INITIATIVE – PAPUA NEW GUINEA • Build upon local media capacity • The challenges of Access, Voice and Content • NBC: able to play a major contribution • ABC partnership: progressive engagement • Working relationship – high level of trust
NBC – ABC….one year on • Audience/Output focus: new content for listeners (voice & content) • Underlying institution-building work • But…uncertain political climate, internal feuds, production delays… • Links to be rebuilt – new environment • The challenge to maintain momentum
Cambodia Talk Back Program • Foster a culture of public debate and dialogue • Long standing personal and institutional links • ‘Local’ professional and cultural expert • Striving for sustainability, capacity building • Linkages: whole-of-country approach
The right mix……? • Credentials, commitment, trust, ‘rapport’ • Empathy, sensitivity, cultural expertise • Early involvement – clear vision • Whole-of-society: broad stakeholder base • Early ‘wins’ ..confidence building • Consultation, communication • Aim for long-term sustainability (and commitment?)
Dont’s • Underestimate local capacity • Patronise • Rush in • Make assumptions • Operate in isolation • Be unrealistic about outcomes • Be inflexible during implementation
DO’S • Cooperation at every step • Understand context and work WITH • Solid project design • Be realistic…tangible outcomes • Understand skill levels • Support but encourage ownership • Positive relationships with stakeholders • Foster collaboration and wide support base
