Bérangère Maïa N. Parizeau, MAAPPS // March 23, 2015
“Talking Matters! A guide for communicating the Extractive Industries Transparency Initiative” published in April 2013, is a key EITI document regarding the process of communicating information about EITI strategically. The document explains in detail the importance of targeting the audience properly, as well as understanding the habits and circumstances of the population you are wanting to communicate EITI information too. There may be a clear distinction between the ways in which to communicate with a nomadic, rural or an urban population for example. What is the target population’s age group: youngsters, teenagers, or older folks. To design an effective communication strategy, it is necessary to understand the population’s accessibility to various technologies. For example, what is the percentage of the population which has access to a cell phone, radio, TV and internet access. What is the population’s literacy rate? Research into the habits of a population can be a useful way to find out where to focus limited resources.
“In order to establish the right communications mix, the Nigerian EITI conducted research to find out how Nigerians access information. They found that across Africa, urban residents are four times more likely than rural residents to read a daily newspaper. They also observed that about 44% of Nigerians listen to the radio on a daily basis. Using this information, the NEITI was able to strategically build a communications mix, which would utilize the information channels preferred by the target audiences in Nigeria (pp.35).”
Talking Matters! presents in great details the steps by which the process of communicating information about EITI can be done intelligently and effectively. It offers wonderful tools for those interested in communicating information about EITI with defined goals. I found particularly interesting the suggestion that “questions” on issues regarding extractive industries, as opposed to stating facts, when they are used in the EITI communication process, can facilitate or provoke public reflection and empowerment. The EITI information and communication process therefore becomes actively participatory, a dynamic platform for the development of the population’s understanding of their legal rights, and I will add environmental rights. Another interesting aspects of this document is the diversity of methods proposed. “Activities such as radio campaigns, local presentations, and the distribution of pamphlets and newsletters help promote awareness and understanding (pp.2).” The article offers useful insights into the importance of intentionality in the choice of medium to effectively communicate information about extractive industries. The quality of the message must be carefully adapted to the circumstances of the population targeted in order to have a positive, valuable, and lasting impact. It is a sophisticated process to design an effective strategy that has the ability to provoke a successful social impact.
“This is why a good and effective communications strategy needs to include the two main tracks of communication outlined above: one-way outreach to the citizens through sharing and dissemination of knowledge materials (i.e. printed, audiovisual, new media materials and road shows), as well as two-way communication with key stakeholders and opinion leaders, including civil society capacity building, strategic use of community radio, youth engagement, social media and educational campaigns including those using puppetry and theatre, engaging the audience and listeners in issues related to the extractive industries and its revenues. Chapter 4 provides further details of the materials, tools and channels that can be used in this respect (pp.15).”