The SDG Communicator

The challenge: reaching audiences worldwide

GOALS: Why do development organisations communicate in partner countries?

The responses to this question generally fell into three categories.

1. Communications to Improve Development Results

Organisations want to invite local communities to engage with and “own” development programmes. They also want to attract reliable and effective project partners, including local authorities and NGOs.

2. Communications to Build Trust

Organisations want to secure funding and legitimacy by ensuring that local audiences know about their goals and results. They want to improve their reputation and gain new allies, including by tackling misinformation. Internally, they want staff to take pride in achievements.

3. Communications to Promote Values

Organisations seek to promote the values that underpin sustainable development, including the protection of human rights, gender equality, peace and stability, and good governance and democracy.

Besides goals, we asked respondents to tell us who their main audiences are in partner countries. National government officials were top of the list.

APPROACHES: How do development organisations communicate in partner countries?

Development organisations use arange of approaches to communicate in partner countries.

The most common approach, used by 12 out of 16 survey respondents, is to include communication clauses in project contracts, obliging project partners to communicate about their work with local beneficiaries.

Several organisations – 9 out of 16 – have gone a step further and hired professional communication agencies in partner countries, for example to run campaigns. A small number of respondents also said they have partnerships with local media.

Meanwhile, about half of respondents (7 out of 14 organisations) told us that their communication is led mainly by dedicated staff in country offices.

GOVERNANCE AND RESOURCES: How are organisations set up to communicate in partner countries?

The survey also asked how the challenge of global communications is captured in strategies and budgets. Among the 16 respondents, four organisations said they have a written strategy with specific, clear and measurable goals for communicating in partner countries.

Among organisations with no specific strategy for communicating in partner countries, some say that partner-country audiences are covered in a more general strategy. Others say that strategic guidance is issued via other means, such as ethical storytelling guidelines or language toolkits. ​

Seven survey respondents said that their organisations have a dedicated budget to communicate in partner countries. Yet only 2 respondents considered their country offices well equipped for communications.

One challenge noted in the comments is that communications is often led by staff who have multiple other responsibilities, or by junior staff, including interns.

To help build capacity, 10 survey respondents mentioned that they provide some form of communications guidance and training to staff in country offices. This can include written materials like handbooks and communication kits. It also includes training sessions, peer learning and networking among staff based in both country offices and headquarters.

GOING LOCAL: How do communicators adapt to different contexts?

One of the greatest challenges in “going global” is “going local”: every context is different and corporate messages agreed at headquarters need to be adapted for diverse audiences.

Twelve survey respondents told us that they adapt to local contexts by communicating in local languages. They hire local communications experts and document translation services, use interpreters during high-level visits, fund project partners to communicate, and addsubtitles to videos.

Some respondents said they found communicating in local languages costly or even risky. They noted a frequent shortage of interpreters, particularly in local dialects, and highlighted that translating messages can mean losing control of the message.

Another key aspect of going local is to understand local contexts by gathering public opinion and conducting media research.

NEXT STEPS: 4 Reflections for DevCom Members

This survey was part of an ongoing DevCom workstream on “Going Global,” and its results were discussed at the 2023 DevCom Annual Meeting in October 2023. Based on these activities, here are four reflections for DevCom members to consider as they seek to strengthen their communications in partner countries.

DevCom “Going Global” Work Stream: 2023 Events

Participants discussed the principles behind South-South and trilateral co-operation, and their implications for communications.	Participants discussed the messages and communication strategies that can inform, persuade, and reassure investors about investing in Africa.
Civil society organisations and development co-operation providers discussed how language, narratives, and local partnerships matter for trust in partner countries.	Participants focused on policy priorities and media landscapes in the Pacific region, sharing insights on channels and content formats and partnerships.
Participants considered the DevCom survey findings, shared insights on their organisational set-up for communicating in partner countries, and discussed progress in shifting the development narrative.

1. Are current communications strategies enough?

The DevCom survey suggests that while many organisations recognize the communication challenges they face, they lack clearly-defined strategies and budgets. A more strategic approach could help them address fundamental questions, such as:

• How can we promote values while building alliances in a complex geopolitical landscape? There are complex trade-offs. DevCom members need to promote human rights, democracy and gender equality, but maintain relations with actors who do not necessarily share those values.
• How can we balance “home” and “away” with limited funding? Developmentco-operationbudgets are shrinking, and communicators already need to achieve more with less. DevCom members need clear priorities on which audiences to target.
• How can we manage crises, but also stay the course? Communicators need to help their organisations anticipate and respond to crises. But their job is also to engage audiences for long-term sustainable development processes.

2. Can development organisations really shift their narratives?

For several years, discussions within DevCom have highlighted the role language can play in building trust and promoting development. Yet, organisations still struggle to adopt a new narrative. Here are three recommendations on narrative that emerged from DevCom meetings in 2023:

• Emphasize local ownership and mutual benefit. The principles of South-South Co-operation can provide inspiration, emphasizing win-win partnerships over donor-recipient dichotomies.
• Improve local storytelling. This can make communications more relatable, build local reach, engagement and trust.
• Words matter. Organisations need to continuously adapt their vocabulary. Today, this might meandropping terms like “in the field” or “Global South.” Tomorrow, there will be new changes to make.

3. How can communicators promote a healthy information ecosystem?

The media landscape is fragmented. Citizens are turning away from the news, and mis- and disinformation are a major concern. Development organisations need to get strategic about the long-term health of the information ecosystem.

• Addressing mis- and disinformation. 7 survey respondents told us they are working with local media and community organisations to help counter misinformation. DevCom has identified specific steps for communicators in the fight against fake news.
• Supporting independent media. 9 respondentstold us they fund local initiatives to promote press freedom. Early-career journalistsrequire particular support, including through mentoring, networking and industry placements.

4. What’s next for the communications industry?

A general conclusion from our survey is that, no matter where they are communicating, DevCom members need to stay abreast of trends in the communications industry. Innovations are coming at a faster pace than ever, with much attention throughout 2023 on the rise of generative artificial intelligence.

In partner countries, development communicators could benefit from facing new challenges together. The survey revealed that there is room for improvement on collaboration in partner countries.

Respondents suggested more collaboration on joint campaigns, and more frequent and regular informal exchanges among focal points. And don’t forget the DevCom Toolkit, which is full of guidance and ideas.

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DevCom will continue to facilitate collaboration among its members throughout 2024. To access the full data set from the 2023 DevCom “Going Global” Survey, please visit How and why do development organisations communicate in partner countries?