Professional Documents
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Introduction To Policy - Identity - Outreach - Accountability - Gift
Introduction To Policy - Identity - Outreach - Accountability - Gift
GIFT M. DLAMINI
Table of Contents
Section 1: ............................................................................................................................................. 0
POLICY............................................................................................................................................... 0
Section 2: ............................................................................................................................................. 7
OUTREACH ....................................................................................................................................... 7
Section 3: ........................................................................................................................................... 17
GOVERNANCE ............................................................................................................................... 17
Section 4: ........................................................................................................................................... 20
OVERSIGHT .................................................................................................................................... 20
EXPERIENCE................................................................................................................................... 24
POLICY
This section….
…assists participants in understanding what policy is and why it is necessary. It also provides information
relating to the political organizations’ existence/goal/ideology to their policies. It provides an opportunity for
political organizations to develop appropriate responses to key socio-economic and political issues that they
identify.
Definition of policy
Policy is a noun. It means a course or principle of action, set of ideas or a plan of what to do in
even just proposed. This can be done by a government, party, business, individual or a political
party. So, it is a set of principles that guide actions and behaviour to help solve, regulate, manage
or administer an identified problem or achieve a specific goal and outcome. Naturally, these
policies must be within the confines of the law or within a particular system. When designing
How easy or difficult it is to monitor and what steps will be taken to monitor
What changes need to be brought about and how will it be known and measured, that the
What will be done if the things that need to be done, are not done (sanction/punishment)?
A policy is a statement of intent that outlines the goals that a political organization hopes to
achieve and the methods and principles it will use to achieve them. Normatively a good policy is
one which is aimed at benefiting the political organization’s constituency, supporters and the
society at large. In the case of a governing party, it’s set of policies gain national character and
In simple terms, a policy can be defined as the linkage between an intention to do something
good for the society, the mechanism/procedures and channels used to achieve that intention and
Policy Issue: A problem or situation which an institution or organisation takes action to solve.
The policy making process entails five stages namely, initiation/research, formulation,
implementation, evaluation and review. Below is a practical guide to be followed in the policy
making process.
Figure1: Policy Making Process
policy initiation
Identifying the issues that need to
be addressed
policy review
assessing the impact of the
policy to see whether it is policy formulation
dealing with the problems it is
elaborating, analysing and
designed to solve determining the pathway to
resolve the issue.
e.g take corrective measures to e.g zero tolerance punishment, and
strengthen the policy or rehabilitation
policy evaluation
assessing the effectiveness of the policy implementation
policy and implementation
designing the specific programme
strategies
or measure in respect of the
particular issues
e.g continous assessment of the e.g social crime prevention
policy during implemenntation programmes
Ideology and its influence on policy
A strict dictionary definition refers to ideology being a set of ideas and beliefs of a group or
party.
A more extensive definition of ideology is: Any comprehensive and mutually consistent set of ideas
by which a party or any other social grouping understands the world around them. An ideology
provides some explanation of how things have come to be as they are and an indication of where they
are heading. This is a set of ideas as ideology. Constitutes the goals, expectations and actions of a
party. It is a vision, the way of looking at things and it envisages the way a political organization
Ideology
thinks theisworld
important forbe.a political organization because it determines what the political
ought to
organization stands for. Policies are the practical application of the political party’s ideology.
The ideology of a political organization is probably the most important aspect of a political
organization’s identity because it is distinguishing factor that determines the difference between
the policies of one political organization to another. All parties will claim to develop policies that
are beneficial to its members and society at large, but what actually makes political organizations
The ideology of a political organization is the way in which it views the world and therefore will
shape every step of the policy process illustrated in the diagram in Figure 1.
Ideology is also in a sense a vision, that is the manner in which a perfect society is envisioned. The
ideology of a political organization will determine the issues that the political organization will
identify for intervention and its ideology considerations will determine the tools it will use to
research, analyze and unpack the identified area of intervention. The political organization’s
ideology will mark the limits of the scope of the policy implementation and ultimately determine
its limits. Finally, ideology will inform the criteria on the method of assessing the success of a
policy.
Understand your own ideology
The salience of ideological considerations in the policy development cycle, makes it crucial that
A political organization will need to be clear about its broad ideological framework and
then the detailed nuances of its world view and ultimate goals. This will allow a political
organization the ability to clearly develop policy so that the policy is not opposed to the broader
aims of the political organization but that rather, the policy is developed through a clear
understanding of the political organization’s ideology so that the policy contributes and promotes
Ultimately, if a political organization is very clear about its own ideology, it will have a
platform to develop productive policy and allow it to communicate its message easier to the
broader society.
discussion and deliberation internally, so that members can share their ideas of what they think the
political organization stands for. This kind of process will allow the political organization to
collectively dismiss views considered as being at odds with the political entity’s ideology as well
It is important to maintain the link between ideology and policy; the one cannot be separated from
the other. Ideology is what the party stands for, and policy is what the political organization wants
Primary research: It refers to research that is original or research into an area that had none
before. This kind of research relies on methods like field work to produce new information on
Secondary research: This tends to involve the gathering and analysis of data that was garnered
from previous research. Secondary research relies on techniques of interpreting and analyzing
Political organizations should make use of both forms of research in order to inform and shape
their policy formulations. First-hand ethnographic techniques provide insight into phenomena and
give a granular texture to the study. Secondary techniques allow the political organization to use
the research of others but importantly give scope for the political organization to use the research
of others but importantly give scope for organizations to reinterpret the findings of the previous
work.
Policy research and analysis is a structured method of thinking about choice before deciding on a
certain course of action. The method may include the following steps:
Conducting research on particular issues that the political organization intends to address in its
policies is important. This research will provide an indication about the importance with which the
issue is regarded among the constituents and will also indicate whether something has been done
Deliverables:
Ideology Statement
Policy Statement
OUTREACH
This section….
…provides an opportunity to discuss how a political organization establishes firm roots amongst members,
supporters and society at large. It also assists political organizations to communicate effectively with
members and supporters (promoting responsiveness and accountability) and to broaden a political
Public outreach refers to the strategies that the political organizations use to link up with members
and non-members alike. Without public outreach, a political organization will not attract voters
during the elections. More importantly political organizations need to maintain the links even
beyond the elections by ensuring regular interaction with the people. Every political organization
has a regular dealing with members of the community through its structures such as branches.
Political organization members are therefore usually permanent residents of the communities in
which their branches are located. They already have a solid connection with their community. This
connection is key because it means that their political organization’s outreach activity happens
within an environment where its members are already full members of their community. This
makes it much easier for the organization to find its place in the community.
Public outreach is a key component of a political organization’s fulfilling one of its fundamental
functions. Political organizations are formed in order to represent the interests of people who
sympathize with the ideology of the political organization. Outreach is the practical method of a
political organization communicating with its supporters and those it is meant to represent.
Public outreach for political organizations should entail two key components. Constituency
Constituency relations
Constituency relations are the processes that denote the link and exchange that occurs from the
political organization, to those people who the political organization represents. The people the
political organization represents or in the case of other political systems, the people the elected
official represents are referred to as constituents, or the people who reside within the constituency.
The constituency refers to the group of people who inhabit the demarcated area who elect a
Constituency relations involve communicating with constituents, learning about their concerns as
much as possible and where appropriate, helping to solve their problems. When functioning
properly, political organizations develop common ideas among a significant group in order to exert
pressure upon a political system. Thus, they help place citizen’s local concerns in a national context
and encourage active links between voters and those who represent them. By effectively and
consistently reaching out to the public through their elected officials, political organizations can
demonstrate their relevance and their ability to address citizen’s concerns. A credible record of
representing the constituency through effective work helps political organizations’ better play their
mediation and aggregation function and builds support for the party itself (NDI 2008).
Why constituency relations and who are the constituents?
Constituency relations help to create a link between citizens and their government by getting
involved in local problems, legislators can demonstrate the government’s ability to address real
issues in people’s lives and provide tangible benefits to communities they represent.
Constituency relations gives a more human face to the legislator, the legislature and political
organization. Direct contact between legislators and citizens can build public trust in the legislator
Constituency relations activities provide an opportunity for the public to connect with their
making.
1. All citizens
2. Voting population
Organizations within the constituency, including:
- religious organizations
- educational institutions
- professional organizations
- civil society organizations, in the form of NGOs or other social empowerment organizations
- sports organizations, such as soccer clubs
Satya Arinanto and Dr. Fatmawati. 2009. Handbook on Constituents Relations and Representation.
General Secretariat of the House of Representatives of the Republic of Indonesia and United Nations Development
Strategies for effective constituency relations
2. Establishing objectives to fit goals (keeping constituents informed, accounting to them, fostering
3. Determining priorities (in doing this one has to check how many constituencies will be reached,
how important is the activity to the community, how much work is involved and are resources
available and finally, to consider the negative ramifications of declining an invitation to an event)
communicating with the constituencies. The strategies may be on a one-to-one basis, one to many
or many to many. Each of these is dependent on the available resources and other factors like the
electoral system.
Satya Arinanto and Dr. Fatmawati. 2009. Handbook on Constituents Relations and Representation. General Secretariat of the
A political message is a concise and persuasive statement about your goal that captures:
Because the underlying purpose of a message is to create action your message should also include
1. Content/Ideas:
What ideas do you want to convey? What arguments will you use to persuade your audience?
2. Language:
What words will you choose to get your message across clearly and effectively? Are there words
3. Source/Messenger:
Who will the audience respond to and find credible for the message to be effectively delivered?
4. Format:
Which way(s) will you deliver your message for maximum impact? e.g., a meeting, direct
community engagement, door to door campaigns, letter, brochure, radio ad, or any other social
media platform
5. Time and Place
When is the best time to deliver the message? Is there a place to deliver your message that will
Political organization messages are used to inform the public about what the political organization
stands for and to convince people to support the organization. A political organization uses
messages to demonstrate to people that it has a vision and a plan by developing persuasive
messages. A party organization that cannot effectively communicate its vision and plan to citizens
will not be successful. Simply put, a party message is a statement of why someone should become
The messages you develop must answer the questions Why? Why care? Why act? A message must
explain what is valued, what is at risk and it must align you with others who share your values and
concerns. A message should be short, simple and repeated to be heard. To be effective, a message
must be clearly state the political party’s values and align itself with the concerns of citizens.
Effective Messages
Messages derive from strategies and goals so clearly define your goals and the audiences you
want to engage.
Messages are not spin. They have a firm foundation in the issues, and require ‘buy-in’ from
Your messages are a road map, but you must know where you want to go.
Begin messages where people are and then take them where you want them to go.
Use your messages as the foundation of all campaigns or projects.
Your messages should not always be delivered by you. Credibility, persuasion, etc. may
period of time.
Messages will not be absorbed by audiences and influence their opinions overnight. Repetition is
vital. Consistency is also crucial so do not change your message until it has been absorbed by your
audience. Deliver the same message in different ways, using different words, so it does not become
boring.
Make sure that your message is being delivered by a source that the audience finds credible.
The messenger is often as important (or sometimes more important) than the message itself. For
example, if you are trying to reach the public through the press, use a newspaper that is widely
read and well respected. If you are targeting parents, try to reach them through parent organization
or other parents.
Use the language of the target group. Avoid technical terms or jargon. Keep them clear, simple
and easy to understand. Use words or phrases that have positive images, rather than terms that may
Rule 3 Messages are not sound bites; they are the ideas you are trying to
communicate to the public. Messages are reinforced by sound
bites, phrases, statistics and anecdotes.
Rule 7 Messages must be simple. They are ideas that can be explained in
a sentence or two – if it requires a paragraph or two, keep working
to refine and simplify it.
National Democratic Institute for International Affairs. No date. Political party development program: Party training manuals 1
and 2: Available at: hhtps://www.ndi.org/files/1930_polpart_manuals_010105.pdf
The following points are helpful in the construction of persuasive political speech:
Offer a solution to the problem and show how it directly benefits the audience.
Conclude by offering a vision for the future and showing how your solution would
Describe the vision and encourage the audience to participate in the process.
Is defined as websites or computer applications that enable its users to create and share information
or participate in social-networking.
The ability to effectively use social media has been widely cited as one of the key drivers of citizen
mobilization in the Arab Spring. Since then, other social movement, protest groups and formal
political parties, have used the tool of social media to communicate and send messages. This
strategy was most effectively employed by the electoral campaign of President Obama.
Political organizations ought to master techniques of using social media to interact with their
supporters, as a platform for dialogue and ways to send key messages in the pursuit of mobilization
Social media allows for the free flow of communication, quickly and efficiently with
minimal cost. Using social media as a tool, is a crucial component in the arsenal of a political
organization to communicate with its members, supporters, sympathizers. Social media establishes
a platform for debate, deliberation and dialogue and establishes a medium for the rapid
Social media in its different varieties (Facebook, Twitter, Instagram & Interactive messaging
platforms such as SMS, mixit, and WhatsApp) is increasingly becoming an important medium of
communication for young people. This means that now, political organizations have new tools to
reach a cohort that traditionally have been viewed as apathetic towards political engagement.
Social media then, not only expands the accessibility of communicating to the existing supporters,
it has the potential to allow political organizations to spread their message to a whole new
audience.
Where are they located? Geographical location. Think of where a likely place would be to
Here are two simple questions that will help you identify the issues that are the most important
to your supporters.
1. What are the top three issues the government should deal with?
Once you have asked these two simple questions, prioritize your list and connect what government
should deal with, with what people worry about. This will tell you WHO you are targeting and
Deliverables:
GOVERNANCE
Overview of Section
This section will introduce the idea of Governance and notions of Oversight and Accountability. This section will allow
participation and operationalize the concept of oversight into its constituent parts and locate oversight within broader
governance cycles. Participants will be able to understand formal oversight as a tool for both democracy (constraints
on the use of power and authority, accountability, transparency and responsiveness) and delivery/development
(supervision, direction, monitoring and evaluation). Participants will also develop a greater awareness of
formal/traditional and informal/non-traditional modes of practice in conducting oversight as well as gain exposure to
the political and social dimensions of oversight and its relationship to accountability.
▪ Define oversight and trace its roots in modern governance, democracy and service delivery.
▪ Have a clear understanding of the relationship of oversight to accountability, responsiveness and transparency.
Governance refers to how a country or society operates. It is concerned with the systems and
processes used to steer society and about how decisions are made.
Governance is the process of decision making and what influences decision making.
When talking about Governance – one always hears the terms “good governance” and
“Good governance” refers to economic institutions and public sector management, including
transparency, accountability, regulatory reform, public sector skills and leadership and how these
institutions and organizations are managing and distributing the resources under their control. Most
frequently, “good governance” is a term used in reference to local government affairs, but
Good governance is accountable – Accountability is a fundamental requirement of good governance. Government has an
obligation to report, explain and be answerable for consequences of decisions it has made on behalf of the community it represents.
Good governance is transparent – People should be able to follow and understand the decision-making process. This means
that they will be able to clearly see how and why a decision was made.
Good governance follows the rule of law – This means that decisions are consistent with relevant legislation.
Good governance is responsive – Government should always try to serve the needs of the entire society while balancing
competing interests in a timely, appropriate and responsive manner.
Good governance is equitable and inclusive – A society’s well being results from all of its members feeling their interests have
been considered in decision-making processes. This means that all groups, particularly the most vulnerable, should have
opportunities to participate in the process.
Good governance is effective and efficient – Government should implement decisions and follow processes that make the best
use of the available people, resources and time to ensure the best possible results for society.
Good governance is participatory – Anyone affected by or interested in a decision should have the opportunity to participate in
the process for making that decision. This can happen in several ways – but most fundamentally information must be provided,
people asked for their opinion, and be given the opportunity to make recommendations or, in some cases, be part of actual
decision-making process.
(Adapted from the Victoria Local Government Association in Australia in its good governance guide, available “Good Governance Guide”, available at:
http://www.goodgovernance.org.au/)
increasingly over the last decade or so it has been used by International Financial Institutions in
reference to governments in general. Below are the main elements of “good governance”:
independent judiciaries, security sector reform and reforms on the control of the security forces,
Just and democratic governance is understood to rest on the pillars of participation, human rights, justice, democracy,
accountability and the rule of law. A human rights-based, people-centred approach to just and democratic governance
calls for the participation of citizens, and especially the ability of the poor, marginalized and excluded to ask questions,
claim rights, make decisions and hold institutions accountable.
Peoples Action for Just and Democratic Governance Using evidence to establish Accountability-Sourcebook-MS ActionAid-Denmark
As we can see, both concepts refer to a wide range of quite divergent issues. The definitions of
these terms, such as they may exist, are frequently unclear, quite wide and often imprecise.
Governance is a term which everyone has agreed to widely use, but for which there is little
We define “democratic governance” as a process through which decisions are made, executed, and administered in an
open, participatory and inclusive manner. This is done through effective and functional institutions with defined mandates
for political, economic and social development to enhance the freedom and development of people in society. This is
done through the protection of political and civil liberties for all, and should be underpinned by a set of rules that are
rational, equally applied, fair and just.
-Ebrahim Fakir, 2009
Remember also, that the term “governance”, derives from the term “government”.
Even though we tentatively provide a guiding definition here, it is preferable to focus on the
OVERSIGHT
individuals, structures and organs that constitute them – by overseeing, supervising, and more
colloquially, checking on the performance or operation of a person or group within the institution.
Oversight is also a system for addressing questions of potential risk in implementation and
administration of projects through establishing guidelines and regulations, or other structures and
processes.
It involves reviewing and monitoring the activities and work of those responsible for implementing
and administrating the projects. Oversight is not a subtle thing; it is about extracting a commitment
from those who are responsible for doing certain things that they will be done in the context of the
laws, and policies that prescribe how they will would be done, and done in the public interest.
Those responsible for doing them, have the responsibility to report on what is being done and if
not, why not. Oversight is both a condition and a process, in which information needs to be made
available regarding structures, administration, processes, compliance and how these have been
implemented.
The concept of oversight is related to the idea of accountability. Accountability is the extent to
serviced/public.
It is a transparent and consultative process and has systems in place to detect and punish wrong-
doing or work that is not being done. Accountability is also both a condition and a process. As
such agencies in authority/citizens can ask serious questions and assess the degree to which those
responsible for doing something/their professional staff and officials as well as elected
representatives, are held accountable for doing what it is they are supposed to do.
1. Oversight as direction-setting
2. Oversight as supervision
prescribed interventions or by way of laws, policies, regulations or funding. This will include
evaluating any interventions suggested, and the performance of those officials responsible for
implementing them. Apart from the formal performance monitoring and evaluation system, those
who oversee (i.e.: those conducting oversight) will also need a system to monitor and evaluate
In political governance, those who are elected, because they hold the mandate of the people in
Representative Institutions, act in the collective interests of the people/citizens and also the
Because Government has both legislative and executive powers – there must at least be a
separation of powers, and a separation of functions, between legislative functions and executive
powers. As such the body of elected representatives must oversee the executive and agencies of
the executive (line departments). Legislative and executive powers are to be separated. Legislation
is to prescribe rules and the power of execution, and the executive is usually subordinate and
But elected representative must themselves be accountable to both citizens/the people – as well as
system, act on behalf of the people and on behalf of their party, they must therefore
oversee/supervise and hold to account the appointed officials of the Executive and its agencies, to
see they implement and execute the decisions, policies, and activities and administer and keep
proper records of them. Thus, oversight can be said to be comprising of two elements:
Social accountability matters equally. Civil society actors and communities also impact on
oversight in various ways – through research, lobbying, law suits, petitions, protests, marches and
so forth – but they do not exercise formal oversight. Communities expect and demand
accountability which they expect elected representatives will provide through their process of
conducting oversight.
(the degree to which an agency acts on the basis of the needs of people), and transparency (the
degree to which information is available and decision making is explained and justified publicly).
Through its core oversight function, parliament holds the government to account on behalf of the
people, ensuring that government policy and action are both efficient and commensurate with the
needs of the public. Parliamentary oversight is also crucial in checking excesses on the part of the
government.
As the body that represents the people, parliament is called upon to see to it that the administration
of public policy reflects and meets the people’s needs. Parliament is also called upon to ensure that
the agreed policy is properly implemented and delivered to target citizens. This is the role of
parliamentary oversight.
Deliverables:
SWALIMO Handbook
EXPERIENCE
Strategic Planning
Systems Development
POLITICAL EXPERIENCE
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