Governments and Senates:

Progress Through Dialogue With Citizens

DPD: Strategic Marketing and

Communications for Intelligent
Interactions
By:

Dr. G.S. Kindra, Professor

University of Ottawa, and
President, CMRDI Marketing Communications
Canada
GKindra@Gmail.com
And
And

Rick
Rick Stapenhurst,
Stapenhurst,
The
The World
World Bank
Bank Institute
Institute
Jakarta,
Jakarta,
August
August 31,
31, 2005
2005
 “Members Only? Parliament in the Public
Eye”(Hansard Report (2005) Recommendations)
“A parliament that involves and engages the public more effectively in
its work, and where the public can exercise real influence, would
respond to such increased attention with improved performance..
Parliament needs to reassert itself, to reconnect with the public and
become what itself has always striven to be – the fountain of our
democratic freedoms. Parliament is currently failing in its democratic
duty.”“Essentials of Modern Parliamentary Communications”:
1. Parliamentary communications services should be established
2. Joint Committee of both houses should be responsible
3. Communications strategy for the Parliament should be adopted
4. Mechanisms for public input should be built in.
5. Accessibility revolution: use of the internet is critical!!
6. Mechanism for regular evaluation against targets is required.
7. Long-term budgetary commitment is needed.
 Technology is Changing all Human
Interactions
Particularly related to knowledge
Exchanges and information intensive
Products and services

3
Asia's top 20 e-governments (2003)
1. Singapore (1)
2. Australia (4)
3. Taiwan (5)
4. Malaysia (8)
5. China (11)
6. New Zealand (12)
7. The Philippines (13)
8. Maldives (17)
9. Hong Kong (19)
10. Japan (23)

Source: Public Sector Technology and

Management, August 16, 2005
 Government/Parliamentary
Communications: Myths and Limitations
Government and parliaments can and should employ tools and techniques (like
positioning and segmentation ), that enable intelligent interactions with citizens .

– Marketing is a private sector thing!!!

–
Misconceptions:
Parliaments have no “customers”!!
– Good work will market itself!!
– Communications stuff is a luxury and not a necessity!!

Today most governments have embraced the fundamentals of marketing and

communications, but are struggling with the building blocks:
– Strategic knowledge of their target markets
– Performance tracking
– Technology interface
– Partnerships, strategic alliances
 What Do Parliamentary
communication Plans Look Like
or should look like?
The Canadian Senate: Action Plan for the Communications
Directorate (under review)
The Situation (bad reputation, focus on committee work)
Goals (public understanding, demonstration of value, to provide the Senators with
communication tools)
Target audience (media, senators and staff, academics, youth, NGOs, international
stakeholders)
Key message (Senate is vital to the bicameral system, senate committees dialogue,
Senators bring a broad range of experience, Senators bring local perspective to the
debates, Senators work hard)
Priorities
– Promote the work of the Senate (Key recommendations for committee communications and
tool kits for Senator; TV coverage of all committees; travel and dialogue)
– Awareness building projects (publicize work; 30” TV program; target MPs; success stories)
– Short-term Committee promotion activities (max. use of internet, web pages for media;
web casting.)
– Other communications directorate activities (tools for Senators; respond to public queries;
Web projects (electronic distribution of work; interactive chamber seating plan; web
casting)
Benchmarking (research, compare, and benchmark)
Internal communications (tell our own staff about it)
Key Message and Tools
Television*
Regional level Universities*
Regional level NGOs*
PR, and publicity
Sponsorships
Partnerships
Internet
Print media
Door-to-door “selling” (district office staff?)
Visible Actions by DPD members
Communications/Dialogue Plan
for DPD?
 Hypothetical Communications Plan for Dewan
Perwakilan Daerah (DPD)
1. Introduction/Background
2. Need for the program or campaign (issues, problems?)
3. Current and previous research (and what additional
research will be required)
4. Key considerations (issues/public concerns:
economy/jobs/corruption?)
5. Partnerships and alliances (budget leverage issue)
6. Communications objectives: inform? Persuade? Act?)
7. Target market selection (Opinion leaders, DPR/DPRDs,
media, youth?)
8. Key message (work done; misperceptions; the future;
partners in progress?)
9. Communications mix (TV, print media, publicity,
sponsorships, web?)
10. Timeline, budgets and evaluation
 Hypothetical Communications Plan for Dewan
Perwakilan Daerah (DPD):
An Exercise
Champions of Cause: The Chairman of the DPD? Vice-Chair? Any
member!
“Corporate” Objective: to enhance the democratic performance
of DPD by promoting intelligent dialogue with citizens through
efficient and cost effective communications strategies.

1. Specific Plan Objectives? To increase awareness

of DPD; or to correct “wrong” impressions etc.?
2. “The Communications strategy will not be
effective until….” identify 5 key barriers!
3. Outline Step 1 to step 10 of the comm. Plan!
 The Next Step?

Training ?
Internal consultations (inside DPD)?
External consultations (institutions and
governments)?
Management Structure?
Development of a communication program
for approval by DPD?
Budget commitments/partnership
agreements?
Execution!
TERIMA KASIH
BANYAK!!