Great Zimbabwe Scenarios Project

Media & Publicity Strategic Plan Document

1. Executive Summary

The Great Zimbabwe Scenarios Project exists to influence a democratic and prosperous future for Zimbabwe through a scenario mapping based advocacy strategy. As part of its broad advocacy campaign, project proponents have engaged the media and seek to utilise various media platforms to create awareness and cultivate critical debate around the project. This document constitutes the Projects Media and Publicity Strategy for the period 2013 to 2014. The document is for purposes of providing strategic direction on how the Project can utilise different media platforms for purposes of making sure that the project is debated and well known at national and international levels. Debate and awareness is to be mainly promoted around the Stone People Scenario, which stakeholders have identified ads ideal for the prevalence of democracy and development in Zimbabwe. The process leading to the production of this document included a survey on the level of awareness around the project that culminated in a strategic planning workshop with media stakeholders drawn from a cross-section of media and communication platforms. These included key senior journalists, New Information Technologies (NIT) and Social media experts. The strategic plan provides an outline and insight into what should be done to ensure that the Stone People Scenario is well publicised and debated by a cross-section of people at national and international levels.

2. Background & Contextual InformationFrom 2010 to 2012, The Great Zimbabwe Scenarios Project produced four possible futures for Zimbabwe. The process included the appointment of six convenors who became the trustees of the project and who guide and govern it. They individually and collectively engender a high degree of integrity, respect and confidence, and explicitly reflect the neutral and independent nature of the exercise.They are senior national leaders of the highest and broadest credibility. The appointment of convenors and the recruitment of the secretariat to the project constituted the first phase of the project. The second phase was the construction of the four possible scenarios using a scientific process and framework of scenario planning. A team of 69 sectorial leaders was appointed to be responsible for the crafting of the scenario. This included 38 in-depth interviews with the initial members of the team, commissioning of 6 research papers on key national issues identified during the first workshop and these were the management of diversity, institution reforms, leadership development, management of natural resources and economic recovery and growth. In the same phase three workshops were conducted that resulted in the crafting of the four possible scenarios for Zimbabwe 2011 to 2021. The third phase commenced in October, 2012 with dialogue meetings with multi-stakeholders constituting of politicians, women, young people, academics, the church among others, the second workshop was convened between Government and The business community, the third workshop was a dialogue meeting between civil society and the church and the last was among women in small business enterprise. The four dialogue meetings discussed the four possible futures for Zimbabwe, deliberated the choices available, the risks and opportunities each scenario posed. The various meetings overwhelmingly chose The Stone People Scenario as one that would take Zimbabweans to a desired future. It was also realized that for the short term, it might be feasible to work towards The Stimela Scenario in the next 10 years so that there is economic recovery, national imagebuilding, initiatives towards healing and reconciliation, leadership is developed (Community, District, Provincial and National) and institutional enhancement. This would be a national stabilizing phase for political, economic and social sectors and this phase is expected to take 10 years before the realization of The Stone People. The Stone People: This scenario depicts a government that is responsive to the priority needs of the citizens. It successfully addresses the socio-economic and political concerns that had historically shaped the national fabric. There is inclusive system of governance where all people have the opportunity to participate and identify their needs and priorities. This Bottom-Up -Approach to development ensures that diversity is managed well, there is equitable regional development, the vulnerable groups-women and young people as well as people living with disabilities are empowered to earn a descent and dignified life style. In the same scenario strong and responsive institutions are enhanced and they respond to the needs and priorities of the people. They also provide basic goods and services in an efficient and effective manner. The scenario guarantees freedoms and rights for all irrespective of colour, creed, gender, age, political affiliation and religious beliefs. The scenario seeks to work towards the full engagement of the international community to ensure investor confidence and financial support. Natural resources are managed to the benefit of all (Please refer to A Map Of Four Possible Futures For Zimbabwe page 17).

The media is the locus that is critical in the realization of the objectives of the scenario stories. The media can make or break the proposed activities by positive or negative reporting. If constructively used the media can report on strategies being taken to reduce corruption in both public and private institutions. The media can also be a whistle blower thereby reduce levels of corruption. The media can contribute to institutional effectiveness and efficiency in order to create investor confidence by reporting unprofessional activities in both the public and private sectors. These are the tenants of the two desired scenarios. The media can assist in the cultivation of a good image for the country. The Stone People argues for goods and service provision and the media can criticize or comment the services being provided. The desired scenario speaks to the equitable resource distribution framework to build the confidence of both investors and locals, the management of diversity ensures peace, harmony and stability and healing and reconciliation and all the cases the media plays a pivotal role.

3. SUMMARY FINDINGS & IMPERATIVES FROM THE SURVEY

The survey proved that a larger number of Zimbabweans are not aware of the Great Zimbabwe Scenarios Project and the Scenarios that have been mapped through the project. The project is largely known among journalists, politicians, academics and Civil Society representatives who have participated in its activities that include the scenario mapping exercise and the consultative meeting that was organised for journalists. Taking advantaged of the networks that have been established with a cross-section of media organisations and personalities, there is need to engage in an intensive media campaign to raise awareness and promote debate around the project, particularly the Stone People Scenario that has been identified as ideal for a democratic and prosperous Zimbabwe. Considering the different social interests and varying levels of media accessibility and literacy, the media campaign for the project must be multi-pronged.

4. GOAL & OBJECTIVES

4.1. Goal

The main goal behind this strategic plan is to sell the Stone People Scenario to Zimbabweans for the achievement of unity of purpose, peace, harmony and development. 4.2. Objectives

Objectives informing the setting up and implementation of the Strategic Plan are presented as follows: To plan, and strategize the dissemination of The Stone People Scenario as the most desired scenario for development To disseminate so as to catalyze national consensus and to develop shared national values that will bring about peace, stability and harmony To develop a plan to disseminate the Stone People Scenario in order to enhance broad-based participation & inclusivity so as to co-create a desired future for Zimbabwe To create consensus on the dissemination strategy To ensure positive contribution of the media through constructive reporting as well as enhance sector-wide synergies & networking strategies through dialogue towards desired scenarios To ensure positive reporting so as to cultivate the Zimbabwean pride, create confidence among Zimbabweans about their country and to enable them to speak with one voice about their desired future To ensure the media sustains dialogue so as to de-escalate tensions, bridge views, improve relations, unite the different groups of people and using dialogue as conflict management tool to bring about healing, reconciliation, peace and stability

5. SWOT ANALYSIS

The situational analysis was conducted during a one-day Media and Publicity strategic Planning workshop held on Thursday, 14 November 2013. The analysis was the strengths, weaknesses, opportunities and threats relating to the need for an effective media and publicity campaign for creating awareness around the Stone People Scenario. The analysis also pertained to the internal and external environment in which the campaign is to be carried out.

5.1. Strengths

Insofar as the execution of an effective media and publicity campaign is concerned the following were identified as strengths: A well structured Project governance and management structure; Existence of a network including partners in and among government, business, Civil Society, churches, the academia, war veterans, political parties and different components of the media fraternity; Improved media distribution, transmission, mobile penetration rate Organised media practitioners Zimbabwes high literacy rate Government efforts at engagement Existence of a ruling party with a two-thirds majority in Parliament makes it easy to push for advocacy proposals Organisational ability and/or capacity to influence media content through social media and the Projects existing networks within the media fraternity, Civil society, government, business, the academia and other sectors Relatively developed media, especially in urban areas. This is in terms of radio reach, newspaper circulation, access to social media and the high mobile penetration rate High radio penetration in a significant number of rural areas A media sector that is relatively well organised through lobby groups that include one labour union representing media workers.5.2. WeaknessesComponentWeaknesses

Engaging people through media Poor public perception of media Polarisation & politicisation of media Limited financial resource base considering high costs of engaging in a multi-faceted media campaign Poor remuneration of journalists leading to unethical media coverage

Media Regulatory & operational Environment Monopolisation of media Media censorship Fear to report on certain issues owing to restrictive political & legal environment Fear to make leaders account for their actions

Public access to media Lack of access to NITs, social media & other media products in certain areas, especially in rural communities High cost of accessing media products & NITs Poor transport, broadcasting & transmission infrastructure

Coherence Absence of a shared National Vision Lack of one common indigenous language as is the case with Swahili in East Africa

5.3. Analysis of the External Environment

5.3.1. Opportunities

ComponentOpportunities

Disseminating the Stone People Scenario to the generality of Zimbabweans Expanding use & access to NITs & Social Media High literacy rates Existence of a broad network including people in government, business, Civil Society, media & other sectors

Consensus on the dissemination strategy Existence of a broad network including people in government, business, Civil Society, media & other sectors Existence of partnerships across the political divide Existence of governance & management structures that are apolitical

Ensuring positive reporting on the Stone People Scenario Existence of partners within a cross-section of media organisations, media outlets & media forms Growing sense of patriotism Need for a National Vision Governments current engagement efforts Ongoing debates on political economy Current debates on the need for a principle and value respecting country that is free of vices such as corruption & others that the Stone People Scenario will help eradicate Multiplicity of media outlets 75% content stipulation on broadcasters Provision for free expression & access to information in Zimbabwes new constitution

Enhancing sector-wide synergies & networking strategies through dialogue towards the Stone People Scenario Existence of broad network in different sectors Multiplicity of media outlets On-going engagement efforts by government & other stakeholders On-going Political Economy debates Need for shared National Vision

Ensuring that the media sustains dialogue for purposes of de-escalating tensions, promoting unity & as a tool for promoting healing, conflict management, reconciliation, peace & stability Multiplicity of media outlets On-going engagement efforts by government & other stakeholders Growing sense of patriotism Need for a shared National Vision Consensus among stakeholders in government, Civil Society, religious denominations & others on the need for peace & reconciliation Existence of provisions promoting peace & reconciliation in the new constitution of Zimbabwe

5.3.2. Threats

Component Threats

Disseminating the Stone People Scenario to the generality of Zimbabweans Government regulation of media Restrictive media laws Restricted access to NITs, Social media & other media products in certain communities, especially rural areas Poor perception of media Lack of awareness on the Stone People Scenario by the generality of Zimbabweans Development of lack of interest in the project

Consensus on the dissemination strategy Polarisation & politicisation of media Monopolisation of media Political instability from within & without Partisan control of media Differences in editorial policies Intolerance Limited access to media by sections of the populace

Ensuring positive reporting on the Stone People Scenario Polarisation & politicisation of media Intolerance Concentration of media ownership & control

Enhancing sector-wide synergies & networking strategies through dialogue towards the Stone People Scenario Lack of cooperation from Stakeholders Limited access to media by sections of the populace Intolerance Politicisation of Civil Society Ethnicity Lack of financial resources

Ensuring that the media sustains dialogue for purposes of de-escalating tensions, promoting unity & as a tool for promoting healing, conflict management, reconciliation, peace & stability Lack of interest by media & other stakeholders Intolerance Political instability from within & without Ethnicity

5.3.3. Gap Analysis

The following gaps were identified and these largely pertain to institutional capacity needs: No background media and publicity campaign has been done for the Great Zimbabwe Scenarios Project in general and the Stone People Scenario in particular; The Project is largely unknown among media practitioners across Zimbabwe Very few ordinary Zimbabweans are aware of the Great Zimbabwe Scenarios Project and what it entails; The Project has a small secretariat, consisting of only two people; The Project has no Media, Information & Publicity department; The project is not adequately funded in terms of programme and institutional costs; While the Project has a Board comprising of members that are drawn from different sectors and are fairly experienced in their areas of expertise, none of them has a media and communications background.

6. CRITICAL ISSUES/KEY RESULT AREAS

Basing on the survey and in relation to the need for an effective, far reaching media and publicity campaign, the following has to be done in the period 2013 to 2014:

An extensive, multi-pronged media and publicity campaign has to be engaged in to raise awareness on the Great Zimbabwe Scenarios Project in general and the desired Stone People Scenario in particular; The Project needs to extensively utilise its networks in government, media, Civil Society, government, business, political parties and other sectors for purposes of ensuring that the Project in general and the Stone People Scenario in particular ate better known and extensively debated at national and international levels; The Project needs additional members of secretariat. In particular, there is need for an Information Department that can effectively coordinate the anticipated, multi-pronged Information and Publicity Campaign; The Project Board must be seized with the need for an effective Media and Publicity programme to the extent that they may need to incorporate a Board member with a Media and communications background.

Appendix 1: Strategic Plan Matrix

The matrix presented below is based on specific objectives relating to reaching out to specific target groups and carrying out particular forms of the media and publicity campaign:

Key Strategy ComponentObjectiveActivities/Means of disseminationKey Performance IndicatorsSources/Means of Verification

Raising Awareness on the Stone People Scenario among a cross-section of Zimbabweans To conduct a multi-faceted media & publicity campaign for purposes of disseminating information on the Stone People Scenario to a generality of Zimbabweans Radio & television programmes, advertising, social media, online media including websites, blogs, Press Article series, exhibitions, newspaper stories & supplements, article series, cartoons, community theatre, Mobile Phone based short Message Service (SMS) platform & mobile applications1. Widespread debate on the Stone people scenario among a cross section of ZimbabweansMedia Content analysis Social media analytics, Internal/External Monitoring & Evaluation reports, Surveys, Internal activity reports

Ensuring that kids & youths are aware of the Stone People Scenario for purposes of continuity & sustainabilityTo ensure that kids & youths are aware of the values enshrined in the Stone People Scenario Cartoons, books, roadshows, social media (Facebook, Whattsapp, Twitter), SMS, You Tube Roadshows, Information, Education & Campaign materials including bandanas, body tops & branded stationary 1.Contributions to debate on the Stone People Scenario by youths2.Existence & effectiveness of media products & campaigns targeting youths

1.Qualitative & quantitative Media Content analysis2.Social media analytics3.Surveys

Cultivating awareness & debate on the Stone People among professionals To ensure a Media & publicity campaign that addresses particular needs & interest of professionalsSocial media (Linkedin, Twitter), radio shows, advertising, branded stationary, public lectures, Community theatre online publications, newspaper stories & supplements, Press article series1. Embracing of values of the Stone People Scenario as seen through contributions to debate2.Participation in media & publicity activities promoting the Stone People Scenario

1. Quantitative & qualitative Surveys2.Activity reports3. Attendance registers4. Social media analytics

Raising awareness & cultivating debate on the stone People Scenario among rural communitiesEnsuring that people in rural areas are aware of the Stone People Scenario & are able to participate in debates relating to principles & values enshrined in the ScenarioRadio, advertising, SMS, distribution of newspaper returns, IEC materials (fliers, posters, calendars, wrappers, T-Shirts & bandanas), Social media (Whattsapp), mobile applications, Community theatre1. Contributions to debates relating to the Stone People Scenario by people in rural communities2.Increased awareness on the Stone People Scenario by people in rural communities 1. SMS& Whattsapp database2. Survey3. Qualitative & quantitative media content analysis

Raising awareness on the Stone People Scenario among womenTo ensure that women are aware of the Stone People Scenario & are able to spread awareness on the values prescribed in the Scenario. Social media (Facebook, Whattsapp, Twitter), SMS, film & documentary, radio talk shows, advertising, IEC materials (wrappers, bandanas, posters, fliers, T-Shirts & body tops), Television, Community theatre1. Number of women who are aware of the Stone People Scenario will increase by at least 10 percentage points within one year.2.There will be more women engaging in activities that raise awareness on the Stone People Scenario

1. Survey2. Media Content analysis3. Social media analysis4.SMS & Whattsapp databases

Engaging policy makers in relation to the Stone People ScenarioTo ensure that policy makers at various levels are engaged on the Stone People Scenario by citizens &media through different media platformsSocial media (Facebook, Twitter, Whattsapp), radio talkshows, television, Website, blogs, Press Conferences1. More policy makers at different levels will show awareness on the Great Zimbabwe Scenarios Project inn general & the Stone People Scenario in particular1. Media 2.Policy statements & announcements3.Press Conference reports4. Media Content analysis6. Social media analytics7. Survey (focussing on the interaction between citizens, media & policy makers in relation to the Stone People Scenario

Key Tasks to be accompalished, Responsibilities & Time Frames

TaskResponsibilityTime Frame

Setting up Information DepartmentBoard & SecretariatDecember 2013

Setting up Website & Social Media Platforms Secretariat, Chris MusodzaJanuary 2014

Designing & Production of IEC materialsSecretariat, Leo Mataruka, Nqobile MoyoJanuary 2014

Drawing of Mass Media & Community theatre based Campaign strategySecretariat, Barney Mapondera, Media CentreJanuary 2014

Drawing of NITs & Social Media based Campaign strategySecretariat, Chris Musodza, Pascal NyashaJanuary 2014

Setting up of SMS, Whattsapp platforms & databasesSecretariat, Chris MusodzaJanuary 2014

Commencement of awareness raising & debates through mass media (radio, television & newspapers-including mass media based advertising)Secretariat, Barney Mapondera, Media CentreAs from early February 2014

Commencement of awareness raising & debates through SMS, Social media Secretariat, Chris MusodzaAs from mid-February 2014

Awareness raising through Mobile applicationsSecretariat, Pascal NyashaAs from March 2014

Press Article SeriesSecretariat, Media Centre, Leo MatarukaAs from December 2013

Commencement of campaign targeting women, youths & kidsSecretariat, Nqobile MoyoAs from March 2014

Commencement of campaign targeting professionals & rural communities Secretariat, Pascal Nyasha, Leo Mataruka, Media Centre, Barney MaponderaAs from March 2014

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