Communication and development

Workshop on Maximizing Outcomes with Minimum Resources for Development Communication


Organised jointly with the MASHAV - Israel's Agency for International Development Cooperation (Foreign Ministry of Israel), the workshop "Maximizing Outcomes with Minimum Resources for Development Communication" took place on 31 May and 1 June 2010, in the Golda Meir Mount Carmel International Training Center - MCTC, Haifa, Israel.


Over thirty communicators and development experts gathered to discuss strategies and tools to achieve better outcomes of their communication actions. Participants brought examples of good practice and shared their perspectives on development communication with limited resources, as well as discussed the use of social media (blogs, Twitter, YouTube, etc.) for development communication.


Israel was the host of this event and other new OECD members –Estonia and Slovenia– participated in the workshop. This joint MASHAV/DevCom workshop was a forum for new partners in development co-operation and new OECD members to share their strategies and strengthen co-operation.





Keynote Speech; Sondra Rubenstein, Distinguished Professor, Department of Communication, University of Haifa, Israel
“What's Next" strategy, Yossi Koren, VP Corporate Communications, TEVA Pharmaceutical Industries

"Development Communication lessons learned by a beginner"; Agata Czaplińska, Deputy Director of Department of Implementation of Development Programmes, MFA Poland

"Communication Strategy of Offical Development Assistance of Slovak Republic"; Danica Schuchmannová, Communication Officer, Slovak Agency for International Development Co-operation (Slovakaid), MFA Slovakia
"Connecting with your target audience"; Sondra Rubenstein, Distinguished Professor, Department of Communication, University of Haifa, Israel
"Estonian case study on development communication"; Marje Pihlak, Development Cooperation Division, MFA Estonia

"Slovenia’s Development Cooperation"; Timotej Šooš , Advisor to the Minister for International Development Cooperation, MFA Slovenia
"Communicating Development to Emerging Donor’s Public: Czech Republic as Case Study"; Roman Holý, Permanent Delegation of the Czech Republic to the OECD

"A new digital strategy : the power of social networking tools"; Julia Chandler, Online Content and Communications Network (DCN) Team, DFID

"Web2.0 for Development: Social media, Development and Public Diplomacy"; Yaron Gamburg, Ministry of Foreign Affairs, MASHAV, Israel's Agency for International development Cooperation 

"Creating Social Media Accounts"; Paula Stern, WritePoint




Many communicators and development experts must cope with managing their communication plans and strategies with small budgets or decreased capital. The challenge is to provide coherence, visibility and clear results for ODA delivery. Being strategic and efficient is essential to showing results from development communication and convincing key decision makers of the importance of communication efforts. It’s all about making every euro, pound or dollar of communication expenses deliver the maximum outcome.


The workshop was designed specifically for donors with limited financial and human resources for their development communication activities, for new and emerging donors, as well as for all ministries or agencies experiencing budget constraints in the current economic environment.


What was the seminar about?


Some questions the seminar aimed to answer were:

• Why do you need and how do you design a development communication strategy?
• How do you make development a priority in public opinion in times when countries are dealing with their domestic problems and development assistance is considered as luxury?  How can you deal strategically with a sceptical audience? 
• How can you define your audience in order to prioritize expenses? How do you know what your audience thinks and expects? How do you include the voice of the partner country in your communications?
• What are successful tools for development communication?  Which tool or channel fits which target audience group? What initiatives do you focus on when resources are limited (festivals, exhibitions, debates, forums, fair trade initiatives, etc.)? Opinion leaders, goodwill ambassadors, development advocates - how to choose the best messengers? 
• How to create a distinction in public perception between 'live-saving assistance' and development aid? How to enhance the understanding of long-term development?
• Building partnerships for raising awareness about development cooperation: how can dialogue and engaging with non-state actors (NGOs, Civil Society Organisations, media, etc.) strengthen development education?

To address these questions, the Haifa workshop gathered communication experts that discussed strategies and tools to achieve better outcomes of their communication actions.



  • Communicators from bilateral ministries and agencies;
  • Communicators from multilateral institutions;
  • Development experts interested in the topic of making the most of communication actions when resources are restricted.


For more information, questions or comments, please contact the DevCom Team.


Related Documents


Meetings of the DevCom Network

Public Opinion and Engagement for Development


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