SPOTLIGHT
“We never work alone” The OPEC Fund and its partner organization OECD DevCom co-hosted a workshop for global communications professionals at its Vienna Headquarters
G uests from all over the world came to the OPEC Fund Headquarters in Vienna in March for a workshop hosted by, with and for communications professionals. The spirit of the full-day
does already exist. It is the 2030 Agenda for Sustainable Development,” said Henri-Bernard Solignac-Lecomte, Head of Division for Development Communications at the OECD. The money is also there – in theory, at least: “Global financial assets today are estimated at US$470 trillion. If we can mobilize only one percent, we can achieve our goals,” he added. Communications can play a vital role in getting there. To be successful, it needs to be targeted,
event was captured pointedly by Mathilde Schneider, Director of Communications at the Agence
Française de Développement, who said: “We never work alone,” paraphrasing what is arguably the most famous football chant in the world. “Communicating for Development Finance
Henri-Bernard Solignac-Lecomte, OECD, Head of Division for Development Communications
calibrated and tailored. In a complex and fragmented media landscape, where a virtually infinite number of actors (in other words, every single person with a smartphone and internet access) that are competing for ever-shorter attention spans, prioritization is key, said Mark Gray, Head of Political Strategy and Communication at the European Commission: “Imagine what and how you
& International Co- operation” was the over-arching theme of the event, which was co-organized by the OPEC Fund and the Development Communication (DevCom) Network of the Organisation for Economic Co-operation and Development (OECD). Participants
advised. Nadia Benamara, OPEC Fund Chief Communications Officer, added: “Communications has to be interconnected and it has to be credible.” A successful narrative combines clear words with powerful visuals, but it will only succeed when based on underlying data and facts. Credibility is crucial, emphasized Muhammad Jameel Yusha’u, Acting Director, Communications at the Islamic Development Bank, because: “Communications is about changing lives and giving hope.” This is more important than ever in a world where the delivery of the Sustainable Development Goals by 2030 is largely behind schedule, participants agreed.
Mathilde Schneider, Agence Française de Développement, Director of Communications
agreed on the seriousness of the task to raise awareness for development causes in a world facing multiple political, economic, social and geopolitical crises. The trick is to convert a challenge into an opportunity: “The good news is that the road for a brighter future
would communicate if I slashed your budget by 90 percent,” he challenged his colleagues. To get this right, tough – and good – choices have to be made: “Do not communicate 86 projects, but focus on three instead,” Gray
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