Everyone has a role
IFAD is operating in a world no one could have imagined at our founding. The issues at the heart of our mandate are in the headlines every day. Three quarters (and growing) of the world’s poor people are our audience. The biggest-ever generation of young rural people are confronting the global challenges of climate change, rising food prices and economic stagnation – and as they enjoy electronic links to the broader world, our ability to reach them will continue to improve.
Today we face a dynamic media and digital environment. As we carry out IFAD’s mandate, responsibility for communications is not limited to the Communications Division – it lies with every staff member in every office. As our presence expands around the globe, so too does our ability to publicize what we do and the impact it is having. With more eyes and ears in the field, we also have greater capacity to alert headquarters about unfolding situations and opportunities.
Technology has blurred job titles; today every role has a communications component. A whole range of tools – including the internet and social media – allow us to get our message out to more people, faster, more effectively and at less cost. This expands our ability to advocate for poor rural people and work on their behalf. At the same time, there are fewer controls, and no electronic shredder. Every staff member is encouraged to become a responsible part of the digital conversation and the online development community.
Today we face a dynamic media and digital environment. As we carry out IFAD’s mandate, responsibility for communications is not limited to the Communications Division – it lies with every staff member in every office. As our presence expands around the globe, so too does our ability to publicize what we do and the impact it is having. With more eyes and ears in the field, we also have greater capacity to alert headquarters about unfolding situations and opportunities.
Technology has blurred job titles; today every role has a communications component. A whole range of tools – including the internet and social media – allow us to get our message out to more people, faster, more effectively and at less cost. This expands our ability to advocate for poor rural people and work on their behalf. At the same time, there are fewer controls, and no electronic shredder. Every staff member is encouraged to become a responsible part of the digital conversation and the online development community.
Why do we need to communicate?
IFAD’s communications opportunities and challenges are increasing and changing. This is a result of our growing global presence and expanding programme of work along with the international community’s heightened focus on rural transformation. These changes underscore the benefits that outreach brings to the operations we support in the field as our profile increases, as well as the opportunities to be part of the development dialogue that we will miss if we do not communicate consistently and effectively.
IFAD plays an essential role in helping the world’s poor rural people to work their way out of poverty and live in dignity. What we do is crucial but not sufficient, and we do not work alone. Our contributions both guide and reinforce those of many other partners: governments, other United Nations agencies, civil society groups including NGOs, donors, the private sector, the media and the general public. Informing them about our activities builds momentum and in turn uncovers new opportunities to increase our impact through collaboration. Communications supports replication of successes – so that what begins as ‘a project’ gradually becomes ingrained as the new and better way of doing things. Communications also keeps our issues, particularly rural poverty and food security, in the public mind.
Communications builds trust and helps us remain accountable. If we are open and accessible, it becomes clear that we deliver on our promises. A history of open and accurate communications is a priceless asset in confronting any controversies that may arise. With effective communications, our messages reach policymakers and decision makers in Member States, especially donors, reinforcing our ability to raise funds and expand.
IFAD plays an essential role in helping the world’s poor rural people to work their way out of poverty and live in dignity. What we do is crucial but not sufficient, and we do not work alone. Our contributions both guide and reinforce those of many other partners: governments, other United Nations agencies, civil society groups including NGOs, donors, the private sector, the media and the general public. Informing them about our activities builds momentum and in turn uncovers new opportunities to increase our impact through collaboration. Communications supports replication of successes – so that what begins as ‘a project’ gradually becomes ingrained as the new and better way of doing things. Communications also keeps our issues, particularly rural poverty and food security, in the public mind.
Communications builds trust and helps us remain accountable. If we are open and accessible, it becomes clear that we deliver on our promises. A history of open and accurate communications is a priceless asset in confronting any controversies that may arise. With effective communications, our messages reach policymakers and decision makers in Member States, especially donors, reinforcing our ability to raise funds and expand.