Jak komunikovat Zahranični Rozvojovou Spolupraci. Narativy, Nastroje, Navaznosti
How to communicate Foreign Development Cooperation. Narratives, Tools, Contextualities

Author(s): Ondřej Horký-Hlucháň, Michal Procházka
Subject(s): Media studies, Human Rights and Humanitarian Law, Public Administration, International relations/trade, Developing nations, Politics and communication, Policy, planning, forecast and speculation
Published by: Ústav mezinárodních vztahů
Keywords: foreign development cooperation;
Summary/Abstract: Direct communication of foreign development cooperation (FDC) and humanitarian aid by the Ministry of Foreign Affairs of the Czech Republic (MFA) and the allocation of the relevant budget is a necessary condition for maintaining the declining support for its financing from public budgets: the absence of communication is a bigger problem than its quality, a quick analysis of the current sample of media outputs arouses positive or neutral sentiments. Solidarity narratives may be implicit, but pragmatic arguments do not work for the majority of the Czech, skeptical public. The key to positive messages seems to be to show the specific impact of Czech aid on the basic needs of active, self-sufficient recipients as well as the expertise and financial supervision of Czech entities. A number of modified and newly identified narratives and attitudes towards Czech development aid need to be tested in focus groups and subsequent representative surveys. The main tools are primarily television and news servers. The MFA needs to systematically insert the government's position into the insufficient information and supplement it with expertise from the OECD international network of development communicators.

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