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Great Zimbabwe Scenarios Project

Media & Publicity Strategic Plan Document




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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 Information
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From 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.
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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
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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:
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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

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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
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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. Weaknesses
Component Weaknesses
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
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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

Component Opportunities
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
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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 Existence of broad network in different sectors
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strategies through dialogue towards the Stone People
Scenario
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
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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
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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;
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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.

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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
Component
Objective Activities/Means of
dissemination
Key Performance
Indicators
Sources/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
Radio & television programmes,
advertising, social media, online
media including websites, blogs,
Press Article series, exhibitions,
newspaper stories & supplements,
article series, cartoons,
1. Widespread debate
on the Stone people
scenario among a
cross section of
Zimbabweans
Media Content analysis
Social media analytics,
Internal/External
Monitoring & Evaluation
reports, Surveys, Internal
activity reports
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Zimbabweans community theatre, Mobile Phone
based short Message Service
(SMS) platform & mobile
applications
Ensuring that kids &
youths are aware of
the Stone People
Scenario for purposes
of continuity &
sustainability
To 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
youths
2.Existence &
effectiveness of media
products & campaigns
targeting youths

1.Qualitative &
quantitative Media Content
analysis
2.Social media analytics
3.Surveys
Cultivating awareness
& debate on the Stone
People among
professionals
To ensure a Media &
publicity campaign that
addresses particular needs &
interest of professionals
Social media (Linkedin, Twitter),
radio shows, advertising, branded
stationary, public lectures,
Community theatre online
publications, newspaper stories &
supplements, Press article series
1. Embracing of
values of the Stone
People Scenario as
seen through
contributions to
debate
1. Quantitative &
qualitative Surveys
2.Activity reports
3. Attendance registers
4. Social media analytics
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2.Participation in
media & publicity
activities promoting
the Stone People
Scenario

Raising awareness &
cultivating debate on
the stone People
Scenario among rural
communities
Ensuring 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
Scenario
Radio, advertising, SMS,
distribution of newspaper returns,
IEC materials (fliers, posters,
calendars, wrappers, T-Shirts &
bandanas), Social media
(Whattsapp), mobile applications,
Community theatre
1. Contributions to
debates relating to the
Stone People Scenario
by people in rural
communities
2.Increased awareness
on the Stone People
Scenario by people in
rural communities
1. SMS& Whattsapp
database
2. Survey
3. Qualitative &
quantitative media content
analysis
Raising awareness on
the Stone People
Scenario among
women
To ensure that women are
aware of the Stone People
Scenario & are able to
spread awareness on the
Social media (Facebook,
Whattsapp, Twitter), SMS, film &
documentary, radio talk shows,
advertising, IEC materials
1. Number of women
who are aware of the
Stone People Scenario
will increase by at
1. Survey
2. Media Content analysis
3. Social media analysis
4.SMS & Whattsapp
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values prescribed in the
Scenario.
(wrappers, bandanas, posters,
fliers, T-Shirts & body tops),
Television, Community theatre
least 10 percentage
points within one
year.
2.There will be more
women engaging in
activities that raise
awareness on the
Stone People Scenario



databases
Engaging policy
makers in relation to
the Stone People
Scenario
To ensure that policy
makers at various levels are
engaged on the Stone
People Scenario by citizens
&media through different
media platforms
Social media (Facebook, Twitter,
Whattsapp), radio talkshows,
television, Website, blogs, Press
Conferences
1. More policy makers
at different levels will
show awareness on
the Great Zimbabwe
Scenarios Project inn
general & the Stone
People Scenario in
particular
1. Media
2.Policy statements &
announcements
3.Press Conference reports
4. Media Content analysis
6. Social media analytics
7. Survey (focussing on the
interaction between
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citizens, media & policy
makers in relation to the
Stone People Scenario

Key Tasks to be accompalished, Responsibilities & Time Frames

Task Responsibility Time Frame
Setting up Information Department Board & Secretariat December 2013
Setting up Website & Social Media Platforms Secretariat, Chris Musodza January 2014
Designing & Production of IEC materials Secretariat, Leo Mataruka, Nqobile Moyo January 2014
Drawing of Mass Media & Community theatre
based Campaign strategy
Secretariat, Barney Mapondera, Media Centre January 2014
Drawing of NITs & Social Media based
Campaign strategy
Secretariat, Chris Musodza, Pascal Nyasha January 2014
Setting up of SMS, Whattsapp platforms &
databases
Secretariat, Chris Musodza January 2014
Commencement of awareness raising &
debates through mass media (radio, television
& newspapers-including mass media based
Secretariat, Barney Mapondera, Media Centre As from early February 2014
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advertising)
Commencement of awareness raising &
debates through SMS, Social media
Secretariat, Chris Musodza As from mid-February 2014
Awareness raising through Mobile
applications
Secretariat, Pascal Nyasha As from March 2014
Press Article Series Secretariat, Media Centre, Leo Mataruka As from December 2013
Commencement of campaign targeting
women, youths & kids
Secretariat, Nqobile Moyo As from March 2014
Commencement of campaign targeting
professionals & rural communities
Secretariat, Pascal Nyasha, Leo Mataruka,
Media Centre, Barney Mapondera
As from March 2014