Integrating PPDs into the Political Process Lessons from Bangladesh Laura Watson, Operations Adviser Shihab Ansari Azhar, Stakeholder Engagement Analyst

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Integrating PPDs into the Political
ProcessLessons from BangladeshLaura Watson,
Operations AdviserShihab Ansari Azhar,
Stakeholder Engagement Analyst
April 29, 2009
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2007 Breaking New Ground

• January 2007 Interim Government in power.
• Anti-corruption drives targeted at some prominent
  businessmen.
• Low business confidence.
• The case for business reforms
• Relatively easy set of reforms to implement,
  compared to corruption and electoral reforms
• Allows Caretaker Government to leave a legacy.
• Selling Interim Government on the need for
  business reforms results in establishment of two
  public-private dialogue bodies
• Bangladesh Better Business Forum
• Regulatory Reforms Commission

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2008 Managing Change

• December 2008 Elections scheduled to elect new
  political government.
• Bangladesh has history of anti-incumbency
  business reform momentum may not sustain.
• Needed strategy to mitigate risk of political
  change effectively.

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Touch Peoples Lives
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Understand Your Audience

• First step is to understand how people perceive
  business reforms in Bangladesh.
• Survey of 1,200 General Population, 353 total
  Opinion Leaders (37 from General Population) and
  250 SME/Micro business owners and managers
• 10 Focus Groups in Dhaka and Chittagong with
  general public, opinion leaders, SME/Micro
  business owners and managers.

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BBBF Approval
Based on what you know, would you approve or
disapprove of the next elected government
continuing with the BBBF, or do you have no
opinion?
Opinion Leaders
General Population
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BBBF Messages Opinion Leaders
Domestic Investment. The BBBF works to improve
our business climate, making Bangladesh more
attractive to investors. Greater government
transparency, better tax policies, and
regulations that stabilize our economy will
ensure greater domestic investment and growth in
Bangladesh. Jobs. The BBBF is working to improve
the lives of every Bangladeshi. Greater access to
loans for entrepreneurs, more efficient
regulations and streamlined government services
will lead to more jobs, a higher standard of
living and a better future for all Bangladeshis.
Foreign Investment. The BBBF works to improve
our business climate, making Bangladesh more
attractive to foreign investors. Greater
government transparency, better tax policies, and
regulations that stabilize our economy will
ensure greater foreign investment and growth in
Bangladesh. Public/Private. The BBBF helps the
public and private sectors work together to reach
the right solutions for the country. Increasing
interactions between the government and business
community will lead to mutually beneficial
policies, combating problems and identifying
solutions that will grow our economy. High
prices. High prices are placing a heavy burden on
our families and damaging our country's economy.
The BBBF is working to provide solutions and
support to our government to help get through
this crisis. In the future, the BBBF will make
sure that through effective business and economic
reforms, crises like this are prevented.
International Similarities. Organizations
similar to the BBBF are very common throughout
the world. The United Kingdom and South Korea
both have similar organizations that provide real
solutions and reforms that stimulate their
economy. Having the BBBF continue in Bangladesh
will allow us to join the international stage and
lead to greater economic growth. Permanency. One
of our country's major problems is the lack of
permanency within our government that leads to
unstable economic conditions, hindering our
growth. The BBBF is an organization that will
work from government to government, paving the
way for consistent policies and easier
transitions so as our government leaders change
our economy will remain stable.
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BBBF Doubts Opinion Leaders
Now I am going to read you some criticisms of the
Bangladesh Better Business Forum, or the BBBF.
For each one, please tell me whether it raises
very serious concerns, serious concerns, minor
concerns, or no concerns at all about the
Bangladesh Better Business Forum.
Big Business. The BBBF is too focused on big
businesses and not enough on the real problems of
our country. The BBBF spends too much of its time
figuring out ways for big business to make more
profit while the people are struggling with high
prices and low wages. Benefits Foreigners.
While the BBBF may claim to improve the lives of
Bangladeshis, they will really be benefiting
foreigners who come here and exploit our
resources. In reality, by promoting foreign
investment and tax benefits for foreigners,
Bangladeshis will lose jobs and profits will be
taken out of our country to companies overseas.
Part of CG. The BBBF is just one of the many
failed reforms undertaken by the Caretaker
Government. The BBBF has been in place for over a
year and they have not implemented a single
business reform. This is just another sign that
the Caretaker Government is more interested in
talking about reforms than actually carrying out
reforms.
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BBBF Approval
Based on what you know, would you approve or
disapprove of the next elected government
continuing with the BBBF, or do you have no
opinion?
76
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68
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General Population
Opinion Leaders
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Best reasons to continue with BBBF
Based on what you know now, which TWO of the
following are the best reasons the next
government should continue with the Bangladesh
Better Business Forum, or the BBBF?
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Operationalising the Research Results

• Objective sustain the reforms process during
  transition to a new government.
• Overall slogan Better Business, Better
  Bangladesh.
• Overall message Business reforms lead to job
  creation.
• 4 week campaign each week one reform
  highlighted
• Series of message events and communications
  around selected overall and weekly theme defined
  by research results roundtables, press
  briefings, talk shows, regional dialogues, media
  visits.

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TV Commercial from the Communications Campaign
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Build and Nurture Champions Who Can Leverage
Influence
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Building a Coalition of Champions for Business
Reforms

• Identifying at least 100 influential individuals
  (opinion elites)
• Establishing a coalition of 20 - 30 opinion
  elites
• Supporting the advocacy coalition
• provide them with research support, policy
  notes, creating advocacy events

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A Large Range of Stakeholders May Already be
Active
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A Brief Stakeholder Analysis
High
Chambers
Academia
Degree of Support and Interest for Business
Reforms
BBBF
Champions
Policy Makers
Media
Think tanks
Low
Low
High
Level of Influence
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RAID BICFs Stakeholder Engagement Model
Champions
BBBF
Chambers
BICF Regulatory Reforms Programs
Chambers
BBBF PRCU
Academia
Think tanks
Research and Recommend Reforms
Advocate For and Support Reforms
Implement Reforms
Disseminate and Communicate Implementation
Academia
BBBF ME
Media
Media
Think tanks
Strategic Comms Campaigns
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What Does Success Look Like?
BBBF
Chambers
Chambers
High
Policy Makers
Champions
Academia
Media
Think tanks
Academia
Degree of Support and Interest for Business
Reforms
BBBF
Champions
Policy Makers
Media
Think tanks
Low
Low
High
Level of Influence
Where they are
Where they need to be
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Branding Key to Stakeholder Buy In
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BICF Inside

• Perception of World Bank Group in Bangladesh
  historically not very positive.
• Some key players from all sectors may be
  unwilling to engage in an IFC-driven initiative.
• Introducing BICF Inside model
• Support to Public Private Dialogue initiatives
  without overt IFC Branding
• Result Greater stakeholder buy-in and support
  for PPD in Bangladesh.

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So What Has Happened?
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Large Increase in Public Support for Business
Reforms
September 08
December 08
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Other Key Results

• Increase in number of stakeholders who believe
  that business reforms are much needed, from 88
  of opinion leaders and 81 of general population
  in September, to 95 and 91 of stakeholders
  respectively in December.
• 95 of garments manufacturers and 86 of lawyers
  and accountants surveyed recognized the campaign
  slogan, and 100 and 85, respectively, agreed
  with the spirit of the statement.
• Business and investment climate reform issues
  incorporated into the election manifestos of both
  major political parties.
• After the elections, newly elected government
  publicly committed to continuation of the BBBF
  and the reform process.