Guarding Public Interest in Policing
MULTIMEDIA UNIVERSITY OF KENYA
Riding on Technology, Inspiring Innovation
P.O. BOX 15653–00503, NAIROBI, KENYA. MAGADI ROAD,
Tel. +254 20 2071391/2/3, Fax: +254 20 2071247
(MMU IS ISO 9001:2015 CERTIFIED)
FACULTY OF MEDIA & COMMUNICATION
CORPORATE COMMUNICATION CAMPAIGN AND EVALUATION
4TH YEAR 2ST SEMESTER
NAME: CHELABAN JUNE DIKE
ADM: MCS-234-195/2022M2
1
, Guarding Public Interest in Policing
TABLE OF CONTENTS
DECLARATION..............................................................................................................................5
ACKNOWLEDGMENTS...............................................................................................................6
I extend my gratitude to God for granting me wisdom, clarity of mind and strength to undertake
this project and to everyone who supported me throughout the completion of this project. I
extend my deepest appreciation to my supervisor, mentors and peers who provided invaluable
guidance and constructive feedback................................................................................................6
LIST OF TABLES & FIGURES......................................................................................................7
ACRONYMS...................................................................................................................................7
ENHANCING INSTITUTIONAL REPUTATION, OPTIMIZING STAKEHOLDER
COLLABORATION AND IMPROVING CUSTOMER ENGAGEMENT FOR THE
INDEPENDENT POLICING OVERSIGHT AUTHORITY (IPOA)..............................................8
EXECUTIVE SUMMARY..............................................................................................................8
NEED STATEMENT...............................................................................................................9
VISION..................................................................................................................................10
MISION.................................................................................................................................10
SERVICES.............................................................................................................................11
SECTIONS 1.................................................................................................................................12
STEP 1: SETTING UP A SITUATION ANALYSIS.................................................................12
Strengths................................................................................................................................12
Weaknesses............................................................................................................................13
Opportunities..........................................................................................................................13
Threats....................................................................................................................................14
PESTLE Analysis...................................................................................................................16
STEP 2: SETTING THE COMMUNICATION PLAN GOALS...............................................18
Objectives..............................................................................................................................18
Expected Outcomes...............................................................................................................19
STEP 3: DEFINING OUR TARGET AUDIENCE AND KEY STAKEHOLDERS.................21
Target Audience.....................................................................................................................21
b) Key Stakeholders..............................................................................................................22
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, Guarding Public Interest in Policing
STEP 4: DEVELOPMENT OF USP (UNIQUE SELLING POINT) AND THE MISSION
STATEMENT FOR THE COMMUNICATION PLAN & WRITING EXECUTIVE
STRATEGY...............................................................................................................................23
....................................................................................................................................................23
USP........................................................................................................................................23
Mission Statement for the Communication Plan...................................................................23
Executive Strategy.................................................................................................................23
STEP 5: SELECTING THE COMMUNICATION CHANNELS.............................................24
STEP 6: TIMELINE FOR COMMUNICATION PLAN STRATEGIES..................................26
STEP 7: DESIGNING KEY MESSAGES................................................................................27
STEP 8: SELECTING TOOLS, METHODS AND TACTICS..................................................28
Tactics and tools to improve IPOA’s corporate image and public trust.................................28
Tactics and tools to improve engagement with partners (stakeholder collaboration)............29
Tactics to improve public interaction and service delivery(Customer Relation)...................29
STEP 9: EXECUTING THE ACTION PLAN AND ASSIGNING ROLES TO THE TEAM
MEMBERS................................................................................................................................30
Action plan.............................................................................................................................30
Assigning Roles to Team Members.......................................................................................32
STEP 10: DESIGNING, DEVELOPING, AND IMPLEMENTING A COMMUNICATION
PLAN.........................................................................................................................................32
STEP 11: EVALUATING THE COMMUNICATION STRATEGY.........................................33
Measuring Success.................................................................................................................33
Evaluation framework............................................................................................................35
SECTION 2 :REPORT EVALUATION........................................................................................36
STEP 1: DETERMINING WHAT TO EVALUATE.................................................................36
STEP 2: DEFINING THE GOAL FOR EVALUATION...........................................................37
STEP 3: STATING OBJECTIVES FOR EVALUATION.........................................................37
STEP 4: IDENTIFYING OUR AUDIENCE FOR EVALUATION..........................................38
STEP 5: ESTABLISHING THE BASELINE CHANNEL OF COMMUNICATION FOR
EVALUATION..........................................................................................................................39
STEP 6: POSING OUR EVALUATION QUESTIONS............................................................40
STEP 7: DRAFTING OUR METRICS.....................................................................................41
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, Guarding Public Interest in Policing
Indicative Elements of evaluation..........................................................................................43
Narrative of the indicative elements of evaluation................................................................44
STEP 8: SELECTING OUR EVALUATION TECHNIQUES..................................................45
STEP 9: BUDGET.....................................................................................................................46
Budget Narrative....................................................................................................................47
REFERENCES..............................................................................................................................49
4
MULTIMEDIA UNIVERSITY OF KENYA
Riding on Technology, Inspiring Innovation
P.O. BOX 15653–00503, NAIROBI, KENYA. MAGADI ROAD,
Tel. +254 20 2071391/2/3, Fax: +254 20 2071247
(MMU IS ISO 9001:2015 CERTIFIED)
FACULTY OF MEDIA & COMMUNICATION
CORPORATE COMMUNICATION CAMPAIGN AND EVALUATION
4TH YEAR 2ST SEMESTER
NAME: CHELABAN JUNE DIKE
ADM: MCS-234-195/2022M2
1
, Guarding Public Interest in Policing
TABLE OF CONTENTS
DECLARATION..............................................................................................................................5
ACKNOWLEDGMENTS...............................................................................................................6
I extend my gratitude to God for granting me wisdom, clarity of mind and strength to undertake
this project and to everyone who supported me throughout the completion of this project. I
extend my deepest appreciation to my supervisor, mentors and peers who provided invaluable
guidance and constructive feedback................................................................................................6
LIST OF TABLES & FIGURES......................................................................................................7
ACRONYMS...................................................................................................................................7
ENHANCING INSTITUTIONAL REPUTATION, OPTIMIZING STAKEHOLDER
COLLABORATION AND IMPROVING CUSTOMER ENGAGEMENT FOR THE
INDEPENDENT POLICING OVERSIGHT AUTHORITY (IPOA)..............................................8
EXECUTIVE SUMMARY..............................................................................................................8
NEED STATEMENT...............................................................................................................9
VISION..................................................................................................................................10
MISION.................................................................................................................................10
SERVICES.............................................................................................................................11
SECTIONS 1.................................................................................................................................12
STEP 1: SETTING UP A SITUATION ANALYSIS.................................................................12
Strengths................................................................................................................................12
Weaknesses............................................................................................................................13
Opportunities..........................................................................................................................13
Threats....................................................................................................................................14
PESTLE Analysis...................................................................................................................16
STEP 2: SETTING THE COMMUNICATION PLAN GOALS...............................................18
Objectives..............................................................................................................................18
Expected Outcomes...............................................................................................................19
STEP 3: DEFINING OUR TARGET AUDIENCE AND KEY STAKEHOLDERS.................21
Target Audience.....................................................................................................................21
b) Key Stakeholders..............................................................................................................22
2
, Guarding Public Interest in Policing
STEP 4: DEVELOPMENT OF USP (UNIQUE SELLING POINT) AND THE MISSION
STATEMENT FOR THE COMMUNICATION PLAN & WRITING EXECUTIVE
STRATEGY...............................................................................................................................23
....................................................................................................................................................23
USP........................................................................................................................................23
Mission Statement for the Communication Plan...................................................................23
Executive Strategy.................................................................................................................23
STEP 5: SELECTING THE COMMUNICATION CHANNELS.............................................24
STEP 6: TIMELINE FOR COMMUNICATION PLAN STRATEGIES..................................26
STEP 7: DESIGNING KEY MESSAGES................................................................................27
STEP 8: SELECTING TOOLS, METHODS AND TACTICS..................................................28
Tactics and tools to improve IPOA’s corporate image and public trust.................................28
Tactics and tools to improve engagement with partners (stakeholder collaboration)............29
Tactics to improve public interaction and service delivery(Customer Relation)...................29
STEP 9: EXECUTING THE ACTION PLAN AND ASSIGNING ROLES TO THE TEAM
MEMBERS................................................................................................................................30
Action plan.............................................................................................................................30
Assigning Roles to Team Members.......................................................................................32
STEP 10: DESIGNING, DEVELOPING, AND IMPLEMENTING A COMMUNICATION
PLAN.........................................................................................................................................32
STEP 11: EVALUATING THE COMMUNICATION STRATEGY.........................................33
Measuring Success.................................................................................................................33
Evaluation framework............................................................................................................35
SECTION 2 :REPORT EVALUATION........................................................................................36
STEP 1: DETERMINING WHAT TO EVALUATE.................................................................36
STEP 2: DEFINING THE GOAL FOR EVALUATION...........................................................37
STEP 3: STATING OBJECTIVES FOR EVALUATION.........................................................37
STEP 4: IDENTIFYING OUR AUDIENCE FOR EVALUATION..........................................38
STEP 5: ESTABLISHING THE BASELINE CHANNEL OF COMMUNICATION FOR
EVALUATION..........................................................................................................................39
STEP 6: POSING OUR EVALUATION QUESTIONS............................................................40
STEP 7: DRAFTING OUR METRICS.....................................................................................41
3
, Guarding Public Interest in Policing
Indicative Elements of evaluation..........................................................................................43
Narrative of the indicative elements of evaluation................................................................44
STEP 8: SELECTING OUR EVALUATION TECHNIQUES..................................................45
STEP 9: BUDGET.....................................................................................................................46
Budget Narrative....................................................................................................................47
REFERENCES..............................................................................................................................49
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