Strategic Communications

Photo: Mircea Zatuşevschi

Without strategic communication efforts, vital reforms are often stymied by a lack of support from key stakeholders — whether from the private sector, civil society, or the reforming institutions themselves.

Through strategic communications, the BRITE project seeks to address the human component in the reform process and foster successful and sustainable reforms by supporting the people who must lead and implement changes.

BRITE seeks to raise the quantity and quality of public discourse on the importance of business-friendly reforms, as well as their impact on citizens and the private sector alike, via a range of initiatives:
The project has been building strategic communications capacity within its counterparts in the Government of Moldova to improve their communications to the private sector and the general public, as well as to improve internal communications to empower civil servants to embrace and enact reforms.

The project also seeks to strengthen private sector associations' capacity to serve as knowledgeable and effective advocates for reform. Finally, the project works on strengthening the public-private dialogue to help the government and businesses work together to identify and implement solutions that facilitate economic growth.

In support of the Tax Administration and Trade Facilitation components, our communications team has worked closely with the Moldovan State Tax Service and Moldovan Customs Service in implementing their communication strategy and action plans, and developing communications approaches tailored to the project's mini-strategies in key Doing Business areas. In support of the Regulatory Reform component, the project facilitated the implementation of specific reforms, promoting public-private dialogue through the NWG, and implementing a strategic communications plan to support the government's Regulatory Reform Strategy and Action Plan and the Road Map for Competitiveness.



The following summarize the main results of the project's strategic communications efforts:

Carried out stakeholder mapping and analysis in the first year of the project, to gain insights into knowledge, attitudes, and practices of stakeholders in the private sector, as well as of the general public

Developing and implementing communications strategies for major BRITE-supported reforms

  • developing and implementing communication mini-strategies for e-Customs, customs simplified procedures and the Blue Lane clearance channel, Current Account (including press conference, media campaign, and online tutorials, associated training), CNAS web application, etc.

Improving GOM counterparts' communications through capacity building and targeted support

  • developing of communications strategies and action plans with the Moldovan Customs Service, the State Tax Service, and the Regulatory Reform for the Ministry of Economy.
  • developing the STS' new brand book and logo
  • helping improve the usability of the Current Account System, including making the web interface more attractive and easier to understand and navigate
  • supporting the STS in developing and launching the informational campaign on the tax filing deadline change,
  • organizing general communications and media communications trainings for STS and MCS staff
  • delivering joint training with EUBAM for communicators from MCS, MoF, STS, and Border Police, etc.

Increasing accountability of government by civil society and the media and contributing to the public-private dialogue:

  • implementing business media programs in partnership with local media and/or business
  • acting as the secretariat for the National Customs Consultative Council and working with Customs to ensure that processes or procedures that are reformed as a result of the Council's work are communicated to interested or affected stakeholders, etc.
  • supported the two editions of the Moldovan Exporters Forum organized by the Ministry of Economy and MIEPO
  • supporting the 2015 Moldova chairmanship for CEFTA with the organization of committee meetings and the CEFTA Week 2015
  • informing economic operators about the customs facilitating provisions and electronic services (i.e. e-customs, Blue Lane, reduced number for documents for clearance, etc.) through a series of regional conferences

Developing "how-to" guides on BRITE-supported reforms on for publication relevant website and dissemination to targeted audiences

  • supported the Trade Facilitation component with developing Customs guides on the inward processing regime and on temporary admission; two additional guides on advanced rulings for classification and origin are in progress.