Ministry for Foreign Affairs of Finland 2023/4 Evaluation of Finland’s Development Policy and Co-operation EVALUATION VOLUME 2 • CASE STUDIES Does the message get through? Development communications amidst global challenges and polarized discussion © Ministry for Foreign Affairs of Finland 2023 This PDF is Volume 2 of the report that consists of two volumes, both of which can be downloaded through the home page of the Ministry for Foreign Affairs http://formin.finland.fi/developmentpolicy/evaluations Contact: EVA-11@formin.fi ISBN 978-952-281-748-8 ISSN 2342-8341 Layout: Grano Oy Cover photo: Justin Go, Niras International Consulting http://formin.finland.fi/developmentpolicy/evaluations mailto:EVA-11@formin.fi EVALUATION DOES THE MESSAGE GET THROUGH? DEVELOPMENT COMMUNICATIONS AMIDST GLOBAL CHALLENGES AND POLARIZED DISCUSSION EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA Merja Mäkelä (Team leader) Maria Grafström Sonja Huhta Veera Pensala Lead Company 2023/4 This evaluation was commissioned by the Ministry for Foreign Affairs of Finland to the consortium Particip-Niras. This report is the product of the authors, and responsibility for the accuracy of the data included in this report rests with the authors. The findings, interpretations, and conclusions presented in this report do not necessarily reflect the views of the Ministry for Foreign Affairs of Finland. Overall contents CSO Case study  �   1 Case Study on the Development Academy   �   39 Media analysis  �   76 CSO CASE STUDY VEERA PENSALA EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 1 Contents 1 Summary of findings  �   4 2 Introduction  �   7 2.1 Purpose of the CSO Case Study   �   7 2.2 Main funding instruments for CSOs  �   7 3 Methodology  �   9 4 Key findings  �   13 4.1 Effectiveness  �   13 4.2 Efficiency and internal coherence  �   18 4.3 Coherence (external)  �   21 5 Implications for the main report   �   29 Annex 1. List of references  �   32 Annex 2. CSO Online Survey questionnaire  �   34 Annex 3. Key Informant Interview template  �   37 LIST OF TABLES Table 1 CSO Case Study Summary of Methodology  �   11 Table 2 Themes and topics that CSOs find important for MFA to communicate about  �   17 Table 3 Annual expenditures of development communication, global education and advocacy of selected CSOs (2021)  �   27 LIST OF FIGURES Figure 1 CSOs’ opinions on MFA’s development communication  �   15 Figure 2 Asking, using and sharing materials from CSOs (prevalence and activity)   �   22 Figure 3 Prevalence and activity of cooperation with VIE-30   �   23 Figure 4 Target groups of CSOs’ development cooperation   �   24 Figure 5 Communication channels of CSOs  �   25 Figure 6 Channels in social media   �   25 Figure 7 Themes and topics of development communication of CSOs  �   26 EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND2 Acronyms and abbreviations CSO Civil Society Organisation EQ Evaluation Question EUR Euro JC Judgement Criterion KEO-30 Unit for Civil Society MFA Ministry for Foreign Affairs of Finland ToC Theory of Change UN United Nations UNICEF United Nations Children’s Fund VIE-30 MFA Unit for Communications on Sustainable Development and Trade WWF World Wide Fund for Nature EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 3 1 Summary of findings EQ 1. To what extent has the ministry been able to contribute to the openness of government by increasing the public awareness and understanding about development policy and co-operation? EQ 1.1. To what extent has MFA used development communications efforts strategically to promote Finland’s objectives and inform the public about global development issues and related challenges and successes? JC: Relevant target groups and appropriate communication channels for each of them have been defined. Finding 1. Many CSOs don’t know who MFA’s target groups of development communication are. Finding 2. Those CSOs who find MFA’s target groups relevant, identify ‘the professionals and converted ones’ as the main target group of MFA’s development communication. Finding 3. Majority of CSOs find the MFA’s communication channels relevant, although CSOs doubted whether they reach other than ‘the professionals and converted ones’. Finding 4. According to CSOs, MFA development communication is not very visible, and it reaches the audiences only if intentionally followed. EQ 1.2. To what extent have the MFA’s development communication efforts managed to reach the public? JC: Development communication materials are fact-based, easy to understand and show the complexity of development co-operation. Finding 5. CSOs find MFA’s development communication fact-based, easily understandable and focusing on important themes. Finding 6. CSOs call for more communication on results, Finland’s role in the global world, chal- lenges of development co-operation and global education. Finding 7. According to the majority of CSOs, MFA opens up the complexity of development co-operation in its communications enough, especially in the Kehitys-Utveckling mag- azine where articles dig deeper. Finding 8. The majority of CSOs find the contents of MFA development communication interest- ing, but argue that MFA could be bolder in its communication. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND4 EQ 2. Is the development communication organised in an efficient way? EQ 2.4. What can MFA learn from CSOs and peer countries in terms of organisation of de- velopment communications? JC: CSOs and peer countries provide best practices on organising the development com- munications. Finding 9. Best Practice: Strategic communication needs a clear structure and plans that guide the work. Finding 10. Best Practice: Prioritising is crucial in strategic and effective communication. Prioriti- sation needs to come from the top of the organisation. Finding 11. Best Practice: Communication strategy needs to be discussed in the organisation so that everybody understands why and what is communicated. Communication needs to be included in all the plans and be part of everybody’s work. Finding 12. More co-operation between MFA and CSOs could benefit all and have more effec- tiveness and impact. EQ 3. What is the external coherence of MFA development communications? EQ 3.1. To what extent has MFA utilised the materials of relevant CSOs, and other partners involved in the production of the contents and vice versa? JC: Materials by CSOs and other actors have been used in MFA communication (result report, website) and vice versa. Finding 13. The majority of the CSOs use and share development communication materials produced by the MFA sometimes or seldom. They mostly share the materials in the social media or read and use materials in the MFA webpage. Finding 14. Half of the CSOs have been asked to provide materials for MFA, usually once or twice a year. Most commonly the materials have been examples of results, pictures, or articles. EQ 3.2. To what extent do the development communications of MFA and other stakeholders such as CSOs complement each other? JC: MFA development communication is co-ordinated and complementary with that of other actors funded by MFA. JC: There are strategies / structures / networks used for partnering with external actors. Finding 15. Half of the CSOs co-operate with VIE-30. All CSOs who receive support for CSOs with UN background co-operate actively with VIE-30. They for example organise joint events and seminars and produce materials with and for VIE-30. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 5 Finding 16. Those CSOs who co-operate to a lesser extent for example participate in the bi-an- nual meeting organised by VIE-30, and send and share materials when asked. Finding 17. VIE-30 co-ordinates its development communications with CSOs through bi-annual meetings. With a few CSOs, MFA has made joint planning on communication. Finding 18. CSOs’ main target groups of development communication are professionals, specified target groups among citizens, members and supporters, and decision-makers and authorities. Finding 19. CSOs’ main communication channels are social media, organisations’ own webpages, membership magazines and newsletters, events and mass media. Finding 20. Instagram, Facebook and Twitter are the social media channels most used by CSOs. Finding 21. Main themes and topics of CSOs’ development communication cover the main goals of Finland’s development co-operation, cross-cutting objectives and priority areas. Finding 22. Finnish CSOs used approximately EUR 7.5 million of MFA funding (including self-fi- nancing minimum of 15%) for development communication, global education and advocacy in Finland in 2021. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND6 2 Introduction 2.1 Purpose of the CSO Case Study The present case study of Civil Society Organisations (CSOs) is one of two case studies conducted as part of the Evaluation on development communications in the context of Ministry for Foreign Affairs (MFA). The aim of the evaluation is to assess how effective the work of the MFA’s develop- ment communication unit (VIE-30) is, and how efficiently the work is organised both internally in the ministry and externally with different partners. The two case studies inform the main evaluation questions and, hence, the main evaluation report. In addition to MFA’s development communications, Finnish CSOs actively communicate about development policy and development co-operation in Finland. The aim of the CSO case study is to look at more detail into the scope of CSO communications and get a comprehensive picture of the variety of CSOs’ development communications in terms of target groups, channels, themes and main messages, and to show to what extent the development communications of MFA and CSOs complement each other. The case study also examines the co-operation and co-ordination of activities between CSOs and MFA to answer the question of the external coherence of MFA development communications. In addition, the case study gathers views on how CSOs see and consider the development communications of the MFA, being themselves an important target group who follows MFA’s communication. Last, but not least, the case study collects best practices and lessons learnt in development communications from CSOs, to be shared with the MFA. 2.2 Main funding instruments for CSOs The MFA has four main funding instruments managed by KEO-30 (unit for civil society), with the funding that the organisations can use to carry out communication and global education work in Finland: Programme support. The MFA grants Finnish CSOs funding for development co-operation programmes every four years. The programmes must include communications in Finland. The implementation of global education is voluntary. CSOs need to communicate on the results and challenges of programme work, as well as on the operating environments and development chal- lenges they try to address with their work. In the communications, organisations must take into account multi-channelling and also set themselves the goal of reaching new target groups. In the last funding round, a total of EUR 276 million was granted to 23 organisations for the years 2022-2025 (MFA, 2021a). Of this money, organisations spend an estimated maximum of 15% on communications and global education in Finland (approximately EUR 41 million). Project support. The MFA grants Finnish CSOs funding for development co-operation projects every two years. The communication objective of the project support is to promote development awareness and volunteering in Finland. Organisations must communicate about their projects on EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 7 their own websites and in other possible communication channels. Communication costs may not exceed 5% of the total annual cost of the project. In the last application round, 21 organisations received a total of EUR 21 million in project support for 32 projects for 2023-2026 (MFA, 2021c). Support for communication and global education. Communication and global education sup- port is for funding projects that aim to increase Finns’ awareness of development issues and to engage citizens in development co-operation. The aim is to promote the implementation of the Agenda 2030 and the promotion of Sustainable Development Goal (SDG) 4.7, which aims to en- sure that everyone has the knowledge and skills needed to promote sustainable development. The application round is organised every two years. In the application round for the two-year period 2021-2022, EUR 2.1 million was granted to 19 organisations (MFA, 2021b). Support to Finnish CSOs with a UN background. The purpose of the funding is to support the core activities of UN related organisations1 operating in Finland, as well as their communication and global education work. The aim is to communicate to Finns about the UN, its various organ- isations, and the rules-based international system. The application round is organised every two years. In the application round for 2021-2022, EUR 2 million was granted to six Finnish organisa- tions (MFA, 2021d). 1 The Finnish National Committee for UNICEF, The UN Association of Finland, UN Youth of Finland, UN Women Finland, the Family Federation of Finland, The Finnish Refugee Council. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND8 3 Methodology 2 Of all CSOs who currently receive programme support 3 Of all CSOs who currently receive project support 4 Of all CSOs who currently receive support for communication and global education projects 5 Of all CSOs who currently receive support for CSOs with UN background 6 The selection was made on the basis of CSOs’ visibility and quality of their communications and/or global education, target groups they reach, themes they cover and variety of channels they use. The CSO case study contributes to all three evaluation questions (EQs) (see Table 1): 1. EQ 1. To what extent has the ministry been able to contribute to the openness of government by increasing the public awareness and understanding about development policy and co-operation? 2. EQ2. Is the development communication organised in an efficient way? 3. EQ3. What is the external coherence of MFA development communications? The data for the CSO case study was collected through an online survey, a workshop, key inform- ant interviews and a desk study during October 2022 – February 2023. Online survey (36 responses). An online survey was conducted by using the Webropol tool. The survey consisted of 10 questions, and it collected both quantitative and qualitative data, focusing on CSOs’ complementarity of development communication to MFA’s (see questions in Annex 2). The CSO online survey was sent to 99 CSOs. 36 CSOs responded which makes the response rate 36%. The survey was sent to all organisations receiving support from 2015 onwards, but many of them are no longer running projects. If we look at the response rate of those who are currently receiving support from the MFA, the rates look quite different: • CSOs who currently receive programme support and responded the survey: 61%2; • CSOs who currently receive project support and responded the survey: 42%3; • CSOs who receive support for communication and global education projects: 26%4. On the other hand, those who responded are among the biggest actors of this support; • CSOs that receive support for CSOs with UN background and responded the survey: 83%5. Workshop (8 CSOs). A half-day workshop was organised for eight selected CSOs6. The workshop focused on the communication strategies, the organisation of communications, lessons learnt and best practices of development communications. Key Informant interviews (8 CSOs). 10 persons from 8 CSOs were interviewed focusing on the relevance of MFA’s development communication and external coherence (see the key informant interview template in Annex 3). EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 9 Desk Study. Additional information was obtained from the CSO annual reports and from other relevant material (see the list of references in Annex 1). Limitations. The CSOs’ answers to the first evaluation question are the views and opinions of those working with development communications and communication professionals in the organ- isations. CSOs are an important actors for asking the relevance of target groups, channels and of contents of development communication, as they follow development communication as part of their work and are one of the target groups that the MFA wants to achieve with its development communication. When analysing the responses, it is important to understand that the organisations’ responses are the respondents’ personal views on the matter and are not based on, for example, web analytics’ knowledge of which themes have been communicated or who the communication has reached. At their best, these responses support and complement the information gathered from other sources and, on the other hand, provide valuable information on what the MFA development communication outwardly look like and how it is perceived among the CSOs. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND10 Table 1 CSO Case Study Summary of Methodology EVALUATION QUESTIONS7 METHOD AND SAMPLE SIZE SCHEDULE AND LOCATION INTERVIEWEES / PARTICIPANTS INFORMATION NEEDS EQ 1.1. To what extent has MFA used development communications efforts strategically to promote Finland’s objectives and inform the public about global development issues and related challenges and successes? EQ 1.2. To what extent have the MFA’s development communication efforts managed to reach the public? EQ 3.1. To what extent has MFA utilised the materials of relevant CSO and other partners involved in the production of the contents and vice versa? EQ 3.2. To what extent do the development communications of MFA and other stakeholders such as CSOs complement each other? Online Survey (36 respondents) 2 last weeks of January: 16.-29.1.2023 The survey was sent to all CSOs and other organisations that have received support from the following applications rounds: Programme Support (2014-2017, 2018- 2021, 2022-2025) Project Support (2015-2018, 2017-2020, 2019-2022, 2021-2024) Support for communication and global education (2016, 2017-2018, 2019- 2020, 2021-2022) Support for CSOs with UN background (2015-2016, 2017-2018, 2019-2020, 2021-2022) Relevance of MFA development communication in terms of relevant target groups, channels and themes, public discussion and reaching the public Use of MFA produced materials and vice versa Cooperation with MFA Main target groups, themes or topics, communication channels, main messages and objectives in development communication Changes in development communication at own organisation (e.g. in resources, contents, organisation, target groups, channels, objectives, themes and topics). Reasons for changes, effects and impact of changes EQ 2.4. What can MFA learn from CSOs and peer countries in terms of organisation of development communications? Workshop (8 CSOs) 10th of February 2023, 9-12 am at Fingo Fingo Pro Ethical Trade Finland Plan International Finland Taksvärkki The Trade Union Solidarity Centre of Finland (SASK) The UN Association of Finland WWF Finland Maailma.net Best practices of development communication in terms of planning (strategy, Theory of Change (ToC), objectives, work plans), organisation (including in-house vs. outsourcing), resources, know-how and skills, message and themes, channels, target groups, partnerships and co-operation, monitoring and evaluation, learning. 7 Justification criteria is presented for each evaluation question in chapter three where evaluation questions are answered. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 11 EVALUATION QUESTIONS7 METHOD AND SAMPLE SIZE SCHEDULE AND LOCATION INTERVIEWEES / PARTICIPANTS INFORMATION NEEDS EQ 1.1. To what extent has MFA used development communications efforts strategically to promote Finland’s objectives and inform the public about global development issues and related challenges and successes? EQ 1.2. To what extent have the MFA’s development communication efforts managed to reach the public? EQ 3.1. To what extent has MFA utilised the materials of relevant CSO and other partners involved in the production of the contents and vice versa? EQ 3.2. To what extent do the development communications of MFA and other stakeholders such as CSOs complement each other? Key Informant Interviews (8 interviews, 10 persons) October 2022- February 2023 The Finnish Foundation for Media and Development (VIKES) Plan International Finland Fingo The UN Association of Finland The Finnish National Committee for UNICEF WWF Finland UN Women Maailma.net Relevance of MFA development communication in terms of relevant target groups, channels and themes, public discussion and reaching the public Use of MFA produced materials and vice versa Cooperation with MFA EQ 3.2. To what extent do the development communications of MFA and other stakeholders such as CSOs complement each other? Desk Study January-February 2023 Programme Support (2018-2021) Annual expenditures of development communication and global education in CSOs in 2021 Percentages of development communication and global education out of total expenditures of CSOs in 2021 responses support and complement the information gathered from other sources and, on the other hand, provide valuable information on what the MFA development commu- nication outwardly look like and how it is perceived among the CSOs. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND12 4 Key findings 8 The online survey was sent to heads of communications and communication directors in the CSOs. 4.1 Effectiveness EQ 1. To what extent has the ministry been able to contribute to the openness of government by increasing the public awareness and understanding about development policy and co-operation? This first evaluation question EQ1 was not originally planned to be asked from CSOs in the online survey. However, it was added as CSOs are stakeholders who follow MFA’s development commu- nication and are familiar with the subject: development co-operation and policy. CSOs follow the communications as part of their work, but also from the valuable aspect of being professionals8 in communication themselves. Apart from CSOs, it is not easy to find a group of stakeholders who follow MFA channels to the extent of being able to form opinions for example of the relevance of the target groups or used channels. Interviews with the key informants and discussions in CSO workshop complement the findings of the online survey and are also used as part of findings below. EQ 1.1. To what extent has MFA used development communications efforts strategically to pro- mote Finland’s objectives and inform the public about global development issues and related challenges and successes? Judgement Criterion (JC): Relevant target groups and appropriate communication channels for each of them have been defined EQ 1.2. To what extent have the MFA’s development communication efforts managed to reach the public? JC: Development communication materials are fact-based, easy to understand and show the complexity of development co-operation The findings for these evaluation sub-questions EQ 1.1 and EQ 1.2 are presented below in three sub-chapters: 1) Relevance of target groups, 2) Appropriateness of communication channels, and 3) Quality of communication materials in terms of whether they are fact-based, easy to understand and whether they show the complexity of development co-operation. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 13 4.1.1 Relevance of target groups Finding 1. Many CSOs don’t know who MFA’s target groups of development communica- tion are. One third of the respondents (36%) to the online survey agree or strongly agree on the relevance of the selected target groups (see Figure 1), although many were just guessing what the target groups might be. What is remarkable, however, is that more than half (56%) are not able to an- swer the question. This may indicate that MFA has not transparently presented the objectives and target groups of its development communication, or that MFA’s communication does not clearly indicate the target groups. Finding 2. Those CSOs who find MFA’s target groups relevant, identify ‘the professionals and converted ones’ as the main target group of MFA’s development communication. In the key informant interviews the question on target groups was also asked. Those CSOs who agree with the statement, identify the persons that are already interested9 in development issues as a main target group of MFA. They also assume that MFA reaches this group, being themselves in that same group. The respondents find this target group relevant and have identified the same group for their own development communications. At the same time, CSOs recognise the need to reach new target groups and other persons than ‘the converted ones’ but find it challenging. However, many added that is not worth trying to reach out to critical groups. Those CSOs that are not aware of the MFA’s target groups assume that MFA’s probably targets the wide public but added that it is a target group difficult to reach. They also assumed that MFA is not reaching this group as MFA is not very visible in the Finnish media. 9 Persons who are already interested in development co-operation, global and international affairs. Also those who are neutral or have slightly positive interest in the issues. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND14 Figure 1 CSOs’ opinions on MFA’s development communication 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% MFA's development communication is interesting MFA's development communication focuses on important themes MFA's development communication brings up the complexity of development cooperation MFA's development communication is easily understandable MFA's development communication is fact-based MFA has chosen the right channels for development communication MFA's development communication is focused on well selected target groups To what extent do you agree with the following statements? I strongly agree I agree I don't know I disagree I strongly disagree Source: CSO survey 4.1.2 Appropriateness of communication channels Finding 3. Majority of CSOs find the MFA’s communication channels relevant, although CSOs doubted whether they reach other than ‘the professionals and converted ones’. Two thirds of the respondents (64%) agree or strongly agree on the statement that MFA has cho- sen the right channels for its development communication while 14% disagreed with the statement (see Figure 1). Kehitys-Utveckling magazine is praised of being professional, of high quality and a channel where it is possible to bring up the complexity of development co-operation. However, several respond- ents questioned whether the magazine reaches people well and suggested that it should be better marketed. MFA’s webpages were also found a relevant channel where CSOs, for the most part, find the contents they look for. Some follow MFA in the social media but claim that MFA is not very visible there. Finding 4. According to CSOs, MFA development communication is not very visible, and it reaches only if intentionally followed. Even though the majority of respondents find MFA’s channels appropriate, many brought up the opinion that these channels might not reach many people, mainly ‘the converted ones’, finding themselves in that group too. Common opinion seemed to be that MFA development commu- nication is not very visible and it reaches you only if you intentionally follow it. To improve the communications between MFA and CSOs, several CSOs suggested a newsletter that would be targeted to them. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 15 “MFA’s development communication gets its message through well among profession- als in co-operation and those interested in international issues. But they have the same challenge with us, CSOs; how to get the general public interested and even excited?” (respondent in the online survey) 4.1.3 Quality of communication materials The question of quality is studied here through the statements on whether CSOs see MFA’s devel- opment communication fact-based, easily understandable, interesting, bringing up the complexity of development co-operation and focusing on important themes (see Figure 1). Finding 5. CSOs find MFA’s development communication fact-based, easily understandable and focusing on important themes. Almost all respondents (89%) find the MFA’s development communication fact-based and majority (86%) are of the opinion that the contents are easily understandable (agree or strongly agree). Four out of five (81%) find the communication focusing on important themes. The respondents were also asked to specify what are the important themes or topics that the MFA should communicate. Answers are divided below into 5 categories; results and development par- adigm, Finland’s role in the global world, topical themes, global challenges and global education (see Table 2). Finding 6. CSOs call for more communication on results, Finland’s role in the global world, challenges of development co-operation and global education. Those themes listed in the first three categories: results and development paradigm, Finland’s role in the global world and also many of the topical themes are same as what MFA has identified in their objectives to communicate about. Some respondents called for more critical communications where failures and challenges would also be discussed. These respondents felt that communica- tion focuses too much on the positive results. Also, more communication on global education and knowledge and skills of active citizenship was wished. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND16 Table 2 Themes and topics that CSOs find important for MFA to communicate about RESULTS AND DEVEL- OPMENT PARADIGM FINLAND’S ROLE IN THE GLOBAL WORLD TOPICAL THEMES GLOBAL CHALLENG- ES GLOBAL EDUCATION • What has been done and achieved with funding, concrete examples • What has been achieved with programme support • Effectiveness of development co-operation • Finland’s development policy’s priority areas and achievements in these • How the development co-operation supports and strengthens the local actors, activists, organisations and authorities in target countries • How the modern development co-operation does not maintain old hierarchical and colonial structures • Voices from the Global South • What Finland does for peace and stability in the global world and how it benefits Finland • Linking development co-operation to topical phenomena, e.g. war in Ukraine • Linkages to security policy, trade and taxes • Development co-operation’s meaning to global security, sustainable development and realisation of human rights • Meaning of UN and multilateral co-operation • Global inter dependencies • Climate change and biodiversity • Human rights and human rights-based management • Children • Persons with disabilities • Poverty • Equality • Discrimination • Migration • Sustainable economy • Colonialism and post-colonialism • Deconstructing stereotypes, updating images • White saviour thinking • Critics and alternatives to development co-operation • Corruption • Power relations • Aid dependence • Role of education and life-long learning in development co-operation • Sustainable development goals • Antiracism Source: CSO Survey Finding 7. According to majority of CSOs, MFA opens up the complexity of development co-operation in its communications enough, especially in Kehitys-Utveckling magazine where articles dig deeper. Two thirds of the respondents (64%) agree or strongly agree that MFA opens up the complexity of development co-operation in its communications. Several pointed out that in the social media it is more difficult, but the Kehitys-Utveckling magazine was brought up as a channel where articles dig deeper, and stories are told in their contexts. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 17 Finding 8. Majority of CSOs find the contents of MFA development communication inter- esting, but argue that MFA could be bolder in its communication. Two thirds of the respondents (67%) find the contents of MFA development communication inter- esting. However, many respondents commented on the style and way in which the MFA commu- nicates and pointed out that with bolder communication, MFA could reach new target groups and gain more visibility, i.e., reach people better in general: “The MFA’s communication is toothless, subdued, kind, cautious, not opinionated. So boring. It is understandable on the other hand, as it is a Ministry” (respondent in the on- line survey) “In my opinion, official communication does not have to be boring! It does not conflict with credible communication. The thing is, it is not worth communicating if it does not reach its target groups.” (interviewee in a key informant interview) “If the goal is that the contents also find new audiences and, above all, make the general public interested in these themes, then utilising new channels and taking a bolder stand on content can be one of the ways to reach different target audiences. “Good news for a change”- campaign was, in my opinion, very fresh and successful - more of that!” Several respondents also suggested that MFA could use more personal stories to evoke emotions, pictures and concrete examples in their development communications. 4.2 Efficiency and internal coherence EQ 2. Is the development communication organised in an efficient way? EQ 2.4. What can MFA learn from CSOs and peer countries in terms of organisation of develop- ment communications? JC: CSOs and peer countries provide best practices on organising the development communi- cations Addressed in this case study are the best practices from the CSOs; see the peer reviews and main evaluation report for the best practices from the peer countries. Findings for this evaluation sub-question for the large part was gathered in CSO workshop where it was discussed what works in CSOs’ development communication. Some additional information was also gained through the online survey and in the key informant interviews. The findings for the evaluation sub-question EQ 2.4 are presented below under ten points. The assessment of their suitability to the MFA is discussed in the main evaluation report. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND18 4.2.1 Best practices from CSOs on organising the development communication Finding 9. Strategic communication needs a clear structure and plans that guide the work. Everything starts in the strategy. All CSOs in the workshop pointed out the importance of the good communication strategy where objectives, target groups, channels, key messages and themes are defined. A good communication strategy guides and directs the work and prevents from ‘communicating of everything all the time’. In the strategy, the resources are also defined as the amount of work must be balanced with the number of employees. This also means defining what is done and what is not done. Strategic communication needs a clear structure. In the workshop, Plan International Finland presented their communication structure that consists of several layers of strategies and plans. To begin with, the communication strategy is derived from the organisation’s strategy and theory of change. Communication strategy defines the main themes, key goals and functions for the period of the strategy, as well as the role of communications in achieving the strategic goals of the organisation. The practical tool of implementing the communications strategy is the content strategy, which  is made jointly with other staff, and it is the communication unit that leads the work. The content strategy consists of the target groups analyses, key messages and an action plan which is updated regularly. In addition, the tone of voice and a regularly updated channel strategy are needed. In the annual planning cycle, prioritisation and resources are defined and de- scribed. There are several regular meetings to implement the annual plan: a joint annual planning session, thematic quartal plans, monthly check-ups, as well as weekly checks and daily reactive communications. The results and impact are monitored and evaluated continuously. The plans and actions are updated according to the data. The advantage of the strategic communications is that the impact of all actions is consistent and therefore stronger, the communication staff is able to plan ahead and prioritise their own workplan, and the content remains relevant to the audience and stakeholders. Since the planning is done jointly, it engages the whole organisation, and the understanding of strategic communication is increased among the staff. Finding 10. Prioritising is crucial in strategic and effective communication. Prioritisation needs to come from the top of the organisation. Prioritisation is crucial in communication. The common challenge in organisations is that every- body finds their own work important to communicate. Communication officials work in constant pressure to fulfil the expectations of all units and staffs of the organisation. According to CSOs in the workshop, ‘communicate about everything’ is not effective nor wise. Prioritisation has to be done and it means something has to be left out. It is hard and painful, but necessary. Those organisa- tions, for example Plan International Finland and Fingo who have prioritised their communication, have found their communication to become more effective. Less is more, they say. Prioritisation needs to come from the top of the organisation and leadership is needed to direct communication. There has to be clear authority, mandate and vision in the communication unit to decide what to communicate and what to be left out. It is the head of communications who should have and use this responsibility. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 19 Finding 11. Communication strategy needs to be discussed in the organisation so that everybody understands why and what is communicated. Communication needs to be in- cluded in all the plans and be part of everybody’s work. Common understanding on strategy is needed. The strategy and decisions on what is com- municated needs to be discussed among the staff in the organisation. When everybody under- stands why and what is communicated, it creates the trust that communication unit is doing the right things. ‘I wait now, my turn in communication will come’. Otherwise, the expectations and the work will not meet. Communication is included in all plans. When there is a clear structure for communication and it is included in the plans of all units, the communication will not be ‘forgotten’. The staff remembers to tell and contact communication officials in time. The annual plan makes it also visible how the different activities need and feed to communication. Everybody needs to have communication skills. Communication is nowadays not only the work or responsibility of the communication unit and officials, but everybody needs to take part in it. The co-operation and co-ordination of work between substance experts and communication officials is important, and everybody needs training and skills in communication. It is important that the staff is able to communicate also themselves about the work they do. Finding 12. More co-operation between MFA and CSOs could benefit all, and have more effectiveness and impact. Joint planning and aligning plans could benefit all. MFA organises regular meetings with CSOs where the MFA present its development communication plans. CSOs find the meetings important, but call for more participative approach in the meetings; maybe some kind of joint planning could take place in the sessions. CSOs also suggest to have few (1-2) set themes that all CSOs could communicate about during the year, from their own work and perspectives. Enough time is needed for co-operation between the MFA and CSOs. CSOs are willing to co-operate more with the MFA and to share the MFA’s communication contents – if they are con- tacted in time and have enough time to adjust the messages for their own audiences. In the past in the campaigns, MFA has contacted CSOs so late that there has not been enough time to align the messages with their organisations’ communications. CSOs have their own communication strategies, plans, target groups and channels, and are not willing to suddenly post contents that does not fit in their plans. CSOs have expertise and material that the MFA could benefit from. CSOs would be willing to co-operate more with the MFA, for example in campaigns. CSOs have both substance and com- munication expertise that MFA could benefit from. In the past, the co-operation has been such where the MFA asks CSOs to share their contents in the social media. CSOs wish that they could take part in the planning phase already. This could be realised for example through Fingo. CSOs also produce lot of material on development policy and co-operation that MFA could better benefit from. To sum up, joint communications could be more effective and have bigger impact than all separate communication activities that usually take place. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND20 4.3 Coherence (external) EQ 3. What is the external coherence of MFA development communications? EQ 3.1. To what extent has MFA utilised the materials of relevant CSO and other partners involved in the production of the contents and vice versa? JC: Materials by CSOs and other actors have been used in MFA communication (result report, website) and vice versa. EQ 3.2. To what extent do the development communications of MFA and other stakeholders such as CSOs complement each other? JC: MFA development communication is coordinated and complementary with that of other actors funded by MFA. JC: There are strategies / structures / networks used for partnering with external actors. Addressed in this case study is coherence and complementarity with the CSOs; see the main evaluation report for coherence and complementarity with other partners. Also, the utilization of the CSOs’ and other stakeholders’ materials by the MFA is addressed in the main evaluation report. Findings for these evaluation sub-questions 3.1 and 3.2 are discussed below in four sub-chapters from the point of the CSOs: 1) whether CSOs have used or shared MFA’s materials and whether they have been asked materials for MFA’s use, 2) Cooperation between VIE-30 and CSOs, 3) Coordination of the activities from the aspect of existing structures, strategies or networks for co- operation, and 4) Complementarity of CSO development communication to that of MFA in terms of target groups, themes and topics and communication channels of development communication. Annual expenditure in 2021 of development communication, global education and advocacy was studied from CSOs who receive programme support, to show the complementarity of communi- cation in euros to that of MFA’s. 4.3.1 Use of materials Finding 13. Majority of the CSOs use and share development communication materials produced by the MFA sometimes or seldom. They mostly share the materials in the social media or read and use materials in the MFA webpage. Four out of five respondents use or share development communication materials produced by the MFA. Third of those who use and share, do it actively. Two thirds use and share materials only sometimes or seldom, meaning few times a year (see Figure 2). Most common ways of using and sharing materials were the following: • Sharing result reports and other campaigns’ materials in social media; • Reading Kehitys-Utveckling magazine and sharing its articles in social media; • Reading news, articles and press releases in MFA webpages; • Using result and other reports in web pages as information sources. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 21 Figure 2 Asking, using and sharing materials from CSOs (prevalence and activity) Has the MFA asked development communication materials from you? Yes 50 % No 33 % I don't know 17 % Do you use or share development communication materials produced by the MFA? Yes 81 % No 6 % I don't know 13 % How often do you use or share materials? Often 36 % Sometimes 14 % Seldom 50 % Source: CSO survey Finding 14. Half of the CSOs have been asked to provide materials for MFA, usually once or twice a year. Most commonly the materials have been examples of results, pictures or articles. CSOs were also asked whether they are invited by the MFA to provide development communi- cation materials (see Figure 2). Half of the respondents have been asked the following kinds of materials, usually once or twice a year: • Examples of results; • Videos and pictures; • Articles or stories, blogs. 4.3.2 Cooperation between VIE-30 and CSOs Finding 15. Half of the CSOs cooperate with VIE-30. All CSOs who receive support for CSOs with UN background cooperate actively with VIE-30. They for example organise joint events and seminars and produce materials with and for VIE-30. The online survey enquired whether CSOs cooperate with VIE-30. Half of the respondents coop- erate. Those CSOs who receive programme support (and responded online survey), 86% them cooperate with VIE-30 (see Figure 3). Third of the respondents cooperate actively with VIE-30, more than half moderately, and small amount not actively. 25% of CSOs who receive programme support cooperate actively with VIE-30, 67% moderately. 100% of CSOs who receive support for CSOs with UN background cooperate actively with VIE-30. Those who cooperate actively, do it by: • Having joint plans with VIE-30 for development communication • Organizing joint events and seminars EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND22 • Producing materials and contents with and for VIE-30 • Communicating actively communication through emails and phone calls Figure 3 Prevalence and activity of cooperation with VIE-30 Does your organisation cooperate with VIE-30? Yes 50 % No 42 % I don't know 8 % How active is the cooperation? Active 35 % Moderate 59 % Not active 6 % Source: CSO survey Finding 16. Those CSOs who cooperate to lesser extent for example participate in the bi-an- nual meeting organised by VIE-30 and send and share materials when asked. For those who cooperate moderately, the cooperation consisted of: • Participation in annual meetings and morning coffee events organised by VIE-30; • Sending information when asked, including contents for results reports; • Sharing materials of the campaigns that VIE-30 has organised. 4.3.5 Coordination of development communication Coordination of development communication activities, i.e. whether VIE-30 coordinates its devel- opment communications with the actors that are funded by MFA, was studied by enquiring CSOs (in addition to MFA) whether there are existing structures, strategies or networks for cooperation with them. Finding 17. VIE-30 coordinates its development communications with CSOs through bi-an- nual meetings. With a few CSOs, MFA has made joint planning on communication. VIE-30 organises regular bi-annual meetings with CSOs where the staff present the VIE-30 commu- nication plans. Vice versa, in theory also CSOs have their chance to present theirs in the meeting. In addition, few organisations10 have made joint development communication plans with VIE-30 and, with some more organisations VIE-30 cooperates actively on development communication. These activities indicate coordination of development communication between VIE-30 and CSOs to little extent. However, apart from the annual meetings with CSOs, there are no other structures where all CSOs could be involved. 10 For example, The Finnish National Committee for UNICEF and The Finnish Foundation for Media and Development (VIKES). EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 23 4.3.4 Complementarity of CSOs’ development communication In the online survey, CSOs were asked to list up to five of the main target groups, channels, themes and topics of their development communication. Finding 18. CSOs’ main target groups of development communication are professionals, specified target groups among citizens, members and supporters, and decision-makers and authorities. Target groups. Majority of the respondents listed several target groups for their development com- munication. Responses were divided into five categories (see Figure 4). Two thirds of the CSOs target their communication to professionals close to their own fields of expertise and e.g. CSOs working in the field of development cooperation. Half of the respondents target their communica- tion to own internal groups, to specified target groups among the citizens, and almost half to de- cision-makers and authorities. Every fifth target their communication to businesses. In addition to above mentioned target groups, half of the respondents (53%) listed ‘wide public’ as one of their main target groups. However, it wasn’t anyone’s only target group, but often the last to be listed. Figure 4 Target groups of CSOs’ development cooperation Source: CSO survey Finding 19. CSOs’ main communication channels are social media, organisation’s own webpage, memberships magazines and newsletters, events and mass media. Communication channels. Majority of the respondents listed several communication channels for development communication (see Figure 5). All use social media, four out of five organiza- tion’s own webpage and three out of four membership magazines and newsletters. Third of the respondents identified events such as seminars, webinars, trainings, school visits and meetings as a communication channel. Fifth of the respondents communicate also through mass media: newspapers, magazines and television (TV). The most important communication channel is so- cial media (for 56% of the respondents) and the second most important is the organization’s own webpage (for 31%). EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND24 Figure 5 Communication channels of CSOs 100% 81% 75% 36% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social media Webpage Membership magazines and newsletters F2F events Mass media (TV and newspapers) Source: CSO survey Finding 20. Instagram, Facebook and Twitter are the social media channels most used by CSOs. A great part of the CSOs (70%) specified the social media channels they use (see Figure 6). Almost all are in Instagram, and nine out of ten in Facebook. More than two thirds use Twitter, almost half are in LinkedIn, and more than one out of four in YouTube. The use of TikTok as communication channel is rarer, as only 12% of CSOs use it. In discussions in CSO workshop, several CSOs are planning to go to TikTok in the near future. Figure 6 Channels in social media 96% 92% 72% 44% 28% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Instagram Facebook Twitter LinkedIn YouTube TikTok Source: CSO survey EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 25 Finding 21. Main themes and topics of CSOs’ development communication cover the main goals of Finland’s development cooperation, cross-cutting objectives and priority areas. Themes and topics. Similar to target groups and communication channels, online survey asked CSOs to list up five most important themes or topics of their development communication (see Figure 7). The themes cover a wide range of topics from CSOs’ own programme and project work to variety of global issues. What is worth noticing, the topics cover the main goals of Finland’s development cooperation (poverty, human rights, Agenda 2030), cross-cutting objectives (gender equality, non-discrimination, climate and biodiversity) and priority areas (education, sustainable economy and decent work including innovations and entrepreneurship, peace and democracy including taxation and rule of law, climate change including food security and water). Figure 7 Themes and topics of development communication of CSOs Active citizenship Agenda 2030 Antiracism Biodiversity Climate change Conflict resolution skills Corporate responsibility Critical thinking Decent livelihood Deconstructing stereotypes Democracy Education Employability Entrepreneurship Equality Equity Fair global trade Food Security Freedom of press Freedom of speech Funding Global justice Health Human rights (Women, children, persons with disabilities) Inclusive education Innovations Media education Media skills Nature Non-discrimination Peace building Poverty Programme work Project work Responsible consumption Results Rule of law Security Sexual and reproductive health and rights Sexual education Sustainable development Sustainable economy Sustainable production and value chains United Nations UN-CRPD Water and sanitation Youth agency Source: CSO survey Finding 22. Finnish CSOs used approximately EUR 7,5 million of MFA funding (including self-financing minimum of 15%) to development communication, global education and ad- vocacy in Finland in 2021. Annual expenditures on development communication. Annual expenditures of development communication, global education and advocacy in 2021 were calculated from CSOs who re- ceive programme support11. These CSOs used EUR 3,4 million for development communication, including both communication on their programme work and communication on more general development issues. The percentages of communication costs of total expenditures varied from 0,5% (Finnish Red Cross) to 23% (Fingo). For global education and advocacy CSOs used EUR 2,1 million. Total expenditure of development communication, global education and advocacy of CSOs was EUR 5,5 million. The percentages varied from 2% (Finnish Evangelical Lutheran Mis- sion (FELM) and Finnish Red Cross) to 43% (Fingo), although more than half used less than 5% of their total funds for these activities. 11 Expenditure of KIOS Foundation is not included as the report was not available for the evaluation. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND26 The CSOs receiving programme support represent the largest group of organisations that receive funding from the MFA. If the annual support of the organisations who receive the support for com- munication and global education and support to Finnish CSOs with a UN background (average EUR 1 million / instrument), is added to the EUR 5.5 million of the CSOs receiving programme support, it can be calculated that the total amount that the CSOs spent MFA funding for develop- ment communication, global education and advocacy work in 2021 was approximately EUR 7,5 million12 for Finnish CSOs. Table 3 Annual expenditures of development communication, global education and advocacy of se- lected CSOs (2021) # NAME OF CSO ANNUAL EXPENDI- TURE IN DEVELOP- MENT COMMUNI- CATIONS IN 2021 IN EUR (% OF TOTAL COSTS) ANNUAL EXPEND- ITURE IN GLOBAL EDUCATION AND ADVOCACY IN 2021 IN EUR (% OF TOTAL COSTS) TOTAL ANNUAL EXPENDITURE IN DE- VELOPMENT COMMU- NICATIONS, GLOBAL EDUCATION AND ADVOCACY IN EUR (% OF TOTAL COSTS) 1 Abilis Foundation 86,542 (4%) 84,897 (4%) 171,439 (7%) 2 CMI – Martti Ahtisaari Peace Foundation 174,846 (5%) – 174,846 (5%) 3 Disability Partnership Finland 59,016 (3%) (Included in communications) 59,016 (3%) 4 Fairtrade Finland 38,885 (2%) 63,211 (3%) 102,096 (4%) 5 Fida International ry 124,309 (2%) 134,433 (2%) 252,742 (4%) 6 Fingo 921,810 (23%) 775,761 (20%) 1,697,571 (43%) 7 Finn Church Aid 445,285 (4%) (Included in communications) 445,285 (4%) 8 Finnish Evangelical Lutheran Mission FELM 101,970 (2%) 4,368 (–) 108,338 (2%) 9 Finnish Red Cross 38,062 (0,5%) 137,668 (2%) 175,730 (2%) 10 The Finnish Refugee Council  60,720 (2%) 6,219 (0,2%) 65,557 (2%) 11 International Solidarity Foundation 279,151* (11%) – 279,151 (11%) 12 This sum includes the self-financing of the organisations (minimum of 7.5%) EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 27 # NAME OF CSO ANNUAL EXPENDI- TURE IN DEVELOP- MENT COMMUNI- CATIONS IN 2021 IN EUR (% OF TOTAL COSTS) ANNUAL EXPEND- ITURE IN GLOBAL EDUCATION AND ADVOCACY IN 2021 IN EUR (% OF TOTAL COSTS) TOTAL ANNUAL EXPENDITURE IN DE- VELOPMENT COMMU- NICATIONS, GLOBAL EDUCATION AND ADVOCACY IN EUR (% OF TOTAL COSTS) 12 Plan International Finland 312,693 (4%) 450,128 (6%) 762,821 (10%) 13 Save the Children 82,657 (2%) 69,572 (1%) 160,455 (3%) 14 Siemenpuu Foundation 36,863 (4%) – 36,863 (4%) 15 Taksvärkki 126,392 (14%) 105,206 (12%) 231,598 (27%) 16 The Trade Union Solidarity Centre of Finland SASK 131,851 (3%) 264,465 (5%) 396,316 (8%) 17 World Vision Finland 285,604 (7%) (Included in communications) 285,604 (7%) 18 WWF Finland 79,205 (3%) (Included in communications) 79,205 (3%) TOTAL 3,385,861 2,095,928 5,481,789 Source: Organisations’ Annual Financial Reports 2021 EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND28 5 Implications for the main report EQ 1. To what extent has the ministry been able to contribute to the openness of govern- ment by increasing the public awareness and understanding about development policy and cooperation? EQ 1.1. To what extent has MFA used development communications efforts strategically to pro- mote Finland’s objectives and inform the public about global development issues and related challenges and successes? EQ 1.2. To what extent have the MFA’s development communication efforts managed to reach the public? Implications of the findings of the case study for EQ1 are limited. The findings base mostly on CSOs’ perceptions and assumptions and cannot be treated as facts. At their best, they can support and complement the data gathered from the primary sources in the evaluation. Finding for the main report: Even if the MFA has made information available through a variety of channels, they usually reach people who are already interested in the topics. Majority of CSOs find the MFA’s com- munication channels relevant, although they doubt whether MFA reaches any other people than ‘the professionals and converted ones’. CSOs find MFA’s development communication fact-based, easily understandable and focusing on important themes. According to majority of CSOs, MFA opens up the complexity of development cooperation in its communications enough, especially in Kehitys-Utveckling Magazine where articles dig deeper. However, most CSOs find that the MFA development communication is not very visible in Finnish media. EQ 2. Is the development communication organised in an efficient way? EQ 2.4 What can MFA learn from CSOs and peer countries in terms of organisation of develop- ment communications? CSOs shared their best practices on the organisation of development communication. Professional CSOs pointed out that they are facing the same challenges as the MFA in the communication where the communication officials feel constant pressure to fulfil the expectations of all staff in the organisation. CSOs described their solutions and how they have planned the communication jointly in their organisations so that it makes the communication more effective and strategic. The evaluation found these practices useful and something that the MFA could learn from: EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 29 Finding for the main report: Professional CSOs have robust strategic planning including communications strategy, annual and action plans, and comprehensive training of all staff. Strategies are discussed with the whole staff, communication planning is participatory, and communication is embedded in all plans. There is clear division of responsibilities in the organisations. In the professional CSOs, strategic communication has a clear structure and plans that guide the work. Also, the communication strategy needs to be discussed in the organisation so that every- body understands why and what is communicated. CSOs pointed out how prioritizing is crucial in strategic and effective communication and how it needs to be conveyed from the top of the organ- isation. Those organisations who have prioritised their communication, have found their commu- nication to become more effective. Communication needs to be included in all the plans and be part of everybody’s work. When there is a clear structure for communication and it is included in the plans of all units, the communication will not be ‘forgotten’ in daily work. EQ 3. What is the external coherence of MFA development communications? EQ 3.1. To what extent has MFA utilised the materials of relevant CSO and other partners involved in the production of the contents and vice versa? The extent of the utilization of the materials by the MFA is discussed in the main evaluation report. This case study answers for the EQ 3.1 from the part of the CSOs: to what extent and how they have utilised the materials of the MFA: Finding for the main report: Majority of the CSOs use and share MFA’s development communication materials some- times or seldom. Majority of the CSOs use and share development communication materials produced by the MFA sometimes or seldom, meaning few times a year. They mostly share the materials in the social media, and read and use materials in the MFA webpage. Half of the CSOs have been asked to provide materials for MFA, usually once or twice a year. Most commonly the materials have been examples of results, pictures or articles. EQ 3.2. To what extent do the development communications of MFA and other stakeholders such as CSOs complement each other? Addressed in this case study is complementarity with the CSOs; see the main evaluation report for complementarity with other partners. The cooperation and coordination of activities was studied, and the complementarity from the aspects of target groups, themes, topics and communication channels of development communication: EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND30 Finding for the main report: The MFA coordinates the development communication with CSOs through bi-annual in- formative meetings and occasionally with other stakeholders. The more profound cooper- ation takes place with a few organisations, otherwise the cooperation is limited and spo- radic. Nevertheless, there is interest both in the MFA and among external stakeholders for strengthening cooperation. CSOs and other external stakeholders significantly complement MFA’s development com- munication in terms of reaching out for diverse target groups in Finland, using wide range of communication channels, including versatile use of social media, and communicating on various themes. The CSOs’ expenditure of MFA funding for development communication, global education and advocacy was approximately EUR 7.5 million in 2021. The MFA coordinates the development communication with CSOs and with some CSOs there is active cooperation: those organisations organise joint events and seminars, and produce materials with and for VIE-30. Those CSOs who cooperate to lesser extent, they participate in the bi-annual meetings, and send and share materials when asked. CSOs’ development communication comple- ment MFA’s communication in various ways. The CSOs reach a wide range of target groups in Fin- land, they use multiple communication channels, and communicate diversely on different themes. The amount that organizations spend annually on development communication is significant. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 31 Annex 1. List of references Abilis Foundation. (2021). Annual Project Financial Reports 2021 CMI – Martti Ahtisaari Peace Foundation. (2021). Annual Project Financial Reports 2021 Disability Partnership Finland. (2021). Annual Project Financial Reports 2021 Fairtrade Finland. (2021). Annual Project Financial Reports 2021 Fida International ry. (2021). Annual Project Financial Reports 2021 Fingo. (2021). Annual Project Financial Reports 2021 Finn Church Aid. (2021). Annual Project Financial Reports 2021 Finnish Evangelical Lutheran Mission FELM. (2021). Annual Project Financial Reports 2021 Finnish Red Cross. (2021). Annual Project Financial Reports 2021 The Finnish Refugee Council. (2021). Annual Project Financial Reports 2021 International Solidarity Foundation. (2021). Annual Project Financial Reports 2021 MFA. (2021a). Suomalaisille kansalaisjärjestöille rahoitusta köyhyyden ja eriarvoisuuden vähen- tämiseen. Ministry for Foreign Affairs of Finland website. https://um.fi/ajankohtaista/-/asset_pub- lisher/gc654PySnjTX/content/suomalaisille-kansalaisjarjestoille-rahoitusta-koyhyyden-ja-eriar- voisuuden-vahentamiseen MFA. (2021b). Ulkoministeriö myönsi kansalaisjärjestöille viestintä- ja globaalikasvatustukea kestävän kehityksen tietoisuuden ja toimijuuden edistämiseen. Ministry for Foreign Affairs of Finland website. https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkominis- teri-c3-b6-my-c3-b6nsi-kansalaisj-c3-a4rjest-c3-b6ille-viestint-c3-a4-ja-globaalikasvatustukea- kest-c3-a4v-c3-a4n-kehityksen-tietoisuuden-ja- MFA. (2021c). Ulkoministeriö myönsi kansalaisjärjestöille viestintä- ja globaalikasvatustukea kestävän kehityksen tietoisuuden ja toimijuuden edistämiseen. Ministry for Foreign Affairs of Finland website. https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkominis- teri-c3-b6-my-c3-b6nsi-kansalaisj-c3-a4rjest-c3-b6ille-viestint-c3-a4-ja-globaalikasvatustukea- kest-c3-a4v-c3-a4n-kehityksen-tietoisuuden-ja- MFA. (2021d). Ulkoministeriö myönsi toiminta-avustusta suomalaisille YK-taustaisille kansalais- järjestöille: Tavoitteena edistää tietoisuutta YK:sta ja kestävästä kehityksestä. Ministry for For- eign Affairs of Finland website. https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/con- tent/ulkoministeri-c3-b6-my-c3-b6nsi-toiminta-avustusta-suomalaisille-yk-taustaisille-kansalaisj- c3-a4rjest-c3-b6ille-tavoitteena-edist-c3-a4-c3-a4-tietois EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND32 https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/suomalaisille-kansalaisjarjestoille-rahoitusta-koyhyyden-ja-eriarvoisuuden-vahentamiseen https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/suomalaisille-kansalaisjarjestoille-rahoitusta-koyhyyden-ja-eriarvoisuuden-vahentamiseen https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/suomalaisille-kansalaisjarjestoille-rahoitusta-koyhyyden-ja-eriarvoisuuden-vahentamiseen https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-kansalaisj-c3-a4rjest-c3-b6ille-viestint-c3-a4-ja-globaalikasvatustukea-kest-c3-a4v-c3-a4n-kehityksen-tietoisuuden-ja- https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-kansalaisj-c3-a4rjest-c3-b6ille-viestint-c3-a4-ja-globaalikasvatustukea-kest-c3-a4v-c3-a4n-kehityksen-tietoisuuden-ja- https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-kansalaisj-c3-a4rjest-c3-b6ille-viestint-c3-a4-ja-globaalikasvatustukea-kest-c3-a4v-c3-a4n-kehityksen-tietoisuuden-ja- https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-kansalaisj-c3-a4rjest-c3-b6ille-viestint-c3-a4-ja-globaalikasvatustukea-kest-c3-a4v-c3-a4n-kehityksen-tietoisuuden-ja- https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-kansalaisj-c3-a4rjest-c3-b6ille-viestint-c3-a4-ja-globaalikasvatustukea-kest-c3-a4v-c3-a4n-kehityksen-tietoisuuden-ja- https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-kansalaisj-c3-a4rjest-c3-b6ille-viestint-c3-a4-ja-globaalikasvatustukea-kest-c3-a4v-c3-a4n-kehityksen-tietoisuuden-ja- https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-toiminta-avustusta-suomalaisille-yk-taustaisille-kansalaisj-c3-a4rjest-c3-b6ille-tavoitteena-edist-c3-a4-c3-a4-tietois https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-toiminta-avustusta-suomalaisille-yk-taustaisille-kansalaisj-c3-a4rjest-c3-b6ille-tavoitteena-edist-c3-a4-c3-a4-tietois https://um.fi/ajankohtaista/-/asset_publisher/gc654PySnjTX/content/ulkoministeri-c3-b6-my-c3-b6nsi-toiminta-avustusta-suomalaisille-yk-taustaisille-kansalaisj-c3-a4rjest-c3-b6ille-tavoitteena-edist-c3-a4-c3-a4-tietois Plan International Finland. (2021). Annual Project Financial Reports 2021 Save the Children. (2021). Annual Project Financial Reports 2021 Siemenpuu Foundation. (2021). Annual Project Financial Reports 2021 Taksvärkki. (2021). Annual Project Financial Reports 2021 The Trade Union Solidarity Centre of Finland SASK. (2021). Annual Project Financial Reports 2021 World Vision Finland. (2021). Annual Project Financial Reports 2021 WWF Finland. (2021). Annual Project Financial Reports 2021 EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 33 Annex 2. CSO Online Survey questionnaire The online survey was carried out for Finnish CSOs (see Table 1) in Finnish language. The ques- tions dealt with: • CSOs’ main target groups, themes or topics, communication channels, main messages and objectives in development communication; • Changes in development communication at own organisation (e.g. in resources, con- tents, organisation, target groups, channels, objectives, themes and topics). Reasons for changes, effects and impact of changes; • Use of MFA produced materials and vice versa; • Cooperation with the MFA; • Relevance of MFA development communication in terms of relevant target groups, channels and themes, public discussion and reaching the public. 1a. Järjestönne nimi 1b. Mistä ulkoministeriön rahoitusinstrumentista/instrumenteista järjestönne saa tukea tällä het- kellä: • Ohjelmatuki kansalaisjärjestöille • Hanketuki kansalaisjärjestöille • Tuki kansalaisjärjestöjen viestintä- ja globaalikasvatushankkeisiin • Toiminta-avustus YK-taustaisille kansalaisjärjestöille • Muu, mikä: 1c. Kuinka monta henkilöä työskentelee kehitysviestinnässä järjestössänne? 2. Mitkä ovat kehitysviestintänne kohderyhmät? Kirjoita tärkeysjärjestyksessä enintään viisi kohde ryhmää. Voit tuoda esiin kohderyhmiä ajalta 2015-2022. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND34 3. Mitkä ovat kehitysviestintänne kanavat? Kirjoita tärkeysjärjestyksessä enintään viisi viestintä- kanavaa. Voit tuoda esiin kanavia ajalta 2015-2022. 4. Mitkä ovat kehitysviestintänne teemat tai aiheet? Kirjoita tärkeysjärjestyksessä enintään viisi teemaa tai aihetta. Voit tuoda esiin teemoja tai aiheita ajalta 2015-2022. 5. Mikä on kehitysviestintänne pääviesti? 6. Mitkä ovat kehitysviestintänne tavoitteet? Mitä muutoksia toivotte saavuttavanne kohderyhmis sänne? 7a. Kuinka kehitysviestintä on muuttunut järjestössänne vuosien 2015-2022 aikana (esimerkiksi resurssien, sisältöjen, organisaation, kohderyhmien, kanavien, tavoitteiden, viestinnän teemojen tai aiheiden osalta)? 7b. Mitkä syyt ovat olleet muutosten taustalla? 7c. Mitä seurauksia tai vaikutuksia muutoksilla on ollut? 8a. Ulkoministeriö viestii kehityspolitiikasta, kehitysyhteistyöstä ja globaaleista asioista eri kana- villa, kuten ulkoministeriön verkkosivuilla, Twitterissä, Facebookissa, LinkedInissä, Youtubessa ja Instagramissa, Kehitys-Utveckling -lehdessä (digi- ja paperilehti), lehdistötiedotteiden kautta suomalaisessa mediassa, Maailma 2030-verkkosivulla sekä tulosraporteissa 2018 ja 2022. Onko järjestönne käyttänyt tai jakanut ulkoministeriön tuottamia kehitysviestinnän materiaaleja? 8b. Mikäli vastasit kyllä, ole hyvä ja kuvaile kuinka usein ja mitä materiaaleja. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 35 8c. Onko ulkoministeriö pyytänyt järjestöltänne kehitysviestinnän materiaaleja? 8d. Mikäli vastasit kyllä, ole hyvä ja kuvaile kuinka usein ja mitä materiaaleja. 9a. Tekeekö järjestönne yhteistyötä ulkoministeriön kehitysviestinnän yksikön (VIE-30) kanssa? 9b. Mikäli vastasit kyllä, ole hyvä ja kuvaile yhteistyötänne (missä asioissa teette yhteistyötä, millä tavoin ja kuinka usein). Mikäli olette sopineet yhteistyöstä ulkoministeriön kehitysviestinnän yksikön (VIE-30) kanssa, kertokaa myös siitä. 10a. Missä määrin olet samaa mieltä seuraavien väitteiden kanssa: • Ulkoministeriön kehitysviestintä on faktapohjaista • Ulkoministeriön kehitysviestintä on helposti ymmärrettävää • Ulkoministeriön kehitysviestintä tuo esiin kehitysyhteistyön kompleksisuuden • Ulkoministeriön kehitysviestintä on kiinnostusta herättävää • Ulkoministeriön kehitysviestintä keskittyy tärkeisiin teemoihin • Ulkoministeriön kehitysviestintä kohdistuu hyvin valituille kohderyhmille • Ulkoministeriö on valinnut oikeat kanavat kehitysviestinnälle 10b. Tarkenna, mitkä ovat ensisijaiset kehitysviestinnän teemat tai aiheet, joista ulkoministeriön tulisi mielestäsi viestiä. 10c. Halutessasi voit perustella yllä antamiasi arvioita ja antaa lisätietoja. 10d. Yllä olevan arviosi perusteella, minkä yleisarvosanan antaisit ulkoministeriön kehitysviestin- nälle? 10e. Halutessasi voit perustella yllä antamaasi arviota ja antaa lisätietoja. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND36 Annex 3. Key Informant Interview template Name: Organisation: Background information (why interviewed, connection to development communications): JUDGEMENT CRITERIA QUESTIONS ANSWERS EQ 1.1. To what extent has MFA used development communications efforts strategically to promote Finland’s objectives and inform the public about global development issues and related challenges and successes? Relevant target groups and appropriate communication channels for each of them have been defined Who do you think are the target groups of development communications from the MFA? How would you rate the MFA in terms of informing the public about development policy and co-operation? Why? Do you think that the communications are targeted to you and your peer group (which one?)? Do you encounter MFA development communication in the channels that you follow (which?)? From your perspective: How could MFA improve with target groups and channels / informing the public in general? EQ 1.2. To what extent have the MFA’s development communication efforts managed to reach the public? MFA communication on development co-operation and development policy is widely visible in Finnish media Monitoring data of Kehitys-lehti and social media campaigns show increasing trends Do you think that communication on development co-operation and development policy is visible in Finnish media? Who communicates? Do you follow Kehitys-lehti? What do you think about it? Have you encountered any MFA campaigns? Did you notice the results report campaign? What should be improved to reach the public better? MFA web sites on development issues show increasing visits Do you use MFA web sites for getting information? For what purpose? Are they useful? What kind of problems / good features? EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 37 JUDGEMENT CRITERIA QUESTIONS ANSWERS EQ 1.3. Whether and to what extent have the development communications efforts influenced public discussion on development policy and co-operation? To what extent has the discussion been interactive? MFA has regularly organised opportunities for dialogue on development policy What opportunities for dialogue on development communication have you encountered? Have you participated? What was your experience? MFA participates in the public discussion and dialogue on development issues Is MFA participating in the public discussion about development co-operation? How is it? The 2018 and 2022 results reports are visible in media and there is public discussion about the results. Have you noticed the results report campaign? Have heard any discussions about it? What about in 2018, do you remember any discussions? EQ 3.2. To what extent do the development communications of MFA and other stakeholders such as CSOs complement each other? MFA development communication is co-ordinated and complimentary with that of other actors funded by MFA There are strategies / structures / networks used for partnering with external actors How do you interact with MFA development communications (VIE-30)? Have you provided them any material? Have you used or shared their materials? Give examples. Have you partnered with them? Is there an institutionalised way to communicate, plan, discuss with them? Do you meet them in any networks? Is there need for an institutionalised form of networking? Why / why not? If yes, who should participate? How could partners find more synergies, improve the quality and visibility of communications? Global education is adequately supported and monitored by MFA Do you know anything about global education? Do you think it is important? Is the global education sufficiently supported by MFA? Why? To what extent does global education of MFA and other stakeholders such as CSOs co-operate / complement each other? How could this be improved? EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND38 CASE STUDY ON THE DEVELOPMENT ACADEMY EXTERNAL FACTORS INFLUENCING MEDIA COVERAGE OF GLOBAL DEVELOPMENT ISSUES SONJA HUHTA EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 39 Contents 1 Summary of findings  �   42 2 Introduction  �   45 2.1 Purpose of the case study  �   45 2.2 Background of the Development Academy  �   45 3 Methodology  �   47 4 Key findings  �   50 4.1 The role of the DA in maintaining and proactively developing the MFA’s media relations  �   50 4.2 The quality and reach of the MFA’s development communications  �   61 5 Implications for the main report  �   66 Annex 1. Documents consulted  �   69 Annex 2. Key Informant Interview templates  �   70 LIST OF TABLES Table 1 Development Academy courses organised 2015-2021  �   46 Table 2 Evaluation questions and judgement criteria covered by the case study  �   47 LIST OF BOXES Box 1 Journalists’ suggestions for useful communication  �   60 EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND40 Acronyms and abbreviations CSO Civil Society Organisation DA Development Academy EQ Evaluation Question EU European Union EUR Euro JC Judgement criteria KII Key Informant Interview MFA Ministry for Foreign Affairs OCHA United Nations Office for the Coordination of Humanitarian Affairs VIE-30 MFA Unit for Communications on Sustainable Development and Trade Vikes Finnish Foundation for Media and Development YLE Finnish broadcasting company EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 41 1 Summary of findings EQ 1. To what extent has the ministry been able to contribute to the openness of government by increasing the public awareness and understanding about development policy and co-operation? EQ 1.2. To what extent have the MFA’s development communication efforts managed to reach the public? JC 1.2.5. Development communication materials are fact-based, easy to understand and show the complexity of development co-operation. Findings: • Most interviewed journalists think that the information on development co-operation that is available on the MFA’s website is easy to find and accessible. • Interviewed journalists found the language of the MFA’s messages and press releases to be jargon-heavy and too general to attract the media’s attention. • Other communications materials and products, including the Kehitys Utveckling-maga- zine, are considered to be of good quality but hard to find. • The MFA’s development communication is understood by interviewed journalists to involve an inevitable need to emphasise the positive. EQ 1.3. Whether and to what extent have the development communications efforts influ- enced public discussion on development policy and co-operation? To what extent has the discussion been interactive? JC 1.3.3. Journalists use MFA and other relevant stakeholders as a source for articles about development co-operation. Findings: • Interviewed journalists approach the MFA for interviews and information mostly when a news story directly relates to the MFA, not so much as an expert organisation. • The Development Academy has succeeded in lowering the threshold for participating journalists to reach out to the MFA whenever they need information. • The current Minister of Development Cooperation and Foreign Trade seems to be better known among interviewed representatives of the media for his work on trade compared to development co-operation. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND42 JC 1.3.4. The 2018 and 2022 results reports are visible in media and there is public discus- sion about the results. Findings: • The 2022 results report received less visibility in the media than its predecessor in 2018, mainly because so much attention and resources were dedicated to other issues on the news agenda. EQ 2. Is the development communication organised in an efficient way? EQ 2.3. To what extent has the MFA been able to maintain and proactively develop media relations? JC 2.3.1. Development academy participants are satisfied with the courses, and they think that they have been able to use the information in their work. Findings: • Feedback from Development Academy participants is overwhelmingly positive. The main benefits cited by journalists match the MFA’s objectives. • The MFA’s attempt to combine the educational purpose of the course and journalists’ need to produce contents during the field trips while simultaneously covering a wide variety of topics has resulted in an overly packed agenda. • Journalists have been happy about the open discussions with MFA representatives during the Development Academy but would have liked the MFA to address the critique surrounding development co-operation more directly as part of the course. • The extent to which participating journalists have been able to use the knowledge in their work after the course depends on their job description. JC 2.3.2. VIE-30 organises regular events and communicates proactively with journalists. Findings: • Interviewed journalists get regular messages from the MFA and think that email-lists are an appropriate means of communication. The distribution lists are, however, not regularly updated at VIE-30 to ensure that relevant journalists are included. • Even if they do not result in immediate news, journalists do use the knowledge, net- works and information that they gain through the MFA’s different communication efforts to enrich content that they produce later. • Both journalists and editors would welcome more targeted and tailored communication from the MFA as opposed to general tips and information. • VIE-30’s ability to act on the media’s suggestions for more tailored communication is currently limited by several factors related to resources and the Ministry’s way of work- ing. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 43 JC 2.3.3. The journalists in the network have produced independent media content on develop- ment issues Findings: • Although it is not an explicit objective, the course has ensured media coverage of Finn- ish development co-operation in participating media outlets each year. The wide variety of media outlets and journalists represented in the Development Academy has ensured visibility for development policy and co-operation in media outlets that would not other- wise have covered these topics. • Although many participating journalists expressed that they find global development issues important and would like to cover them more in their work, they are not consid- ered newsworthy in their own right and tend to get buried by other work. • Interviewed journalists find it challenging to turn global development issues into short, click-friendly stories that attract readers in digital media without over-popularising. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND44 2 Introduction 13 By “global development issues” we refer in this evaluation to the scope of Agenda 2030. Agenda 2030 and its 17 sustainable devel- opment goals go beyond development co-operation and developing countries by relating to global efforts by all countries and all stakeholders to end poverty and hunger everywhere; to combat inequalities within and among countries; to build peaceful, just and inclusive societies; to protect human rights and promote gender equality and the empowerment of women and girls; and to ensure the lasting protection of the planet and its natural resources (https://sdgs.un.org/2030agenda). 14 In 2021 the destination of the trip was exceptionally Geneva, Switzerland, with the purpose of getting better acquainted with the multilateral organisations involved in development co-operation. 2.1 Purpose of the case study The present case study of the Development Academy (DA) is one of two case studies conducted as part of the evaluation on development communications in the context of the Ministry for Foreign Affairs (MFA). The aim of the evaluation is to assess how effective the work of the MFA’s develop- ment communication unit (VIE-30) is, and how efficiently the work is organised both internally in the ministry and externally with different partners. The two case studies inform the main evaluation questions (EQs) and, hence, the main evaluation report. Specifically, this case study of the Development Academy aims to understand to what extent the MFA has been able to inform and influence the knowledge of journalists and what the overall outcome of their participation in the academy has been. Simultaneously, the study assesses the external factors influencing how global development issues13 are covered in the media. 2.2 Background of the Development Academy The Development Academy is an orientation course organised annually by VIE-30. The purpose of the DA, as expressed in the MFA’s internal report on the 2018 course, is to “expand journalists’ knowledge and interest in global development issues as well as Finland’s development policy and development co-operation, and to improve their possibilities to follow the topic in their work” (Einola-Head, 2018). The DA targets Finnish journalists who apply to participate in the five to eight day-long event. Three days are usually dedicated to seminars in Helsinki, where MFA civil servants and subject matter specialists lecture and discuss with participants about specific themes related to development co-operation. Journalists also have the chance to take part in a week-long trip to one of Finland’s partner countries in Africa or Asia14. The MFA offers the option of covering the travel costs for par- ticipating journalists. Table 1 shows basic information about the courses organised in 2015-2021. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 45 https://sdgs.un.org/2030agenda Table 1 Development Academy courses organised 2015-2021 YEAR APPLI- CANTS PARTICI- PANTS FIELD TRIP THEMES 2015 67 6 men, 10 women Ethiopia Themes: Education, health, Boko Haram influence over democracy development in Africa, trade and sustainable growth, importance of coffee for Ethiopia. 2016 77 6 men, 10 women Tanzania Based on the Development co-operation report. Themes: Private sector development, economy, job creation. 2017 36 6 men, 10 women Kenya / Myanmar A follow-up course for journalists specialised in development policy and co-operation who had participated in the Development Academy at least once before. Themes: Fragile states, peace mediation, Agenda 2030, private sector. 2018 42 5 men, 6 women Zambia Themes: Development of private sector and private sector instruments; welfare creation through economy and jobs; investments in developing countries; tax justice; corporate responsibility. Significance of climate change for developing countries and the mining sector in northern Zambia. 2019 42 3 men, 8 women Ethiopia Theme: Results of development co-operation. 2020/2115 20 2 men, 6 women Geneve Theme: multilateral co-operation and its importance in the response to COVID pandemic. Total 284 78 (28 men and 50 women) Source: MFA reports on development academy 2015-21 The media with most participants in 2015-2020 were the Finnish broadcasting company (YLE) (11), Helsingin Sanomat (6), Kauppalehti (4), Karjalainen (3), Maaseudun tulevaisuus (2), and A-lehdet / Iltasanomat (2). Fourteen participants identified themselves as freelance journalists or photographers16. The Development Academy is a labour-intensive and resource-demanding project for the MFA. For instance, in 2016 the planning and practical arrangements required an estimated four to five work-months of the unit’s resources. With three VIE-30 staff members involved in organising the course, this translates to one to two full personal work-months per employee. The field trip also requires additional, significant input from the embassy staff who support the logistical arrangements and participate in the field visits. According to MFA reports, the annual cost of the course ranges between EUR 50,000 – 60,000 (Einola-Head, 2016). 15 Because of the pandemic, the field trip of the 2020 course took place only in 2021. No separate course was organised in 2021. 16 The journalists represented the following media: Freelancer, YLE, Helsingin Sanomat, Karjalainen, Kauppalehti, Maaseudun tulevaisuus, A-lehdet, Ilta-Sanomat, Me Naiset, MTV3, Salon Seudun Sanomat, Ulkopolitiikka, Etelä-Suomen Media, Hufvudstads- bladet (HBL), Kymen Sanomat, Kaakon viestintä, Kuvajournalisti, Länsiväylä / Helsingin Uutiset / Vantaan Sanomat, Lapin Kansa / Kaleva / Satakunnan Kansa / Lännen Media, Ny Tid, Pohjalainen, Radio Helsinki, SPT, news agency Startel, Taloussanomat, STT-Lehtikuva, Suomen Kuvalehti, Talouselämä, Tekniikka&Talous-lehti, Uutissuomalainen, and Vihreä Lanka. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND46 3 Methodology The case study applies the relevant evaluation questions of the evaluation. The sub-evaluation questions and corresponding judgement criteria (JC) to which it contributes evidence are pre- sented in Table 2. Table 2 Evaluation questions and judgement criteria covered by the case study SUB-EVALUATION QUESTION JUDGEMENT CRITERIA Effectiveness: EQ 1. To what extent has the ministry been able to contribute to the openness of government by increasing the public awareness and understanding about development policy and co-operation? EQ 1.2. To what extent have the MFA’s development communication efforts managed to reach the public? Development communication materials are fact- based, easy to understand and show the complexity of development co-operation. EQ 1.3. Whether and to what extent have the development communications efforts influenced public discussion on development policy and co-operation? To what extent has the discussion been interactive? Journalists use MFA and other relevant stakeholders as a source of articles about development co-operation. The 2018 and 2022 results reports are visible in media and there is public discussion about the results. Efficiency and coherence (internal): EQ 2. Is the development communication organised in an efficient way? EQ 2.3. To what extent has MFA been able to maintain and proactively develop media relations? Development academy participants are satisfied with the courses, and they think that they have been able to use the information in their work. The journalists in the network have produced independent media content on development issues. VIE-30 organises regular events and communicates proactively with journalists. The temporal scope of the case study is 2015-2021. A Development Academy course was also organised in December 2022-January 2023, but this is not covered by this case study as it was still underway when conducting the case study. The main data collection methods and sources applied to the case study are described below. Secondary data: The case study makes use of: • Survey data collected by the MFA from participating journalists after attending the Development Academy; EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 47 • The MFA’s internal ‘ASKI’-reports on the Development Academy courses organised each year; • Articles written by journalists after attending the Development Academy. Primary data: Primary data has mainly been collected through Key Informant Interviews (KIIs) with relevant individuals in Finland, mostly remotely by telephone/over the Internet by the Evaluation team members. KIIs cover: • VIE-30 staff involved in organising the Development Academy; • A sample of journalists who participated in the Development Academy, both from large national and smaller local / regional media (9 journalists); • Editors in chief and heads of foreign news of media outlets that have been represented in the Development Academy (3 editors); • Other journalists who have covered global development issues in the media during the evaluation period (3 journalists). To avoid selection bias, the interviewed Development Academy participants were selected based on purposeful, proportional sampling. The sampling was based on the MFA’s database of journal- ists who participated in the Development Academy during 2015-2020 and the media outlets that they represented at the time of participating. Eight interviewees were selected from the six media outlets with most representation during the evaluation period (YLE, Helsingin Sanomat, Karjalainen, Kauppalehti, Maaseudun Tulevaisuus, and Iltasanomat). The number of interviewees per outlet was proportionate to the number of participants from each. In addition, interview requests were sent to a journalist from a Swedish speaking media outlet (Hufvudstadsbladet) and to freelance journal- ists to ensure coverage of all types of journalists that have been represented in the Development Academy during the evaluation period. The interview with the participant from Hufvudstadsbladet was conducted but none of the approached freelance journalists responded. To gain a longer-term perspective of the outcomes of the academy, interviewees were selected primarily from the 2015 cohort. If a journalist was not available for interview, he / she was replaced with another journalist from the same media outlet, following the same sampling logic. As a result, interviews were done also with some journalists who participated in the Development Academy in 2016, 2017 and 2018. The editors in chief or heads of foreign news from the same media outlets were also approached for interviews. Their responsiveness and availability varied, resulting in interviews with three editors. Three additional interviews were conducted with other journalists who have not participated in the Development Academy during the evaluation period, but who have covered global development issues or Finnish development policy and co-operation in the media during the evaluation period. Some of these journalists were identified based on the findings of the media analysis conducted as part of this evaluation. The collected data has been systematically triangulated and analysed against the relevant judge- ment criteria using an analysis matrix developed for this purpose. Furthermore, findings and im- plications for the main report will be discussed with members of a reference group in a dedicated workshop, in which the wider evaluation’s other findings, conclusions and recommendations will be discussed. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND48 Limitations The present report is a case study with a limited scope, not an evaluation of the Development Academy. As such, it does not provide a definitive performance assessment of the Development Academy during the period 2015-2022 nor recommendations for its improvement. Rather, it offers limited insights, generated through a systematic approach, to inform the wider evaluative process of the MFA’s development communications as a whole. Since the case study focuses on the Development Academy, interviewed journalists are mostly former participants and their editors. Interviews showed that journalists who participate in the De- velopment Academy apply on their own initiative and have a personal interest towards develop- ment co-operation. While many were careful to underline that they inspect all topics that they cover with critical journalistic lenses and strive to objectivity, most had in principle a relatively positive attitude towards development co-operation. The evaluation team also approached journalists who have written more critical articles about development co-operation and policy in recent years for interviews, but only one agreed to an interview. As a result, the findings of this case study should by no means be understood to represent the sentiments of the Finnish media as a whole. It is a limited case study that primarily covers Development Academy participants and gives limited but complementary insights on the media landscape and on barriers or conducive factors that influence the extent to which development co-operation is covered in the Finnish media. EVALUATION ON DEVELOPMENT COMMUNICATIONS IN THE CONTEXT OF MFA FINLAND 49 4 Key findings 17 https://um.fi/kehitysakatemia-pe