> For the complete documentation index, see [llms.txt](https://oecd-media-support-principles.gfmd.info/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://oecd-media-support-principles.gfmd.info/toolkit/role/communications-teams/applying-the-oecd-principles-in-practice.md). # Applying the OECD Principles in practice ### Principle 1: Ensure support does no harm **In practice:**\ Communications decisions - on visibility, branding, and messaging - can affect partner safety, credibility, and operational space ([*see case study 3: operational risk linked to donor visibility and safety*](/toolkit/case-studies-and-field-insights/case-study-3-operational-risk-linked-to-donor-visibility-and-safety.md)). **Risk-aware communication should be integrated throughout the programme cycle**, rather than introduced only at later stages. **Do** * **Adapt visibility and branding requirements to the political and security context** * Consult partners on safe levels of visibility and public association * Use flexible approaches (e.g. anonymisation, delayed communication, off-record formats) * Align communication plans with programme-level risk assessments * Regularly reassess communication risks as contexts evolve **Avoid** * Applying standardised visibility requirements in sensitive environments * Publicly associating partners with donor support without their consent * Prioritising visibility over partner safety or operational viability * Treating communications decisions as risk-neutral **Consider** * How visibility may increase scrutiny from authorities or other actors * **How messaging may affect partners’ perceived independence** * **What level of communication is necessary - and what can safely be reduced** ### Principle 2: Increase financial and other forms of support **In practice:**\ How media support is communicated directly influences political prioritisation, funding decisions, and long-term sustainability. **Communications shape whether media support is understood as a strategic investment or a marginal issue.** **Do** * Frame communication to clearly articulate why media and information integrity matter (e.g. governance, stability, economic outcomes), building on the narrative set out in the communication strategy * Use evidence and results to demonstrate impact and relevance * Tailor messaging to different audiences, including non-media specialists * Highlight both successes and the risks of underinvestment **Avoid** * Treating communications as purely promotional rather than a strategic function * Using overly technical or sector-specific messaging that limits broader uptake * Focusing only on outputs rather than systemic impact * Avoiding politically sensitive but necessary narratives **Consider** * **Whether communication supports sustained or increased funding and political buy-in** * How to frame media support in relation to wider policy priorities * **Whether the risks of not supporting media are clearly communicated** ### Principle 3: Take a whole-of-system approach **In practice:**\ Communications should reflect how media and information ecosystems function as a whole. **Messaging that captures relationships between actors, incentives, and structures is more likely to support strategic understanding and engagement.** **Do** * Frame communication around media and information ecosystems, not just individual activities * Reflect the diversity of actors by showing how different stakeholders (media, civil society, regulators, audiences) interact and contribute within the system * Align messaging across related sectors (e.g. governance, digital, security) * Ensure coherence between programme, political, and public communication **Avoid** * Overly project-centric communication that ignores systemic context * Messaging that unintentionally privileges certain actors or perspectives * Fragmented narratives across teams or programmes * Treating media support as separate from broader governance or digital agendas **Consider** * Whether communication reflects how the ecosystem actually functions * **How messaging interacts with broader policy narratives and priorities** * **Whether communication strengthens or fragments understanding of the ecosystem** ### Principle 4: Strengthen local leadership and ownership **In practice:**\ Communications should reinforce local ownership by ensuring that local actors shape how their work is presented and understood. **Credibility and legitimacy are strengthened when communication reflects locally defined narratives and priorities** ([*see case study 1: credibility risk linked to donor visibility*](/toolkit/case-studies-and-field-insights/case-study-1-credibility-risk-linked-to-donor-visibility.md)). **Do** * Prioritise local voices and perspectives in communication outputs * Enable partners to define how their work is presented * Co-create communication products where appropriate * Respect editorial independence in all storytelling **Avoid** * Applying externally developed narratives that do not reflect local realities * Using partners primarily as visibility vehicles * Framing local actors predominantly through external perspectives * Influencing or shaping editorial content **Consider** * **Who defines the narrative - and whose voice is amplified** * Whether communication reflects local realities and priorities * **How communication affects perceptions of independence** ### Principle 5: Improve coordination of support **In practice:**\ Uncoordinated communication can lead to duplication, mixed messaging, and increased risks for partners. **More structured coordination can improve coherence while reducing burden on those receiving support.** **Do** * Align communication with other donors and partners where appropriate * Coordinate messaging across internal teams (programme, political, press) * Share communication approaches, lessons, and materials * Support joint visibility where it reduces burden and improves coherence **Avoid** * Conducting communication in isolation from other actors * Issuing conflicting messages across teams or donors * Creating overlapping visibility demands on partners * Relying solely on informal, personality-driven coordination **Consider** * Whether communication contributes to fragmentation or coherence * **How coordination can reduce pressure and duplication for partners** * **Trade-offs between visibility, ownership, and joint approaches** ### Principle 6: Invest in knowledge, research, and learning **In practice:**\ Effective communication depends on understanding audiences, media landscapes, and information flows. **Without this, messaging risks being misaligned, ineffective, or poorly targeted.** **Do** * Use audience insights and local data to inform communication strategies * Invest in understanding how information is accessed and trusted locally * Capture and integrate lessons from communication efforts * Share learning across teams and with partners **Avoid** * Designing communication without evidence or audience insight * Applying generic messaging across different contexts * Treating communication as one-way dissemination * Failing to document and learn from what works and what does not **Consider** * Whether messaging reflects how audiences actually consume information * **What gaps exist in knowledge about the local information environment** * **How learning can inform future communication approaches**