Concept: Communication Strategy for Energy Market Reform

The strategy is based on the country's commitment to direct future energy planning and market development towards approximation with the European Union, as signaled by the signing of the Energy Community Treaty in October 2016. The USAID Energy Program, a 3-year $7.5 million project funded by the United States Agency for International Development and implemented by Deloitte Consulting LLP, is supporting Georgia in the energy market development per Georgia's obligations under the EnCT. The ultimate goal of this program is to enhance Georgia's energy security through the improved legal and regulatory framework and increased investments in the energy sector. The communication strategy has several objectives, including supporting the Government of Georgia in designing an effective communication strategy, supporting the GoG in designing a more effective plan for deploying resources strategically for public education and advocacy efforts, and contributing to capacity building by improved understanding of communication goals and anticipated challenges. The strategy will involve the engagement of individuals and groups directly affected by the problem, including workshops, focus groups, working groups, and the engagement of all relevant stakeholders and institutions. Prior to launching the communication campaign, the following questions need to have appropriate answers: what resources (both financial and human) are available, who is the target audience, what is the communication goal, and what is the timeframe. A comprehensive communication strategy will incorporate research and analysis of both primary and secondary data, including a situation analysis, audience segmentation, communications objectives, awareness raising on the concept of a competitive market, the benefits of market liberalization, and approaches for achieving objectives. The strategy will also involve advocacy, behavioral change, and the desired outcome, as well as suggested implementation activities, examples of messages for different target groups, communication channels to disseminate messages, a timeline, and a budget. The strategy will be implemented in several phases, including a situation analysis, audience segmentation, and communications objectives. The situation analysis will involve a review of the current energy market in Georgia, including the existing regulatory framework, the current state of the energy sector, and the challenges facing the sector. The audience segmentation will involve identifying the target audience for the communication campaign, including generators, consumers, and other stakeholders. The communications objectives will involve raising awareness about the concept of a competitive market, the benefits of market liberalization, and the approaches for achieving objectives. The strategy will also involve advocacy, behavioral change, and the desired outcome, as well as suggested implementation activities, examples of messages for different target groups, communication channels to disseminate messages, a timeline, and a budget. The strategy will be implemented by a team of experts, including communication specialists, energy experts, and other stakeholders. The team will work closely with the Government of Georgia, donor organizations, and partners to implement the communication strategy plan, which requires significant efforts. However, if accurately implemented, it will positively affect the credibility and foster the achievement of assigned goals. The strategy will also involve the use of various communication channels, including social media, print media, and electronic media, to disseminate messages to the target audience. The strategy will also involve the use of various tools, including surveys, focus groups, and other research methods, to gather data and insights to guide the process of designing an accurate and effective plan. The strategy will be monitored and evaluated regularly to ensure that it is on track to achieve its objectives. The evaluation will involve the use of various metrics, including the number of people reached, the level of awareness raised, and the level of behavioral change achieved. The evaluation will also involve the use of surveys, focus groups, and other research methods to gather data and insights to guide the process of designing an accurate and effective plan. Overall, the communication strategy for energy market reform in Georgia aims to support the Government of Georgia in designing an effective communication plan to engage a wide audience and deliver a message to avoid resistance. The strategy will involve the engagement of individuals and groups directly affected by the problem, including workshops, focus groups, working groups, and the engagement of all relevant stakeholders and institutions. The strategy will also involve the use of various communication channels and tools to disseminate messages to the target audience and gather data and insights to guide the process of designing an accurate and effective plan.