Manual for Developing a Communication Strategy for the Municipal Competitiveness Model

The model was created as part of the Municipal Competitiveness Project (MCP), which provided technical assistance to 50 municipalities from September 2010 to March 2015. The project was funded by the United States Agency for International Development (USAID) and was designed to facilitate the establishment and operation of businesses based on the opportunities identified in measuring the Municipal Competitiveness Index (MCI) 2009. The MCP included seven components, including strengthening municipal capacity to provide services to entrepreneurs, building organizational capacity, and developing measurements of the MCI 2011 and 2013. The project also supported actions to prevent violence, created and strengthened Municipal Units for Business Development (EMPRE), and enhanced institutional capacity of local subcontractors. Established Municipal Competitiveness Committees (MCCs) were made up of representatives from municipalities and local private sector to promote improvement initiatives for the business climate in the city. The MCCs developed and implemented 50 Municipal Competitiveness Plans, signed 50 transparency pacts, and changed the view of municipal officials from that of public service providers to promoters of local economic development. By March 2015, 38 municipalities had set up one-stop windows of service to entrepreneurs offering simplified procedures for registration and issuance of permits and licenses for business operation. Six municipalities established EMPREs as a new model to serve the business community. The Municipal Competitiveness Model is based on the process of creation and implementation of 50 models in 50 municipalities. The content was adapted to the observations and experiences of the assisted municipalities by the MCP. The model includes seven components, including strengthening municipal capacity, building organizational capacity, and developing measurements of the MCI. The MCCs are designed to promote improvement initiatives for the business climate in the city and have become a structure that motivates public-private dialogue (PPD) in El Salvador. The implementation of the Municipal Competitiveness Model requires a communication strategy to facilitate the implementation of technical tools and to adjust to the reality and experience of each municipality. The communication strategy should include five steps: creating a communications planning team, defining the scope of work and assigning time to the process, reviewing the scope of the communication plan and its compliance, developing an action plan and a timeline of communication, and implementing the plan. The evaluation of the communication plan should include assessing the effectiveness of the communication strategy and identifying areas for improvement. The Municipal Competitiveness Model has been successful in improving municipal management and strengthening the investment climate in El Salvador. The MCCs have become a structure that motivates PPD and has allowed both sectors to discuss ideas and projects together with one common vision. Therefore, it is essential to continue promoting such activities to finalize the implementation of joint projects and ensure sustainability.