Using Strategic Communications to Engage Stakeholders in Tax Reform

Rahman, Shaela

World Bank, Washington, DC

关键词: ADDED TAX;    ADVERTISEMENTS;    ADVERTISING;    BEST PRACTICE;    BEST PRACTICES;   

RP-ID  :  59820

学科分类：社会科学、人文和艺术（综合）

来源: World Bank Open Knowledge Repository

【 摘 要 】

Strategic communications is used tobuild support and local ownership for reform initiativeswhile diffusing stakeholder opposition. It addresses thecritical 'people' side of the reform process byfostering dialogue between stakeholders, changingperceptions, and strengthening the capacity of government toassist taxpayers. This note outlines an approach tested intax reform projects in the Republic of Yemen and SierraLeone, where strategic communications has been used toidentify, and then systematically inform and engage relevantstakeholders a process that has proved essential to reformimplementation and acceptance. This note also highlights theexperience of the Lao People's Democratic Republic,where a multimedia informational campaign preceded theintroduction of the value-added tax (VAT), influencingpublic opinion and paving the way for the reform.