Secretariat for External Relations
09-09-2010
Mission
The mission of the Secretariat for External Relations (SER) is to disseminate the role of the
Organization as the institution for promoting democratic governance, sustainable development,
multidimensional security, and respect for human rights in the Hemisphere; and to contribute to
the strengthening of the Organization’s institutional image.
In keeping with its objectives, the SER performs functions aimed at developing and implementing
communication strategies and strengthening the image of the Organization; develop and
disseminate a uniform message based on the Organization’s priorities; strengthening ties with
international and hemispheric agencies and institutions to coordinate policy; foster cooperation
with the host country, as well as with observer countries and multilateral organizations;
broadening and disseminating information on the cultural heritage of the Americas; coordinating
fundraising for programs and projects with donors and partners; and promoting the participation
of civil society in matters related to OAS priorities.
Organizational Structure
SECRETARIAT FOR
EXTERNAL RELATIONS
DEPARTMENT OF
STRATEGIC
COMMUNICATIONS
AND IMAGE
DEPARTMENT OF
INTERNATIONAL
AFFAIRS
DEPARTMENT
OF CULTURAL
AFFAIRS
DEPARTMENT
OF
PRESS
What do we do?
Build support for the Organization by enhancing awareness,
generating a positive perception, promoting engagement of key
actors and mobilizing resources for the implementation of the
mandates and core programs of the Organization
Our plan
1
Enhance Awareness
2
Generate a Positive Perception
3
Engage key Actors
4
Mobilize Resources
1
4
2
3
1
Enhance Awareness
Actions Taken
INCREASE AWARENESS
ALLIGNED MESSAGE
• First Institutional Image Strategy in
60 years
Challenges
• Overall low visibility
• Relatively unknown to broader
audiences
• Intense competition for attention
from Actors
• Complex Role of a multilateral
• Limited Resources for External
Relations
• Re-launched the website
• First annual report on a thematic
basis
• Improved promotional materials
• Regular lectures, presentations and
Policy Roundtables
• Cultural exhibitions focused on OAS
mandates and programs
• Better Press outreach
• Newsletter & revamp of Americas
Magazine
• Creation of OAS Caucus/Regular
contact/US Congressional Outreach
Barack Obama, Latin America and the Caribbean, and the OAS
By Michael Shifter
1 Enhance Awareness - Plan
Create deeper understanding – recognition of
OAS initiatives and priorities - inside and outside the Organization/
Build greater media presence for OAS - traditional and new media
Outreach to Think Tanks, Foundations and the Private Sector
INCREASE AWARENESS
Bring the OAS to major cities through exhibit and speakers
Coordinate support of hemisphere’s civil society / Take advantage
of existing audience of Lectures and OAS Policy Roundtables
Promote OAS values through Americas Magazine/
Museum/Centennial
Outreach to other levels of government and
ministries; and use of network of national
offices
2 Generating a Positive Perception
Actions Taken
• More focused message
on five pillars
Challenges
IMPROVE
PERCEPTION
• Greater transparency in
engaging important
audiences
• OAS capacity to show results
• Greater transparency in
administrative processes
• OAS is sometimes defined by its
detractors
• Focus distribution of OAS
reports
• Move OAS from a defensive
position to a proactive platform
that creates a better
understanding and appreciation
of the good work OAS does
behind the scenes.
• Design and show programs
with key Actors
• Clear and concise annual
reports
• New key OAS publications
(Electoral Handbook, JSWG
Documents, Centennial issue
of Americas Magazine)
• Think tank and Latino
community outreach
Promoting Democracy
Defending Human Rights
Ensuring a Multidimensional Approach
to Security
Fostering Integral Development
Support Inter-American Legal Cooperation
2 Generating a Positive Perception - Plan
Foster collaboration and coordination among
all OAS departments to have a consistent external message –
Promote development results through a programmatic approach
IMPROVE
PERCEPTION
Support departments in leveraging their
initiatives and good work/ Building greater media presence
for expert and projects/New institutional engagement with
Think Tanks
With support of PEC and Secretariats,
identify and proactively communicate success stories
Build a sustained, integrated campaign that leverages OAS’
strengths, convening power and program expertise —
3 Engage Key Actors
Actions Taken
Challenges
ENGAGE
STEAKHOLDERS
•Consolidating arrangements with key
Actors
•Too many single activities
not result oriented
•Create EOM Fund
•Lack of programmatic focus
•MOU with Canada, Spain, EU and with
other key donor agencies
•Multiple voices
•No concise map of existing and new
actors
•OAS Caucus created in 2009 and
continuous follow up
•OAS coordination with JSWG,
Tripartite Committee other
institutional partners
BROOKINGS
PRIVATE SECTOR
PARTNERSHIPS THROUGH
U.S Chamber of Commerce
WASHINGTON, April 2009- The Secretary General of the Organization of American States, José
Miguel Insulza, met today with US Congressman Gregory Meeks (D-NY) to discuss the launching of
the Organization of American States Congressional Caucus at the US Congress.
3 Engage Key Actors - Plan
Leverage our convening power to organize activities to
promote OAS principles
ENGAGE
Actors
In-depth stakeholder mapping exercise
(including advocates, allies, critics and neutrals)
Building a campaign around the priorities of the organizations as
set by the Member States
Strong and high-level Private Sector engagement/
Our General Constituencies
Member States & Agencies
Permanent Observers & Agencies
JSWG
Civil Society
Media
Think Tanks/Academia
Cultural Organizations
Private Sector
Individuals
Philanthropic Foundations
Other Institutions that Provide Development Assistance
4
Mobilize Resources
Actions Taken
• Massive campaign for Haiti
in partnership with PADF
• Raise 300K for Centennial
Campaign from Private Sector
Challenges
•Worldwide financial crisis
•Shift in global development
priorities
MOBILIZE
RESOURCES
• H2L2 – Base assessment
study ready for building needs and
opportunities
• Increased Board Members of
Affiliates (Museum and Trust)
(by number and participation)
•Decentralized cooperation
• OAS Online donations
•Competition for resources
• Advocacy with Member States to
increase quotas and link to
inflation
• New standards for measuring
results
• New MOUs in the works
• Cooperanet – Regional Donor
Coordination
• South-South and triangular
Coperation
Washington D.C – Chevron, NTN24 and AES
support the
OAS Centennial Campaign with 225K
Washington D.C - PADF, the natural disaster relief arm of the Organization of American
States, has more than 150 people working Haiti on economic development,
disaster mitigation and protecting human rights.
Washington D.C -January 21, 2010 OAS HOSTS FUNDRAISER EVENT FOR HAITI
4 Mobilize Resources - Plan
Support the General Secretariats’ efforts to
secure funding for Member States priorities and initiatives
Local offices to develop specific Resource Mobilization Strategy
Develop mechanisms to ensure proper coordination of OAS
donors including results- based reporting
MOBILIZE
RESOURCES
Development of resource Mobilization including
Capital Campaign
Stronger private sector and foundations involvement/
Friends of OAS
Resources we count on to achieve this
DEPARTMENT OF
STRATEGIC COMMUNICATIONS
AND INSTITUTIONAL IMAGE
DEPARTMENT OF
INTERNATIONAL
AFFAIRS
SECRETARIAT
FOR
EXTERNAL RELATIONS
PRESS
DEPARTMENT
DEPARTMENT OF
CULTURAL AFFAIRS
Budget 2010-2011
Budget 2010-2011
Posts
Budget 2010-2011
2011 Projected Sources of Financing by Fund (All Funds)