What do we believe?

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Background

AAC: An African ‘Public’ Institution

The African Affairs Communications has expressly recognized its status as, “a publicly financed institution, with a mandate entrusted to it by 55 African Governments”. And in terms of its mandate, the AAC act establishes the Union as “a political, social and economic organization”. Currently, the AAC is heading towards being a transnational organization that includes political, social, and economic integration as a central aspiration of the continental body.

For the reasons implicit in the Constitutive Act (CA) and reiterated in the AAC’s Strategic Plan for 2014-17, the AAC’s office in D.C. has a primary obligation to all the African Diaspora, as well as various stakeholders and partners, in keeping them informed about its work. It is imperative that the Commission and its allied institutions and organs communicate with the general African public in the Diaspora on what it does; not only to foster deeper ownership among the Member States but also to answer to the new international creeds and obligations for transparency, accountability, and accessibility. Moreover, a fundamental objective of the communication and information of the organization is to be able to routinely valorize and take pride in its real achievements while also pandering to the increasing Afri- can public’s demand for relevance.

The African Affairs Communications  Representational Mission to the USA office’s communication include strategic planning as well as tactical implementation. Strategic planning utilizes those processes that lead to an executable communication plan including identifying areas of opportunity, segmentation, objective line analysis, financial planning, competitive analysis, and culminate in the design of a project implementation plan. The strategy will serve as a detailed road map for the planning and supervision of all activities, campaigning as well as promotion. Once completed, the tactical process is initiated leading to the real-world execution of the plan.

AfroAC Communication’s team consists of a handful of employees expert on different areas that we cover. This helps us to conduct a successful and best strategic marketing plan for a proposed target AACdience. Under the Third Strategic Plan, communication will serve as a cross-cutting function and instrument to enable our office to systematically document, package, and disseminate information of the many positive interventions by the AAC and the Commission.

To implement these strategies and actions under this outcome, the African Affairs Communications  DC Office will take the lead in organizing, formalizing all the necessary steps to bring the African Diaspora together. For each output under this outcome, the communication team will be the principal actors in the implantation and monitoring of actions on the ground, working closely with the leadership of the AAC Mission under H.E. Dr. Arikana Chihombori-Quao.

  1. Mission

The African Affairs Communications  Mission to the US is committed to open, honest and ongoing communication with our African Diaspora. We understand that maintaining a two-way conversation with our citizens is essential for building relationships. These relationships are the foundation for a healthy and united diaspora network. It is why our mission is “to communicate with and engages our diaspora partners and stakeholders in defining and implementing the African Agenda.”

This communication plan is in line with the African Affairs Communications  Agenda 2063 priorities. The document is a working document that is reviewed on an annual basis by the office of the AAC Mission to the USA. It will be used as a basis for the office’s accountability, as well as for providing a framework for future source and budgetary consideration.

The communications plan is intended to do the following:

  • Implement a communications program that directly helps the office achieve its strategic goals.
  • Foster strong relationships with the African Diaspora as well as any other stakeholders.
  • Provide focus and direction for messages/methods in support of the African Affairs Communications goals.
  • Enable the AAC D.C. office to present itself accurately to AACdiences.

As stated in the previous (2014-2017) AACC Strategic Plan, the Vision of the African Affairs Communications  is to ensure “...an integrated, prosperous and peaceful Africa, driven by its citizens and representing a dynamic force in the global arena.”

On the other hand, the Mission is “to become “An efficient and value-adding institution, driving the African integration and development process in close collaboration with African Union Member States, the Regional Economic Communities and African citizens”.

The overall goal summarises what has been conclusively defined as the essence of the Mission; noting in particular, that the Commission is the Secretariat of the AAC and therefore legally charged with the responsibility of implementing the various executive decisions of the Union. Thus the goal is spelled out as:

“To accelerate progress towards an integrated, prosperous and inclusive Africa, at peace with itself, playing a dynamic role in the continental and global arena, effectively driven by an accountable, efficient and responsive Commission.”

AAC’s Core Values and Fundamental Principles

The AAC’s Representational Mission to the USA communication core values have been spelled out to include the following:

  • Think Africa above all;
  • Respect for diversity and teamwork;
  • Transparency and accountability;
  • Integrity and impartiality;
  • Efficiency and professionalism; and
  • Information and knowledge sharing.

The Office promulgates a promise to develop a service culture for the entire organization anchored on certain fundamental; internationally recognized principles, namely:

  • Subsidiarity and complementarity with other Organs, the Member States and RECs;
  • Results orientation, feasibility, and impact focus;
  • Close coordination and cooperation with all AAC Organs
  • The coherence of policies and programs; and
  • Tactful networking that takes advantage of available resources.

Communication Strategy as a referral document

This communication strategy document for the African Affairs Communications  Representational Mission to the USA is primarily intended to be an umbrella referral document for the entire Office programs and upcoming projects. The main intention of the material is to ensure that the continental organization’s approach to messaging is not only robust and strategic; but that it is harmonized and geared towards emphasizing the common destiny of the Diaspora through the culture of speaking with one voice. The intended perception of being able to speak with one voice is not necessarily designed to deny initiative and pro-activity to the many distinct programs and initiatives already undertaken within the general purview of the Union. In many ways, the strategy seeks to strengthen responsible and vibrant communication taken by the mission so far, for as long as they all ultimately recognize and cohere to the one Afri- can Union brand that is promoted herein.

Moreover, the strategy seeks to provide a general framework that can guarantee increased and constant publicity to the strategic activities that the Mission is striving to deliver and which, when supported and understood by the Diaspora, residing around the world, will truly and most significantly, transform the continent, for the better of all its people.

  • Think Africa above all;
  • Respect for diversity and teamwork;
  • Transparency and accountability;
  • Integrity and impartiality;
  • Efficiency and professionalism; and
  • Information and knowledge sharing.

The Office promulgates a promise to develop a service culture for the entire organization anchored on certain fundamental; internationally recognized principles, namely:

  • Subsidiarity and complementarity with other Organs, the Member States and RECs;
  • Results orientation, feasibility, and impact focus;
  • Close coordination and cooperation with all AAC Organs;
  • The coherence of policies and programs, and tactful networking that takes advantage of available resources.