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Toolkit for Competition
Advocacy in ASEAN
Toolkit for Competition
Advocacy in ASEAN
Building a message framework
A message framework is the single most important reference point
and internal planning tool for all advocacy activities. It provides the
CA with clear, concise and consistent guidance on what either to talk
or write about when promoting and advocating for CPL. The message
framework relates key thematic messages to different advocacy
objectives and stakeholder groups.
Expanding this into a comprehensive a message framework that a
CA can use on a day-to-day basis is essential to provide compelling,
persuasive and professional advocacy tools and activities. As such, it
comprises accurate and accessible information for CA to tap on.
Consistency of message is paramount and, when used correctly,
a well-researched and reviewed message framework with senior-
level endorsement will deliver results. This, in turn, increases the
effectiveness and impact in creating a competition culture both within
an AMS and throughout the region.
An example of an initial generic key message framework can be
found in the Annex. Another useful reference for building a message
framework can be seen from the work of the Advocacy Working
Group under the ICN and the recently launched “Benefits Platform”,
a web-based toolbox that seeks to provide knowledge, strategies and
arguments to be used for competition advocacy purposes
(http://
/
advocacy/benefits.aspx).
♦
To communicate
importance
and
benefits
of competition
law and policy to businesses /
consumers / governments in the
ASEAN member states.
♦
Overarching key thematic
messages on the general
benefits of competition
♦
Supporting facts and figures
(e.g. laws, case studies,
enforcement statistics)
♦
To deliver the above message in
a manner that is
accurate
and
accessible to all stakeholders.
♦
Alignment with wider
government policy, i.e. how CPL
fits in the national development
and reform agenda of a country
♦
To emphasise the
regional
significance to competition
law and policy to the
ASEAN
Economic Community
.
♦
Findings from studies or reviews
by technical experts
♦
Approval and endorsement of
leadership
In the case of CPL in ASEAN, the following agreed objectives lead the way for a CA to develop its
message framework:
A message framework is a strategic document and should be revisited in line with a wider strategic
review process of a CA. It can be different in style and content for each CA. However, there are a
number of essential components for drafting and signing off a message framework, such as:
Alignment of messages to stakeholders
An additional column can be inserted for the stakeholder
groups to whom the specific key message may be most relevant.
Despite the differences of competition regimes across ASEAN, an
underlying consistent theme across all AMS is create a common
competition culture across the region.
♦
Key messages
♦
Talking points
♦
FAQs
Using the message framework as a reference point, the following tools are commonly used in
advocacy when disseminating information to different stakeholder groups:
Once the key thematic messages have been both identified and agreed upon, a CA should determine
which messages are most appropriate for each stakeholder group. The alignment and prioritisation of
messages and more detailed talking points can be done by combining the stakeholder mapping with
the matrix for the message framework, as follows:
Key thematic message
Creates better deals for customers
Specific benefits
♦
Increases consumer choice
♦
Increases quality of products and services
♦
Lowers prices
♦
Increases innovation
♦
Stimulates consumer spending
Frequently asked questions (FAQs)
Question
Answer
How does competition create better deals?
Competition offers deals that improve quality and innovation
and lower prices.
Why is competition good for consumers?
Competition provides consumers with enhanced choice,
better quality and lower prices.
How does competition affect prices?
Competition creates intense pricing improvements amongst
traders and suppliers to secure customers.
What impact does competition have on the
quality of products and services offered?
Increased market participants and innovation drives
improved quality, products and services
Supporting facts and figures
To be supplemented (varies in each AMS)
