This communication campaign would be both internal and external. When internal, it will work on gaining support of employees by explaining why Kava is an important place for investment and how what happens in Kava affects their lives. This would help in getting the much-needed commitment of ANC employees to the cause.
The external plan would focus on the people of Kava. It will communicate the need to have quality healthcare services available in Kava by showing how diseases and disasters have left people without good healthcare and a proper healthcare infrastructure. The people can then begin to see why foreign presence is needed and they can respond with greater enthusiasm. This will translate into more support and will make implementation process easier.
The primary stakeholders in this case are the people and government of Kava. The reason we say this is because when a foreign company decides to invest in a developing country, it can often take advantage of the land and its people. This is how the whole mess of imperialism began in the first place. In order to avoid that, foreign concerns now need to be even more conscious of their motives. Are they really doing it for the benefit of the people or do they have other hidden motives? What is in it for themselves? These questions must be asked in order to make the most ethical decision and also because people and governments have become wary of foreign organizations and they may question the motives at every turn. Thus company must be clear...
The campaign must begin much before the actual project begins so that company can assess the environment of support in Kava. It must also conduct informal survey to know what people on the streets think and then develop the communication campaign. This is a critical step because it is this that can make or break the entire plan. The company will then be able to generate enough support for its new project and with support of people; it can also attract support of local government, businesses and of local professionals.
Once it has the support, everything else will become much easier. The company must also never ignore the ethical aspect of its decision. Is the proposed solution an ethical one? Can it convince the people of the ethical weight of the proposed solution? In the case of ANC, it doesn't need to work very hard on convincing people why affordable healthcare is needed but it will have to convince them about the "what's in it for me" part of the equation. People will question the motives and wonder why this company is thinking of their needs and what is in it for them. This can be taken care if company doesn't forget the financial reasons for its interest in Kava. By establishing a strong presence in Kava, ANC is not only serving the people of Kava, it is also serving some of its own interests. This makes perfect sense as long as the company does it in an ethical manner i.e. By first considering the best interests of the people of Kava.
