In 2011, the first ever World Bank-Annenberg Summer Institute on governance reform communication was hosted at World Bank headquarters in Washington, D.C. Since then, it has taken place at the University of Southern California in Los Angeles. A collaboration between the World Bank Institute, USC Annenberg School for Communication and Journalism, the University of Pennsylvania Annenberg School for Communication and Journalism, and the External and Corporate Relations Vice Presidency of the World Bank Group, WBASI brought together professionals from around the world to learn about the importance of communication as a solution to reform. 

USC Associate Professor of Communication Patti Riley was instrumental in its creation, and currently serves as the academic director of the Institute. Inspired originally by Sina Odugbemi — who at the time headed the World Bank Communication for Governance and Accountability Program for the Department for International Development in the U.K. — WBASI was born out of a recognition that there was a need to create communication driven solutions. Odugbemi noticed how developmental groups such as the World Bank lacked just this. 

“He had this idea that, you know, there was a lot of knowledge in the communication literature, in communication experts, that wasn't really being utilized by the bank, and by most development groups,” Riley said. “Sina told us about the different problems that they were having, and he said we [should] create a program that has the time to really get into depth around the problems that they have.”

Odugbemi initially contacted the former Dean of UPENN Annenberg, Michael X. Delli Carpini, who then promptly asked the faculty at USC Annenberg to get involved. Carpini recognized that USC Annenberg had more of the expertise the World Bank was looking for. From there, former Dean of USC Annenberg Ernest Wilson and other faculty members including Riley sat down to create the Institute. 

Riley facilitated the design of WBASI with ease using her previous experience and background in creating workshops. Having created similar courses for the professionals in the U.S. Department of Defense, the U.S. Navy, the United Nations, amongst many other organizations, Riley knew exactly what needed to be done. 

“I've done lots of these over the years, for the government, and for other people,” Riley said. “Here's what we know works … it could look sort of like this, it would have topics like this. Then we did a brainstorming session, then we did a pilot, and then it was born.”

The foundation of communication
Built on the concept of putting communication at the center of every initiative — Communication @ Center Model — WBASI focuses greatly on looking at various aspects of communication in order to create solutions, Riley said. 

“We look at communication in an informative way; how does it explain public policy, what the rules are, what the legal limits are,” Riley said. “We look at communication as multifaceted. So we talk about the research on how people understand through visualization, as opposed to what they understand through oral language and articulation. We talk about the different ways in which information and the social world comes to people. Then we talk about communication that happens on an individual basis versus communication that comes from a government or communication that people get inside the World Bank or inside the company they work for, and how people handle organizational communication differently.”

In learning about communication and its multifaceted nature, participants at WBASI learn in detail how best to approach a certain situation in the reform process. Exposed to the different elements of communication by expert instructors, the participants also then learn how and when to implement strategic communication. 

“They learn about contexts, they learn about messages, they learn about technology, and channels of communication,” Riley said. “They learn about how people talk differently about the past than they do about the future. They talk differently about topics that they know a lot about versus topics that they're unsure about. They talk differently when they're giving orders than when they're collaborating.”

Important now more than ever
Given the current pandemic and the challenging times, acquiring skills such as strategic communication and stakeholder engagement which are the foundation of the Summer Institute, has never been more important. According to Riley, attending this program and learning these skills will help participants address three key problems: the widening of the rich-poor gap, the increase in communication expectations within organizations, and the speed with which social movements arise. 

“We do lots of work on how to do better, how to set up networks, how to do a better job of understanding other people's perspectives, how to understand what motivates, energizes a social movement, and how should they think more like a social movement, when they're trying to help people understand the things they're trying to accomplish,” Riley said. 

In attending WBASI, participants are expected to learn how to adapt to such situations and to understand how best to use communication. 

“They'll get a refresher at high level policy, about what sort of new things are happening in policy around the world, and how that could be better explained by doing better messaging and better strategic communication,” Riley said. “They will get a better understanding of this big area that we call political will.” 

Becoming the best leader you can be
If you aspire to become the best leader you can be, then attending WBASI is the next move for you. By learning to communicate effectively, you take the needed step in solving problems.

“When you see the world through the lens of a communication expert, you're seeing the world through many eyes because it ceases to be about you,” Riley said. “It's about all of the people that you have to interact with in all aspects of your life. It's about thinking about all those other voices that are out there and how to help them both understand the changes that are coming and what they are trying to accomplish. It’s about empathy, and it’s about voice and understanding.”

Save the date 
The 9th World Bank-Annenberg Summer Institute on reform communication will take place from June 1 to June 11, 2021. This year, due to the COVID-19 restrictions, this two-week course will be offered online. During the program, participants will learn the most recent advances in strategic communication and best practices for reform. This highly interactive course equips participants with the tools, techniques, and tactics required to build coalitions for change, mobilize public support and navigate the political environment. For more information, keep tabs on the USC Annenberg Executive Education website for updates on the application process.