Caritas Asia recently held a significant three-day workshop in Bangkok from November 5 to 7, 2024, aimed at enhancing communication strategies among its member organizations across Asia. This gathering brought together directors, communication managers, and staff from 25 Caritas member organizations, fostering a collaborative environment to draft a framework for effective communication and action plans that align with the organization’s mission.

Caritas India played a supporting role in this workshop, collaborating closely with Caritas Cambodia and Caritas Internationalis during the planning stages. As an active member of the Caritas Asia Communication Working Committee (CWC), Caritas India contributed to developing survey questions that informed discussions throughout the event. Their involvement ensured that the workshop addressed relevant issues and opportunities within the region.

The workshop was initiated by Mr. Kim Rattana, Director of Caritas Cambodia and Chair of the Regional Communication Committee. He emphasized the importance of strengthening collective communication capacities to navigate diverse contexts effectively. The discussions during the workshop centered on evaluating existing strategies, sharing best practices, and exploring innovative digital tools and social media to enhance outreach efforts.

The need for a unified communication approach was underscored throughout the sessions. Participants recognized that while local capacities and autonomy are vital, a coordinated effort is essential to build a sense of belonging within the Caritas global network. This sentiment reflects the organization’s commitment to fostering collaboration among its members while addressing common challenges faced in the region.

The workshop commenced with updates from Caritas Asia and Caritas Internationalis, presented by Mr. Ari Nugroho and Ms. Francesca Frezza. Mr. Nugroho encouraged participants to engage in introspection regarding their communication practices, prompting them to identify best practices, lessons learned, and areas for improvement in campaign communication, social media engagement, resource mobilization, and the use of artificial intelligence.

Fr. Carmela Tito Caluag, Director of Caritas Philippines, contributed significantly by discussing the implications of the digital environment on Caritas’ mission. He urged participants to redefine their objectives within this context and brainstorm potential challenges and opportunities that arise from technological advancements and environmental changes.

Adding depth to the discussions, Dr. Peter Rachada Monthienvichienchai, Executive Director of LICAS News and Secretary General of SIGNIS, highlighted the fundamental purpose of communication within organizations. He posed critical questions regarding the objectives behind their messaging—whether it is for fundraising, donor reporting, or simply documentation. His assertion that “there is no communication without communion” resonated with participants as they explored how to connect authentically with their audiences.

Ms. Francesca Frezza’s session on crisis communication was particularly impactful. She outlined how Caritas Internationalis has structured its crisis communication efforts, emphasizing the importance of having a dedicated team ready to respond effectively during crises. Participants engaged in practical exercises where they drafted responses to hypothetical scenarios, honing their skills in managing communications under pressure.

To further refine their understanding of regional communication needs, participants conducted a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). This exercise allowed them to share insights on their organizations’ current situations and collectively identify areas for growth.
The final day was dedicated to analyzing survey findings that aimed to identify target audiences for member organizations. This analysis provided valuable insights into audience perceptions and preferences, enabling participants to tailor their messaging more effectively.

In conclusion, the workshop culminated in a collaborative effort where participants aligned national key actions with Caritas Asia’s strategic priorities. By engaging in sub-regional group discussions focused on South Asia, Central Asia, and Southeast Asia, they established clear scopes for engagement at various levels—nationally, regionally, and globally.

The success of this workshop signifies a crucial step forward for Caritas Asia as it seeks to enhance its communication strategies across diverse contexts while maintaining respect for local autonomy. The collective commitment demonstrated by participants reflects a shared vision for amplifying voices within communities and addressing pressing challenges faced by marginalized groups.

As we move forward from this enriching experience in Bangkok, it is clear that effective communication will play a vital role in uniting efforts across Caritas member organizations in Asia. By leveraging shared strengths and fostering collaboration, we can enhance our impact and continue working towards our common mission of supporting those in need while nurturing resilience within fragile environments.