Corporate and Public Affairs Unit

The bedrock of corporate and public affairs is communication. Communications – both internal (i.e. within an organization) and external (i.e. between the organization and outsiders) – has become the nerve centre for any organization that seeks to achieve its objective and produce results and impact. Current development thinking, based on results-based management holds that not only involvement and participation of staff, beneficiaries and partners are key in achieving one’s corporate objectives, rather such involvement and participation can only be facilitated and ensured with good communication.

It has now been established that communication is a culture that needs to be developed and nurtured, and it is more than just merely writing and talking. Communication is also an art and science which has to be studied, funded and incorporated wholesale in the scheme of affairs of any organization that worth its name. Furthermore, communication must be handled by professionals, and supported by adequate tools and resources as well as a conducive environment.
The Corporate and Public Affairs Unit (CPA) is the image and voice of the Gambia Revenue Authority, and the link between the Authority and the Government, development partners and also the general public. In the process of projecting a friendly and positive image of the Authority, CPA will engage in the raising of the awareness of the general public including foreign residents of the Gambia about the function and role of the GRA in the development process of the Gambia, so that they will appreciate the significance of the Authority and cooperate with it in ensuring effective and efficient collection of revenue. Furthermore, CPA Unit will nurture and institutionalize an internal communication system that seeks to involve each and every staff in the management and affairs of GRA. This will help to ensure active staff consultation and participation thereby bringing about effective change management, results and impact. Above all, a consistent and credible internal communication system will motivate staff as it will lead to the creation of a friendly work environment and culture that one finds worthy enough to belong.

Given the above, there is a need for a strategy for the CPA Unit which should outline its goals and objectives, and what it needs to do and how, as well as how much it would cost. It must be a comprehensive and holistic Corporate and Public Affairs Strategy (CPAS) that will raise a friendly and positive image of GRA as well as making information about the Authority accessible to government and the public. The strategy shall also serve to promote and protect the integrity and credibility of GRA, and ensure effective internal communication and information flow within the Authority.
The benefits of a well-meaning corporate and communications strategy are immense, and for the purpose of this strategy, the following have been identified as to why there is a need for the CPAS:

o Communications paves the way to access our clientele, partners and staff and raise their awareness so as to obtain their involvement and participation;

o Good communication promotes ownership and popular participation. The general public can only respond favorably and accept our messages, products and services, and consequently offer their cooperation only when they have been adequately informed and involved.

o GRA needs to create an enviable place for itself in not only the Gambian society, but within the sub-region, Africa and beyond by the quality of services and work we do. Good and effective communications can accord us such leadership. It allows us to share our best practices as well as gain from the rich experiences, ideas and skills of partners. Communication enables us to command recognition and leadership among partners, stakeholders and our clientele. It gives us the opportunity to create a niche and positive image for ourselves. The outcome of such status therefore translates into development of stronger partnerships, better advocacy and willing cooperation from our clientele.

o Internally, good communication, i.e. effective two-way internal communications heightens staff morale and produces a conducive and rewarding work environment. To ensure the maximum output from staff, it is essential that communication is timely, consistent and credible. It helps to motivate staff members, and promotes a culture of inclusion and hard work.