Transcript The P Process - Global Tobacco Control

The Strategic Communication Planning Process
Gary Saffitz
Center for Communication Programs
Johns Hopkins Bloomberg School of Public Health
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Section A
Analysis and Strategic Design
 2008 Johns Hopkins Bloomberg School of Public Health
Learning Objectives
Gain a better understanding of communication as a process and not
a product
Understand the steps in planning, creating, and implementing a
communication program
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A Simple Guide to Planning Strategy
Think big
Start small
Act now!
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Communication Is a Process
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A Systematic and Strategic Process
The “P” process
 Step-by-step framework
 Road map leading to
strategic and participatory
programs
Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).
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Step 1: Analysis
Where are we now?
Using a tobacco control lens
 Health priorities
 Culture-social norms
 People
 Policies
 Existing programs
 Local organizations
 Communication channels
Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).
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What Is Analysis?
Analysis is a process to:
 Examine the environment in which you will operate
 Determine the problems, their severity, and causes
 Identify factors inhibiting or facilitating desired changes
Three areas of analysis
1. Context
2. Programs
3. Audience
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1. Context
Country-level trends and demographics
Smoking prevalence and habits
Tobacco influence (economics, politics)
Legal framework (FCTC-ratified?—etc.)
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2. Programs
Existing tobacco control programs
Partners or potential partners
Gaps in current program environment that need to be filled
Funding
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3. Audience
Knowledge, attitudes, and behaviors of key audiences
 Policymakers, smokers
 Men/women/youth, nonsmokers exposed to environmental
smoke, youth
Determine states of readiness
 Not thinking of it
 Thinking but not acting
 Taking smoking outside
 Actively trying to quit
 Advocating for others to quit
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Step 2: Strategic Design
What do we want to do?
 Guides objectives, concepts,
audiences, execution,
evaluation
Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).
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Strategic Design
Strategic design is a process to determine:
 Where we are now (analysis)
 Where we want to be (objectives)
 How we’ll get there (strategies)
 What we’ll do (tactics)
 Resources to employ (budgets, people, partners)
Output is a plan to guide implementation
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Objectives
Objectives should be SMART
 Specific
 Measurable
 Appropriate
 Realistic
 Time bound
A SMART objective: to increase the percentage of Jordanian
homes that are smoke-free by 10 percentage points by 2009
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Strategies
What steps will you take to accomplish your objectives?
1. Identify audiences
2. Develop a strategy brief detailing campaigns (tactics)
3. Draw up an implementation plan
4. Develop a monitoring and evaluation plan
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Identify Audiences
Legislators, policy makers, political leaders
Smokers (men, women, youth)
Non-smokers
Health professionals, teachers, intermediaries
Media professionals, journalists
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Identify Audiences
Determine objectives for each audience segment
Determine the “overall strategic approach” for achieving
objectives with each segment
Determine relationships across audience segments and how
approaches are best aligned
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Draw up an Implementation Plan
The implementation plan details how the work will get done and
may include:
 Specific details on what will be done, when, by whom
 Gantt charts, which illustrate both phasing of campaign
elements and key stages/milestones in development and
implementation
 Individual “strategy briefs” for specific communication
campaign elements
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Develop a Strategy Brief
You can develop:
 A strategy brief for the larger campaign
 A separate strategy brief for each element of the larger
campaign
A strategy brief is brief!
Develop an outline using short statements
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Develop a Strategy Brief
The strategy brief for each campaign component outlines:
 The specific campaign element (TV ad, billboard, formal
presentation)
 Primary audience
 Communication objective
 Key promise and benefit (main message)
 Supporting statements (reinforcing copy points)
 Desired action response
 Additional requirements
 Executional considerations
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Develop a Strategy Brief
Activities and channels to consider
 Advocacy
 Advertising
 Entertainment-education programs
 Community mobilization
 Interpersonal communication/counseling
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Develop a Monitoring and Evaluation Plan
Budget, people, partners
 Be sure to include resources for analysis, testing of materials,
and evaluation
 Be aware that partnerships with media and others can help
reduce some costs
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The Communication Strategy Plan
The communication strategy plan should be:
 Formal—but not final
 Reviewed and used—all the time
 Flexible—for change due to:
 Budgets, environment, audiences, opportunities, and
counter-moves by the tobacco industry
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Strategic Design: Recap
A good communication strategy includes:
 Understanding the problem (analysis)
 Communication objectives
 Target audiences and audience segmentation
 Objectives for each audience/segment
 Overarching strategies and why they’ll work
 Campaign elements and how they fit together
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Strategic Design: Recap
A good communication strategy includes:
 Implementation plan
 How will the campaign work
 What will be done
 When will it be done
 Who will do it
 How will it be phased, placed, orchestrated, and
managed
 Monitoring and evaluation
 How to measure impact (process/outcome)
 Budget
 Less is more
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