Transcript commnication & impact strategy

COMMUNICATION FOR IMPACT
Following the Money:
Participatory PETS and Absenteeism Methods
For Civil Society
WORKSHOP
July 21-22, 2009
New Delhi
Communication for Impact
What is Strategic Communication for Development?
How can it be used effectively to get the intended
impact?
What are the opportunities to use Communication for
your projects?
Communication for Impact
Some Approaches in Development Communication
Advocacy
Addresses institutional and structural obstacles
Information-Education-Communication (IEC)
Raises awareness and disseminates information
Social Mobilization
Mobilizes people to organize themselves to address a problem
Behavior Change Communication (BCC)
Targets not only individuals but also helps create an enabling
environment where individuals can change behavior
Communication for Impact
Communication Cycle
Step 1
Issue Identification
Identify the problem that needs to be addressed
Step 5
Evaluation
Step 2
Research and Analysis
Monitor actions and evaluate results
throughout the cycle and decide
what further action is required
Gather information to understand the causes
and effects of the problem
Step 4
Action
Using a range of methods and activities
available. Coordinate the activities with
other allies and partners
Step 3
Planning
Identify the appropriate way to
address the issue. Develop a
Strategy with goals, objectives etc
Communication for Impact
Step 3: Planning
To Develop a Strategy:
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Identify which project objectives need communication support
- Constructive engagement of policy makers
- Creating a strong network of institutions - Peer Learning and Knowledge Sharing
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Define the Communication Objectives - short-term and long-term
- To advocate adoption of alternatives (proposed reforms?)
- To disseminate effectively and raise awareness of the issue among stakeholders
- To mobilize the community
- To document and share knowledge
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Determine your target audiences - understand what they value
Primary Target - Policy Makers
Secondary Target - Media, Opinion Leaders and the Community
Communication for Impact
Step 3: Planning (Continued)
To Develop a Strategy:
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Conduct background research to determine Tools and Tactics
- Situation Analysis
- Audience Analysis
- Media Analysis
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Select Tools and Tactics
Assess Risks and Assumptions
Choose Allies and Partners
Develop Success Indicators and Means of Measurement
Construct a Grid
Communication for Impact
Planning Grid
Communication
Objectives
Target
Audiences
Tools and
Tactics
Risks and
Assumptions
Allies and
Partners
Time Scale
Responsibility
Success
Indicators
Means of
Measurement
Communication for Impact
Important Elements of Communication
Target Audience- Primary: Policy Makers
Media and Opinion Leaders
Policy makers
Community
Communication for Impact
Important Elements of Communication (continued)
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Principles:
– Approach
– Messages
– Channels
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Knowledge/Attitudes/Practices (KAP)
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Impact
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Cost effectiveness of the Communication Intervention
Objectives
Communication for Impact
Step 4: Action
Tools and Tactics:
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Networking
Lobbying
- meetings,
- letters
- writing papers/policy briefs,
- negotiating, elevator speech
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Raising Awareness - use of Interpersonal, Group and Mass Media
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Campaigns
Publications - Reports (Fact Sheets, GIS overlays)
Web sites
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Interacting with Media - Media Advocacy
Communication for Impact
Step 4: Action (continued)
Tools and Tactics:
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Mobilizing the Community
- Workshops
- Public Forums
- PRAs
- New Media - cell phones, etc.
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Working with Media - Right Channels and Right Messages
- Print: Newspapers, magazines, press releases
- Electronic: TV and Radio Interviews, Internet campaigns, Films, Soap Operas, PSAs
Communication for Impact
Step 5: Monitoring & Evaluation for Communication
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Linking Communication Objectives to Project Objectives
Assessing the impact of the Communication Intervention periodically
Has it had the intended impact (has there been any change in
behavior)?
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A Checklist
Target Audience
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Objectives
Impact
Learning - the importance of documenting
Compiling Best Practices and Sharing Knowledge
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