Strategic Communication

Report
Group Work
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What IEC materials do you use in the community?
(type – title)
What is the target audience?
Where is it found?
Which behavior is it addressing?
How big is the problem?
How did you learn about the problem?
What are some of the messages?
What behavior are you promoting?
How much do you wish to achieve by end of 2003?
How do you know you got there?
Strategic Communication
AFRWG Face to face meeting
19-23 May, 2003.
Presented by Teopista Nakyanzi
MU-JHU Community Educator/ Liaison
E-mail; community @mu-jhu.org
What is strategic communication
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Strategic communication is the
development of programmes designed to
influence the voluntary behaviour of
target audiences to achieve management
objectives
Concept of strategic
communication
Client centered
Begin where audience is. Know the
audience. How people feel and see
things. Put message in context. Client
needs serve as foundation of a comm.
Strategy
Goal
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Influence the voluntary behaviour of
target audiences (Take home Value)
Improve the chances of success of
development projects
Why communication in Public
Health
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To increase Knowledge of health issues,
problem or solution
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Remind about or reinforce knowledge
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Disprove myths and misconceptions
Why communication cont.
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Show benefits of behaviour change
Prompt action, seeking behaviour,
participation
Advocate for health issues or patient
population
Why communication cont.
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To ensure good public relations
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Help mobilise organisational relationship
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Influence perceptions, beliefs, attitudes
and social norms
Developing a communication
strategy cont.
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Management decisions
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Situation analysis
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Communication analysis
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Communication planning
Developing a communication
strategy cont.
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Evaluation planning
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Implementation & management
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Feedback
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Evaluation
Management decisions
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A communication Reseach Plan
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A budget
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a Time line
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A capacity building component
Situation anaylsis
Epidemiologic research
Problem definition , description & analysis;
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What is the real problem?
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How many people are affected?
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Who is being affected?
Situation analysis cont.
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Are there subgroups within the target
audience that are different enough and
large enough to justfy different
communications strategy ?
Who is responsible for the problem?
What are the benefits and barriers people
have?
Communication anaylsis
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What are they doing? ( current behavior)
What do we want them to do? ( desired
behavior)
What is the impact of communication on the
cause of problem
Developing the template
Communication analysis cont.
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What is the impact of communication on
the problem
Take away message
Developing the template
Settings and channels
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How are you going to reach the target audience
( media, Organizational, community,
Interpersonal)
What channels & innovations; (stories, panels,
film show),
What media will deliver the message? Radio
spot, T.V, newspaper, )
Settings and channels cont.
Point of service;
 Market
 Schools
 Community education
Use Multiple channels
Settings and channels cont.
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Community meetings
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leaflets, info. Packets
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electronic media
The message
Should be;
 Simple and comprehensive
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Alerting
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Involving
appeals to both mind and heart
The message cont.
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Compassionate, Memorable
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Persuasive
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Culturally acceptable
Factors that motivate behavior
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Benefits
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Costs
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Self efficacy
Delivery, reach and effectiveness
phase
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Look at process
Is message reaching intended audience?
How many will be reached?
How quickly and cheaply will they be
reached?
Are we actually making an impact?
Reach out phase cont.
Short term; effect Pre and post test survey
Mid-term; behavior change survey
Long-term; changes in health statusdecrease in incidence
Test Message Phase
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How do they react? Assess attention
Do they understand the story board or it
was confusing? measure comprehension
Do they believe it was made for them?
Test message cont.
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Identify strong and weak points
Gauge sensitivity and controversial
elements
The research is small scale, low cost,
rapid
Test message cont.
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Answers “why” not “how many”
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Samples not random
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Data often words, not numbers
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Opportunity to directly experience target
audience
Commonly used qualitative
methods
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Key informants
Central intercept interviews( Go to a
place where audience is)
Focus group discussions
Challenges to building teams to
communicate strategically
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Authority centered culture - open
communication is impeded
Divergent organizational paradigms and
culture
Political, economic and social instability
Challenges cont.
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Organizational output oriented
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Challenges to sustain the dialogue
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Empowerment of the members
Developing strategic
communication
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Time line- development can not happen in
a matter of weeks- Fairly long process
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Develop your TOR
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Relevant expertise
Acknowledgement
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Ned Roberto; World Bank- Panos
Institute, London
Linda Kavuma; Uganda Country team
Strategic planning AIDS Project
Enginyu Sam; commmunications
specialist AIDS Control Programme

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