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Dakar, April 8 – 11 2008 Communication – one name, one activity
Bottom Line • We are all communicators! • Our job is to get a message across to our audiences • to get them help us get results for children. • Communication is a strategic component is all UNICEF activities, whether these be programme delivery, advocacy or fundraising Type your title in this FOOTER area and in CAPS
External and Programme Communication: Much in Common • We both Communicate! • We both focus on our audience’s characteristics • We both know in advance what we want them to understand or to do as a result of the communication activity • We bother use communication to get people on board with us • We both use others as our “megaphones” • We both have ways of checking if our message is getting across • In both cases our credibility is at stake • We both have to make sure our medium fits the message…… Type your title in this FOOTER area and in CAPS
But there are some important differences…… • In Programme Communication, more accurate targetting: it is possible to “map” and have more detailed data about the audience in relation to the behaviour to be changed/influenced • In Prog Comm, more rigorous and empirical measuring of impact of communication activities is possible • Nature of response expected from audience differs • More person-to-person methods included in Prog Comms toolkit • Traditionally, more alternative and low-tech methods of communication used in Prog Comms Type your title in this FOOTER area and in CAPS
But – things are changing…. • New modes of communication technologies are being developed so quickly that communication techniques can “leapfrog” over what were connective barriers • People worldwide – especially young people – have access to cell-phone technology, and other hand-held devices, which facilitates one-on-one and group-on group communication very much in keeping with the vision of Prog Comm. • External Comms is becoming more focussed on different audiences and their needs • As UNICEF emphasises partnerships as the way forward, communities-of-practice, wikis and other interactive platforms can facilitate this. Type your title in this FOOTER area and in CAPS
What’s new in DOC for 2008? • Audience focus • Special Youth outreach • “Unite for Children” • Thematic Emphasis for the year • Internal communications Type your title in this FOOTER area and in CAPS