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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 Step 2 Evaluation Research and Analysis Monitor actions and evaluate results Gather information to understand the causes throughout the cycle and decide and effects of the problem what further action is required Step 4 Step 3 Action Planning Using a range of methods and activities Identify the appropriate way to available. Coordinate the activities with address the issue. Develop a other allies and partners Strategy with goals, objectives etc
Communication for Impact Step 3: Planning To Develop a Strategy: • Identify which project objectives need communication support - Constructive engagement of policy makers - Creating a strong network of institutions - Peer Learning and Knowledge Sharing • 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 • 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: • Conduct background research to determine Tools and Tactics - Situation Analysis - Audience Analysis - Media Analysis • 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 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) • Principles: • Approach • Messages • Channels • Knowledge/Attitudes/Practices (KAP) • Impact Objectives • Cost effectiveness of the Communication Intervention
Communication for Impact Step 4: Action Tools and Tactics: • Networking • Lobbying - meetings, - letters - writing papers/policy briefs, - negotiating, elevator speech • Raising Awareness - use of Interpersonal, Group and Mass Media • Campaigns • Publications - Reports (Fact Sheets, GIS overlays) • Web sites - Interacting with Media - Media Advocacy
Communication for Impact Step 4: Action (continued) Tools and Tactics: • Mobilizing the Community - Workshops - Public Forums - PRAs - New Media - cell phones, etc. • 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 • 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)? • A Checklist • Learning - the importance of documenting • Compiling Best Practices and Sharing Knowledge