COMMUNICATION FOR IMPACT Following the Money: Participatory PETS and Absenteeism Methods For Civil Society WORKSHOP July 21-22, 2009 New Delhi.

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

AdvocacyAddresses institutional and structural obstacles

Information-Education-Communication (IEC)Raises awareness and disseminates information

Social MobilizationMobilizes 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 ImpactCommunication Cycle

Step 1Issue Identification

Identify the problem that needs to be addressed

Step 5 Step 2Evaluation Research and AnalysisMonitor actions and evaluate results Gather information to understand the

causesthroughout the cycle and decide and effects of the problemwhat further action is required

Step 4 Step 3Action PlanningUsing a range of methods and activities Identify the appropriate way toavailable. Coordinate the activities with address the issue. Develop aother allies and partners Strategy with goals, objectives etc

Communication for ImpactStep 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 valuePrimary Target - Policy MakersSecondary Target - Media, Opinion Leaders and the Community

Communication for ImpactStep 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 ImpactPlanning Grid

Communication Objectives

TargetAudiences

Tools and Tactics

Risks and Assumptions

Allies and Partners

Time Scale Responsibility Success Indicators

Means of Measurement

Communication for ImpactImportant Elements of Communication

Target Audience- Primary: Policy Makers

Media and Opinion Leaders

Policy makers

Community

Communication for ImpactImportant Elements of Communication (continued)

• Principles:

– Approach– Messages– Channels

• Knowledge/Attitudes/Practices (KAP)

• Impact Objectives

• Cost effectiveness of the Communication Intervention

Communication for ImpactStep 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

Target Audience Objectives Impact

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.