Communication Planning

Planning A Communication Campaign

Communication campaign..The coordinated use of different communication techniques for the purpose of focusing attention on, and offering a solution to a specific communication problem.

What makes a Communication Campaign effective?

Planning is the key consideration in the implementation of communication campaign.

Planned change through communication is the strongest characteristic of a development communication program.

Planning the Communication CampaignDefining the ProblemProper identification and analysis of the problem is the first pre-requisite for an effective communication campaign.But not all problems are communication problems.

Problem AnalysisIt involves identification of factors which cause a gap between the existing and desired behavior of the target group.It can be knowledge/information problem, a skill problem, an attitude problem, or a resource problem.

Communication Problems refer to one or more of the following conditions of the audienceLack of awareness of a product or service.Lack of or complete knowledge of a product, service, skill or desired behavior.Lack of acceptance, or rejection (of a product, service, skill or desired behavior).Lack of participation (in communication activities).

Problem AnalysisProblem identification methods include observation, knowledge, attitude, and practice (KAP) surveys, consultations with specialists, interviews, group discussions, analysis of records, results of tests, and special studies.

Formulating Communication ObjectivesGoals and Objectives can be classified as: Over-all Program Goal consists of simple statement of the broad aims of program (e.g. rice farming, livestock raising, etc.) Program Objectives these describe specific ways by which the over-all program objective will be addressed (e.g. which group will be targeted and what actions should be taken to increase the income of farmers).

Formulating Communication ObjectivesCommunication Objectives - refers to an end result to be achieved by a communicator. It should correspond to a particular communication problem or need.

Developing Communication ObjectiveGood VersionWeak VersionCommunication objectiveIncrease the proportion of males aged 15-25 in the province X agreeing that drugs are harmful from 10 to 15% in 6 months after an intensive mass media campaign.To educate the youth on the harmful of drugs.

Type of Statement

Matching of Communication Problem with the Levels of Communication ObjectivesProblemLevel of Communication Objective Lack of awareness Lack of knowledge Lack of acceptance Lack of participation awareness knowledge acceptance participation

ABCD Approach in formulating the Communication ObjectivesAUDIENCE - specify a single priority target groupBEHAVIOR - define the type of changesCONDITION - determine when and under what conditions this change is expected to occurDEGREE - specify how much change is expected and how to find out if it has happened

The ABCD approach to communication objectives

AudienceBehaviorConditionDegree100 upland farmers in Davao del Norte.Should be able to state the advantages and disadvantages of SALT farming.After the communication support services.At least 35% of the target group can identify the advantages of SALT farming.

SMART way of characterizing a good objectiveS - simple as concise as possibleM - measurable contains indicators that can be measuredA - achievable can be accomplished within the designated time frameR- realistic consonant with program resources and tasks to accomplishT- time bounded can be completed within a specific time.

To format a SMART objective, 5 questions need to be answeredWho will benefit from the result?What result will be achieved?When will it happen?Where will the result occur?By how much will the result be achieved or the problem alleviated?

Formulating Communication StrategiesA communication strategy is a combination of methods, messages and approaches by which the planner seeks to achieve the communication objectivesCommunication strategies can be divided into:

Communication StrategiesSOURCE STRATEGY- to deliver the message, we have to choose someone with whom the audience can identify and who will be perceived as credible and knowledgeable.

Source StrategySources are usually attributed to the institutions: executive, legislative, and judiciary.Other sources are opinion and community leaders and stakeholders.

Communication StrategiesMESSAGE STRATEGY- we have to design a message that appeals to target audience and will hold their interest. People pay more attention to messages that are in consonance with their needs or values.

A good message should be:Prescriptive Bawal magkasakit, uminom ng gamotDirective Makipagugnayan sa pinakamalapit na tanggapan ng agrikulturaRestorative Magtiwala sa ating gobiyernoSurvival Pangalagaan ang ating gubat

A good message should be:Positive - optimistic and supportive of personal growth and change.Attention-getting - attractive and interactive.Action-oriented - calls for specific attitudinal and behavioral changeCulturally appropriate - uses images and language that are acceptable and in offensive.

In developing messages, consider the following pointers:Plan to create messages that can influence the knowledge and attitudes of your target audience.Develop messages that can get your audience to think about and discuss the issues.Tie your messages to satisfying human wishes in the present, not in some distant future since people want desired gratification and social acceptance in the here and now.

Communication StrategiesCHANNEL STRATEGY this concerns the use of mass and interpersonal media. - mass media (print, radio, television, and film) - interpersonal channels (meetings, group discussions, dialogues, and drama presentation)

Channel Strategy Media should be selected based on the criteria of reach, frequency, impact access, cultural fit, and cost.Reach is concerned about the number of people in the target audience that can expose themselves to some media.Frequency refers to the number of times the average member of the audience can expose himself to the media.

Channel StrategyImpact relates to the number of senses (sight, hearing, touch) of the target audience that the media can affect.Access means the target audiences physical and technical capability to use the media.

Channel StrategyCultural fit refers to the compatibility of a channel with the values and revered traditions of the target audience.Cost relates to the budgetary requirements or expense in using specific media channels.Sometimes it is better to use a multi-media mix in your campaign wherein messages are delivered through various channels of communication to ensure the greatest impact.

Identifying and Analyzing the Audience1. Identify the Key Audiences.sourceinstitutionalpersonalBreakdown the Key Audiences into smaller groups. This process is called audience segmentation.

Audience Segmentation Primary Audiences those whose attitudes or behavior the program is seeking to influence. Secondary Audiences those who can influence or provide service to primary audience. Tertiary Audiences decision-makers who can influence the success of the program.

Identifying and Analyzing the AudienceCollect baseline information about the audiences. Factors such as age, sex, ethnic group, financial status, values, interests and media habits should form part of baseline information.

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