1.  2008 Johns Hopkins Bloomberg School of Public Health The Strategic Communication Planning Process Gary Saffitz Center for Communication Programs Johns Hopkins Bloomberg School of Public Health

2.  2008 Johns Hopkins Bloomberg School of Public Health Section A Analysis and Strategic Design

3.  2007 Johns Hopkins Bloomberg School of Public Health 3 Learning Objectives Gain a better understanding of communication as a process and not a product Understand the steps in planning, creating, and implementing a communication program

4.  2007 Johns Hopkins Bloomberg School of Public Health 4 A Simple Guide to Planning Strategy Think big Start small Act now!

5.  2007 Johns Hopkins Bloomberg School of Public Health 5 Communication Is a Process

6.  2007 Johns Hopkins Bloomberg School of Public Health 6 A Systematic and Strategic Process The “P” process  Step-by-step framework  Road map leading to strategic and participatory programs Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

7.  2007 Johns Hopkins Bloomberg School of Public Health 7 Step 1: Analysis Where are we now? Using a tobacco control lens  Health priorities  Culture-social norms  People  Policies  Existing programs  Local organizations  Communication channels Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

8.  2007 Johns Hopkins Bloomberg School of Public Health 8 What Is Analysis? Analysis is a process to:  Examine the environment in which you will operate  Determine the problems, their severity, and causes  Identify factors inhibiting or facilitating desired changes Three areas of analysis 1.Context 2.Programs 3.Audience

9.  2007 Johns Hopkins Bloomberg School of Public Health 9 1. Context Country-level trends and demographics Smoking prevalence and habits Tobacco influence (economics, politics) Legal framework (FCTC-ratified?—etc.)

10.  2007 Johns Hopkins Bloomberg School of Public Health 10 2. Programs Existing tobacco control programs Partners or potential partners Gaps in current program environment that need to be filled Funding

11.  2007 Johns Hopkins Bloomberg School of Public Health 11 3. Audience Knowledge, attitudes, and behaviors of key audiences  Policymakers, smokers  Men/women/youth, nonsmokers exposed to environmental smoke, youth Determine states of readiness  Not thinking of it  Thinking but not acting  Taking smoking outside  Actively trying to quit  Advocating for others to quit

12.  2007 Johns Hopkins Bloomberg School of Public Health 12 Step 2: Strategic Design What do we want to do?  Guides objectives, concepts, audiences, execution, evaluation Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

13.  2007 Johns Hopkins Bloomberg School of Public Health 13 Strategic Design Strategic design is a process to determine:  Where we are now (analysis)  Where we want to be (objectives)  How we’ll get there (strategies)  What we’ll do (tactics)  Resources to employ (budgets, people, partners) Output is a plan to guide implementation

14.  2007 Johns Hopkins Bloomberg School of Public Health 14 Objectives Objectives should be SMART  Specific  Measurable  Appropriate  Realistic  Time bound A SMART objective: to increase the percentage of Jordanian homes that are smoke-free by 10 percentage points by 2009

15.  2007 Johns Hopkins Bloomberg School of Public Health 15 Strategies What steps will you take to accomplish your objectives? 1.Identify audiences 2.Develop a strategy brief detailing campaigns (tactics) 3.Draw up an implementation plan 4.Develop a monitoring and evaluation plan

16.  2007 Johns Hopkins Bloomberg School of Public Health 16 Identify Audiences Legislators, policy makers, political leaders Smokers (men, women, youth) Non-smokers Health professionals, teachers, intermediaries Media professionals, journalists

17.  2007 Johns Hopkins Bloomberg School of Public Health 17 Identify Audiences Determine objectives for each audience segment Determine the “overall strategic approach” for achieving objectives with each segment Determine relationships across audience segments and how approaches are best aligned

18.  2007 Johns Hopkins Bloomberg School of Public Health 18 Draw up an Implementation Plan The implementation plan details how the work will get done and may include:  Specific details on what will be done, when, by whom  Gantt charts, which illustrate both phasing of campaign elements and key stages/milestones in development and implementation  Individual “strategy briefs” for specific communication campaign elements

19.  2007 Johns Hopkins Bloomberg School of Public Health 19 Develop a Strategy Brief You can develop:  A strategy brief for the larger campaign  A separate strategy brief for each element of the larger campaign A strategy brief is brief! Develop an outline using short statements

20.  2007 Johns Hopkins Bloomberg School of Public Health 20 Develop a Strategy Brief The strategy brief for each campaign component outlines:  The specific campaign element (TV ad, billboard, formal presentation)  Primary audience  Communication objective  Key promise and benefit (main message)  Supporting statements (reinforcing copy points)  Desired action response  Additional requirements  Executional considerations

21.  2007 Johns Hopkins Bloomberg School of Public Health 21 Develop a Strategy Brief Activities and channels to consider  Advocacy  Advertising  Entertainment-education programs  Community mobilization  Interpersonal communication/counseling

22.  2007 Johns Hopkins Bloomberg School of Public Health 22 Develop a Monitoring and Evaluation Plan Budget, people, partners  Be sure to include resources for analysis, testing of materials, and evaluation  Be aware that partnerships with media and others can help reduce some costs

23.  2007 Johns Hopkins Bloomberg School of Public Health 23 The Communication Strategy Plan The communication strategy plan should be:  Formal—but not final  Reviewed and used—all the time  Flexible—for change due to:  Budgets, environment, audiences, opportunities, and counter-moves by the tobacco industry

24.  2007 Johns Hopkins Bloomberg School of Public Health 24 Strategic Design: Recap A good communication strategy includes:  Understanding the problem (analysis)  Communication objectives  Target audiences and audience segmentation  Objectives for each audience/segment  Overarching strategies and why they’ll work  Campaign elements and how they fit together

25.  2007 Johns Hopkins Bloomberg School of Public Health 25 Strategic Design: Recap A good communication strategy includes:  Implementation plan  How will the campaign work  What will be done  When will it be done  Who will do it  How will it be phased, placed, orchestrated, and managed  Monitoring and evaluation  How to measure impact (process/outcome)  Budget  Less is more