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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.

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

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

2 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?

3 Communication for Impact Some Approaches in Development Communication Advocacy Addresses institutional and structural obstacles Information-Education-Communication (IEC) R aises awareness and disseminates information Social Mobilization M obilizes 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

4 Communication for Impact Communication Cycle Step 1 Issue Identification Identify the problem that needs to be addressed Step 5Step 2 EvaluationResearch and Analysis Monitor actions and evaluate resultsGather information to understand the causes throughout the cycle and decide and effects of the problem what further action is required Step 4Step 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

5 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

6 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

7 Communication for Impact Planning Grid Communication Objectives Target Audiences Tools and Tactics Risks and Assumptions Allies and Partners Time Scale Responsibility Success Indicators Means of Measurement

8 Communication for Impact Important Elements of Communication Target Audience- Primary: Policy Makers Media and Opinion Leaders Policy makers Community

9 Communication for Impact Important Elements of Communication (continued) Principles: –Approach –Messages –Channels Knowledge/Attitudes/Practices (KAP) Impact Objectives Cost effectiveness of the Communication Intervention

10 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

11 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

12 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 AudienceObjectivesImpact

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