1. The P Process Strategic Design

2. Presentation Objectives
By the end of this presentation you should be able to:
explain the second step of P Process;
describe the 5 key questions in strategic communication design;
describe the characteristics of a good communication objective;
develop SMART communication objectives.

3. What is a Communication Design?
A communication design is a plan that explains how to achieve a communication goal.
It includes communication objectives, selected audiences, communication channels, key promises/benefits and the evaluation indicators.

4. 5 key questions in developing a communication design
1. What is the purpose of the communication design?
What is the new behaviour that you want your audience to move toward?
Is the new behavior "instead of what" their current behavior is?

5. 5 key questions in developing a communication design
Who is the primary audience in the communication design?
It is the individual or group(s) whose behaviour we want to influence with our campaign messages or materials. This is the target of our communication objective.

6. 5 key questions in developing a communication design
3. What is the key benefit?
Why should our audience change their behavior?
What is the benefit for them?
How does this help them?

7. 5 key questions in developing a
communication design
4. What are the support points?
Support points provide additional backing for the key benefit.
They should answer the question "because..."

8. 5 key questions in developing a communication design
What is the desired action response?
What do we want our audience to do? (We cannot forget to tell them this)
The audience should feel like saying "Yes, I agree with that message and want to benefit, too! Now, what do I do?"

9. Setting Objectives
The focus of health communication objectives is to communicate messages that will contribute to the desired behavior change.
The objective should state exactly what you want the primary target audience to do in response to exposure to the communication campaign message or materials.

10. What are characteristics of a good objective?
Specific
Measurable
Appropriate
Realistic
Timebound
Strategic communication objectives should be SMART!

11. Example - Poor strategic objective
Strategic objective – Increase the number of Ugandans who have access to safe water by 5% in one year.

12. Example - A better strategic objective
Strategic objective - By year X, there is a clear and strong safe water policy, all districts have adequate equipment and supplies, workers are trained properly and all program units coordinate closely and practice teamwork.

13. In Summary Every communication programme or intervention needs a
strategic design. Follow these steps:
Establish communication objectives;
Set objectives that are Specific, Measurable, Appropriate, Realistic, and Time-bound (SMART);
Select key audience segments and quantify the changes in knowledge, attitudes, skills, behaviors, policies, or process changes expected within a specific time;
Develop programme approaches & positioning; 
Select a behavior change model upon which to base the programme;  
Explicitly state the assumptions underlying the basic strategy and approach;
Explain why and how the programme is expected to change health behavior;
Position the programme clearly to benefit the audience; 
Determine channels;

14. In Summary
Consider a coordinated, multimedia approach for a synergistic
impact. Where possible, achieve scale by including mass media
tied to community mobilization and interpersonal communication
among family, friends, community, social networks, and service
providers;
Draw up an implementation plan;
Develop a work schedule with regular benchmarks to monitor
progress;
Prepare a line-item budget;
Complete a management plan,including partners’ roles and responsibilities. Make sure all involved know what is expected;
Develop a monitoring and evaluation plan;
Identify indicators and data sources to monitor program implementation as well as audience reaction to it.
Select the study design to measure process outcomes and assess impact.