Group Work What IEC materials do you use in the community? (type – title) What is the target...
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Transcript of Group Work What IEC materials do you use in the community? (type – title) What is the target...
Group Work
What IEC materials do you use in the community? (type – title)
What is the target audience? Where is it found? Which behavior is it addressing? How big is the problem? How did you learn about the problem? What are some of the messages? What behavior are you promoting? How much do you wish to achieve by end of 2003? How do you know you got there?
Strategic Communication
AFRWG Face to face meeting
19-23 May, 2003.Presented by Teopista Nakyanzi
MU-JHU Community Educator/ Liaison
E-mail; community @mu-jhu.org
What is strategic communication
Strategic communication is the development of programmes designed to influence the voluntary behaviour of target audiences to achieve management objectives
Concept of strategic communication
Client centered
Begin where audience is. Know the audience. How people feel and see things. Put message in context. Client needs serve as foundation of a comm. Strategy
Goal
Influence the voluntary behaviour of target audiences (Take home Value)
Improve the chances of success of development projects
Why communication in Public Health
To increase Knowledge of health issues, problem or solution
Remind about or reinforce knowledge
Disprove myths and misconceptions
Why communication cont.
Show benefits of behaviour change
Prompt action, seeking behaviour, participation
Advocate for health issues or patient population
Why communication cont.
To ensure good public relations
Help mobilise organisational relationship
Influence perceptions, beliefs, attitudes and social norms
Developing a communication strategy cont.
Management decisions
Situation analysis
Communication analysis Communication planning
Developing a communication strategy cont.
Evaluation planning
Implementation & management
Feedback
Evaluation
Management decisions
A communication Reseach Plan
A budget
a Time line
A capacity building component
Situation anaylsis
Epidemiologic research
Problem definition , description & analysis;
What is the real problem?
How many people are affected?
Who is being affected?
Situation analysis cont.
Are there subgroups within the target audience that are different enough and large enough to justfy different communications strategy ?
Who is responsible for the problem?
What are the benefits and barriers people have?
Communication anaylsis
What are they doing? ( current behavior)
What do we want them to do? ( desired behavior)
What is the impact of communication on the cause of problem
Developing the template
Communication analysis cont.
What is the impact of communication on the problem
Take away message
Developing the template
Settings and channels
How are you going to reach the target audience ( media, Organizational, community, Interpersonal)
What channels & innovations; (stories, panels, film show),
What media will deliver the message? Radio spot, T.V, newspaper, )
Settings and channels cont.
Point of service; Market Schools Community educationUse Multiple channels
Delivery, reach and effectiveness phase
Look at process Is message reaching intended audience? How many will be reached? How quickly and cheaply will they be
reached? Are we actually making an impact?
Reach out phase cont.
Short term; effect Pre and post test survey
Mid-term; behavior change survey
Long-term; changes in health status- decrease in incidence
Test Message Phase
How do they react? Assess attention
Do they understand the story board or it was confusing? measure comprehension
Do they believe it was made for them?
Test message cont.
Identify strong and weak points
Gauge sensitivity and controversial elements
The research is small scale, low cost, rapid
Test message cont.
Answers “why” not “how many”
Samples not random
Data often words, not numbers
Opportunity to directly experience target audience
Commonly used qualitative methods
Key informants
Central intercept interviews( Go to a place where audience is)
Focus group discussions
Challenges to building teams to communicate strategically
Authority centered culture - open communication is impeded
Divergent organizational paradigms and culture
Political, economic and social instability
Challenges cont.
Organizational output oriented
Challenges to sustain the dialogue
Empowerment of the members
Developing strategic communication
Time line- development can not happen in a matter of weeks- Fairly long process
Develop your TOR
Relevant expertise