[DEVC 135] 2nd LE Reviewer

Communication Strategy

A plan of actions that fit together to reach a clear destination

Effective Strategy - Well-researched

Paints an accurate picture of the current situation and enables a holistic approach

Effective Strategy - Executable

A living process that evolves while the team executes it and fits well with team capacities

Effective Strategy - Accessible

Provides a clear guide for the team’s daily decisions and activities

Phase 2 Basis

Findings from situation analysis and communication appraisal enable formulation of strategy and plan

Strategy Purpose

Concentrates efforts on a single direction and determines helpful or harmful activities

Strategy Trade-offs

Based on challenges, resources, strengths, and weaknesses

Key Communication Issues

Main development needs, opportunities, and solutions perceived by stakeholders

Gap Analysis

Comparison of ideal vs existing situation to find gaps and causes

Communication Entry Points

Issues best addressed by communication linked to knowledge, attitudes, behaviors

Primary Stakeholders

Vulnerable groups with most to gain or lose

Secondary Stakeholders

Individuals or institutions with interest or power but not directly affected

KSAP

Knowledge, Skills, Attitudes, Practices

Knowledge

What stakeholders should know

Skills

Abilities stakeholders should possess

Attitude

How stakeholders feel about intervention

Practice

What stakeholders actually do

SBCD Pattern

Stakeholder, Behavior, Condition, Degree

Stakeholder (S)

Specific group driving change

Behavior (B)

Desired action

Condition (C)

Context where change occurs

Degree (D)

Expected level of success

SMART Criteria

Simple, Measurable, Attainable, Realistic, Time-bound

Simple

Single idea

Measurable

Observable

Attainable

Within resources

Realistic

Humanly capable

Time-bound

Has set period

Key Message Content Criteria

Accessible, Accurate, Verifiable, Complete, Timely, Relevant

Communication Approach

Specific focus or set of actions to achieve objective

Inform Approach

Information sharing and awareness-raising

Persuade Approach

SBCC and Advocacy Communication

SBCC

Behavior influenced by individual, interpersonal, community, social levels

Advocacy Communication

Targets leaders for policy change

Enable Approach

Skills training and community mobilization

Interpersonal Communication

Face-to-face interaction

Mediated Communication

Uses media like social media or manuals

Mass Communication

Broad reach via radio, TV, billboards

Folk Media

Uses familiar dialects, easy to understand but needs skill

Radio

Wide coverage, low cost, fleeting messages

Television

High prestige, expensive, hard to localize

Video

Persuasive, replayable, requires maintenance

Printed Materials

Permanent, cheap, for literate audiences

Visual Media

Aids recall, works without electricity, less engaging

Mobile Phones

Versatile but needs signal and power

Internet/Social Media

Interactive but limited by literacy and language

RTO

Rationale, Treatment, Objectives

Rationale

Justification for media choice

Treatment

How content is presented

Objectives (Media)

SMART goals per material

Production Plan

Operational framework of activities, tasks, schedules, and resources

Budget - Personnel Services

Costs for people like directors, writers

Budget - MOOE

Travel, food, rentals, reproduction

Budget - Capital Outlay

Equipment costs

Budget - Administrative Costs

Operational admin expenses

Budget - Taxes

12% VAT, 10% EWT for personnel

Budgeting Tip

Use price canvassing for accurate estimates

Overall Communication Strategy

Defines issues, stakeholders, objectives, messages, approaches, media

Monitoring and Evaluation (M&E)

Tracks progress, ensures effectiveness, accountability, sustainability

Monitoring

Collecting data during project

Evaluation

Judging success based on data

Conventional M&E

Stakeholders as respondents, quantitative focus

Participatory M&E

Stakeholders as participants, qualitative focus

Survey Method

Structured quantitative data gathering

Participatory Rural Appraisal

Qualitative participatory method

FGD

Focused group discussion

KII

Key informant interview

Matrix Ranking

Participatory evaluation tool

Direct Observation

Watching behavior directly

Content Analysis

Analyzing communication materials

Questionnaire

Structured instrument

Open-ended Guide

Flexible qualitative tool

Target

Pre-set performance level

Indicator

Variable measuring progress

Indicator Tip

2-3 indicators per target

Indicator Limit

Max 10-15 total indicators

Primary Data

Collected via KII, FGD, surveys, PRA, monitoring

Secondary Data

From reports, minutes, transcripts

Data Gathering Plan

Specifies source, method, person, budget

Implementation Tip M&E

Assign dedicated M&E personnel

Data Storage Tip

Maintain secure and redundant repository

Quantitative Analysis

Frequency counts, percentages

Dichotomous Scheme

Two categories like success/failure

Continuum Scheme

Graduated scale like high to low

Qualitative Analysis

Thematic grouping of data

M&E Report

Final assessment document

Report Background

Project description and gaps

Report Objectives

M&E goals

Report Methodology

Design, respondents, tools

Report Findings

Data analysis vs objectives

Report Conclusion

Overall success statement

Report Recommendations

Suggestions for stakeholders

Communication Strategy Objective

Develop strategy for development issue

RTO Objective

Write rationale, treatment, objectives

Work Plan Objective

Outline execution plan and budget

IMMP Objective

Integrate all components

Development Issue Criteria

Affects people, creates gaps, linked to KSAP

Stakeholder Prioritization

Based on impact and contribution

Communication Objectives

Define needed change using SBCD and SMART

Key Message Identification

What stakeholders need to know or do