[DEVC 135] Writing the RTO

1. producing the material,

2. selecting the intended stakeholders

3. choosing the media material format/type

4. choosing the approach/treatment.

Rationale discusses the reasons for:

• analysis findings

• communication objectives and content of the strategy

• cost effectiveness criteria

What are the key considerations in producing the material acoording to Acunzo et al.?

situation analysis findings

“provide useful insights about the characteristics and interests of the intended stakeholders, their knowledge, capacities, norms and values” (Acunzo et al., 2014)

communication objectives and content of the strategy

discuss the media material format/type and treatment/approach

• Does the medium lend itself to the content of the strategy?

• Is the key message more visual or audio-based?

• Does it primarily rely on written words?

• Does the content require a repeated/frequent exposure?

• production costs

• difficulties and time constraints

• logistic efforts needed

• reach

• frequency and impact of exposure

Which factors should you consider for cost effectiveness that emphasizes the importance of considering the team’s productive capability?

Selecting the intended stakeholders

“a person who has something to gain or lose through the outcomes of a planning process or project” Hovland (2005)

• information about your stakeholders knowledge, skills, attitudes, and practices likewise plays a big part in choosing formats and approaches, and setting objectives

1. intended for a single or specific goal rather than for different goals

2. has a unique characteristic or advantage to help achieve a specific purpose

3. familiarity and access of stakeholders

4. accommodates “localized” messages

5. locally developed, produced and operationally supported

6. complements and reinforces other channels used in the same strategy, while offering distinct functional strengths and emphases

What are the considerations for selection the medium according to Organisation for Economic Co-operation and Development (1999)?

1. folk media

2. radio

3. television

4. video

5. printed materials

6. visual media

7. mobile phones

8. internet and social media

What are the 8 Communication Channels according to FAO, 1989, in Acunzo et al., 2014?

puppetry, community theater, storytelling

What can count as folk media?

Folk Media

Which communication channel has these advantages/limitations?

Radio

Which communication channel has these advantages/limitations?

Television

Which communication channel has these advantages/limitations?

Video

Which communication channel has these advantages/limitations?

leaflet, booklet, magazine, newspaper

What counts as printed materials?

Printed Materials

Which communication channel has these advantages/limitations?

Visual Media

Which communication channel has these advantages/limitations?

Mobile Phones

Which communication channel has these advantages/limitations?

Internet and social Media

Which communication channel has these advantages/limitations?

Communication Approach

What is “a specific communication focus, or set of coherent tactical actions, aimed at achieving a certain objective” according to Mefalopulos (2008)?

Treatment

• discusses the manner by which one presents one’s idea through the aural, visual, and/or audiovisual component of the media material.

• also includes a brief discussion of how the media material will start, develop, and end

1. straight narration

2. you approach

3. documentary approach

4. dialogue approach

5. dramatic approach

6. abstract/symbolic approach

What are the 6 common types of treatment/approaches according to Acunzo et al. (2014)?

Straight narration

Type of approach where:

• facts and messages are narrated in a straightforward way as if the person were teaching

• makes use of the third person point of view

You Approach

• the script “talks” to audience and address them directly

• uses the second person point of view to emphasize this approach

documentary approach

• presents various perspectives of an issue

• a host integrates various subsections into the topic/issue

• makes use of voice clips and sound effects to make the subject matter more authentic

dialogue approach

• makes use of conversations to discuss the topic/message

• two or more people talk about and discuss certain issues, not just alternating voices

dramatic approach

• makes use of different characters

• creates and presents a story with a conflict, climax, anti-climax, and resolution

abstract/symbolic approach

• uses nonliteral representations of the topic being discussed, usually with the aim of evoking a strong emotional response to the material

• ideas may not be expressed explicitly, leaving the audience to make their own interpretation

1. Audience/Stakeholders

2. Behavior

3. Condition

4. Degree

What are the 4 ABCD components of objectives?

Audience/Stakeholders

Component of objective that is a single group of participants

Behavior

Component of objective that is an action or change desired

Condition

Component of objective that includes time, place, situation under which the desired change should occur

Degree

Component of objective that is extent or measure of success

1. informational

2. instructional

3. motivational

4. combination

What are the 4 types of content presentation under objectives with regard to its purpose?