2008 johns hopkins bloomberg school of public health the strategic communication planning process...

2008 Johns Hopkins Bloomberg School of Public Health

The Strategic Communication Planning ProcessThe Strategic Communication Planning Process

Gary SaffitzCenter for Communication ProgramsJohns Hopkins Bloomberg School of Public Health

2008 Johns Hopkins Bloomberg School of Public Health

Section ASection A

Analysis and Strategic Design

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Learning Objectives

Gain a better understanding of communication as a process and not a product

Understand the steps in planning, creating, and implementing a communication program

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A Simple Guide to Planning Strategy

Think big

Start small

Act now!

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Communication Is a Process

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A Systematic and Strategic Process

The “P” process Step-by-step framework Road map leading to

strategic and participatory programs

Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

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Step 1: Analysis

Where are we now?

Using a tobacco control lens Health priorities Culture-social norms People Policies Existing programs Local organizations Communication channels

Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

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What Is Analysis?

Analysis is a process to: Examine the environment in which you will operate Determine the problems, their severity, and causes Identify factors inhibiting or facilitating desired changes

Three areas of analysis

1. Context

2. Programs

3. Audience

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1. Context

Country-level trends and demographics

Smoking prevalence and habits

Tobacco influence (economics, politics)

Legal framework (FCTC-ratified?—etc.)

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2. Programs

Existing tobacco control programs

Partners or potential partners

Gaps in current program environment that need to be filled

Funding

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3. Audience

Knowledge, attitudes, and behaviors of key audiences Policymakers, smokers Men/women/youth, nonsmokers exposed to

environmental smoke, youth

Determine states of readiness Not thinking of it Thinking but not acting Taking smoking outside Actively trying to quit Advocating for others to quit

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Step 2: Strategic Design

What do we want to do? Guides objectives,

concepts, audiences, execution, evaluation

Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

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Strategic Design

Strategic design is a process to determine: Where we are now (analysis) Where we want to be (objectives) How we’ll get there (strategies) What we’ll do (tactics) Resources to employ (budgets, people, partners)

Output is a plan to guide implementation

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Objectives

Objectives should be SMART Specific Measurable Appropriate Realistic Time bound

A SMART objective: to increase the percentage of Jordanian homes that are smoke-free by 10 percentage points by 2009

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Strategies

What steps will you take to accomplish your objectives?

1. Identify audiences

2. Develop a strategy brief detailing campaigns (tactics)

3. Draw up an implementation plan

4. Develop a monitoring and evaluation plan

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Identify Audiences

Legislators, policy makers, political leaders

Smokers (men, women, youth)

Non-smokers

Health professionals, teachers, intermediaries

Media professionals, journalists

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Identify Audiences

Determine objectives for each audience segment

Determine the “overall strategic approach” for achieving objectives with each segment

Determine relationships across audience segments and how approaches are best aligned

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Draw up an Implementation Plan

The implementation plan details how the work will get done and may include: Specific details on what will be done, when, by whom Gantt charts, which illustrate both phasing of campaign

elements and key stages/milestones in development and implementation

Individual “strategy briefs” for specific communication campaign elements

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Develop a Strategy Brief

You can develop: A strategy brief for the larger campaign A separate strategy brief for each element of the larger

campaign

A strategy brief is brief!

Develop an outline using short statements

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Develop a Strategy Brief

The strategy brief for each campaign component outlines: The specific campaign element (TV ad, billboard, formal

presentation) Primary audience Communication objective Key promise and benefit (main message) Supporting statements (reinforcing copy points) Desired action response Additional requirements Executional considerations

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Develop a Strategy Brief

Activities and channels to consider Advocacy Advertising Entertainment-education programs Community mobilization Interpersonal communication/counseling

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Develop a Monitoring and Evaluation Plan

Budget, people, partners Be sure to include resources for analysis, testing of

materials, and evaluation Be aware that partnerships with media and others can

help reduce some costs

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The Communication Strategy Plan

The communication strategy plan should be: Formal—but not final Reviewed and used—all the time Flexible—for change due to:

Budgets, environment, audiences, opportunities, and counter-moves by the tobacco industry

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Strategic Design: Recap

A good communication strategy includes: Understanding the problem (analysis) Communication objectives Target audiences and audience segmentation Objectives for each audience/segment Overarching strategies and why they’ll work Campaign elements and how they fit together

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Strategic Design: Recap

A good communication strategy includes: Implementation plan

How will the campaign work What will be done When will it be done Who will do it How will it be phased, placed, orchestrated, and

managed Monitoring and evaluation

How to measure impact (process/outcome) Budget Less is more