Module 3Engagement techniques

3c Strategic communications

What’s in Module 3c

Why and what to communicate?

How to communicate effectively?

Use of networks

Being strategic

Working session

Why and what to communicate?

Communication, when it is done well, does not only benefit the ‘recipient’. It also benefits the ‘sender’.

1. Analyse information needs of the particular stakeholders involved (results from Stakeholder Analysis)

2. Analyse what the objectives of SP are

What information?

What information needs to be shared with stakeholders?

What affects communication?

Think of internal and external factors that need to be considered…

Internal factors

various human aspects such as culture, psychology, behaviour and attitudes

External factors

various technological or non-technological vehicles such as print and broadcast media, information and communications technology (ICT), folk media, and interpersonal, face-to-face or group communication.

To ensure a two-way flow of information consider...

What is the current level of awareness among different stakeholders on the relevant issues?

What are the preferred types of information and delivery mechanisms or sources for receiving that information?

What are the barriers, weaknesses and threats to existing information-sharing networks and activities?

What are the opportunities for building on those networks and activities?

Broad issues to consider...

How to communicate effectively

So how to communicate effectively?

Time to write down some ideas…

Discuss with participants why it is

important for them to participate

First...

to reach the target audience

for the intended scope (geographic area, content or network)

Choose appropriate channels...

so that it is understandable (language) and cultural sensitive

so that it is not distorted or disbelieved

Carefully design the message...

Consider the entertainment value!

A relatively informal, but entertaining, message presented in a radio soap opera may have a greater impact than sending simple visual printed matter to an isolated segment of the community.

For specific audiences, incorporating visuals such as cartoons and basic simple pictures may be essential for comprehension.

Source: World Bank

Use of networks

What innovative ways have you seen being used to make connections?...

Make use of networks to communicate!

Make use of existing networks

E.g. media, government, NGO networks

Create new ones

E.g. radio programs, community meetings, festivals, theatre groups, through spokespeople such as religious and community leaders, extension personnel in isolated areas, and sectoral networks and organizations

The importance of networks

Source: World Bank

Make sure the first audiences that are reached disseminate information to their networks. Create opportunities for dialogue:

Dialogue! Dialogue!

provide question and answer opportunities to provoke discussion in press conferences, seminars and meetings

build a phone-in opportunity in radio programs

invite responses in newspaper articles

have essay contests in magazines, on the radio

include short questions in print materials (what would you like to know more about? Can you comment on this project?)

always follow audiovisual programs or presentations by discussion

Source: World Bank

Being strategic

How do you engage people?

What motivates people to participate?

Time to write down some ideas…

Being strategic means...

...setting goals and identifying means of achieving them

Source: GTZ

Strategic communication:

is more than the dissemination of information, but the active solicitation of stakeholders’ perspectives.

it ensures a two-way flow of communication

it addresses human factors such as sociology, psychology, culture, behaviour, and politics

Source: GTZ

Encourage people to change damaging behaviour

Build public support for the introduction of other incentives and rules to change behaviours and protect natural resources

Raise public awareness of resource management problems

Use strategic comm. tools to:

Try to measure changes to:

1. The actual environment;

2. The behavior of your target audience or;

3. The knowledge, awareness, and attitudes of your target audience.

Has the communications strategy accomplished what it was designed to do?

1. What information needs to be shared with stakeholders?

2. What types of message would have more impact?

3. What are the long-term communication goals you need to keep in mind?

Scenario: working session

Consider your SP objectives and the stakeholder analysis done previously.