Participatory Communication Strategy Design PARTICIPATORY COMMUNICATION STRATEGY DESIGN

A Handbook

Second Edition

Prepared by
Paolo Mefalopulos and Chris Kamlongera

for

the SADC Centre of Communication for Development
in collaboration with
the Communication for Development Group
Extension, Education and Communication Service
Sustainable Development Department

Table of Contents

FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome, 2004


The designations employed and the presentation of the material in this information product do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations or of the SADC Centre of Communication for Devolopment concerning the legal or area or of its authorities, or concerning the delimitation of its frontiers or boundaries.

ISBN 92-5-105252-2

 

All rights reserved. Reproduction and dissemination of material in this information product for educational or other non-commercial purposes are authorized without any prior written permission from the copyright holders provided the source is fully acknowledged. Reproduction of material in this information product for resale or other commercial purposes is prohibited without written permission of the copyright holders. Applications for such permission should be addressed to the Chief, Publishing Management Service, Information Division, FAO, Viale delle Terme di Caracalla, 00100 Rome, Italy or by e-mail to copyright@ fao.org

 

 

Copyright 2004

© SADC Centre of Communication for Development, Harare and Food and Agriculture Organization of the United Nations, Second Edition, Rome, 2004

 

Compiled by: Paolo Mefalopulos  and Chris Kamlongera
Editing:
Chris Kamlongera, Jones Kaumba & Luca Toronga
Photographs:
SADC Centre of Communication for Development

 

 

Available from:
FAO

Communication for Development Group
Extension, Education and Communication Service
Research, Extension and Training Division
Viale delle Terme di Caracalla, 00100 Rome, Italy
E-mail: ComDev@fao.org
www.fao.org

and

SADC Centre of Communication for Development
43 Robson Manyika Avenue
6th Floor, Merchant House
P.O. Box 4046
Harare, ZIMBABWE
Tel: (263 - 4) 722723, 722734, 726821/5/6, 726831, 726836
Fax: (263 - 4)722713
E-mail: comdev@fanr-sadc.co.zw


TABLE OF CONTENTS

ACKNOWLEDGEMENTS

SUGGESTIONS FOR USING THIS HANDBOOK

INTRODUCTION

A About the Participatory Communication Strategy Design Handbook

B Objectives of the Handbook

B.1 The Need for Proper Problem Identification and Analysis: A Revisit

CHAPTER 1:THE FOUNDATION OF COMMUNICATION STRATEGY DESIGN 

1.1 Communication Strategy Design: A Definition

1.1.1 Communication Strategy Design: Purpose and Rationale

1.1.2 A Map of the Process of Communication Strategy Design

1.2 Transforming Field Findings into Useful Accounts

1.2.1 Using Field Findings to Identify and Analyse Focal Problems

1.2.2 Focussing on Communication Related Problems

1.2.3 From Priority Problems to Creative Solutions

1.2.4 Expected Change and Criteria to Measure It

1.3 Putting Together the Communication Strategy

1.3.1 Using the Priority Interaction Groups Profiles

1.3.2 Setting SMART Communication Objectives

1.3.3 Identifying Rough Core Content and Themes to be Developed

1.4 Selecting Communication Modes and Approaches:
The Communication Intervention

1.4.1 Main Communication Modes

Participatory Discussion Themes/Message Design

Instructional Design

Group Mobilisation Activities Design

1.4.2 Frequently Used Communication Approaches

Message/Discussion Theme Design Mode

Instructional Design Mode

Group Mobilisation Activities Design Mode

CHAPTER 2:PARTICIPATORY DESIGN OF MESSAGES AND DISCUSSION THEMES

2.1 Creating Basic Messages and Discussion Themes: An Overview

2.2 Developing the Creative Strategy or Copy Platform

2.2.1 Specifications

2.2.2 Creating Basic Messages

2.2.3 Creating Discussion Themes

2.2.4 The Process of Creative Design: Appeals

What are Appeals?

The Most Common Appeals

Selection of Message Appeals

Selection of Appeals for Discussion Themes

The Process of Creative Design: Message Presentation Formats

2.2.5 Selecting the Leading Medium and Media Mix 

Criteria for Media Selection

The Process of Creative Design: The Creative Element

The Concept of Creativity

The Big Idea 

2.2.6 Developing the Basic Treatment 

2.2.7 The Communication Brief (including outputs)

2.3 Preliminary Monitoring of Message and Discussion Themes' Effectiveness

CHAPTER 3:COMMUNICATION MATERIALS AND MEDIA ISSUES

3.1 Using Radio in Communication for Development 

3.1.1 Nature and Purpose of Radio for Development

3.1.2 Basic Radio Approaches

3.1.3 Common Radio Formats

3.1.4 Basic Elements of Radio Production

3.1.5 Basic Principles for Radio Scripting

3.1.6 How to Evaluate a Radio Programme

3.2 Using Print Materials in Communication for Development

3.2.1 Uses and Rationale of Print Materials

3.2.2 Basic Elements of Print Materials Production

3.2.3 How to Draw for Rural People

3.2.4 Production Criteria in Print Materials

3.2.5 The Printing Production Process 

3.2.6 Budgeting for the Production of Print Materials

3.2.7 Pre-Testing Print Materials: Field-testing to Ensure Effectiveness

3.3 Using Video in Communication for Development

3.3.1 Purpose and Rationale for Using Video 

3.3.2 Main Uses of Video

3.3.3 Strengths and Limitations of Video 

3.4 Using Popular Theatre in Communication for Development

3.4.1 Background and Rationale

3.4.2 The Nature of Theatre for Development 

3.4.3 The Process of Theatre for Development

3.5 Communication and Creativity: Combining Contents, Media Characteristics and Treatment 

3.6 Field Staff Training on How to Effectively Use Communication Materials

3.6.1 How to Use Discussion Tools: Tips for Trainers

3.7 Summary of the Basic Steps in the Production Process

CHAPTER 4:MANAGING THE PLANNING AND IMPLEMENTATION OF THE COMMUNICATION PROGRAMME

4.1 Using SAF to Organise your Data into an Effective Work Plan

4.1.1 Linking Objectives and Outputs

4.1.2 Organising Activities and Responsibilities

4.1.3 Accounting for Inputs and Estimated Budget

4.1.4 Organising all Elements into a Consistent Work Plan

4.2 Monitoring the Communication Process

4.2.1 Purpose and Rationale of Monitoring 

4.2.2 Indicators and Levels of Measurement

4.2.3 Means of Verification

4.2.4 External Factors

4.2.5 Monitoring Crucial Steps of the Process

4.3 Summative Evaluation

4.3.1 Rationale and Purpose of Evaluation

4.3.2 Quantitative Evaluation: the Baseline Study

4.3.3 Qualitative Evaluation: the Participatory Impact Assessment

4.3.4 Finalising the Overall Evaluation of the Project's Impact

4.4 Final Considerations

4.4.1 Organisation and Management of the Entire Planning  and Implementation Process

4.4.2 How to Report and Present the Communication Proposal

ANNEXES

BIBLIOGRAPHY