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PARTICIPATORY COMMUNICATION STRATEGY DESIGN
A Handbook Second Edition Prepared by
for the
SADC Centre of
Communication for Development |
FOOD AND AGRICULTURE
ORGANIZATION OF THE UNITED NATIONS |
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: [email protected]
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: [email protected]
SUGGESTIONS FOR USING THIS HANDBOOK
A About the Participatory Communication Strategy Design Handbook
B.1 The Need for Proper Problem Identification and Analysis: A Revisit
1.1 Communication Strategy Design: A Definition
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
1.3 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
1.4.2 Frequently Used Communication Approaches
2.1 Creating Basic Messages and Discussion Themes: An Overview
2.2 Developing the Creative Strategy or Copy Platform
2.2.3 Creating Discussion Themes
2.2.4 The Process of Creative Design: 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
2.3 Preliminary Monitoring of Message and Discussion Themes' Effectiveness
3.1 Using Radio in Communication for Development
3.1.1 Nature and Purpose of Radio for Development
3.1.4 Basic Elements of Radio Production
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
3.4 Using Popular Theatre in Communication for Development
3.4.1 Background and Rationale
3.5 Communication and Creativity: Combining Contents, Media Characteristics and Treatment
3.6 Field Staff Training on How to Effectively Use Communication Materials
3.7 Summary of the Basic Steps in the Production Process
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
4.2 Monitoring the Communication Process
4.2.1 Purpose and Rationale of Monitoring
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
4.4.1 Organisation and Management of the Entire Planning and Implementation Process