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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Rosa May de Guzman-MaitemSocial Marketing Officer
KALAHI-CIDSS Field Office 12
CommunicatingCommunicating KALAHI-CIDSS KALAHI-CIDSS
Articulate understanding of communicating KALAHI-CIDSS: KKB
Discuss the importance of effective communication in the KC: KKB project
Define Strategic communication using mass media; and
Identify practical tips for creative communications
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
KEY QUESTION
How best can we use communication to promote understanding and appreciation of KALAHI-CIDSS: KKB among key stakeholders?
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Developed by Johns Hopkins Center for Communication Programs and applied communication projects worldwide, the P Process is a useful approach for planning and carrying out communication activities systematically.
B. ProgramC. Audience
A.Analysis
D. Situation
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Strategic Communication is the key to making a difference in the lives of people in the communities. Strategic Communication, which includes information, education and communication for
behavior change and development, makes use of an expanding mass media, new technologies, and creative ideas in communication
to influence social behavior.
B. ProgramC. Audience
A.Analysis
D. Situation
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
What are the factors which cause a _ _ _ between the existing and desired behavior of the intended audience?
A. Problem Analysis gap
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Problem Identification Methods
O _ _ _ _ _ _ _ _ _ __ _ _ Survey Consultation with _ _ _ _ _ _ _ _ _ _ _ InterviewsGroup Discussions
Tests
Records, _ _ _ _ _ _ _
Work samples
A. Problem Analysis
b s e r v a t i o nKAP
s p e c i a l i s t s
r e p o r t s
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Know ThyselfB. Program Analysis
The process of identifying all possible program inputs, assessing strengths, weaknesses, _ _ _ _ _ _ _ _ _ _ _ _ _ and _ _ _ _ _ _ _ to the program, and preparing an action plan to strengthen program inputs from the start.
o p p o r t u n i t i e st h r e a t s
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Program Support ValuableB. Program Analysis
Policy/strategic direction
Financial Resources
Human resources and tools
Community _ _ _ _ _ _ _ _ _ _ _ _
Client attitude and actions
Management practices
Monitoring, Research, and Evaluation
M o b i l iz a t i o n
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Five Cs of Organizational AnalysisB. Program Analysis
1. C _ _ _ _ _ _ _ _ _
Does the organization have strong technical and management staff?
Does it have experience with similar activities?
Does it have a positive image and reputation for high-quality work?
o m p e t e n c e
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Five Cs of Organizational AnalysisB. Program Analysis
2. C _ _ _ _ _ _ _ _ _
Does the organization endorse and support the program?
Does it allocate substantive resources to communication efforts
o m m i t m e n t
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Five Cs of Organizational AnalysisB. Program Analysis
3. C _ _ _ _
Does the organization have contact and access among policy-makers and influential people?
Does it have political support for its work?
l o u t
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Five Cs of Organizational AnalysisB. Program Analysis
4. C _ _ _ _ _ _ _
Is the organization able to reach the various segments of stakeholders in different geographic areas, age, groups, ethnic groups?
o v e r a g e
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Five Cs of Organizational AnalysisB. Program Analysis
5. C _ _ _ _ _ _ _ _ _
How long has it been in operation?
Has it carried out similar projects effectively in the past?
Does it have an institutional base and resources for sustainability in the long run?
o n t i n u i t y
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Analysis of Communication ResourcesC. Situation Analysis Communication resources available
Who controls these resources
Policies governing access and use of resources
Technical services available
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Analysis of Communication ResourcesC. Situation Analysis
Radio stations
Cinema halls
Printed materials
Mobile units
Indigenous media
Drama groups
Meeting halls
StadiumsMarkets
Fairs and festivals
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Audience/ Stakeholder Analysis
Step into your audience shoes The process of reviewing all possible stakeholder _ _ _ _ _ _ _ _ within a population and selecting a _ _ _ _ _ _ _ which is currently most appropriate for an intervention.
D. Audience Analysis
segments segment
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Audience/ Stakeholder AnalysisD. Audience Analysis
How to understand Audience/ Stakeholders
Review of _ _ _ _ _ _ _ _ _ _
Socio- _ _ _ _ _ _ _ _ _ _ _ _ _ _ approaches
Focus group discussions
Sample surveys
Values and _ _ _ _ _ _ _ _ _ research
l i t e r a t u r ea n t h r o p o l o g i c a l
l i f e s t y l e
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Audience/ Stakeholder Analysis
Conventional Segmentation
A. genderB. income
1. SES
D. incomeE. education
C. Age F. urban-rural residence
2. Social Geographical Units
A. political unitsB. language groups
C. Ethnic groups
D. Audience Analysis
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Behavior
N _ _ _ _
V _ _ _ _ _ and _ _ _ _ _ _ _ _ _
Audience/ Stakeholder Analysis
Innovative Segmentation
D. Audience Analysis
eeds
l i f e s t y l e salues
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
A combination of m _ _ _ _ _ _, m _ _ _ _ _ _ _, and a _ _ _ _ _ _ _ _ _by which the planners seek to achieve the communication objectives
e t h o d se s s a g e s p p r o a c h e s
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Communication Approaches
A _ _ _ _ _ _
C _ _ _ _ _ _ _ _ _ _ _ _
S _ _ _ _ _
M _ _ _ _ _ _ _ _ _ _ _
dvocacy
o m m u n i c a t i o n
o c i a l
o b i l i z a t i o n
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
AdvocacyPersuading people to bring about a voluntary chance in judgment so that people will support a cause and adhere to a belief they may not have held before
Targets of advocacy
Decision-makers
Partners or allies
Media practitioners
adversaries
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
CommunicationBroad term that uses different channels (interpersonal, group, community, mass) to disseminate critically important information for stakeholders to be able to make informed decision
Task of communication
Facilitate
Mediate
Aim for consensus-building
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Social MobilizationBringing together all feasible allies to
engage people into action; implies wide-scale participator and takes into account political and popular motivations
Key activities of Soc Mob
Networking
Alliance-building
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Setting Objectives
Knowledge
Attitude
Practice
Change in:
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Levels of Objectives
Overall policy
Campaign
Communication
Activities
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Kinds of ObjectivesOutcome
Output
the product that comes out of a process
The net result of the output
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
What is a communication objective?A t_ _ _ _ which specifies the intended audience, the type of c_ _ _ _ _ that is expected, when and where the communication activity is to take place and, finally what criteria will be used to m_ _ _ _ _ _ degree of success.
a r g e t
h a n g e
e a s u r e
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Components of an Objective
A_ _ _ _ _ _ _ / S_ _ _ _ _ _ _ _ _ _
B _ _ _ _ _ _ _
C _ _ _ _ _ _ _ _
D _ _ _ _ _
t a k e h o l d e r
e h a v i o r
o n d i t i o n
e g r e e
u d i e n c e
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Characteristics of a Good ObjectiveS_ _ _ _ _ _ _M _ _ _ _ _ _ _ _ _A _ _ _ _ _ _ _ _ _R _ _ _ _ _ _ _ _T _ _ _ - _ _ _ _ _C_ _ _ _ _ _ _ _ _ _O_ _ _ _W_ _ _ _ _ _ _
p e c i f i ce a s u r a b l e
t t a i n a b l ee a l i s t i c
B o u n d
h a l l e n g i n gwnedo r k a b l e
ime
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Sample Objective
By the end of the campaign, 80 percent of the LCEs should be knowledgeable about KALAHI-CIDSS: KKB.
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Sample Objective
By the end of 2010, 80 percent of the LCEs in Region 12 can identify the processes of KALAHI-CIDSS: KKB
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Sample ObjectiveBy the end of the 12-month campaign, 80 percent (from 20%) of the LCEs in Region 12 can name the project components ofKALAHI-CIDSS:KKB.
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Positioning
Creating a specific image or market niche for the social product
KALAHI:CIDSS“Atin ito”, “Kaisa tayo”
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Developing Messages
Art - for aesthetic appeal
Science- based on scientific principles and accurate data.
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Message and Materials Development
Develop messages
Pretest with stakeholders and gatekeepers.
Revise and produce final materials
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
7 Cs for Effective Communication
1. Command a _ _ _ _ _ _ _ _t t e n t i o n
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
7 Cs for Effective Communication
2. Clarify message
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
7 Cs for Effective Communication
3. Communicate a b_ _ _ _ _ _e n e f i t
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
7 Cs for Effective Communication
4. Consistency counts
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
7 Cs for Effective Communication
5. Cater to the h_ _ _ and h _ _ _ _
e a de a r t
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
7 Cs for Effective Communication
6. Create t _ _ _ _r u s t
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
7 Cs for Effective Communication
7. Call to action
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
PretestingTest the potential e _ _ _ _ _ _ _ _ _ _ _ _ and a _ _ _ _ _ _ _ of preliminary versions of materials.
Learn how to improve the materials
Avoid costly errors by correcting them before final production and distribution
f f e c t i v e n e s s c c u r a c y
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Effective Communication Tools
internet
Publication and other print materials
Public service broadcasts and videosMedia relations
Spokespersons
Events
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Communication Support Materials Print Materials
Leaflets/flyers
Posters/ tarpaulin/ billboards
Transit media (tarpaulins mounted on moving vehicles)
Advocacy kits for key decision-makers, like Mayors and other elected officials, members of local health, etc.
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Communication Support Materials Broadcast materials (Radio and Cable TV)
PSAs (public service announcements)
Jingles
Plugs (30-seconder; 1-minuter)Radio drams, documentaries and magazine programs.
Radio/ TV interviews
Radio/ TV fora
Interviews of champions
Community media
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Communication Support Materials ICTs
SMS/ Texting
Web-based technologies (facebook, twitter, e-groups)
webstreaming
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Communication Support Materials Community Media
Folk media
Festivals (religious and cultural events that draw huge crowds
School plays
Settings in the community where communication materials may be displayed or aired for maximum exposure ( bus and other public transport terminals, public markets, supermarkets, town plaza, etc.)
Singing and beauty contest
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS
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