communication need assessment for ministry of rural development
TRANSCRIPT
7/29/2019 Communication Need Assessment for Ministry of Rural Development
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Statement of Purpose
Why create this technical assessment?
To create adequate awareness generation among the beneficiaries, grass root implementers of programmes regarding entitlements under each of the programmes and also the processes
involved in getting these benefits so that there is adequate and proper articulation of demand
and efficient delivery of services. Additionally, sensitize the policy makers, implementing
agencies and other stakeholders, tax payers, opinion makers, NGOs, CSOs, PRIs, Banks and
other financial institutions about the aims and objectives of the Ministry and its programmes.
Business Need of Communication
What is the Need for this Communication?
The ministry of Rural Development wants a develop a comprehensive communication strategyso as to inform and educate the rural population about the schemes and programmes of the
Ministry of Rural Development, which can help the poor to obtain the maximum benefits of
these schemes. Also create awareness among other stake holders to ensure proper planning,
implementation and monitoring of these programmes and schemes.
Audience:
Who is the Audience? Internal or External? Multiple Audiences?
Primarily the audience is External and of multiple types, each target audience needs to be
targeted differently.
Primary Audience: o Beneficiaries and Prospective Beneficiaries of Schemes like MNEREGA, PURA,
NREGS, NRHM, SSA, BRGF, Mid-day Meal Scheme, R.G.Rural Drinking Water
Supply Scheme, ICDS, PMGSY, IAY, RKVY, NSAP, CAPART, PMRDFs, Bharat
Nirman, SGSY, NRLM, Diksha etc...
Secondary Audience:
o Govt. Departments and Bodies involved in implementing and monitoring the
programmes
o NGO’s involved at grass root level involved with these programmes,
o Policy Planners
o
Funding and Development Agencies Tertiary Audience:
o Media, Social Scientists and Subject Experts
How large is the Target Audience?
Primary audience: large in number and are concentrated in rural areas of the country.
(All Rural Audience in all States and regions of the country). 70 % of India’s population
lives in Rural Areas.
7/29/2019 Communication Need Assessment for Ministry of Rural Development
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Secondary Audience: medium with thousands of people working in rural development
sector, policy, planning, development and monitoring.
Tertiary Audience: small and is segmented at key centres, organisations and
institutions.
What is expertise of Target audience regarding the subject matter? Primary audience: The Rural Audience, for whom the programmes have been designed,
have no formal and professional expertise in the subject matter of rural development
sector.
Secondary Audience & Tertiary Audience: The Policy Planners, Govt institutions and
bodies involved in implementation and monitoring, NGO’s, Social Scientists and Subject
Experts, Funding and development Agencies have varied skill and level of expertise
pertaining to the subject of rural development.
Situation
What is the Context or environment the audience will receive the communication?
Primary audience: Since the primary audience is large, varied, multi-lingual, multi-
cultural, with no or limited formal education and lives in rural and backward area with
little or confined scope of communication medium. Therefore unique set of
communication methods and channels are required like AV film presentation, Radio
Messages, TV promotion, Postal Media Posters, Pamphlets, Leaflets, Direct interactive
sessions organised through NGO’s, Loud Speaker Rounds, SMS and Recorded Messages
Via Mobile Phones, Traditional Media like street play, puppet show, magic etc.
Secondary Audience: Written Through Newsletters, Handbooks, Web based informationand forums, Workshops and training programs and Self learning module.
Tertiary Audience: Advocacy, Web based information sharing.
Geographic location? One or Multiple languages?
Primary audience: Huge Geographic Location to be covered, With Multi-Lingual support
to all types of communication media.
Secondary Audience: Large geographical area to be covered but information can be
shared easily if database of the stakeholders can be created. Primary language of
communication would be English and Hindi with some Multi-Lingual support as
required.
Tertiary Audience: Concentrated and English.
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Other physical limitations or special needs?
Primary audience: Mostly to be uneducated or with limited formal education would be
difficult to communicate with them using written form. Forms of oral communication
must be preferred.
Secondary Audience: None
Tertiary Audience: None
Is the audience likely to be resistant?
Primary audience: No, (Accepting)
Secondary Audience: No, (Cooperative)
Tertiary Audience: No, (Cooperative)
Will the audience require special equipment or software to receive the message?
Primary audience: Most Likely through Audio-Visual Equipments, V-sat Communication
Platforms, etc., Locally Organised Theatre and performance groups for road-shows.
Secondary Audience: Training Modules, Manuals, Flip Charts, Web Access.
Tertiary Audience: No
Goals of Communication
What results do you expect the technical communication to deliver?
Primary audience: Accepting and enrolling them-selves for receiving entitlements as
provisioned through various programmes of the Ministry of Rural Development.
Secondary Audience: Channelize energies towards better coordination, planning,
implementation and monitoring.
Tertiary Audience: To create favourable opinion of the Ministry’s Programmes.
What new skill, actions or behaviour are you trying to elicit in the audience?
Primary audience: Enrolment in MoRD Programmes.
Secondary Audience: Better Management of MoRD Programmes. Tertiary Audience: Create Positive Attitude for MoRD Programmes.
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Requirements
Are there any special requirements for technical communication?
Primary audience: No.
Secondary Audience: No.
Tertiary Audience: No.
What type of communication is most suitable? (Print, electronic, web, other)
Primary audience: Radio Jingle Messages, TV Promos, Traditional Media like Folk
Theatre and street shows, Mobile SMS and Recorded Message Playback. Audio Visual
Documentary Film Presentation. Loud Speaker Messages.
Secondary Audience: News Letters, Handbooks, Manuals, Posters, Pamphlets, Leaflets,
Workshops and Training Modules. Web based information portals.
Tertiary Audience: Web based information portals, advocacy
What type of material would be best? ( Help system, instructor’s guide, slides video
presentation)
Primary audience: Radio Jingle Messages, Street Performances and Folk Theatre, TV
promos
Secondary Audience: Training Modules, Workshops, News Letters
Tertiary Audience: Advocacy
Expertise of Writers/designers
Who will design and develop the communication?
PR Team will develop the Communication Strategy and Media Plan, The design work will be
given to Expert Teams for design the Print, Electronic and Web based strategy, The Written
Material will be designed by Subject Experts. Workshop and Training module will be designed in
collaboration with various agencies.
What is their level of expertise?
Subject Experts and Professionals will provide the requisite knowledge for a desired
communication media (channel).