Module 3
Engagement techniques
3c Strategic
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’.
What information?
What information needs to be shared with
1. Analyse information needs of the particular
stakeholders involved (results from
Stakeholder Analysis)
2. Analyse what the objectives of SP are
What affects communication?
Think of internal and external
factors that need to be
To ensure a two-way flow of
information consider...
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-toface or group communication.
Broad issues to 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
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?
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
Choose appropriate channels...
 to reach the target
 for the intended scope
(geographic area, content
or network)
Carefully design the message...
 so that it is understandable (language) and
cultural sensitive
 so that it is not distorted or disbelieved
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
Make use of networks to communicate!
What innovative ways have you
seen being used to make
The importance of networks
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
Source: World Bank
Dialogue! Dialogue!
Make sure the first audiences that are reached
disseminate information to their networks.
Create opportunities for 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
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
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
Source: GTZ
Use strategic comm. tools to:
 Encourage people to change damaging
 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
Has the communications strategy
accomplished what it was designed to do?
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.
Scenario: working session
Consider your SP objectives and the stakeholder analysis done
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?

SP Module 3c Strategic communications