Module 3 Engagement techniques 3c Strategic communications 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 stakeholders? 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 considered… 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 information? 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… First... Discuss with participants why it is important for them to participate Choose appropriate channels... to reach the target audience 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 connections?... 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 discussion 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 behaviour 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 previously. 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?