Communication Workshop

Developing a communication strategy

Communication strategy

• To get the message right, the target audience right, the channel right, and the timing right frequently, consistently, accurately and distinctively – needs a purpose, a plan, a strategy, and skills

Knowledge Translation Toolkit

Understanding communication

• It is a two-way process• Tools and channels must fit the message and

the audience• It is time- and skill-intensive work• There is no ‘one size fits all’ approach

What is a communication strategy?

• A cohesive plan...• To deliver specific information...• To a specific audience...• For a specific reason...• Within a limited timeframe...• With finite resources

Essential elements

1. Review2. Objective3. Audience4. Message5. Products

6. Channels7. Resources8. Timing9. Brand10.Feedback

Target audiences

• Policy makers• Parliamentarians• Health managers• Health care providers• Training institutions and trainers• Researchers and academia• Media• Civil society and non-government organisations• Families and communities

What are their information needs?

•The way people receive and absorb information is shaped by many factors– Personal preferences and habits– Literacy and education levels– Level of understanding of the issue– Degree of access to information

• Need to use a variety of formats– Policy briefs, systematic reviews, newspaper articles– Newsletters, brochures, emails, video clips

Communication channelsPoliticians, government

officialsProgram managers

• Face-to-face meetings• Policy and discussion forums• Policy briefs• Brochures• Executive summaries• Media• Public websites

• Dissemination workshops• Monthly/quarterly updates• Summary reports• Executive summaries• Audiovisual presentations

Communication channelsCivil society, NGOs,

associationsGeneral public

• Fact sheets• Brochures and other

handouts• Audiovisual presentations

• Magazines• Newspapers• Press releases• Radio• TV• Web-based media

Communication channelsAcademics, international agencies

and organisationsDonors and funders

• Peer-reviewed articles• Research databases• Oral and poster

presentations• CD-ROM• Web sites

• Full research reports• Audiovisual presentations

Communication strategy

• ‘Develop a communication strategy that will ensure government adoption of evidence-informed policies in its malaria control strategy by 2011’

Audience Primary: Ministry of HealthHas the most power to make the changes required

Secondary: Local communitiesMost affected by malaria and any national control policies

Issue knowledge 7/10 4/10

Strategy Need ‘targets’ that have a decent understanding of malaria and health systemsNeed to understand Ministry’s policy formulation process

Bias of design and delivery towards individuals most ‘influential’Recognise that some may be illiterate or have no access to media

Message Needs to emphasize the importance of health systems aspects of malaria control AND suggest solutions

Reducing malaria control into smaller ‘bites’ of education

Basket Staged approach: 1:3:5 pagers, policy briefs, meetings, newsletter

Posters, radio spots, meetings with community leaders

Audience Primary: Ministry of HealthHas the most power to make the changes required

Secondary: Local communitiesMost affected by malaria and any national control policies

Channels Personally hand out documentsMail hard and soft copiesUpload to websiteSend to email contacts

Marketplace buskersTown hall meetingsWaiting rooms at clinicsChurchesHealth clubs

Timing Change in Minister of Health in March Weekly women’s meetingsBimonthly vaccination days

Brand SimpleTwo colours onlyInclude logo

Feedback Were the right tools used to reach the right audience?Was the ultimate goal of policy influence achieved?Did the audiences understand the message?Did the communication work to change the national malaria policy?

Group work30 minutes

Audience Primary Secondary Tertiary

Knowledge

Strategy

Message

Basket

Channels

Resources

Timing

Brand

Feedback

Further reading

The knowledge Translation Toolkit provides a thorough overview of what knowledgetranslation is and how to use it to bridge the ‘know-do’ gap between research, policy, practice, and people. It presents the theories, tools, and strategies required to encourage and enable evidence-informed decision-making.

The Toolkit can be viewed online at http://www.idrc.ca/EN/Resources/Publications/Pages/IDRCBookDetails.aspx?PublicationID=851