The P ProcessStrategic Design

Presentation Objectives

By the end of this presentation you should be able to:

• explain the second step of P Process;• describe the 5 key questions in

strategic communication design;• describe the characteristics of a good

communication objective;• develop SMART communication

objectives.

What is a Communication Design?

A communication design is a plan that explains how to achieve a communication goal.

It includes communication objectives, selected audiences, communication channels, key promises/benefits and the evaluation indicators.

5 key questions in developing a communication design

1. What is the purpose of the communication design?

• What is the new behaviour that you want your audience to move toward?

• Is the new behavior "instead of what" their current behavior is?

5 key questions in developing a communication design

2. Who is the primary audience in the communication design?

It is the individual or group(s) whose behaviour we want to influence with our campaign messages or materials. This is the target of our communication objective.

5 key questions in developing a communication design

3. What is the key benefit?

• Why should our audience change their behavior?

• What is the benefit for them?

• How does this help them?

4. What are the support points?

• Support points provide additional backing for the key benefit.

• They should answer the question "because..."

5 key questions in developing acommunication design

5 key questions in developing acommunication design

5. What is the desired action response?

• What do we want our audience to do? (We cannot forget to tell them this)

• The audience should feel like saying "Yes, I agree with that message and want to benefit, too! Now, what do I do?"

• The focus of health communication objectives is to communicate messages that will contribute to the desired behavior change.

•The objective should state exactly what you want the primary target audience to do in response to exposure to the communication campaign message or materials.

Setting Objectives

SSpecificpecific MMeasurableeasurable

AAppropriateppropriateRRealisticealistic

TTimeboundimebound

Strategic communication objectives should Strategic communication objectives should be be SMART!SMART!

What are characteristics of a good objective?

Example - Poor strategic objective

• Strategic objective – Increase the number of Ugandans who have access to safe water by 5% in one year.

Example - A better strategic objective

• Strategic objective - By year X, there is a clear and strong safe water policy, all districts have adequate equipment and supplies, workers are trained properly and all program units coordinate closely and practice teamwork.

In Summary

Every communication programme or intervention needs astrategic design. Follow these steps:• Establish communication objectives;• Set objectives that are Specific, Measurable, Appropriate, Realistic,

and Time-bound (SMART);• Select key audience segments and quantify the changes in

knowledge, attitudes, skills, behaviors, policies, or process changes expected within a specific time;

• Develop programme approaches & positioning; • Select a behavior change model upon which to base the programme;

 • Explicitly state the assumptions underlying the basic strategy and

approach;• Explain why and how the programme is expected to change health

behavior; • Position the programme clearly to benefit the audience; • Determine channels;

• Consider a coordinated, multimedia approach for a synergisticimpact. Where possible, achieve scale by including mass mediatied to community mobilization and interpersonal communicationamong family, friends, community, social networks, and serviceproviders;

• Draw up an implementation plan;• Develop a work schedule with regular benchmarks to monitor

progress;• Prepare a line-item budget;

Complete a management plan,including partners’ roles and responsibilities. Make sure all involved know what is expected;

• Develop a monitoring and evaluation plan;• Identify indicators and data sources to monitor program

implementation as well as audience reaction to it. • Select the study design to measure process outcomes and assess

impact.

In Summary