Voices with purpose: a manual on communication strategies for development and social change. Participant's module
Windhoek:
Friedrich-Ebert-Stiftung (FES); Universidad del Norte
(2019), vii, 64 pp.
ISBN 978-99945-77-54-5
CC BY-NC-SA
Other Editions: also published in French, Portuguese and Spanish
"This module presents a step-by-step process that will enable members of organisations, or campaigns, interested in improving their visibility and impact, to formulate effective communication strategies for social and behavioural change Chapter One includes elements that help situate the design of the communication strategy within the context of each organisation; including its policies, practices and areas of work. Chapter Two and Three consider the theoretical foundations, paradigms and communication planning models. Chapter Four gives a summary of the different communication strategies and Chapter Five gives an outline of formative research. Chapter Six guides participants, step-by-step, through the design of a communication strategy. Throughout this chapter, participants are introduced to practical worksheets that help synthesise and apply key concepts in each step of the strategy design process. Additionally, references to different components of the Conceptual Module are made, including examples and case studies, which can help participants make decisions at each step of the process." (Overview, p.vii)
Contents
1 Current situation of organisation, 1
2 Conceptual and theoretical foundations, 3
3 Communication models, paradigms and planning modles, 6
4 Communication strategies, 11
5 Research, 15
6 Designing a communication strategy, step-by-step
STEP 1: Situational analysis/ understanding the situation, 17
STEP 2: Formulation of the communication strategy, 22
STEP 3: Creation of effective communication materials and activities, 28
STEP 4: Implementation and monitoring, 31
STEP 5: Evaluation and replanning, 33
Worksheets, 36
ANNEX 1: Example: Formative research gaps and how to fill them, 58
ANNEX 2: Theoretical basis of socio-ecological model for change, 59
ANNEX 3: Example: Creative brief for client management materials, 61
ANNEX 4: Monitoring and evaluation indicators and targets, 63
ANNEX 5: Example: Quantitative and qualitative indicators, methods, and monitoring and evaluation tools, 64
2 Conceptual and theoretical foundations, 3
3 Communication models, paradigms and planning modles, 6
4 Communication strategies, 11
5 Research, 15
6 Designing a communication strategy, step-by-step
STEP 1: Situational analysis/ understanding the situation, 17
STEP 2: Formulation of the communication strategy, 22
STEP 3: Creation of effective communication materials and activities, 28
STEP 4: Implementation and monitoring, 31
STEP 5: Evaluation and replanning, 33
Worksheets, 36
ANNEX 1: Example: Formative research gaps and how to fill them, 58
ANNEX 2: Theoretical basis of socio-ecological model for change, 59
ANNEX 3: Example: Creative brief for client management materials, 61
ANNEX 4: Monitoring and evaluation indicators and targets, 63
ANNEX 5: Example: Quantitative and qualitative indicators, methods, and monitoring and evaluation tools, 64
