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This was a communication stragegy we ( Sachin and I) developed in the past to address a external communication on Ganga River Basin Management plant that involved many stakeholdres including the academia, community, government and service providers.
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Communication Strategy – GRBMP
GRBMP objective
Clean & Pure Flows Continuous & Un-PollutedAdequate space for various river functions Function as an ecological entity
Ganga
Our understanding
Communication strategy is a way to ensure that communication efforts help
achieve the project’s goals & that
they are coordinated and effective.
Process we propose to follow
Identify and analyse audiences
Define communication objectives
Decide on the messages to convey to our audiences
Select the channels to use
Create a communication work plan
Evaluate our communication activities
Identifying and analyzing major Stakeholders
• Understanding Stakeholder's Current Situation
• Take the audience’s current
knowledge
attitudes
practice
need
into account.
Communication objective for each stakeholder
• will be in accordance with project objective
• Objective - to gain faith and trust of stakeholders about the project.
Communication objective will achieve
Knowledge
Attitude
Practice
Change in of the stakeholders.
How?
Desired change in:
Knowledge They should be informed about project activities in their town/ village/ city
Attitudes They should be ready to support the project activities in their area
Practice They will adopt processes which will be less harmful to the river and act responsible towards the water source ( catchment/ ponds etc ) fed by river Ganges. Overall more aware of environment ,steps taken towards long term benefit and not short term
Link Project objective to stakeholder interest and needs
&
Find ways to relate these two
Relating project objectives to stakeholder needs
Communication Objective
Project objective Stakeholder’s interests and needs
Formulating the objective
This will help to:
• focus on communication activities, to design messages and choose the right communication channels; and
• monitor and evaluate activities.
Make your objective...
Specific
Measurable
Appropriate
Realistic
Time-bound
Converting objective to message
Think of the basic messages you want to convey.
• messages should address the stakeholder’s interests and attract their attention
• should be kept simple.
Examples of key messages
• Swacha Gram , Nirmal Gram
• Clean river- healthy family
• Clean water , prosperous farms
Communication channels
• Broadcast ( TV, radio, traditional announcement systems
• Outdoor activities, Entertainment ( theater, documentaries etc),
• Internet• one on one meetings / workshops etc• Local civil society agencies, Government offices• Gram Sabha meeting, Gram Panchayats meeting
, Municipality council meetings.• Posters , banners • Schools, education institutions
Internet impact
(6 months)
2000 page views
withing a month of
publishing
1028 views
Video -132 views
Communication Work Plan
• A plan with execution dates
• Physical targets to be achieved
• Financial budgeting for activities
• Manpower allocation of activities etc
Case Study
• FAO
• AADHAR (UIDAI)
Thank You!
Emerging forms in rural India
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