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Thinking Creatively Thinking Creatively Communicating KALAHI- Communicating KALAHI- CIDSS CIDSS Rosa May de Guzman-Maitem Social Marketing Officer KALAHI-CIDSS Field Office 12

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Page 1: Values ito

Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Rosa May de Guzman-MaitemSocial Marketing Officer

KALAHI-CIDSS Field Office 12

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CommunicatingCommunicating KALAHI-CIDSS KALAHI-CIDSS

Articulate understanding of communicating KALAHI-CIDSS: KKB

Discuss the importance of effective communication in the KC: KKB project

Define Strategic communication using mass media; and

Identify practical tips for creative communications

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

KEY QUESTION

How best can we use communication to promote understanding and appreciation of KALAHI-CIDSS: KKB among key stakeholders?

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Developed by Johns Hopkins Center for Communication Programs and applied communication projects worldwide, the P Process is a useful approach for planning and carrying out communication activities systematically.

B. ProgramC. Audience

A.Analysis

D. Situation

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Strategic Communication is the key to making a difference in the lives of people in the communities. Strategic Communication, which includes information, education and communication for

behavior change and development, makes use of an expanding mass media, new technologies, and creative ideas in communication

to influence social behavior.

B. ProgramC. Audience

A.Analysis

D. Situation

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

What are the factors which cause a _ _ _ between the existing and desired behavior of the intended audience?

A. Problem Analysis gap

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Problem Identification Methods

O _ _ _ _ _ _ _ _ _ __ _ _ Survey Consultation with _ _ _ _ _ _ _ _ _ _ _ InterviewsGroup Discussions

Tests

Records, _ _ _ _ _ _ _

Work samples

A. Problem Analysis

b s e r v a t i o nKAP

s p e c i a l i s t s

r e p o r t s

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Know ThyselfB. Program Analysis

The process of identifying all possible program inputs, assessing strengths, weaknesses, _ _ _ _ _ _ _ _ _ _ _ _ _ and _ _ _ _ _ _ _ to the program, and preparing an action plan to strengthen program inputs from the start.

o p p o r t u n i t i e st h r e a t s

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Program Support ValuableB. Program Analysis

Policy/strategic direction

Financial Resources

Human resources and tools

Community _ _ _ _ _ _ _ _ _ _ _ _

Client attitude and actions

Management practices

Monitoring, Research, and Evaluation

M o b i l iz a t i o n

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Five Cs of Organizational AnalysisB. Program Analysis

1. C _ _ _ _ _ _ _ _ _

Does the organization have strong technical and management staff?

Does it have experience with similar activities?

Does it have a positive image and reputation for high-quality work?

o m p e t e n c e

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Five Cs of Organizational AnalysisB. Program Analysis

2. C _ _ _ _ _ _ _ _ _

Does the organization endorse and support the program?

Does it allocate substantive resources to communication efforts

o m m i t m e n t

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Five Cs of Organizational AnalysisB. Program Analysis

3. C _ _ _ _

Does the organization have contact and access among policy-makers and influential people?

Does it have political support for its work?

l o u t

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Five Cs of Organizational AnalysisB. Program Analysis

4. C _ _ _ _ _ _ _

Is the organization able to reach the various segments of stakeholders in different geographic areas, age, groups, ethnic groups?

o v e r a g e

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Five Cs of Organizational AnalysisB. Program Analysis

5. C _ _ _ _ _ _ _ _ _

How long has it been in operation?

Has it carried out similar projects effectively in the past?

Does it have an institutional base and resources for sustainability in the long run?

o n t i n u i t y

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Analysis of Communication ResourcesC. Situation Analysis Communication resources available

Who controls these resources

Policies governing access and use of resources

Technical services available

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Analysis of Communication ResourcesC. Situation Analysis

Radio stations

Cinema halls

Printed materials

Mobile units

Indigenous media

Drama groups

Meeting halls

StadiumsMarkets

Fairs and festivals

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Audience/ Stakeholder Analysis

Step into your audience shoes The process of reviewing all possible stakeholder _ _ _ _ _ _ _ _ within a population and selecting a _ _ _ _ _ _ _ which is currently most appropriate for an intervention.

D. Audience Analysis

segments segment

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Audience/ Stakeholder AnalysisD. Audience Analysis

How to understand Audience/ Stakeholders

Review of _ _ _ _ _ _ _ _ _ _

Socio- _ _ _ _ _ _ _ _ _ _ _ _ _ _ approaches

Focus group discussions

Sample surveys

Values and _ _ _ _ _ _ _ _ _ research

l i t e r a t u r ea n t h r o p o l o g i c a l

l i f e s t y l e

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Audience/ Stakeholder Analysis

Conventional Segmentation

A. genderB. income

1. SES

D. incomeE. education

C. Age F. urban-rural residence

2. Social Geographical Units

A. political unitsB. language groups

C. Ethnic groups

D. Audience Analysis

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Behavior

N _ _ _ _

V _ _ _ _ _ and _ _ _ _ _ _ _ _ _

Audience/ Stakeholder Analysis

Innovative Segmentation

D. Audience Analysis

eeds

l i f e s t y l e salues

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

A combination of m _ _ _ _ _ _, m _ _ _ _ _ _ _, and a _ _ _ _ _ _ _ _ _by which the planners seek to achieve the communication objectives

e t h o d se s s a g e s p p r o a c h e s

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Communication Approaches

A _ _ _ _ _ _

C _ _ _ _ _ _ _ _ _ _ _ _

S _ _ _ _ _

M _ _ _ _ _ _ _ _ _ _ _

dvocacy

o m m u n i c a t i o n

o c i a l

o b i l i z a t i o n

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

AdvocacyPersuading people to bring about a voluntary chance in judgment so that people will support a cause and adhere to a belief they may not have held before

Targets of advocacy

Decision-makers

Partners or allies

Media practitioners

adversaries

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

CommunicationBroad term that uses different channels (interpersonal, group, community, mass) to disseminate critically important information for stakeholders to be able to make informed decision

Task of communication

Facilitate

Mediate

Aim for consensus-building

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Social MobilizationBringing together all feasible allies to

engage people into action; implies wide-scale participator and takes into account political and popular motivations

Key activities of Soc Mob

Networking

Alliance-building

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Setting Objectives

Knowledge

Attitude

Practice

Change in:

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Levels of Objectives

Overall policy

Campaign

Communication

Activities

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Kinds of ObjectivesOutcome

Output

the product that comes out of a process

The net result of the output

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

What is a communication objective?A t_ _ _ _ which specifies the intended audience, the type of c_ _ _ _ _ that is expected, when and where the communication activity is to take place and, finally what criteria will be used to m_ _ _ _ _ _ degree of success.

a r g e t

h a n g e

e a s u r e

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Components of an Objective

A_ _ _ _ _ _ _ / S_ _ _ _ _ _ _ _ _ _

B _ _ _ _ _ _ _

C _ _ _ _ _ _ _ _

D _ _ _ _ _

t a k e h o l d e r

e h a v i o r

o n d i t i o n

e g r e e

u d i e n c e

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Characteristics of a Good ObjectiveS_ _ _ _ _ _ _M _ _ _ _ _ _ _ _ _A _ _ _ _ _ _ _ _ _R _ _ _ _ _ _ _ _T _ _ _ - _ _ _ _ _C_ _ _ _ _ _ _ _ _ _O_ _ _ _W_ _ _ _ _ _ _

p e c i f i ce a s u r a b l e

t t a i n a b l ee a l i s t i c

B o u n d

h a l l e n g i n gwnedo r k a b l e

ime

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Sample Objective

By the end of the campaign, 80 percent of the LCEs should be knowledgeable about KALAHI-CIDSS: KKB.

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Sample Objective

By the end of 2010, 80 percent of the LCEs in Region 12 can identify the processes of KALAHI-CIDSS: KKB

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Sample ObjectiveBy the end of the 12-month campaign, 80 percent (from 20%) of the LCEs in Region 12 can name the project components ofKALAHI-CIDSS:KKB.

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Positioning

Creating a specific image or market niche for the social product

KALAHI:CIDSS“Atin ito”, “Kaisa tayo”

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Developing Messages

Art - for aesthetic appeal

Science- based on scientific principles and accurate data.

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Message and Materials Development

Develop messages

Pretest with stakeholders and gatekeepers.

Revise and produce final materials

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

7 Cs for Effective Communication

1. Command a _ _ _ _ _ _ _ _t t e n t i o n

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

7 Cs for Effective Communication

2. Clarify message

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

7 Cs for Effective Communication

3. Communicate a b_ _ _ _ _ _e n e f i t

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

7 Cs for Effective Communication

4. Consistency counts

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

7 Cs for Effective Communication

5. Cater to the h_ _ _ and h _ _ _ _

e a de a r t

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

7 Cs for Effective Communication

6. Create t _ _ _ _r u s t

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

7 Cs for Effective Communication

7. Call to action

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

PretestingTest the potential e _ _ _ _ _ _ _ _ _ _ _ _ and a _ _ _ _ _ _ _ of preliminary versions of materials.

Learn how to improve the materials

Avoid costly errors by correcting them before final production and distribution

f f e c t i v e n e s s c c u r a c y

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Effective Communication Tools

internet

Publication and other print materials

Public service broadcasts and videosMedia relations

Spokespersons

Events

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Communication Support Materials Print Materials

Leaflets/flyers

Posters/ tarpaulin/ billboards

Transit media (tarpaulins mounted on moving vehicles)

Advocacy kits for key decision-makers, like Mayors and other elected officials, members of local health, etc.

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Communication Support Materials Broadcast materials (Radio and Cable TV)

PSAs (public service announcements)

Jingles

Plugs (30-seconder; 1-minuter)Radio drams, documentaries and magazine programs.

Radio/ TV interviews

Radio/ TV fora

Interviews of champions

Community media

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Communication Support Materials ICTs

SMS/ Texting

Web-based technologies (facebook, twitter, e-groups)

webstreaming

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS

Communication Support Materials Community Media

Folk media

Festivals (religious and cultural events that draw huge crowds

School plays

Settings in the community where communication materials may be displayed or aired for maximum exposure ( bus and other public transport terminals, public markets, supermarkets, town plaza, etc.)

Singing and beauty contest

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Thinking Creatively Thinking Creatively Communicating KALAHI-CIDSSCommunicating KALAHI-CIDSS