Communications Planning for Laguna

8/13/2019 Communications Planning for Laguna

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COMMUNICATIONS PLANNING


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What is Communication?

It is a process Ways to convey ideas

It in here that the ideas generated insession 1 will be incorporated as these are

the participants understanding andappreciation on what truly is theimportance of communication


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Elements of communication


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Sender and Receiver

Sender (Ang Nakikipag-usap) Receiver or Audience (Ang Kausap)

Sa pakikipag-usap, ang sender ay nagigingreceiver din dahil ang receiver ay nagiging

sender na rin. Ito ang daloy o cycle ofcommunication.


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What is CommunicationsPlanning?


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Is a written document that describes: what you want to accomplish in the program ways in which those objectives can be

accomplished to whom your program communications will be

addressed

how you will accomplish your objectives how you will measure the results of your

program (evaluation) Basically, this will be the output in this session


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Why is a Communications PlanNeeded?

To inform To build understanding or change

behavior To prevent misunderstandings To present a point of view

To lower barriers between groups andindividuals


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The Process of Drafting aCommunications Plan


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Communication Goals

Purpose: To articulate your intendedaccomplishments in ways that can be

measured.

Effective communication can be crucial to

the success and sustainability of yourMDRRM program by setting appropriateand measurable strategic communication

goals.


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Communication Goals

Support MDRRM program objectives

Help sustain the program Promote systems change


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SMART Goals

Specific Measurable

Attainable Realistic Time-bound


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Set Communication Goals that:

Seek to engage, raise awareness, and

ultimatelychange behavior. Persuade others to take action on your

behalf

Are realistic Can be measured


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Workshop

List down desired communication goalsbased on community-based risk

assessment Prioritize goals


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After prioritizing the goals, transferto the worksheet

What are your

Communication

Goals?

Audience Analysis What are the

messages?

What are the

Channels?Who is your

Target Audience?

What do you

want them to do

to achieve the

goal?

What prevents

your audience

from achieving

the goal?

Goal 1 Audience 1

Audience 2

Audience 3

Audience 4

Goal 2 Audience 1

Audience 2

Audience 3

Audience 4

Goal 3 Audience 1

Audience 2

Audience 3

Audience 4

,


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Identifying the Target Audience


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Audience Identification

Purpose: To identify all potentialintendedsometimes called target

audience segments for eachcommunication goal; to prioritize thoseaudiences and learn as much as possible

about them.


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Audience Identification

List down intended audience per goal Segment audience

Prioritize segmented audience Learn more about intended audience


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WORKSHOP

Listing the Intended Audience accordingto Goals

What are your

Communication Goals?

Audience Analysis What are the messages? What are the Channels?

Who is your Target

Audience?

What do you want them

to do to achieve the

goal?

What prevents your

audience from achieving

the goal?

Goal 1 Audience 1

Audience 2

Audience 3

Audience 4

Goal 2 Audience 1

Audience 2

Audience 3

Audience 4

Goal 3 Audience 1

Audience 2

Audience 3

Audience 4

,


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Audience Segmentation

To create the most effective communicationstrategy, segment your broader intendedaudience into subgroups based on their

needs and valuesex: Residents living near rivers

Residents living near volcanoes (permanentdanger

zone)

Indigenous people


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Prioritize Audience Segments

To help in this process, ask yourself:

Which segment is most likely to give the

support you need? Who needs to be reached first?


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Knowing your Intended

AudienceOnce youve identified and prioritized your

intended audience segments, learn as

much as you can about their values, theirbeliefs and their goals.

What sources of information do theytrust?

Are they aware of your programs work,Are they supportive of it? What parts of your goals for sustainability

align with their concerns?


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Barriers to Communication

Discuss and list down:

What prevents your audience fromachieving the identifiedcommunication goals?


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WORKSHOP

Fill-out the rest of the information in theworksheet

What are your



Who is your Target

Audience?



goal?

What prevents your


the goal?

Goal 1 Audience 1

Audience 2

Audience 3

Audience 4

Goal 2 Audience 1

Audience 2

Audience 3

Audience 4

Goal 3 Audience 1

Audience 2

Audience 3

Audience 4

,


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Creating the Messages


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Creating the Messages

Purpose: To develop effective messagesfor your intended audiences and compel

them to think, feel, or act in ways thatsupport your communication goals.


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Effective Messages

Convey the relevance of the MDRRM totheir beliefs and values.

Show the urgency of the program byrelating it to the their needs. Put a face on the issue or program.

Motivate them to think, feel, and act. Use language that is as free of technical,scientific, or bureaucratic jargon aspossible.

Make complete sense to them.


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Types of Messages Awareness Messages

Why talk about the disaster? What are these disasters? What are the causes of these disasters? What are the damages that these disasters can cause?

How can I protect myself? Where can I get more information? Who should I

contact?

How can I get involved?

Action Messages What should I do before/during/after a disaster?

Source: Talking About Disaster: Guide for Standard Messages. Washington, D.C., 2007


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Examples: Awareness Messages

Fiction: Landslides are caused by humanactivities such as logging, road construction,and farming on steep slopes.Facts:Although human activities may causelandslides on unstable slopes, most landslidesare caused by natural forces or events, such asheavy rain and snowmelt, earthquake shaking,volcanic eruptions, and gravity.

Fiction: Landslides are caused by the earthcollapsing into a hole or a void.Facts: Landslides exhibit vertical andhorizontal movement down a slope, and most


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Analysis of the examples

Who is the intended audience? What are the desired effects?

What will be the barriers to achieving thedesired effects?

How will you improve the messages?


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WORKSHOP

Craft the message according to the IntendedAudience

What are your



Who is your Target

Audience?



goal?

What prevents your


the goal?

Goal 1 Audience 1

Audience 2

Audience 3

Audience 4

Goal 2 Audience 1

Audience 2

Audience 3

Audience 4

Goal 3 Audience 1

Audience 2

Audience 3

Audience 4

,


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Identifying Channels


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Identifying Channels

Purpose: To identify the most appropriateavenues for delivering your messages toyour intended audiences.

Determining the most effective way(s) to reachyour intended audiences means going back tothe work you did. Refresh your memory: What sources of information do they trust?

Who or what might compel them to take the desiredaction on your behalf?

How would they prefer to get your information?

How and where do your intended audiences spend time?To what civic associations, faithbased groups, or other

organizations do they belong?


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Other Considerations

Appropriate for your goals and intendedaudiences.

Delivered to your intended audiences in atimely manner.

Aligned with your budget and resources.

Tailored to your intended audiencesoverall perceptions on the program


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Channels

1.Mass media2.Community channels

3.Interpersonal communicationa) One-to-one communication

b) Group communication


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WORKSHOP

Identify the channels according to the audience &message

What are your



Who is your Target

Audience?



goal?

What prevents your


the goal?

Goal 1 Audience 1

Audience 2

Audience 3

Audience 4

Goal 2 Audience 1

Audience 2

Audience 3

Audience 4

Goal 3 Audience 1

Audience 2

Audience 3

Audience 4

,


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Monitoring, Evaluating andRevising the CommunicationsPlan


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Monitoring, Evaluation andRevision

Purpose: To determine if the plan ismeeting your communication goals and, if

not, to make appropriate and timelymodifications to ensure success.


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Evaluate the effectiveness of yourcommunication plan

Determine which messages are (and are not)resonating with your intended audiences.

Identify the channels, materials, activities,and partnerships that are (and are not)helping you to reach and engage yourintended audiences.

Identify obstacles that you had notanticipated. Identify any NEW intended audiences you

had not recognized when starting this

planning process.

A d d t


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And now you are ready toaccomplish the format

Take your time

Enjoy

Good luck

Documents

Communications Planning for Laguna