World Bank InstituteCaby Verzosa

Decisions, Action, Results (DARE) Programme

The Basics of Strategic Communication

The Basics ofStrategic Communication

Part 1. What is strategic communication?Part 2. What can strategic communication do for programs and policy reforms?Part 3. “What’s in it for me?” (WIIFM?)

Learning Objectives

By the end of this session, you will be able to:

• Describe key principles of Strategic Communication• Apply five management decisions that frame an

effective communication strategy

Part 1. What is strategic communication?

Strategic Communication is the development of programs designed to influence the voluntary behavior of stakeholders/target audiences to achieve management objectives.

Communication: the process by which people use messages (symbols) to create and transmit meaning to other people.

Observing Judging Acting

Observing Judging Acting

How can I communicat

e more effectively?

By listening carefully.

LISTENING is critical

CHANNELSMESSAGE

BEHAVIOR

EVALUATION

OBJECTIVES

AUDIENCE

ELEMENTS OF STRATEGIC

COMMUNICATION

Influence the voluntary behavior of target audiences to achieve management objectives

How we communicate.

How we improve.

Strategic Communication Plan1. Objectives

2. Audience(s)

3. Behavior(s)

4. Messages

5. Channels

6. Evaluation Design

CHANNELSMESSAGE

BEHAVIOR

EVALUATION

OBJECTIVES

AUDIENCE

How do I make all

these decisions?

Listen

Plan

Test

Execute

ConversationsObservationIn-depth interviewsPolling

Objectives, Audiences,Behavior, Messages, Channels, Evaluation.

Try it outPrototypingPilot Tests

ReactionsProcess EvaluationImpact Evaluation

CHANNELSMESSAGE

BEHAVIOR

EVALUATION

OBJECTIVESAUDIENCE

Strategic Communication Strategic Communication

Elements

CHANNELSMESSAGE

BEHAVIOR

EVALUATION

OBJECTIVES

AUDIENCE

Process

Listen

Plan

Test

Execute

CHANNELSMESSAGE

BEHAVIOR

EVALUATION

OBJECTIVESAUDIENCE

Communication Management DecisionsManagement Objective:

AUDIENCE BEHAVIOR MESSAGE CHANNELS EVALUATIONTake-away Message

Supporting Data

All MESSAGES are about……….. Behavior

Stated ImpliedPlease complete this form.

Your boss is coming.

Did you know it is raining?

The gov’t policy is to do it first, but a lot of folks don’t do it at all.

All MESSAGES are delivered through channels

2. I think I have found a solution for you.

1. This is what you need to do.

Part 2. What can strategic communication do for programs and policy reforms?

Hmmm…

What can strategic communication do for programs, policy reforms?

What Can Strategic Communication Do? list• Reveal clients’ perceptions• Reveal political, social and

cultural realities• Disseminate new

information• Correct rumors• Reframe a problem• Teach skills• Build consensus and reach

durable agreements among stakeholders

• Activate constituencies• Increase use of a new

service• Foster compliance with

new laws or procedures• Engage stakeholders• Create social ownership• Generate broad-based

public support

PlenaryIn what ways were you surprised as you thought about what strategic communication can do?

What new items did you add to the list?

Part 3. What’s in it for me?

(WIIFM?)

What helps a person adopt a behavior?• Is knowledge enough?• Does fear work?

Benefits People Care About

• Recognition• Pleasure• Health• Vitality• Saving money• Independence• Control• Achievement

• Adventure• Security• Positive self-image• Social acceptance• Comfort• Freedom• Peace of mind• Laughter

OUR benefitmay not be

THEIR benefit

Linking your message to what audience members want

• If you give the baby the breast within the first hour of life…

….you ___________• If you approve this policy….

….you ___________

Applying 3 powerful behavioral determinants

1. If I do the behavior, I get something I want

Perceived consequences

2. I can do the behavior without much effort

Skills, self-efficacy, lower barriers

3. Other people, whose opinions matter to me, think I should do the behavior

Perceived social norms

= FUN!

= EASY!

= POPULAR!

Your messages will…

• Maximize the benefits that people care about

• Minimize the barriers that they struggle with

Barriers

Benefits

What are the key features of communication that works?

• Tailored strategies to target audiences• Promoted specific behavior• Delivered clear message or offering • Addressed benefits - WIIFM - or barriers that

mattered• Integrated strategic communication with other

interventions