Originallydevelopedby:TayshaConsulting,Ltd.incollaborationwithiMediaAssociates©2021 Page1of13
Best practices checklist
RADIOCONTENTANDPROGRAMDESIGN
Thissimpletoolisbasedoninternationalbestpracticesfordesigningandimplementing‘radiofordevelopment’.Thistermreferstoradiocontentandprogrammingthatisintendedtofacilitatelearning,socialandbehavioralchangeandemergency,riskandaccountabilitycommunication.
Thetoolisachecklisttoguideeffectiveprogramandcontentdesignandcanbeusedasananalyticalframeworkforassessment.
Whoshouldusethischecklist
- Radiostationmanagers/producers/editors/journalists/presenters(community/nationaletc.)andmediaproductioncompanies
- Community-basedorganisations(CBOs)/Civilsocietyorganisations(CSOs)/Governmentministries,departmentsandagencies(MDAs)/Non-governmentalorganisations(NGOs)/InternationalNGOs(INGOs)/UNagencies/Donorpartners–thoseinvolvedinmanaging,fundingordevelopingradioprogramsandcampaignsasastandaloneinterventionorasanactivityofalargerdevelopmentprogram
- MonitoringandEvaluation(M&E)teamsfordevelopmentprogramsthatincluderadiobroadcasts- CommunicationforDevelopment(C4D)andmediadevelopmentpractitioners
Howtousethischecklist
- Reviewthischecklistuponthecommencementofanyradioprogramdesign- Useitasaplanningtoolforradioprogramcontentandformatdesign- Adaptittoyourspecificprogrammaticneeds-additemstothechecklists- Useitasaframeworkforassessingaradioprogramorcampaignduringorafterimplementation
andtoinformfuturephases
Whyusethischecklist
- Toensurebestpracticeisappliedtothedesignofradiofordevelopmentprograms- Toincreasereach,effectiveness,efficiencyandimpactofradioprograms
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1. Objectives Makesuretheobjectivesare:
• Clearlystated• Measurable• Actionable• Realistic
Beforerollingoutaradioprogramdefinethefollowing:
• Theoverallpurposeoftheradioprogram
• Themainoutcomesorchangesthattheradioprogramisintendedtocontributeto
UseaTheoreticalFrameworkoraTheoryofChangetoguideradioprogramdesign:
• IsthereaTheoryofChangethatmapsouthowtheradioprogramwillachievethedesiredoutcomes?
• And/orhasaTheoreticalFrameworkbeendevelopedtoguidethedesignofthemediacomponentsincluding:- Definingcommunicationobjectives- Shapingformativeresearch- Selectingofradioprogramformats- Treatmentofcontent- Assessmentofoutcomes
CHECKLIST: Objectives
☐Objectivesareclearlystated,actionable,measurableandrealistic
☐Thepurposeoftheradioprogramisclearlystatedandunderstoodbytheproductionteam,includingpresenters,scriptwritersandotherstakeholders
☐ATheoryofChangeoraTheoreticalFrameworkhasbeenusedtoguidethedesignoftheradioprogram
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2. Target Audience Analysis Identifyandresearchthetargetaudience(s),theircharacteristicsandtheirmediaaccessandconsumptionbeforecontentcreationisstarted:
• Primary- Group/participantwhosechange
inlearning,participationand/orbehaviouristhemaindeterminantofsuccess
• Secondary- Peoplefromthesameculturaland
socialenvironmentasprimaryaudience,whosebehaviour,actionsandsupportgreatlyinfluencetheprimaryaudience.
• Tertiary- Havetheabilitytohelporhinder
theoutcomesandthebehaviourchangeoftheprimaryandsecondarygroups.
- Theyrepresentthewidersocialandculturalgroupandhavethecapabilitytocreateanenablingenvironmentforchange.
Determinewhattypeofresearchwillbeconductedtodefineandstudythetargetaudience:
• Reviewofexistingreports/data• Purchasedaudiencedata• Qualitativeinterviewsandfocus
groups• Flashrandomsurveys• Quantitativehouseholdsurveys• Etc.
Makesureyouknowyourtargetaudience:
• Whoarethey?- Age- Gender- Languagespoken–mostunderstoodforclear
messaging- Geographicallocation- Educationlevels
• Howdotheylistentotheradio?- Solar,batteryorelectricityradios- Online- Onmobilephone
• Whodotheylistentotheradiowith?
• Whendotheylistentotheradio?• Aretheydoingothertaskswhentheylistento
theradio(working,housework,childcare,drivingetc.)?
• Dotheyownaradioordotheysharearadio?
• Wheretotheylistentotheradio?
• Whatotherradioprogramsdotheylistento?
• Whodotheytrustforinformationonaparticularsubject?(health,emergencies,education,financialetc.)
• Howdotheynormallyreceiveinformationaboutyourradioprogramtopic?
CHECKLIST: Target Audience
☐Aresearchplantodefineandstudythetargetaudienceexistsandcomplieswithethicalguidelines
☐Thetargetaudiencecharacteristicsandmediaaccessandconsumptionpatternsandpreferencesareclearlyunderstood
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3. Formative research / assessments Formativeresearchisconductedtoinformtheradiocontentandprogramdesigntoestablish:
• existinglevelsofknowledge,attitudesandpracticesofthetargetaudiencerelatingtotheintendedoutcomesoftheradioprogram
• mainfactors,especiallybarriers,thatinfluencethetargetaudience’smotivationandabilitytolearn,participateand/orchangetheirbehaviour
• abaselinefromwhichtomeasuretheimpactoftheradioprogram
(Formativeresearchmaybedoneintandemwiththetargetaudienceanalysis/mediaconsumptionresearchinthesectionabove.)
Formativeresearchensuresradioprogramcontentis:
• Tailoredtotheaudience’sneedsandpriorities• Relevantandengagingforlisteners• Focusedongapsinknowledge,attitudesand
practices• Designedtofacilitatemeasurablechangein
outcomesrelatingtolearningandbehaviourchanges
• Scheduledtoensurethegreatestamountofreachandlistenership
Methods
• Secondarydata/documentreview• Knowledge,attitudes,practicesandbehaviour
(KAPB)surveywiththeprimarytargetaudience• Focusgroupdiscussions(withprimary,
secondaryandtertiaryaudiencegroups)• Participatorymethods(mapping,lifestoriesetc.)• Keyinformantinterviews(e.g.withhealth
workers,teachers,emergencyworkers)
CHECKLIST: Formative research
☐Thetargetaudienceisinvolvedintheformativeresearch–throughparticipatoryengagement–focusgroupdiscussions,listenergroups,semi-structuredinterviewsorothermeans
☐Adesk-based/literaturereviewofexistingreports,programs,evaluations,KAPstudies,isconducted
☐Keystakeholderinterviewsarecarriedout
☐Keyinformantinterviewsareconductedinvariouslocationstocapturegeographical/communitynuances
☐Measurable(SMART)indicatorsaredevelopedtoassesstheradioprogramanditseffects
☐Keycharacteristicsofthetargetaudiencearedocumentedtoinformtheformatandcontentdesign,schedulingandbrandingoftheradioprogram
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4. Format Selectthemostappropriateformatstouseintheradioprograms,which:
• Reflectbestpracticesintermsofstyleandpresentation,drawingontheoryandpracticee.g.talkshowsandcall-inshowsfordiscussionanddebate;dramaforrolemodelingbehaviouralchange;interactivelessonsforeducationalbroadcasts
• Takeintoconsiderationtheavailablebudget,timeline,productionexpertise,technicalcapacityetc.
Holdaplanning/orientationsessionwithstakeholders:
• Producers• Presenters/hosts• Journalists• Scriptwriters• RadioStationmanagement• Subjectmatterspecialists
Guidanceshouldinclude:
• Objectives• TargetAudiencemediapreferences• Creativebrief• Tipsforhosting,interviewingandscripting• Tipsforaudienceengagementandfeedback• Sampleaudiosofhighqualityprogrammes,if
available
CHECKLIST: Format
☐Bestpracticesarefollowedforformatselectionanddevelopment–drawingontheoryandgroundedinevidencefromaudienceresearch,testingetc.
☐Guidanceisprovidedtoparticipatingproducers,presenters,journalists,guestsandradiostations
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5. Content Keepinmindkeycriteriafordevelopingradioprogramcontent:
• Language- Isthelanguagesimpleandfreeof
technicaljargon?- Isthemostcommonlyspoken
language/dialectused(forthetargetaudience)?
- Isthelanguageeasytounderstand?
• Toneandpitch- Isthetoneandpitchofthe
contentappropriateforthetopic(example,comedicelementsmaynotconveytheseriousnessofatopic)
• Structure- Doesthestructureofthecontent
allowtheradioprogramtobefollowedeasilyandthekeymessagesclearlyheardandrepeated?
• Messenger- Arethepresenter/journalist/
andgueststrustedsourcesofinformationormessenger?
• Relevance- Arethereferences/features
relevanttothetargetaudience–forexample,doescontenttakeintoaccountgeographicalandculturalcontextsanddifferences?
Developguidancetoaccompanytheradioprogramforparticipatingstakeholders:
• Producers• Presenters/hosts• Journalists• Scriptwriters• RadioStationManagement• Invitedguests/experts
Guidanceshouldinclude:
• Summaryofresearch/Keymessages/curriculum
• Scripts,includingquestionstoaskonair• Glossaryofkeyterms• Notesaboutdispellingmisinformationor
prevalentrumors• Tipsforhosting,interviewingandscripting
CHECKLIST: Content
☐Theradioprogramusesthemainlanguages/dialectsspokenandunderstoodbythetargetaudience
☐Theradioprogramuseslanguage/terminologythatiseasytounderstand
☐Identifiedtrustedsources/guests/presenters/journalistsdeliver,discussandrecapkeycontent/messages
☐Guidanceisprovidedtoparticipatingproducers,presenters,journalists,guestsandradiostations
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6. Partnerships and communication Keystakeholdersandgroupsshouldbeconsultedduringradioprogramdevelopmenttoensure:
• Contentreflectsgovernmentpolicyandserviceavailability
• Buy-inandsupportfromgovernment,civilsocietyandlocal/communityorganizations
• Linkagesaremadewithrelevantgoodsandservicesandothersourcesofinformationandadvice
• Messagesareclearandappropriateandcomplementexistinginitiativeswiththesameobjectives
Workwithrelevantstakeholderstogainon-goingsupportandinputstoprogramdesignandcontent:
• Participatingradiostations• Mediaorganizations• Governmentdepartmentsandagencies• Non-governmentalandcommunitybased
organizations• Localdecision-makers/authorities• Traditionalleaders• Subjectmatterspecialists/technicalexperts• Existinglistenergroups/audiencepanels
Methods
• Highlevelmeetings/advisorypanels• StakeholderInterviews• Communitymeetings• Pressbriefings• Policyreviews• Servicemapping• Feedbackandsharingmechanismse.g.
WhatsAppgroups
CHECKLIST: Partnerships
☐Consultationsareconductedwithkeystakeholderspriortoandduringprogramrollout
☐Existingandnewlistenergroupshaveopportunitiestomakeinputsintotheradioprogramcontent
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7. Listener engagement Listenersareencouragedandfeelwillingtoengagewiththeinteractiveelementsofaradioprogram:
• Digitalandsocialmediachannelsandplatformsareavailableforlistenerstoaccesse.g.SMS/WhatsApp/Facebookpage/Twitter/Stationorprogramwebsite
• Listenercall-insegmentsareplannedforprograms
• Listenersarerequestedtosendintheirmessagesandquestionswhentheprogramisbothonandoff-air
• FormalListenerGroupsorfanclubsaresetupandregularlyconvenedandconsulted
Keyconsiderations:
• Presenters/hosts/producersencourageandfacilitatelistenerengagementonandoff-air
• Contactnumbers,websiteandFacebookpagesarepublicizedclearlyandfrequently
• Securityaroundsharinginformation/datasafeguardingpoliciesisobserved
• Anonymity/privacyneedsofaudiencemembersarerespected
Listenerengagementallowsfor:
• Responsiveradioprogramming- Contentandmessagingcanbetailored,adjusted
andexpandedtoaddressspecificneedsandconcernsoftheaudience
- Formatscanbetweakedinlinewithaudiencelikesanddislikes
- Allowsforassessmentofaudiences’understandingofcontent
- Allowsforrumours,misinformation,andfakenewstoberebuttedquicklyandaccurately
• Opportunitiesforlocalvoicestobeheardandacknowledged
• Opportunitiestodirectlyholddecision-makersaccountable
• Improvedmonitoringandevaluationincludingdatacollatedfromlistenerfeedbackanddigitalandsocialmediaanalytics
CHECKLIST: Listener engagement
☐Theradioprogramcreatesopportunitiesforlistenerstoactivelyengagewiththeprogramanditscontent
☐Scriptsforradioprogramstakeintoaccounttheneedtoencouragelistenerengagement
☐Therearemechanismstocaptureengagementandfeedbacktoadjustradioprogramcontentforfuturebroadcasts,andfeedintomonitoringandevaluationreports
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8. Pre-testing Pre-testingoftheradioprogram(fullepisode(s)ifpossible),itsbranding,scheduling/timingaswellasitscontentandformat:
• Mainparticipantgroupsinmorethanonelocationlistentoapilotprogramandprovidefeedback
• Keystakeholdersaregivenanopportunitytolistentotheradioprogramandprovidefeedback
• Feedbackisincorporatedintotheradioprogrampriortoitsinitialbroadcast
• Additionalaspectsoftheprogramsuchasscheduling,branding,thememusicetc.aresharedduringpre-testandfeedbackisgatheredandincorporated
Pre-testingofradioprogramspriortobroadcasting:
• Increasestheimpactbyensuringthatthecontentisclear,easytounderstand,receivedwell,engagingandaddressestheconcernsofthemainparticipantgroup
• Providesvalue-for-moneybyallowingforadjustmentspriortotheinvestmentinmultiplebroadcasts
• Helpsreducethelistener“drop-out”ratebyensuringthecontentisappropriateandengaging
Methods• Focusgroupdiscussionswithaudioplayback• Communitymeetingwithliveairing• Individualcontentexpertreview• Broadcasterprogramreview
CHECKLIST: Pre-testing
☐Apilotepisodeoftheradioprogram(oratleasttheconcept)ispre-testedwiththemainaudience/listenergroupspriortobroadcasting
☐Apilotepisodeoftheradioprogram(oratleasttheconcept)ispre-testedwithkeystakeholderspriortobroadcasting
☐Feedbackfrompre-testingisdocumentedandincorporatedwhereappropriatepriortotheinitialbroadcastingoftheprogram
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9. Incorporation of audience feedback Audiencefeedbackonceprogrammingison-air:
• Mechanismsareputinplacetocaptureon-goingaudiencefeedback
• Mechanismsareputinplacetoallowforresponsiveprogramming(seelistenerengagementsection)
Theincorporationofaudiencefeedbackintoradioprogrammingsupports:
• Increasedimpactbyensuringthatthecontentisclear,easytounderstand,receivedwell,engagingandaddressestheconcernsofthemaintargetaudience(s)
• Reducedlistener“drop-out”ratebyensuringthecontentisappropriateandengaging
• Rapidadjustmentstocontentandformatinlinewithchangesincontext,especiallyinemergencysettings
CHECKLIST: Incorporation of audience feedback
☐Audiencefeedbackiscollectedregularlytocreateresponsiveprogramming
☐Mechanismsareinplacetocollect,reviewandcollateaudiencefeedback
☐Feedbackisregularlyreviewedandincorporatedintoradioprogramcontent
☐Theinitialbudgetisdesignedtoincludeeditsandchangesbasedonregularfeedback
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10. Monitoring and evaluation Amonitoringandevaluation(M&E)frameworkisdesignedpriortobroadcast:
• Monitoring:Programmingisassessedattheoutputlevel(e.g.quantityandqualityofepisodesproducedandaired,numberoflistenersreached,quantityandqualityoflistenerengagement)toensurethatithasbeeneffectivelyimplemented.
• Monitoringcanbeusedtoidentifybestpracticeandlessonsforfutureprogrammingandtofacilitateongoingadaptiveprogramming.
• Evaluation:thisseekstoassesswhetherdesired/intendedlearning,accountabilityand/orbehavioraloutcomeshavebeenachieved,andmayalsoexploresunintendedandnegativeoutcomes
ArigorouslydesignedM&Eframeworkshould(ideally):
• RelatetomainTheoryofChange/theoreticalframeworkandoverallprogramobjectives
• Clearlydefineoutcomesandoutputs• Containasetofindicatorswithmilestonesand
targetstobeachieved,againstbaselinedatawhereappropriate
• Outlinethemethodsandtoolstobeusedtocollectandverifydata,andthesourcesofdata
• Ensuretheradioprogram’simpact/contributiontochangecanbemeasuredandassessed
• Gobeyondanecdotalevidencetoexamineactualreach,listenerengagement,effectivenessandimpact
CHECKLIST: M&E
☐TheM&Eframeworkisestablishedpriortotheradioprogram’sbroadcast
☐TheM&EframeworkrelatestotheoverallTheoryofChangeandtheoreticalframework
☐TheM&Eframeworkincludesabaselineandmilestonesagainstwhichtomeasureprogress
☐IndicatorsareSMART(especiallyforquantitativeindicators)
☐Indicatorsprovideinsightfulinformationtoassesstheradioprogram’simpactandcontributiontolearningandbehaviorchangeoutcomes
☐TheinitialbudgetincludesfundsallocatedtoregularM&E
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CHECKLIST: Radio Program Design
1. Objectives
☐Objectivesareclearlystated,measurableandrealistic
☐Thepurposeoftheradioprogramisclearlystatedandunderstoodbytheproductionteam,includingpresenters
☐ATheoryofChangeoraTheoreticalFrameworkhasbeenusedtoguidethedesignoftheradioprogram
2. Target Audience Analysis
☐Aresearchplanexiststodefineandanalysethetargetaudiencewhichcomplieswith
☐Thetargetaudienceanditscharacteristicsareclearlydefined
3. Formative research
☐Thetargetaudienceisinvolvedintheformativeresearch–throughparticipatoryengagement–focusgroupdiscussions,listenergroups,semi-structuredinterviewsorothermeans
☐Adesk-based/literaturereviewofexistingreports,programs,evaluations,KAPstudies,isconducted
☐Keystakeholderinterviewsarecarriedout
☐Keyinformantinterviewsareconductedinvariouslocationstocapturegeographical/communitynuances
☐Measurable(SMART)indicatorsaredevelopedtomeasuretheimpactoftheradioprogram
☐Keyaspectsaboutthetargetaudiencearedocumentedtoinformtheformatandcontentdesign,schedulingandbrandingtheradioprogram
4. Format
☐Bestpracticesarefollowedforformatselectionanddevelopment–drawingontheoryandgroundedinevidencefromaudienceresearch,testingetc.
☐Guidanceisprovidedtostakeholdersresponsibleforproduction
5. Content
☐Theradioprogramuseseasytounderstandlanguageandterminology
☐Theradioprogramusestheappropriatelanguage/dialectforthetargetaudience
☐Identifiedtrustedmessengers/guests/presenters/journalistsdeliverkeymessagestothetargetaudience
☐Guidanceisprovidedtoparticipatingproducers,presenters,journalists,guestsandradiostations
6. Partnerships and communication
☐Theradioprogramisdevelopedinpartnershipwithkeystakeholders
☐Listenershaveopportunitiestomakeinputsintotheradioprogramcontent
7. Listener engagement
☐Theradioprogramcreatesopportunitiesforlistenerstoactivelyengagewiththeprogramanditscontent
☐Scriptsforradioprogramstakeintoaccounttheneedtoencouragelistenerengagement
☐Therearemechanismstocaptureengagementandfeedbacktoadjustradioprogramcontentforfuturebroadcasts
8. Pre-testing
☐Thefullradioprogram(notjustaconcept)ispilottestedwiththemaintargetgroupspriortobroadcasting
☐Thefullradioprogram(notjustaconcept)ispilottestedwithkeystakeholderspriortobroadcasting
☐Feedbackfrompilottestingisdocumentedandincorporatedwhereappropriatepriortotheinitialbroadcastingoftheprogram
9. Incorporation of audience feedback ☐Audiencefeedbackiscollectedregularlytocreateresponsiveprogramming
☐Mechanismsareinplacetocollect,reviewandcollateaudiencefeedback
☐Feedbackisregularlyreviewedandincorporatedintoradioprogramcontent
☐Theinitialbudgetisdesignedtoincludeeditsandchangesbasedonregularfeedback
10. Monitoring and Evaluation
☐TheM&Eframeworkisestablishedpriortotheradioprogram’sbroadcast
☐TheM&Eframeworkincludesabaselinefromwhichtomeasureprogress
☐IndicatorsareSMART
☐TheM&EframeworkrelatestotheoverallTheoryofChangeand/ortheoreticalframework
☐Indicatorsprovideinsightfulinformationtoassesstheradioprogram’simpactandcontributiontolearningandbehaviorchange
☐Theinitialbudgetincludesfundallocationforregularmonitoringandevaluation
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