| Participatory Communication Planning Tool
A tool to help facilitators
integrate communication as a systematic/ strategic and participatory
process in natural resource management initiatives.
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Background |
Participatory
communication planning offers a systematic and logical framework
for communication planning for development. Situation–specific
data can be gathered using participatory techniques. It can be used
as the foundation of a strategic design that is a) based on identified
focal problems for setting long-term objectives; b) provides practical
guidelines for field applications;
The six phases
of participatory communication planning are:
1. Preliminary situation assessment
2. Communication strategy design
3. Participatory design of messages and discussion themes
4. Communication methods and materials development
5. Implementation
6. Evaluation
1.
Preliminary situation assessment
The most effective way to carry out a situation assessment is through
participatory rural communication appraisal (PRCA). Three kinds
of analysis constitute PRCA: audience analysis, program analysis,
and situation analysis.
2. Communication strategy design
The PRCA data provides the basis of the communication strategy.
The communication strategy is the combination of methods, messages,
and approaches by which the planner seeks to achieve the communication
objectives.
The communication programme is designed at this stage - objectives
are formulated and indicators for monitoring and evaluation are
agreed upon. Planners also begin thinking of the following: preliminary
action plan; communication modes/approaches; and Basic messages
and discussion themes.
3. Participatory design of messages and discussion themes
The main activities under the message design phase are selection
of message appeals, approaches, selection of communication channels
and media. Involving the stakeholders in message and materials development
increases the likelihood that the communication program would help
achieve the bigger development goals.
4. Communication methods and materials development
At this stage communication methods and materials are developed.
It is important to pre-test the materials, ideas and messages at
this stage.
5. Management and implementation
Two of the most important activities in this phase are 1) management
of the organisation carrying out the communication program and 2)
networking. For the manager this entails both preparing and training
people for specific tasks , and fostering links with relevant organizations
engaged in similar development work.
6. Evaluation
Both monitoring and evaluation are important. Monitoring enables
the planners and implementors to answer the question: Are things
going all right? Evaluation, on the other hand, provides answers
to the question: So, did it work?
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Guide to tools |
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Information
and Communication for Natural Resource Management in Agriculture:
A training sourcebook,
2006. Prepared by the College of Development Communication
University of the Philippines Los Baños HTML |
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