Communication Strategy Design, within the context of Participatory Rural Communication Appraisal (PRCA)

"...[A] communication strategy is a well-planned series of actions aimed at achieving certain objectives through the use of communication methods, techniques and approaches..."

"The purpose of designing a communication strategy is to address and solve problems at the grassroots level utilising PRCA findings, communication methods, techniques and media. This should be done with the people, not just for the people."

Basic Concepts:

Step 1: Review the Project Framework (secondary data review. On-going project rationale and purpose, main problem/s to be addressed.)
Step 2: Carry out the Participatory Research in the Field (PRCA + Baseline)
Step 3: Analyse the Field: Research Findings and Identify the Focal Problems
Step 4: Identify and Draw: Review the Profiles of Priority Interaction Groups
Step 5: Define SMART (Specific, Measurable, Achievable, Realistic and Time-framed) Communication Objectives and Solutions (how to)
Step 6: State the Rough Content of the Issues Related to the Focal Problems and SMART Objectives
Step 7: Select the Design Mode: Discussion Themes/Message Design
Step 8: Define the Communication Approaches and Methods
Step 9: Preliminary Identification of the Required Outputs, Activities and Inputs
Step 10: Develop the Creative Design of Discussion Themes and Messages
Step 11: Select the Media and Finalise the Message Design
Step 12: Revise and Define the Overall Communication Approaches Outputs
Step 13: Revise and Finalise Activities Needed to Achieve the Intended Outputs
Step 14: Revise and Finalise the Inputs Required to Carry out the Planned Activities
Step 15: Assemble and Review the Work Plan for the Implementation Phase
Step 16: Develop the Communication Materials
Step 17: Carry Out the Pre-testing and Subsequent Review of the Materials
Step 18: Supervise the Mass Production
Step 19: Training of Trainers on Relevant Issues and Materials
Step 20: Supervise the Implementation of Activities
Step 21: Supervise the Monitoring and Evaluation

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