Strategy?
It articulates, explains and promotes a
vision and a set of well-defined goals.
BEHAVIOR
What change in behavior is required?
MESSAGES
What messages will be appropriate?
CHANNELS
Which channels of communication will be
most effective in reaching your audiences?
EVALUATION
How will the success/failure of the
communication strategy be measured?
Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
Multiple Channels
Internet
Stakeholders Media
•Control Content
•If mobilised •Adds Credibility
•Transfer can carry the and reach at
Distribution issue and be little cost
Costs vectors in the
•Don’t want to
•Requires community
and cannot
Marketing of the •Interpersonal control content
site contacts are
(communities of vital
practice)
Strategic Communication
“ Ultimate Goal of
Communication is to facilitate a
change in behavior….to achieve
Management Objectives.”
World Bank 2001
Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
Audience Centered
Communication
• Guest is a better judge of
the meal than the cook
(Aristotle)
• Determine what your
audience knows, their
attitudes, feelings and
prejudices
• Construct your argument
for them
• Deliver it via a channel
that reaches them
Strategic Communication
• Who am I
speaking to ?
• For what
reason?
• what is the take
away message ?
• delivered
through?
• measure effect?
Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
Messages
Messages
•Clear-No Jargon
•Concise-30 seconds or less
•Consistent-repeated often
•Compelling-says something
Bridging
Weak
Nervous ®On Message
®Knows
Talkative
®Confident
Boring
Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
Establishing Credibility
• Rapport
– likable and
caring
• Communication
– short
sentences and
simple words
• Energy
– Voice Volume
and Tone
Tell truth and be yourself
Messages
• Use Position-Evidence Structure
for messages and stories
– State the Position
– Provide Evidence for that position
• Use Problem- Solution Model
– state the problem
– indicate the solution that is proposed
Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
Elements of a Good Message
• Problem
– Talk about the situation
• Solution
– Talk about the way you propose to make
things better
• Position of the Government or
Organisation
– Mention the position of your organisation, and
the name
Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008