This section introduces steps #3, #4, and #5 of the “Five Ds” Strategic Communications Framework: namely Develop, Deploy and Debrief.
– Step #3: Develop. At this stage, techniques on how to bring the message to the people after it has been designed are introduced. There is a variety of channels of communication and in order to find the best channel, you need to do a communication assessment. Various examples of assessments of media outlets conducted in Bosnia and Herzegovina, Bangladesh and Cambodia are presented, including most watched TV shows and most-read newspapers. Other communication techniques, such as the comic strips or other entertaining applications can be used to deliver a message and reach out to people.
– Step #4: Deploy. This is the stage of implementation of the action plan. Messengers are crucial at this stage as the more people you have speaking on your behalf, the more important it is for the message to be constant and consistent. An example in Kuwait of how to look for the right messengers is explained, as well as a public and symbolic commitment made in Bosnia and Herzegovina. As there are many ways to deliver the message, certain aspects ensuring a proper delivery need to be considered, such as which informal channels can be used, choosing paid versus free mediums, having a disciplined communication strategy, repetition, multi-media, negative publicity, rapid responsiveness, logistics etc. An exercise about a delivery timeline of 100 days is also conducted.
– Tip #5: Debrief. The last stage of debriefing assesses implementation, evaluates impact and incorporates lessons learned in the next advocacy activity. The debriefing stage helps:
- Measure DURING the advocacy campaign (survey, polling)
- Measure AFTER the campaign (result/enactment/decision/election)
- Survey target audiences (as often as can afford/practical) if enough amounts of messaging is done so as to test their results
- Test the same groups of targets and compare them to each other
- Measure changes in attitudes and willingness to act, but also exposure to the campaign (i.e. “Have you seen ad or read a story about this, that or the other?”)
- Focus group testing is a fun way to test messages and especially materials near or at the start of the campaign or to test new ads or materials
A graphic example of an Awareness and Support for Business Reforms campaign in Bangladesh is also explained.