This module looks at the steps to obtain support for reform through a well-coordinated communication and outreach campaign. It looks at the main concepts of advertising that have been picked up by the public and private sectors and how these basic concepts have been used differently to communicate specific messages through various campaigns. The module then helps viewers grasp the concept of communication and learn from other PPD communication campaigns. Lastly, the module helps viewers initiate a communication plan and develop a 12-month communication plan on one specific reform.
PPD Communication & Outreach, Section 1: Why Communicate?
This section introduces the basic concepts of why we communicate. It looks at the main concepts of advertising that have been picked up by the public and private sectors and how these basic concepts have been used differently to communicate specific messages through various campaigns. If you are involved in a PPD today, the question is: how do you transfer the information, how do you communicate your actions and proposals? Policy reforms, sector improvement and …
PPD Communication & Outreach, Section 2: Advocacy Campaign, Step 1 - Diagnose
This section introduces the first step of the “Five Ds” Strategic Communications Framework: Diagnose, Design, Develop, Deploy and Debrief. It provides a structure for designing and implementing a strategic communications component in reform projects. The framework is designed to be flexible.
This section also introduces the first Diagnose step (also called stakeholder targeting) in which stakeholder mapping and analysis are carried out. This step is a critical …
PPD Communication & Outreach, Section 3: Advocacy Campaign, Step 2 - Design
This section introduces the second step of the “Five Ds” Strategic Communications Framework: the Design stage, where basically we want to develop a message. There are various levels to think of when developing such message:
- Attributes (the elements of the reform);
- Issue benefits;
- Personal consequences (what will the consequences of the issue be for me?);
- Values – they are universal and core to people’s behavior.
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PPD Communication & Outreach, Section 4: Advocacy Campaign, Step 3, 4, 5 - Develop, Deploy,Debrief
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 …