CLUP

COMMUNICATION PLAN
Rose Anne D. Gilbean
Environmental, Land Use and Urban Planning and Development Division
DHSUD NCR
2 September 2022
EXPECTATIONS
SETTING
PRESENTATION
OUTLINE
Contents of this presentation

Legal Bases of
Basic
CLUP Communication
Communication
Communication Planning
Models
Plan

DHSUD NCR
CLUP
Workshop ELUPDD
Communication
Proper Workshop
Plan
Results
 CLUP
COMM PLAN
LEGAL BASES
 Legal Bases in Formulating the
CLUP Communication Plan

1987
Philippine RA 11201
Constitution
DHSUD
Department Order
RA 7160
2022-004
 1987 Philippine Constitution
Right of the people to information on matters of public concern
(Article III Section 7)

Right of the people and their organizations to effective and

reasonable participation at all levels of social, political and
economic decision-making
(Article XIII Section 16)
 RA 11201 – DHSUD Act
Prescribing land use planning and zoning
standards and guidelines for the formulation or
updating of CLUP
(Section 5 and Section 19.5 of its IRR)
RA 7160 – The Local Government Code of 1991

LGUs shall prepare their CLUPs, enforced

through a ZO which shall be primary
bases for the future use of land resources
DHSUD Department Order 2022-004
✓ Communicate the contents of the CLUP and ZO to the stakeholders
✓ Prescribe the submission of a CLUP Communication Plan as a
requirement for the approval of CLUP
✓ Recommend the basic CLUP information that shall be communicated
✓ Provide LGUs with a guide in the formulation of a
CLUP Communication Plan
✓ All CLUPs to be submitted for approval shall be accompanied by an
approved CLUP Communication Plan
DHSUD DO 2022-004
DHSUD DO 2022-004
DHSUD DO 2022-004
DHSUD DO 2022-004
DHSUD DO 2022-004
 BASIC
COMMUNICATION
MODELS
THE NATURE OF INFORMATION:
DIKW HIERARCHY
 BERLO’S
COMMUNICATION
MODEL
 LASSWELL’S
COMMUNICATION
MODEL
SHANNON AND WEAVER’S
COMMUNICATION MODEL
OSGOOD - SCHRAMM
CIRCULAR
COMMUNICATION
MODEL
 DR. KINCAID’S
CONVERGENCE MODEL
OF COMMUNICATION
 KATZ AND LAZERFELD’S
TWO-STEP FLOW MODEL
OF COMMUNICATION
 ROGERS AND SHOEMAKER’S INNOVATION
DECISION PROCESS MODEL OF COMMUNICATION
 MCCOMBS AND
SHAW’S AGENDA
SETTING MODEL OF
COMMUNICATION
The Ripple Effect of the Communication Process

SCIENTIFIC COMMUNITY
INFORMATION

POLICY MAKERS

LAYMAN /
GENERAL PUBLIC
 Why discuss communication models?
✓Communication models are illustrations of different
communication processes
✓ Because of our assumptions of how information is

communicated, different plans and programs will

be carried out for development
COMMUNICATION
PLANNING
Communication Planning

Determine and integrate

communication courses
of action (What)

Allocate resources for

such courses of action
(How much)
Objectives of Communication Planning

Awareness Adoption

Acceptance Participation
Large Volume Approach

Biggest obstacle:
Narrow view of communication

Effect:
Awareness

Attention:
Production of materials and
technical quality

Conceptual Frameworks for Communication Planning

Audience Participation

Communication is two-way
and an interactive process

Effective communication
begins with the audience

Audiences have different ways

of thinking, vocabulary and
ways of interpreting images

Conceptual Frameworks for Communication Planning

Social Marketing Era

Concept from
commerce and advertising

Influence acceptability of
social ideas

5 Ps of Social Marketing:
Product, Price, Placement,
Promotion, Packaging

Conceptual Frameworks for Communication Planning

Strategic Communication Era

Key elements:

Audience Participation
Behavior Change
Use of Mass Media
Entertain- Educate
Audience Segmentation

Conceptual Frameworks for Communication Planning

Behavior Change Communication

Goal of communication is to
influence behavior

Audience segmentation:
Needs, Behavior, Lifestyle

Follows KAIPA Framework:

Knowledge – Approval –
Intention – Practice -
Advocacy

Conceptual Frameworks for Communication Planning

A plan that enables an organization to design a roadmap to convey
its message to a target audience

A policy-driven approach to providing stakeholders with information

It formally defines who should be given specific information, when

that information should be delivered and what communication
channels will be used to deliver the information
Basic questions
• Why do you want to communicate with the community? (What’s your
purpose?)
• To whom do you want to communicate it? (Who’s your audience?)
• What do you want to communicate? (What’s your message?)
• How do you want to communicate it? (What communication channels
will you use?)
• Whom should you contact, and what should you do to use those
channels? (How will you distribute your message?)
 It is important to develop relevant messages for communicating with
key stakeholders, identifying various concerns and motivations

This includes approaching different groups of interested parties in

different ways, using different channels and tools

Evaluation of the success or results of these approaches is an essential

part of a planning process
 CLUP
COMMUNICATION
PLAN
 It is a separate plan from
the CLUP itself

It is a plan containing the

strategies on how to
communicate the salient
points of the CLUP and ZO to
its stakeholders
Objectives of DHSUD DO 2022-004

Communicate the Prescribe the submission

contents of the of a CLUP Communication
CLUP and ZO to Plan as a requirement for
the stakeholders the approval of CLUP

Recommend the Provide LGUs with a guide

basic CLUP in the formulation of a
information that shall CLUP Communication
be communicated Plan
Scope of Application of DHSUD DO 2022-004

The DO shall cover all LGUs required to

prepare and submit a CLUP (Highly
Urbanized Cities, Independent
Component Cities, Component Cities
and Municipalities), and guide the
DHSUD and Sangguniang Panlalawigan /
Panlunsod / Bayan as the approving
entities of the CLUP
CLUP Information for Dissemination
City or Development
CDRA
Municipality’s Thrust and Spatial
Results
Vision Strategies

Land Use Plan Proposed Major

Zoning
and Zoning Spatial Programs
Enforcement
Maps and Projects

Stakeholders’ Roles
and Responsibilities
 The CLUP Communication Plan Process

Plan and
design the
content
Identify the
communication
Identify the
channels
target
audience

Draft the
Cluster the
stakeholders communication
plan
The CLUP Communication Plan Process: Step 1

Recognize and identify the

target audience with
Identify the interest, right or stake in the
target planning process or might
audience be affected adversely or
beneficially by the CLUP
The CLUP Communication Plan Process: Step 2

Stakeholders must be
clustered depending on
their areas of interest as this Cluster the
should be the basis of stakeholders
identifying key messages
The CLUP Communication Plan Process: Step 3

The key message and

Plan and content areas of the CLUP
design the and ZO must be clear,
content compelling and delivered
effectively
The CLUP Communication Plan Process: Step 4

The channel for

delivering the message
may be identified in Identify the
consideration of the communication
target audience, channels
existing LGU budget
and available mediums
The CLUP Communication Plan Process: Step 5

The CLUP Communication Plan

should include an action plan
containing the specific
Draft the activities, target audience, key
communication content/information,
plan communication channel,
target timeframe and budget
allocation
 Sample CLUP
Communication Plan
Outline
I. Introduction / Rationale
II. Goals and Objectives
III. Participants / Target Audience
IV. Key Content / Information
V. Communication Strategies
VI. Budget
VII. Action Plan
 CLUP Communication
Plan Content
Target Stakeholders
Individuals, groups, or sectors that
may be affected directly or indirectly
and adversely or positively by any
development plan/activity
contained in the CLUP
Ex.: Farmers, Fisherfolks, Ips,
Homeowners, Business Owners, etc.
CLUP Information / Key Messages
The salient CLUP information
such as but not limited to:
1. City or Municipality’s Vision
2. Development Thrust and Spatial Strategies
3. CDRA
4. Land Use Plan and Zoning Maps
5. Proposed Major Spatial Programs and
Projects
6. Zoning Enforcement
7. Stakeholders’ Roles and Responsibilities
CLUP Communication
Plan Content

Communication Strategy Action Plan

The communication design and

channels to be used in Specific activities, target timeframe,
communicating the CLUP responsible office/s and budget

Ex.: Print, electronic, social media;

display of information board;
communication activities such as
public assembly, FGD
 Communication
Materials Development
Message tailoring
● Tailor-fitting of key messages
to a specific target audience
● Based on the target
audience’s prior knowledge
Concept Positioning
● How will you make the idea /
key message relevant to your
stakeholders?
● How to package a
communication material to a
specific target audience
 This contains the specific
activities that are essential in
communicating the contents of
the CLUP

Shows in tabular format the

dissemination activities, target
participants, communication
strategies, timeframe, budget
and responsible bodies
Contents of CLUP Action Plan

Target
Goal Objectives
Audience

Key Content /
Communication
CLUP Salient Activities Channels/Tools
Points

Timeframe
Estimated Responsible
and Bodies
Duration
Budget
 What do you hope to accomplish
through your communication efforts

Broad, relatively abstract and may

be difficult to quantify

Short-term (3 months)
Medium-term (6 months)
Long-term (at least 1 year)
 Specific target that you want to
reach with your planned actions

Subset of goals and should be

expressed in concrete, measurable
terms

Something that can be documented

and is factual and observable

Well-defined objectives will guide

your strategy and key messages
 Characteristics of a Good Objective

S Simple / Specific
M Measurable C Challenging
A Attainable O Owned
R Relevant / Realistic W Workable
T Time-bound S Synergistic
E Evaluate
R Readjust
Examples:
 Specific segments who will benefit
from a communication program

Key information should be tailored-fit

to a specific audience based on
their prior knowledge, behavior or
lifestyle

Note: Never identify

“General Public” as a target
audience
Examples:
✓ Concerned offices within the LGU
✓ Businessowners
✓ College students
✓ Stay-at-home mothers
✓ Farmers
✓ ISFs living along waterways
✓ Real estate developers
✓ HOA officers
✓ BPO employees
✓ Etc.
The key content / information in
the CLUP that you want to
emphasize and communicate to
a target audience

Note: Identifying key content

and target audience can be
interchangeable in order
Examples:
✓ City / Municipality’s Vision
✓ Development Thrust and Spatial
Strategies
✓ CLUP 12-Step Process
✓ Zoning Ordinance
✓ Zoning Map
✓ Township Development in the LGU
✓ Housing projects for ISFs along
waterways
✓ CDRA
✓ Etc.
Specific activity / program
to be conducted for info
dissemination or feedback
solicitation

Note: May include a Gantt

chart of activities
Examples:
 Specific communication
material that is tailored-fit to
the key content / CLUP salient
points and its target audience

Can be print and electronic

Key is to be creative in coming

up with the materials
Examples:
Timeline of events for the
commencement of
activities and production
of communication
materials

Use of Gantt chart is highly

recommended
Specific budget allotment
for each activity and/or
production of
communication materials

Note: Include quotations if

possible or estimates if not
yet available
Who or which office will be
responsible for the
production of a specific
activity / communication
material
Sample CLUP Communication Plan Action Plan
 Sample CLUP Communication Plan Action Plan
Duration
Key Content / (From Timeframe
Communication Preparation Estimated Responsible
Goal Objective Target Audience CLUP Salient Activity (Month and
Channel / Tool to Conduct Budget Bodies
Points and Post- Year)
Evaluation)

To conduct
training on Solid
Online platform
Waste
C/MPDO, Solid Waste (Zoom); DHSUD NCR
Management for Webinar 1 month 31 August 2022 P5,000
C/MENRO Management Presentation ELUPDD
the concerned
slides
departments in
To NCR LGUs
communicate To reiterate the
the salient CLUP 12-Step
points of the Process to the
Calendar,
CLUP employees of Employees of the
CLUP 12-Step Dissemination of Leaflet, October - DHSUD NCR
Guidebook to City/Municipal C/MPDOs in NCR 3 months P100,000
Process information kit Presentation December 2022 ELUPDD
relevant Planning LGUs
slides
stakeholders in Development
the National Offices in NCR
Capital LGUs
Region To explain the
Model Zoning
Ordinance to the Training Workshop, Lecture, FGD,
C/MPDOs, Local Model Zoning October - DHSUD NCR
C/MPDOs and Focused Group Presentation 3 months P250,000
Zoning Board Ordinance December 2022 ELUPDD
Local Zoning Discussion slides
Boards in NCR
LGUs
Sample CLUP Information Board
Points for consideration in the formulation of
CLUP Communication Plan

● Conduct of trainings on communication materials

strategic designing and formulation
● Formulate the CLUP Action Plan first as reference for the
writeshop
● Conduct of CLUP Communication Plan Writeshop
● Device Monitoring and Evaluation (M&E) schemes
WORKSHOP
 What to do

Using the CLUP Guidebook Volumes

1-3 as a reference materials, identify
5 key contents you want to
communicate to a target audience
and fill out the CLUP Action Plan Table
Duration
Key Content / (From Timeframe
Communication Preparation Estimated Responsible
Goal Objective Target Audience CLUP Salient Activity (Month and
Channel / Tool to Conduct Budget Bodies
Points and Post- Year)
Evaluation)

To conduct
training on Solid
Online platform
Waste
C/MPDO, Solid Waste (Zoom); DHSUD NCR
Management for Webinar 1 month 31 August 2022 P5,000
C/MENRO Management Presentation ELUPDD
the concerned
slides
departments in
To NCR LGUs
communicate To reiterate the
the salient CLUP 12-Step
points of the Process to the
Calendar,
CLUP employees of Employees of the
CLUP 12-Step Dissemination of Leaflet, October - DHSUD NCR
Guidebook to City/Municipal C/MPDOs in NCR 3 months P100,000
Process information kit Presentation December 2022 ELUPDD
relevant Planning LGUs
slides
stakeholders in Development
the National Offices in NCR
Capital LGUs
Region To explain the
Model Zoning
Ordinance to the Training Workshop, Lecture, FGD,
C/MPDOs, Local Model Zoning October - DHSUD NCR
C/MPDOs and Focused Group Presentation 3 months P250,000
Zoning Board Ordinance December 2022 ELUPDD
Local Zoning Discussion slides
Boards in NCR
LGUs
Background /
Group 1 Group 2
Expertise

Social Sciences Gaudette Pia

Environmental
Bea Abel
Science

Engineering Christian Jomike

and Zoning Pau
DHSUD NCR
ELUPDD
WORKSHOP
DHSUD NCR ELUPDD Internal Workshop
Conducted 2 September 2022
DHSUD NCR ELUPDD Internal Workshop
Conducted 2 September 2022
DHSUD NCR ELUPDD Internal Workshop
Conducted 2 September 2022
DHSUD NCR ELUPDD Internal Workshop
Conducted 2 September 2022
DHSUD NCR ELUPDD Internal Workshop
Conducted 2 September 2022
DHSUD NCR ELUPDD Internal Workshop
Conducted 2 September 2022
Maraming
salamat,
ka-BALAI!