COMMUNICATIONS PLANNING

What is Communication?
It is a process Ways to convey ideas
It in here that the ideas generated in
session 1 will be incorporated as these are the participants understanding and appreciation on what truly is the importance of communication

Elements of communication

Sender and Receiver

Sender (Ang Nakikipag-usap) Receiver or Audience (Ang Kausap)
Sa pakikipag-usap, ang sender ay nagiging receiver din dahil ang receiver ay nagiging sender na rin. Ito ang daloy o cycle of communication.

Messages and feedback

Ang CONTENT o LAMAN ng pakikipag-usap Should follow the rule of 5 Cs
Correct Clear Complete Concise Catchy

What is Communications Planning?

Is a written document that describes: what you want to accomplish in the program ways in which those objectives can be accomplished to whom your program communications will be addressed how you will accomplish your objectives how you will measure the results of your program (evaluation) Basically, this will be the output in this session

Why is a Communications Plan Needed?

To inform To build understanding or change

behavior To prevent misunderstandings To present a point of view To lower barriers between groups and individuals

The Process of Drafting a Communications Plan

Communication Goals
Purpose: To articulate your intended accomplishments in ways that can be measured.

Effective communication can be crucial to

the success and sustainability of your MDRRM program by setting appropriate and measurable strategic communication goals.

Communication Goals
Support MDRRM program objectives Help sustain the program Promote systems change

SMART Goals
Specific Measurable Attainable Realistic Time-bound

Set Communication Goals that:

Seek to engage, raise awareness, and
ultimatelychange behavior. Persuade others to take action on your behalf Are realistic Can be measured

Workshop
List down desired communication goals
based on community-based risk assessment Prioritize goals

After prioritizing the goals, transfer to the worksheet

What are your Communication Goals?

Who is your Target Audience?

Audience Analysis What do you want them to do to achieve the goal?

What prevents your audience from achieving the goal?

What are the messages?

What are the Channels?

Goal 1

Goal 2

Goal 3

Audience 1 Audience 2 Audience 3 Audience 4 Audience 1 Audience 2 Audience 3 Audience 4 Audience 1 Audience 2 Audience 3 Audience 4

Identifying the Target Audience

Audience Identification
Purpose: To identify all potential intendedsometimes called target audience segments for each communication goal; to prioritize those audiences and learn as much as possible about them.

Audience Identification
List down intended audience per goal Segment audience Prioritize segmented audience Learn more about intended audience

WORKSHOP
Listing the Intended Audience according
What are your Communication Goals? Audience Analysis What are the messages? What are the Channels?

to Goals

Who is your Target Audience?

What do you want them to do to achieve the goal?

What prevents your audience from achieving the goal?

Goal 1

Audience 1 Audience 2 Audience 3 Audience 4

Goal 2

Audience 1 Audience 2 Audience 3 Audience 4

Goal 3

Audience 1 Audience 2

Audience 3
Audience 4

Audience Segmentation
To create the most effective communication strategy, segment your broader intended audience into subgroups based on their needs and values
ex: Residents living near rivers Residents living near volcanoes (permanent danger zone) Indigenous people

Prioritize Audience Segments

To help in this process, ask yourself: Which segment is most likely to give the support you need? Who needs to be reached first?

Knowing your Intended Audience

Once youve identified and prioritized your intended audience segments, learn as much as you can about their values, their beliefs and their goals. What sources of information do they trust? Are they aware of your programs work, Are they supportive of it? What parts of your goals for sustainability align with their concerns?

Barriers to Communication
Discuss and list down:

What prevents your audience from

achieving the identified communication goals?

WORKSHOP
Fill-out the rest of the information in the
What are your Communication Goals? Audience Analysis What are the messages? What are the Channels?

worksheet
Audience 1 Audience 2 Audience 3 Audience 4

Who is your Target Audience?

What do you want them to do to achieve the goal?

What prevents your audience from achieving the goal?

Goal 1

Goal 2

Audience 1 Audience 2 Audience 3 Audience 4

Goal 3

Audience 1 Audience 2

Audience 3
Audience 4

Creating the Messages

Creating the Messages

Purpose: To develop effective messages for your intended audiences and compel them to think, feel, or act in ways that support your communication goals.

Effective Messages
Convey the relevance of the MDRRM to
Show the urgency of the program by
their beliefs and values.
relating it to the their needs. Put a face on the issue or program. Motivate them to think, feel, and act. Use language that is as free of technical, scientific, or bureaucratic jargon as possible. Make complete sense to them.

Types of Messages
Awareness Messages Why talk about the disaster? What are these disasters? What are the causes of these disasters? What are the damages that these disasters can cause? How can I protect myself? Where can I get more information? Who should I
contact? How can I get involved? Action Messages What should I do before/during/after a disaster?

Source: Talking About Disaster: Guide for Standard Messages. Washington, D.C., 2007

Examples: Awareness Messages

Fiction: Landslides are caused by human activities such as logging, road construction, and farming on steep slopes. Facts: Although human activities may cause landslides on unstable slopes, most landslides are caused by natural forces or events, such as heavy rain and snowmelt, earthquake shaking, volcanic eruptions, and gravity. Fiction: Landslides are caused by the earth collapsing into a hole or a void. Facts: Landslides exhibit vertical and horizontal movement down a slope, and most

Analysis of the examples

Who is the intended audience? What are the desired effects? What will be the barriers to achieving the
desired effects? How will you improve the messages?

WORKSHOP
Craft the message according to the Intended
What are your Communication Goals?

Audience

Audience Analysis What do you want them to do to achieve the goal? What prevents your audience from achieving the goal?

What are the messages?

What are the Channels?

Who is your Target Audience?

Goal 1

Audience 1 Audience 2 Audience 3 Audience 4

Goal 2

Audience 1 Audience 2 Audience 3 Audience 4

Goal 3

Audience 1

Audience 2
Audience 3 Audience 4

Identifying Channels

Identifying Channels
Purpose: To identify the most appropriate avenues for delivering your messages to your intended audiences. Determining the most effective way(s) to reach your intended audiences means going back to the work you did. Refresh your memory:
What sources of information do they trust? Who or what might compel them to take the desired action on your behalf? How would they prefer to get your information? How and where do your intended audiences spend time? To what civic associations, faithbased groups, or other organizations do they belong?

Other Considerations
Appropriate for your goals and intended
audiences. Delivered to your intended audiences in a timely manner. Aligned with your budget and resources. Tailored to your intended audiences overall perceptions on the program

Channels
1. Mass media 2. Community channels 3. Interpersonal communication
a) One-to-one communication b) Group communication

WORKSHOP
Identify the channels according to the audience &
What are your Communication Goals?

message

Audience Analysis

What are the messages?

What are the Channels?

Who is your Target Audience?

What do you want them to do to achieve the goal?

What prevents your audience from achieving the goal?

Goal 1

Audience 1 Audience 2 Audience 3 Audience 4

Goal 2

Audience 1 Audience 2 Audience 3 Audience 4

Goal 3

Audience 1 Audience 2

Audience 3
Audience 4

Monitoring, Evaluating and Revising the Communications Plan

Monitoring, Evaluation and Revision

Purpose: To determine if the plan is meeting your communication goals and, if not, to make appropriate and timely modifications to ensure success.

Evaluate the effectiveness of your communication plan

Determine which messages are (and are not)

resonating with your intended audiences. Identify the channels, materials, activities, and partnerships that are (and are not) helping you to reach and engage your intended audiences. Identify obstacles that you had not anticipated. Identify any NEW intended audiences you had not recognized when starting this planning process.

And now you are ready to accomplish the format

Take your time Enjoy

Good luck