Explain the 6 participatory stages in a development communication campaign and the role of communication in achieving the desired behaviour.
Participatory communication is a dialogue-based
strategy, allowing different stakeholders to share and thus to promote their empowerment
information, thoughts and ideas. It is also the investigation and creation of
new knowledge that must be developed in order to deal with circumstances, which
is not simply the sharing of information and experience.
Participatory information often is related to
community-driven development but it may, regardless of the variety of the
groups engaged, be utilized at all levels of decision-making (local, national,
international). In this essay, we will highlight the six participatory stages
in a development communication-based campaign and the role of communication in
achieving the desired behaviour. They are as follows:
Evaluation of preliminary situation
The most effective participation situation evaluation
may be carried out through participatory rural communication evaluation (PRCA).
In participatory rural communications assessments three types of analysis that are
carried out: public analysis, program analysis, and situation analysis.
Audience analysis basically "listens" to what prospective information
consumers require. They are the ones to be reached by the communication
campaign. Information users are sometimes called communication stakeholders.
The collection of basic information about those stakeholders is an important first step towards creating a plan for communication. The division of major stakeholder groups into smaller groups helps to concentrate on the creation of communication strategy. Segmentation typically takes two different forms which is both conventional segmentation and innovative segmentation. Conventional segmentation is based on the socio-economic status of the population, such as income, education, age and sex, just to mention a few while Innovative segmentation is based on needs, values, and lifestyles segmentation.
Communication
Data gathered must be thoroughly evaluated and
understood as a basis of the communication strategy. Communication strategy
consists of the mix of techniques, messages and approaches through which the
planner aims at achieving communication objectives. In the second phase, the
communication program is directed. It is at this phase that goals and relevant
monitoring and evaluation criteria and indicators are established.
The term strategy itself implies that the program
goals are achieved via a unique mix of methods or approaches. The planners will
also start to reflect upon the Preliminary Action Plan, the means of
communication, and basic messages and topics for debate during strategy
drafting.
Participatory design of messages and discussion
themes
The primary tasks in the message design phase are the
selection of message appeals, methods and communication channels and media
choices. The major difficulty at the present time is the creation of the great
idea or the creative concept that revolves around the whole communication
programme.
Professional communication equipment is frequently
used to produce communication messages and materials for the following
activities. Apart from the enormous costs required, the drawback of this method
is that the participants themselves do not participate. Involving stakeholders
in the creation of messages and materials is likely to contribute to higher
development objectives by the communication program.
Communication methods and materials development
Real development of communication techniques and
materials is carried out after the communication strategy has been established.
The significance of not just the materials but also creative ideas and messages
being pre-tested is a helpful reminder to planers.
Pretesting enables the communication activities to be adjusted before significant time, efforts and resources are used to produce them. The testing evaluates the possible efficacy of communication messages, techniques and materials in order to attract attention, to be understood, to be accepted and to provide a sense of self participation among the stakeholders.
Management and implementation
The management of the communication and networking
organization at this stage is two of the most essential tasks. The internal job
of a manager is to prepare or train individuals in a good organizational
environment for their various duties inside the organisation. The external job
involves the establishment of links with important organizations working in the
same field. Now, the start and execution of the communication campaign or
program is a priority after all the preceding phases. The distribution, transfer
and receipt of program inputs are monitored together. The management side also
includes the process of managerial improvement and leadership as it affects the
delivery of communications.
Monitoring and evaluation
Monitoring allows planners and developers to answer the question: are things proceeding, okay? On the other side, evaluation gives answers to the question: So, did it work? Overview and assessment together assist planners and implementers:
- Achieve better understanding of how the communication programme is working;
- Make informal decisions regarding operations and adjust to changing conditions;
- Ensure most effective and efficient use of resources;
- Look at the extent to which the program/project is having or has had the desired impact; and
- Fine-tune future programme impact.
It is essential to establish specific criteria and
indicators based on the goals stated in order to assist measure the program's
effect on stakeholders. How much have the activities helped the major
organizations achieve their objectives? This may be measured by comparing assessments
with baseline data, in particular those collected during the participatory
evaluation of rural communication. More significantly, surveillance and
assessment data help to program sustainability and self-sufficiency planning.
In all, participatory communication is not just a
sharing of information and experiences: it is also the discovery and creation
of new knowledge that has to be developed in order to respond to circumstances.
Participatory information often is related to community-driven development but
it may, regardless of the variety of the groups engaged, be utilized at all
levels of decision-making (local, national, international).
References
AlÃ, M. (2010). Media, ethnic issues and interculture
in Colombia. Retrieved from Razony Palabra: http://www.razonypalabra.org.mx/N/N74/VARIA74/23AliV74.pdf
Thomas Tufte, P. M. (2009). Participatory
Communication: A Practical Guide. Retrieved from GSDRC:
https://gsdrc.org/document-library/participatory-communication-a-practical-guide/
Published by: HR Forum News
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