The Drum Beat - 82 - What Communication Strategy?
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from Warren Feek - Director - The Communication Initiative
Increasingly I am asked what I make of the information, ideas, theo-
ries, views, data and experiences that are communicated through the
Drum Beat, the web site http://www.comminit.com and the chat forum
http://www.comminit.com/majordomo/drumbeatchat/threads.html
How can we improve our communication interventions? What are the
strategic implications? How should these experiences and ideas affect
the communication human and financial investment decisions made by
small and large organisations? What general framework for action and
evaluation can be drawn as a 'path map' for more effective interven-
tions?
The Communication Initiative is committed to a form of horizontal
support that allows each person and organisation accessing this re-
source to highlight and link to the opportunities and/or people that
might be helpful to them, in their context. It is, therefore, not an
important part of the process for us to present our views.
The spirit of the proposals below is a contribution to the debate on
the best way forward for effective communication. The proposals draw
on the information provided and opinions expressed by many people.
However, they are my personal assessment of the strategic and invest-
ment priorities for communication interventions on development is-
sues. They are not the views and perspectives of the Partner organi-
sations. Many of their perspectives have been communicated and can be
reviewed in previous Drum Beats. [search on
http://www.comminit.com/drum_beat_archives.html
for archived Drum Beats].
I welcome your reactions, comments and critique. If not already in-
volved, please join the Drum Beat Forum [mailto:majordomo@comminit.com
and type subscribe drumbeatchat into the body of the message or
http://www.comminit.com/email_forum.html#drumbeatchat on the web].
Next week the Drum Beat returns to normal. We are committed to commu-
nicating your ideas, experiences, successes, struggles, theories and
views, irrespective of whether you agree with what follows or not.
This is a dynamic and exciting field. We are honoured to communicate
and support your work.
EFFECTIVE DEVELOPMENT?
What constitutes effective development? What communication implica-
tions that flow from that understanding?
1. The core nature of development issues demands a people based ap-
proach. Though drugs, curricula, funds, equipment, physical infra-
structure, financial investment, information technologies and other
'tangible' items are important they are only supports to people ad-
dressing and seeking to resolve the issues that they themselves ex-
perience. Sustainable long-term change must be people related. Commu-
nication is people related.
2. Only people internal to a culture can effect the long-term changes
necessary for that culture to adapt and address their issues. 'Out-
side' influences bring different perspectives, skills and knowledge
that prompt reaction and stimulate thought and enquiry. However, it
is internal to the culture that the most important and long-lasting
dynamics will be played out. Communication is a crucial component of
this process.
3. The decisions that affect people's lives must be subject to debate
and scrutiny by those whose lives they [will] affect. They should be
supported to introduce their knowledge, information and perspectives
into the debate and processes that shape the policies and programmes
that seek to engage [and often influence] them. This is an important
communication role.
4. The people most affected and disadvantaged must have a strong
voice. Cultures are not uniform and homogenous. Within cultures there
are groups discriminated against, stigmatised, ignored and rejected.
It is those groups that will most experience the most serious issues.
As a high priority, communication should focus on supporting their
participation in the cultural dialogue, reflection and action.
5. No one perspective on an issue or situation must dominate. It is
the interaction between those perspectives that is vital. There is no
'divine rule' that communities are always correct, or that the estab-
lished leadership in a community is all-wise. Just as there is no
equivalent rule that governments and international development agen-
cies are infallible. An important communication role is to facilitate
that interaction.
COMMUNICATION STRATEGIES?
Communication interventions enhance long-term positive change in peo-
ple's lives, on the issues that most affect them, when those inter-
ventions work to the following principles:
A. Communication is part of an overall package of interventions:
Communication is not a magic potion. It needs to be integrated with a
range of interventions.
B. There is a mix of communication styles and channels
The mix could include entertainment, news, information, advocacy,
community action, written materials, traditional drama, organisa-
tional partnerships, peer support, public meetings, investigative
journalism, and many others. This combination is unlikely to be un-
dertaken by one organisation. A number of organisations and groups
need to build the overall communication movement that comprises this
mix and range.
C. The people directly affected by the issues in question have a
prominent voice in the communication process.
Their input, often overlooked or minimised, is crucial. Information,
analysis and ideas communicated through the various communication
channels should prioritise the voice of those most affected.
D. Communication 'platforms' are developed.
Communication 'platforms' are branded, ongoing, processes that create
synergy across a range of communication styles to address a number of
development issues in an inter-related way. They are there for the
long term as established entities. The opposite of a 'platform' is a
one-off project with a focus on a single issue.
E. The focus of the communication interventions is to prompt and ac-
celerate:
- increased interpersonal dialogue amongst families and friends
- increased public debate in normal public processes
- increased accuracy of the information shared in these processes
- increased networks of individuals and/or groups that link together
for promotion and action
- increased sensitivity and acceptance of differing perspectives on
these issues
- new policies and/or implementation of existing policies
- expanded number of decision-making roles for people from amongst
the groups most affected
- increased reflection on existing social norms and cultural values
that might be obstructive to positive action
- emergence of variations to existing, perceived negative, social
norms
THE EVALUATION INDICATORS
Consequently, measured over a reasonably short period of time [eg two
years] positive changes in response to the following factors, will be
predictive of desirable long-term change on the issues in question.
I. Is the communication intervention/strategy increasingly integrated
with the overall strategy?
II. Are there are an increasing number of communication interventions
across a broad range of styles?
III. Do the people most affected have an increasing 'voice' in the
communication interventions?
IV. Is there increased interpersonal dialogue amongst families and
friends?
V. Is there increased public debate?
VI. Is there increased accuracy in the information shared in the dia-
logue and debate?
VII. Is there an increase in both the number and scale of social and
organisational networks focussing on the issues in question?
VIII. Is there increased sensitivity to differing perspectives?
IX. Have new policies [formal or informal] been agreed and imple-
mented?
X. Are more people from the population group directly affected by the
issues in question in decision-making roles?
XI. Is there an increase in the extent to which people [individually
or in groups and communities] are reflecting on existing social norms
and cultural values that might be obstructive to positive action?
XII. Has there been an emergence of variations to existing, perceived
negative, social norms?
WHERE DOES THIS FIT?
There is little reference above to the communication styles most of-
ten referenced in our field: behaviour change, edutainment [or enter-
educate], social marketing, advocacy, press relations, dissemination
and others. They are part of the range of communication techniques
that are available for action. I have attempted to argue an overall
communication strategy rather than seeking to nominate the 'winner'
from the stable of communication horses. No matter what kind of in-
tervention, it is suggested that they work to the principles stated
and are measured by the indicators presented.
IN CONCLUSION
Hopefully, these strategic observations are helpful as you take the
every-day decisions and undertake the 6 month or annual strategic re-
views required in your positions and organisations. Even if they are
only helpful because you so fundamentally disagree that you develop
your own opposing set of strategic communication principles and in-
sights. I look forward to any debate that results. Please join the
Drum Beat chat and contribute
--
Warren Feek
mailto:wfeek@comminit.com
--
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