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2008 Johns Hopkins Bloomberg School of Public Health
The Strategic Communication Planning ProcessThe Strategic Communication Planning Process
Gary SaffitzCenter for Communication ProgramsJohns Hopkins Bloomberg School of Public Health
2008 Johns Hopkins Bloomberg School of Public Health
Section ASection A
Analysis and Strategic Design
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Learning Objectives
Gain a better understanding of communication as a process and not a product
Understand the steps in planning, creating, and implementing a communication program
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A Simple Guide to Planning Strategy
Think big
Start small
Act now!
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Communication Is a Process
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A Systematic and Strategic Process
The “P” process Step-by-step framework Road map leading to
strategic and participatory programs
Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).
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Step 1: Analysis
Where are we now?
Using a tobacco control lens Health priorities Culture-social norms People Policies Existing programs Local organizations Communication channels
Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).
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What Is Analysis?
Analysis is a process to: Examine the environment in which you will operate Determine the problems, their severity, and causes Identify factors inhibiting or facilitating desired changes
Three areas of analysis
1. Context
2. Programs
3. Audience
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1. Context
Country-level trends and demographics
Smoking prevalence and habits
Tobacco influence (economics, politics)
Legal framework (FCTC-ratified?—etc.)
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2. Programs
Existing tobacco control programs
Partners or potential partners
Gaps in current program environment that need to be filled
Funding
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3. Audience
Knowledge, attitudes, and behaviors of key audiences Policymakers, smokers Men/women/youth, nonsmokers exposed to
environmental smoke, youth
Determine states of readiness Not thinking of it Thinking but not acting Taking smoking outside Actively trying to quit Advocating for others to quit
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Step 2: Strategic Design
What do we want to do? Guides objectives,
concepts, audiences, execution, evaluation
Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).
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Strategic Design
Strategic design is a process to determine: Where we are now (analysis) Where we want to be (objectives) How we’ll get there (strategies) What we’ll do (tactics) Resources to employ (budgets, people, partners)
Output is a plan to guide implementation
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Objectives
Objectives should be SMART Specific Measurable Appropriate Realistic Time bound
A SMART objective: to increase the percentage of Jordanian homes that are smoke-free by 10 percentage points by 2009
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Strategies
What steps will you take to accomplish your objectives?
1. Identify audiences
2. Develop a strategy brief detailing campaigns (tactics)
3. Draw up an implementation plan
4. Develop a monitoring and evaluation plan
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Identify Audiences
Legislators, policy makers, political leaders
Smokers (men, women, youth)
Non-smokers
Health professionals, teachers, intermediaries
Media professionals, journalists
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Identify Audiences
Determine objectives for each audience segment
Determine the “overall strategic approach” for achieving objectives with each segment
Determine relationships across audience segments and how approaches are best aligned
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Draw up an Implementation Plan
The implementation plan details how the work will get done and may include: Specific details on what will be done, when, by whom Gantt charts, which illustrate both phasing of campaign
elements and key stages/milestones in development and implementation
Individual “strategy briefs” for specific communication campaign elements
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Develop a Strategy Brief
You can develop: A strategy brief for the larger campaign A separate strategy brief for each element of the larger
campaign
A strategy brief is brief!
Develop an outline using short statements
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Develop a Strategy Brief
The strategy brief for each campaign component outlines: The specific campaign element (TV ad, billboard, formal
presentation) Primary audience Communication objective Key promise and benefit (main message) Supporting statements (reinforcing copy points) Desired action response Additional requirements Executional considerations
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Develop a Strategy Brief
Activities and channels to consider Advocacy Advertising Entertainment-education programs Community mobilization Interpersonal communication/counseling
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Develop a Monitoring and Evaluation Plan
Budget, people, partners Be sure to include resources for analysis, testing of
materials, and evaluation Be aware that partnerships with media and others can
help reduce some costs
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The Communication Strategy Plan
The communication strategy plan should be: Formal—but not final Reviewed and used—all the time Flexible—for change due to:
Budgets, environment, audiences, opportunities, and counter-moves by the tobacco industry
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Strategic Design: Recap
A good communication strategy includes: Understanding the problem (analysis) Communication objectives Target audiences and audience segmentation Objectives for each audience/segment Overarching strategies and why they’ll work Campaign elements and how they fit together
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Strategic Design: Recap
A good communication strategy includes: Implementation plan
How will the campaign work What will be done When will it be done Who will do it How will it be phased, placed, orchestrated, and
managed Monitoring and evaluation
How to measure impact (process/outcome) Budget Less is more