Participatory Communication Strategy Design

This Handbook has been prepared as a training and field guide for designing, implementing and managing communication strategies for development purposes based on the results of field Participatory Rural Communication Appraisal (PRCA). The book is a follow up to Participatory Rural Communication Appraisal: Starting with the People. As a logical continuation of the intervention initiated through PRCA, the methodology described in the present handbook outlines ways of involving people in the decision-making processes that may lead to effective communication planning and action to improve their livelihood. The handbook documents the process of planning a communication strategy in a participatory manner, i.e., with the people, in order to address practical problems and needs as identified and defined by them. While the handbook has been prepared primarily as an instructional and reference material to be used during Action Programme workshops for Communication Skills Development, it can still be used as a guide for participatory communication strategy design work in general.
The handbook focuses on the process of communication strategy design. It also looks at message and discussion theme creation as well as the principles of communication media, materials and activity development and production. Although it does not dwell on the technical aspects of production, the handbook specifies the requirements for effective use of communication approaches, techniques, media, materials and methods among rural communities. It presents a step by step approach to strategy design. In this way the reader is able to see how they can plan, implement, supervise and monitor the whole process. This is done in order to ensure that the reader is capable of defining specifications for communication materials as well as activity development and
production. A reader thus armed can work fruitfully with media production specialists for quality control purposes. The strategy design process described in the handbook has been tested in training workshops. It has also been applied with great success to various development projects dealing with agriculture, health, education, income generation, gender, water and sanitation, animal husbandry, and poverty alleviation.

Bibliographic information

Mefalopulos P., Kamlongera, C. (2004). Participatory Communication Strategy Design.

Filter tags

English

Download