Strategic Communication

Strategic Communication

Strategic Communication can mean either communicating a concept, a process, or data that satisfies a long term strategic goal of an organization by allowing facilitation of advanced planning, or communicating over long distances usually using international telecommunications or dedicated global network assets to coordinate actions and activities of operationally significant commercial, non-commercial and military business or combat and logistic subunits.


Definition of strategic communication

Strategic communication management is defined as the systematic planning and realization of information flow, communication, media development and image care in a long-term horizon. It conveys deliberate message through the most suitable media to the designated audience at the appropriate time to contribute to and achieve the desired long-term effect. Communication management is process creation. It has to bring three factors into balance: the message, the media channel and the audience.

P-Process

P-Process

1. Analysis
Situation Analysis: Determine severity and causes of problems; identify factors inhibiting or facilitating desired changes; develop a problem statement; carry out formative research (listen to understand audiences' needs and priorities).
Audience/Communication Analysis: Conduct a participation analysis to identify partners, audiences, and field workers; carry out a social and behavioral analysis at the individual and community levels; assess communication and training needs.

2. Strategic Design - Establish communication objectives that are Specific, Measurable, Appropriate, Realistic, and Time-bound (SMART); develop program approaches & positioning; determine channels (consider a coordinated, multimedia approach that includes community mobilization and interpersonal communication); draw up an implementation plan; develop a monitoring and evaluation plan

3. Development & Testing - Develop message concepts; pretest with audience members and gatekeepers; revise and produce messages and materials; retest new and existing materials. Combining science (analysis, strategy) and art (creativity), this step is characterized by participatory processes and the facilitation of group action.

4. Implementation & Monitoring - Produce and disseminate; train trainers and field workers (focus on building institutional capacity and teamwork as well as individual skills); mobilize key participants; manage and monitor program (maximize participation); and adjust program based on monitoring.

5. Evaluation & Re-planning - Measure outcomes and assess impact; disseminate results widely; determine future needs; revise/redesign program (staff may have to return to the analysis stage if the situation changes markedly or if new causes are found for problems).

Participation: A strong communication program should fully engage multiple stakeholders at the national, district, and community level.

Capacity Strengthening: A successful plan considers ways to build capacity at the institutional and community level.