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.