Strategic communication
Method
The method Global Reporting has developed to provide an optimal strategic communication planning in development process is called PPIC (Participatory Planned Integrated Communication) . The method embodies a few fundamental principles and practices:
Linkage theory-practice
Experience has taught us that the most difficult challenge when addressing development communication issues is to find linkages between theory and practice. An optimal performance demands both in-depth comprehension of the development sector, awareness of donor practices and culture, understanding of particular conditions in the countries involved and knowledge of strategic communication theories and hands-on activities.
Participation
The stakeholders themselves define their needs and visions, supported by the consultant.
Integration
Communication is integrated in the project process to support the main objectives. There must be a clear understanding of which problems can and should be solved through communication measures and how these activities are interwoven with other activities within the project/process.
Define target groups
Before starting any communication action it is important to know to whom you want to communicate and what stakeholders or other target groups that needs to be involved in the communication process.
Set communication goals
Just like any other activity, communication needs specific, elaborated goals. In a larger programme or project, the communication goals must coincide with the overall project goals.
Make an analysis of internal and external conditions
The conditions must be reviewed to examine the possibilities for a successful communication effort. Limitations, focus and possibilities should be analysed.
Define a strategy
Based on the target groups, the communication goals and analysis, an elaborated strategy is essential. A well-designed strategy entails advanced two-way communication practices, seeking dialogue and building relations as well as ensuring an optimal mix of arenas/channels/media.
Design an action plan
This means not only defining different activities, but also knowing what is to be achieved with each specific action and what arena/channel/media is the most suitable for the defined purpose.
Monitor and evaluate
Regular, formal and informal, monitoring and evaluation of the communication activities, involving a constant dialogue with stakeholders are the last components necessary for successful communication. Properly designed evaluations and monitoring mechanism are tools to "listen" to the target groups - not only to see if the communication goals are fulfilled, but also to adapt communication and other operations according to the demands and needs of the target groups.