Steps in StrateGic CommuniCation

Strategic Communication

Definition

Strategic Communication means 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.
http://en.wikipedia.org/wiki/Strategic_Communication

This communication is a vision and is based on a clearly defined strategy. It is designed to achieve specific goals established in advance.

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

The new steps in Strategic Communication. P-Process is a framework designed to guide communication professionals as they develop strategic communication program. The P-Process is used to develop communication program addressing a wide range of topics like encouraging safer sexual behavior to prevent HIV transmission, promoting child survival, reducing maternal mortality, or increasing contraceptive prevalence etc.
Communication strategically requires a clearly defined strategy with specific goals established in advance. This step-by-step road map leads communication professionals from a loosely defined concept about changing behavior to a strategic and participatory program with a measurable impact on the intended audience.

There are five steps of Strategic Communication.
They are:

Step # 1
ANALYSIS

Analysis is the first step of Strategic communication. It is way of developing effective communication programs. The analytic staffs need to understand the problem of the people, their culture, existing policies and program, active organizations and available communication channels.

SITUATION ANALYSIS:

1. Determine severity and causes of problems.
2. Identify factors inhibiting or facilitation desire changes.
3. Develop a problem statement.
4. Carry out formative research.

AUDIENCE / COMMUNICATION ANALYSIS:

1. Conduct a participation analysis.
2. Carry out a social and behavioral analysis
3. Assess communication and training needs.

Step # 2
STRATEGIC DESIGN

This is the second step of development communication in many development organizations. Every communication program or project needs a strategic design with follow this steps. The steps are given below:

1. Establish communication objectives.
2. Develop program approaches & positioning.
3. Determine channels.
4. Draw up an implementation plan
5. Develop a monitoring and evaluation plan

Step # 3
DEVELOPMENT & TESTING

Development and testing is the third step of development communication. Every communication program or project needs a strategic design with follow this steps. The steps are given below:

1. Develop
2. Test and pretest
3. Revise and Retest

Step # 4
IMPLEMENTATION & MONITORING

Implementation requires maximum participation, flexibility and training. Monitoring involves tracking outputs to be sure that all activities take place as planned and potential problems are promptly addressed. Every communication program or project needs a strategic design with follow this steps. The steps are given below:

1. Produce and disseminate
2. Train trainers and field workers.
3. Mobilize key participants
4. Manage and monitor program
5. Adjust program based on monitoring

Step # 5
EVALUATION & REPLANNING

This is the last step of development communication in different organization. This is the evaluation and replanning process. Evaluation measures how well a program a program achieves its objectives. It can explain why a program is effective (or not), including the effects of different activities on different audiences. Every communication program or project needs a strategic design with follow this steps. The steps are given below:

1. Measure outcomes and assess impact
2. Disseminate results
3. Determine future needs.
4. Revise or redesign program

Planning for continuity:

News media relations, like communication in general, are a process. Building good working relationships takes time, and getting results takes persistent effort. Individual journalists come and go, programs change, and new needs arise. Throughout, the public demand for news and information persists. A professional approach, high standards, and commitment to the public interest, applied consistently over time, can help an organization meet its communication goals and advance the cause of family planning and good reproductive health.