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Planning DSC Campaign

This document outlines the process for planning a development support communication (DSC) campaign. It discusses that appropriate planning is the first step to achieving campaign goals. A campaign uses coordinated communication methods over time to focus attention on an issue and its solution. The document then discusses advantages of the campaign approach, when to use a campaign, and a three stage process for creating a campaign plan: 1) identifying objectives, 2) analyzing the topic, situation, audience and sponsor, and 3) formulating the plan by selecting communication channels, messages, materials, schedules and feedback mechanisms.

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Malik Hasnain
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91 views12 pages

Planning DSC Campaign

This document outlines the process for planning a development support communication (DSC) campaign. It discusses that appropriate planning is the first step to achieving campaign goals. A campaign uses coordinated communication methods over time to focus attention on an issue and its solution. The document then discusses advantages of the campaign approach, when to use a campaign, and a three stage process for creating a campaign plan: 1) identifying objectives, 2) analyzing the topic, situation, audience and sponsor, and 3) formulating the plan by selecting communication channels, messages, materials, schedules and feedback mechanisms.

Uploaded by

Malik Hasnain
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Development Communication

Planning DSC Campaign

Saima Quddoos
In case of development support communication(DSC)
appropriate planning is the primary step for achieving
the goals.
Campaign
Campaign involve coordinated use of different
methods of communication and education, aimed at
focusing attention on a particular problem and its
solution over a period od time.
 There are different kinds of campaigns such as
charity campaign, sale campaign, political
campaign.

 This is intended to provide information and


education which people can use to improve
their lives.
Advantages of the campaign approach:
 A campaign approach is the only way to handle large
and complex programmes of public information and
education.
 The campaign approach permits the use of resources

(time, funds, personnel) more effectively and helps


you to coordinate them.
 The campaign approach is unique in the way it

permits the use of combinations of methods, directed


towards the same programme objectives
 It can help to reach more members of the audience, by
using a combination of communication methods.

 It can provide a wider change of understanding as it helps


to reach audience members through multiple channels and
in a repetitive pattern which enlarge the scope of learning.
When to use campaign

 The campaign approach is most useful when the topic


under consideration is important to the audience and
the organization. When a variety of communication
methods will be needed and when the education effort
is complete and perhaps a large scale.
Creating the Plan
The planning process for an educational campaign might
be approach in three stages :

 Stage 1: identifications of objectives


A useful statement of objectives must do three things
1. Specify the kind of change desired or introduced the
new idea
2. Pin point the intended audience
3. State the period of time involved
 Stage 2: Analysis
Careful analysis of topic, situation, intended audience
and the local organization that intends DSC, can help
keep a campaign simple and on target.
Following are some questions that might be asked each
of the four areas for analysis
1. How familiar the topic to the audience?
2. How easy is it to see and describe?
3. How strong or week is the scientific base for it?
4. To what extend does it agree or conflict with the
current values and experiences of the audience
 Situation
1. How severe is the problem or great the opportunity?
2. What has created the problem or opportunity?
3. What efforts were made to introduce the idea or to
achieve the desired results?
 Audience

1. How many audience would be targeted?


2. What are the location of audience?
3. What are their major characteristics( gender,
education, age, occupation etc).
 How do they know about the topic
 How interested they are in the topic
 What are their feelings and opinions about the topic?
 What are their goals related to the topics?
 To what sources do, or would, they normally go for

information about the topic?


 What groups or organizations are important to them?
 What mass media they use?
 Sponsor
 What is the importance of the topic for DSC?
 How urgent is the topic from DSC point of view?
 How much priority will the matter receive within DSC?
 What resources are available to work on the

programme?
 Stage 3: Formulation of the plan
 This stage has several dimension
 Methods to use:

At this point the planner chooses from available


communication channels, identified message to be
communicated, decides on the amount and format of
material to be used, selects a schedule and chooses
ways to arrange feedback from audience members
during campaign.

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