The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
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JHU/CCP's Communication Strategy Outline

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I. Analysis of the Situation
A. Purpose (Health situation that the programme is trying to improve)
B. Key Health Issue (Behavior or change that needs to occur to improve the health situation)
C. Context (Strengths, Weaknesses, Opportunities, and Threats [SWOT] that affect the health situation)
D. Gaps in information available to the programme planners and to the audience that limit the program's ability to develop sound strategy. These gaps will be addressed through research in preparation for executing the strategy
E. Formative Research (New information that will address the gaps identified above)

II. Communication Strategy
F. Audiences (Primary, secondary and/or influencing audiences)
G. Objectives
H. Positioning and Long-Term Identity
I. Strategic Approach
J. Key Message Points
K. Channels and Tools

III. Management Considerations
A. Partner Roles and Responsibilities
B. Timeline for Strategy Implementation
C. Budget
D. Monitoring Plan

IV. Evaluation - Tracking Progress and Evaluating Impact
Source
O'Sullivan, G.A., Yonkler, J.A., Morgan, W., and Merritt, A.P. A Field Guide to Designing a Health Communication Strategy, Baltimore, MD: Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs, March 2003 - page 2. Click here to download the Field Guide as a PDF document.

Comments

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Submitted by Anonymous (not verified) on Tue, 11/30/1999 - 00:00 Permalink

I am in the process of designing a communication strategy for my organisation. We work with rural and urban poor communities.

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Submitted by Anonymous (not verified) on Tue, 11/30/1999 - 00:00 Permalink

Short, clear & useful outline. Could not access the PDF doc.

Editor's note: The PDF is quite large (308 pages). On a high speed cable modem it takes about 2 minutes to download. But it is there.