lesson 11: communication for

information and advocacy

purposes
Reporters:
Llano Cesar Jacob O. , Ibay, Rowel Castro,
Honra Nicole C., Malate Jessa, Jaron, April Mae, Lunay Desiree &
Jayubo, Ghelo
aCTIVITY: FILL THE
MISSING letters
NO. 1

TE___O__GI__L
A__A___S
CORRECT ANSWER:

TEc hnOl oGI c a L

AD V AN C E S
NO. 2

I_T_ L
CORRECT ANSWER:

IN T E L
NO. 3

C___U__ty
CORRECT ANSWER:

C O M M U N Ity
NO. 4

S____l m__i_
CORRECT ANSWER:

S OCIA L mED IA
 objectives:
1. Explain the role of
communication for
2. Analyze the intent,
purpose, type and
development and means of public
social change. information campaign
in developing
messages.
Assess the role and
3. value of 4. Apply
procedures
successful
in
communication for developing public
advocacy and; information and
advocacy campaign.
 Introduction
Communication has become a
vital tool in social development,
especially in promulgating
positive social change. social
change makes us of community
dialogues and collective action
to achieve the well-being and
welfare of community.
 COMMUNICATION FOR
DEVELOPMENT AND SOCIAL
CHANGE
According to Kumar (2011) Communication
development is done with a social
conscience, transforming the roles of
human to enact social change and achieve
a higher quality of values for a better life.
In pursuit of social development, communication
environments such as televisions,
radiotelecommunications and social media
platforms became a crucial ground on transmitting
information in different communities that will make
all people in the society connected (can discuss,
collaborate, and decide to one another for greater
good).
Problems can be resolved through public
information campaigns that may center on
malnutrition, environmental degrigation,
crimes and public health, among others.
these type of campaigns seek to push
people to be socially aware.

Technological advancements also

contributed hugely in acheiving
communication development and has
transformed information exchange
patterns that had proven to be effective in
the context of social change.
Among the applications of developmental
communication are:

collective exchange of information

knowledge
ideas and values within communities
promotion for participation of citizens
community empowerment
Technological advancements also
contributed hugely in acheiving
communication development and has
transformed information exchange
patterns that had proven to be effective in
the context of social change.
public information
campaigns
Can be broadly identified as a
25
purposive attempt to inform,
persuade, or motivate changes in
20
behavior, in a relatively well-defined
audience, for non-commercial 15

benefits within a period, through the

use of mass media and, more 10

recently, social media,

complemented by interpersonal 5

communication strategies (Rogers &

Storey, 1987). 0
Sample 1 Sample 2 Sample 3 Sample 4 Sample 5
Have become the instrument of
25
change in influencing public opinion
and decision-making at the societal
20
level.
15

the essence of it is rooted in the

dynamics of public service, which 10

deals with specific issues generally

supported by an array of 5

stakeholders (Paisley,2001).
0
Sample 1 Sample 2 Sample 3 Sample 4 Sample 5
The common components of a public information
campaign in a conceptual dimension are (Paisley, 1998):
Objectives and methods which emphasize social control strategies to
achieve certain objectives;
strategies on how a campaign is perceived;
individual or collective benefits which emphasize social changes and
outcomes;
first party and second party entitlement when the campaign sources have
primary stake on the issue; and
type of stakeholders, weather the primary campaign sponsors and actors
are associations, governemt institutions, foundations or private companies,
they all affect the public agenda.
it aims to inform, educate, and communicate a given
subject through various audiences, which can affect
their social awareness, attitudes, and behavior.

the purpose of this campaigns is to increase public

awareness, increase the involvement of the target
audience, and enhance public perception and
behavior.
Generally, there are two types of public
information campaigns, individual change
and public will campaigns.
 Individual Behavior Change
Campaigns
seeks to change individual behavior that causes social problems.

it focuses on the well-being of an individual , like in campaigns

that teaches every individual to throw wastes in a proper place or
in a trash bins.
 Individual Behavior Change
Campaigns
seeks to change individual behavior that causes social problems.

it focuses on the well-being of an individual , like in campaigns

that teaches every individual to throw wastes in a proper place or
in a trash bins.
 Public Will Campaigns

Aims to mobilize people for collective action to affect social

change.

advertisements in television like “Avoid illegal drugs” or

“Community Livelihood Programs for a bright Future of the
nation” are an examples of public will campaigns.
According to Clavel (1991), the functions of public
information are as follows:
1. Informative function - awareness and knowledge of government
programs ;
2. Instructive function - ideas on new techniques and innovation
for adoption;
3. Regulative function - compel people to observe laws and
procedures;
4. Integrative function - achieve unity and harmony; and
5. Interactive function - sustain the exchange of information,
public views, and comments.
In general, a campaign aims to achieve one or more o
the following:

1. Increase the salience of a particular risk-taking behavior by attracting

community attention;
2. Raise knowledge and awareness;
3. Achieve changes in behavioral intent;
4. Achieve changes in social norms;
5. Sustain safer behaviors among the people; and
6. Achieve attitudinal changes among the broader community (shanahan et.
al. ,2000).
 making a successful campaign
Effective public information and advocacy
campaign have four essential components:
1. Assessment - looking at what has been done by the campaign and what
can be achieved in the future.
2. Creation - putting together the good components needed for the
campaign.
3. Implementation - actual execution of the campaign in the target setting
4. Evaluation - looking at what has been achieved and analyzing the results.
Sample paperless
Communication
Is a workplace were the use of paper has been eliminated or greatly
reduced. it was accomplished through the digitalization or documents
and other paper documents going paperless.

It can save money, increase productivity, save space, facilitate

documentation and information sharing, protect personal information
and help the environment.

a publicist coined the phrase “paperless world” to describe the office of

the future (availability of video display computer terminals such as the
1964 IBM 2260) and it was an early prediction of paperless office in 1975.
The idea was that office automation would eliminate the need for paper
for routine tasks like record-keeping and book-keeping. and it gained
popularity with the advent of the personal computer while the prediction
of a PC on every desk is accurate, the paperless office did not.

since around 2000, the use of office paper has leveled off and is now
declining, which has been attributed to a generation shift; younger
people are thought to be less inclined to print out documents and more
inclined to read them in a full-color interactive display screen.

in 1978, Micronet, Inc., a manufacturer of automated office equipment

coined the phrase “The Paperless Office”.