ELEMENTS- SMCREF

 Who?
 Says what?
 In which channel?
 To whom?
 With what effect?
 DEFINING the
SITUATIONAL
PROBLEM
ANALYSIS

IDENTIFYING and
ANALYZING
AUDIENCE
MONITORING and
EVALUATION

FORMULATING
COMMUNICATION
OBEJECTIVES

DETERMINING
NEEDED
RESOURCES
FORMULATING
COMMUNICATION
STRATEGIES
SITUATIONAL ANALYSIS
SITZ IM LEBEN
A. STRUCTURAL ANALYSIS
- Economic
- Political
- Cultural
B. GENDER ANALYSIS
C. CULTURAL ANALYSIS
 DEFINING the
SITUATIONAL
PROBLEM
ANALYSIS

IDENTIFYING and
ANALYZING
AUDIENCE
MONITORING and
EVALUATION

FORMULATING
COMMUNICATION
OBEJECTIVES

DETERMINING
NEEDED
RESOURCES
FORMULATING
COMMUNICATION
STRATEGIES
DEFINING the PROBLEM

 Lack of Awareness
 Lack of Knowledge
 Lack of Acceptance or
rejection (Attitude)
 Lack of Participation
(Practice)
 DEFINING the
SITUATIONAL
PROBLEM
ANALYSIS

IDENTIFYING and
ANALYZING
AUDIENCE
MONITORING and
EVALUATION

FORMULATING
COMMUNICATION
OBEJECTIVES

DETERMINING
NEEDED
RESOURCES
FORMULATING
COMMUNICATION
STRATEGIES
 IDENTIFYING and
ANALYZING the AUDIENCE
TO WHOM?
 Primary
 Secondary
 Tertiary
 DEFINING the
SITUATIONAL
PROBLEM
ANALYSIS

IDENTIFYING and
ANALYZING
AUDIENCE
MONITORING and
EVALUATION

FORMULATING
COMMUNICATION
OBEJECTIVES

DETERMINING
NEEDED
RESOURCES
FORMULATING
COMMUNICATION
STRATEGIES
 FORMULATING
COMMUNICATION
OBJECTIVES
S- pecific ABCD APPROACH

M- easurable A-udience
A- ttainable B-ehavior
R- ealistic C-ondition
T- ime Bound D-egree
 DEFINING the
SITUATIONAL
PROBLEM
ANALYSIS

IDENTIFYING and
ANALYZING
AUDIENCE
MONITORING and
EVALUATION

FORMULATING
COMMUNICATION
OBEJECTIVES

DETERMINING
NEEDED
RESOURCES
FORMULATING
COMMUNICATION
STRATEGIES
 FORMULATING
COMMUNICATION
STRATEGIES

 Source Strategy
 Message Strategy
 Media Strategy
SOURCE STRATEGY
WHO?
 Credible
 Knowledgeable

 Reliable

 Mass Appeal
 MESSAGE STRATEGY
SAYS WHAT?
Characteristics: Stages:
 Truthful  Analyzing
 Simple
 Drafting
 Clear
 Specific  Pre-testing
 Consistent
 Revising
 Positive
 Attention-getting  Repeating
 Action-oriented  Finalizing
 Culturally Appropriate
MEDIA STRATEGY

IN WHICH CHANNEL?
 Reach
 Frequency
 Impact
 Access
 Cultural fit
 Cost
 DEFINING the
SITUATIONAL
PROBLEM
ANALYSIS

IDENTIFYING and
ANALYZING
AUDIENCE
MONITORING and
EVALUATION

FORMULATING
COMMUNICATION
OBEJECTIVES

DETERMINING
NEEDED
RESOURCES
FORMULATING
COMMUNICATION
STRATEGIES
DETERMINING NEEDED
RESOURCES
 Manpower
 Machines
 Materials
 Methods
 Money
 Moment
 Market
 DEFINING the
SITUATIONAL
PROBLEM
ANALYSIS

IDENTIFYING and
ANALYZING
AUDIENCE
MONITORING and
EVALUATION

FORMULATING
COMMUNICATION
OBEJECTIVES

DETERMINING
NEEDED
RESOURCES
FORMULATING
COMMUNICATION
STRATEGIES
 MONITORING and
EVALUATION
WITH WHAT EFFECT?
 It involves the participants of a program
 It is an integral part of the total program
 It focuses on process, content, and
impact.
 It uses both qualitative and quantitative
data
 It is objective
 It uses clear measures and indictors
 It is practical and realistic
 It involves both internal and external
evaluators
 It is interdisciplinary
 It uses results for decision-making and
action planning
 The Academician looks at communication planning from
the conceptual framework of his particular discipline: he
views it in terms of theoretical relationships, hypotheses,
models and gears his efforts toward adding to the
intellectual warehouse of knowledge.
 The media practitioner, on the other hand, is on the
frontline. He sees communication planning only in terms
of the project under his charge.
 The policy-maker stands between the two. He sees the
tasks in terms of how the over-all communication efforts
could be coordinated and implemented on a larger scale.