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Media Training May2015 M
Media Training May2015 M
Adigrat, Tigray
June, 2023
Presentation Outline
Introduction
Goal of communication
• People interpret and make meaning of information based on their own context
• People can’t always control the issues that create their behavior
It helps to gain political commitment, social acceptance and systems support for
the implementation of the campaign.
Our campaign requires different level advocacy meetings through the engagement
Political leaders
Sectoral Bureaus/offices,
Religious leaders,
media professionals
Influential community members,
partners and other stakeholders etc.…
Social Mobilization
A process that engages/motivates various stakeholders at regional and local levels for
intersectoral collaboration to increase the uptake of vaccines
Is a communication strategy, by engaging different stakeholders, including:
Media organizations
ቁልፊ መልእኽትታት
Public relations
Health professionals
Influential bodies
The influence of media on vaccine uptake has been reported in many countries:
In Sierra Leone, availability of media outlets and the framing of COVID-19
vaccine messaging contributed to a 32.4% willingness of people to take the
vaccine
Messages should explain the benefits and potential side effects of the vaccine,
which increased people’s trust
Thus access to media correlates with higher COVID-19 vaccine acceptance
Factors Influencing Willingness to receive COVID 19 vaccine
(based on studies conducted in Ethiopia)
Consider how your reporting can help to encourage trust in safe and effective
vaccines and reinforce vaccination norms
Emphasize that COVID-19 vaccines can prevent Severe disease and death from
the virus
Frame scientific language through explanations with simplified terms for audiences
of all levels
Avoid jargon and define scientific terms in every article.
Give the complete picture of the vaccines’ development and provide trustworthy
Report facts and figures about the role of effective vaccines in ending health
Clearly state possible and expected side effects to inform the public, and help
Critical to prepare mechanisms to adequately track and manage rumors, fake news or
misinformation
Steps in strategic
communication
(P-Process)
P-Process is a framework designed
• To guide communication professionals as they
develop strategic communication programs.
• Uninformed
• Dissatisfied
• Too busy
• Misinformed
• Distant
Analysis
Situation analysis
Communication analysis
Audience analysis
Why prioritization?
• Limited resource
• To easily identify the priority focus
• Time
Lack of resources
• Limited resources
• Develop program approaches & positioning: Select a behavior change model upon which to base
the program.
• Determine channels
• Develop a monitoring and evaluation plan: Identify indicators and data sources to monitor
program implementation as well as audience reaction.
ICEBREAKER:
A father is about to take his son to a job interview… applying for a position at a large
stockbrokers company in the city.
Just as they arrive at the company’s parking lot, the son’s phone rings. He looks at his father
who says… ‘Go ahead, answer it’.
The caller is the trading company’s CEO who says… ‘Good luck son, you’ve got this.’
The son ends the call and once again looks at his father who is still next to him in their car.
How is this possible?
Strategic Design
• Objectives describe what audience should think, know, feel and do.
• Select key audience segments and quantify the changes in knowledge, attitudes, skills,
behaviors, expected within a specific time.
With in the next 3 months, people in Fatsi Knowledge Percentage of people that know
will know the benefit of COVID_19 benefit of COVID_19 vaccination.
vaccination.
With in the next 6 months, COVID_19 Behavior Percentage of people received their
vaccination coverage in Fatsi will be 80% COVID_19 vaccination jab
2. Determine communication channels
• Choosing the channels that are most likely to reach the intended audience
• Select a lead channel and supporting channels (channel mix for a synergistic
impact.
Criteria for channel selection
• Efficiency
• Effectiveness
• Accessibility
• How frequently should the messages transmitted
• Audience media preferences and habits
3. Work plan
• Make sure all involved know what is expected (current behavior and future
destination).
Group Work
• Avoid jargons
1. Command attention
• Attract and capture the audience’s attention.
• Make it memorable!
• Easily understood
“7 Cs” …
4. Consistency
• Repeat the same message consistently across different communication channels to avoid
confusion and enhance the impact of the message
• People learn by repetition and repetition similar message with different approaches and channels
5. Create trust
• Ensure you use accurate information and credible channels. Credibility of the message is
essential, as without it, the message will go ignored by the target audiences
“7 Cs”…
7. Call to action
• A clear call to action stating/telling exactly what the audience should do.
Different information need
Integral means
ONE
Incomplete data
Mark Twain
ንሕብረተሰብ ክመሓላለፉ ዝግብኦም
መልእኽትታት ንፍዮ
ተቃላዕነትን ሓደጋነትን ሕማም ንፍዮ
• ሕማም
• ዓይነ ስውርነት
• ረኽሲ ሳንባ
• ውፅኣት
ምልክታት ሕማም ንፍዮ
o ረስኒ
o ኣብ ሙሉእ ሰውነቱ ዕንፍሩር ምውፃእ
o ሰዓል
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