Result: 2019 Voices with Purpose. Conceptual Module.pdf

Civil society actors in Africa are today finding more opportunities to encourage citizen and community participation in promoting social change, yet communicating their efforts effectively and on a greater scale remains a vital challenge. The regional media project of the Friedrich-Ebert-Stiftung (FES) in Africa, fesmedia Africa, conducted a study to assess whether civil society organisations (CSOs) in Africa integrate communication strategies into their work, and if so, how. Our research found that many African CSOs have not yet gained a comprehensive vision and understanding of the benefits of communication planning. Numerous interviews conducted across Africa with communication experts, trainers and non-governmental organisations (NGOs) showed that organisations often incorporate communication tools, such as interview, press release and social media skills, without a clear communication plan to usefully deploy them and engage their audiences. A communication plan addresses aspects such as crafting a communication strategy guided by clear institutional aims, relevant data and evidence; public positioning of an organisation; developing diversified messages to connect and engage with a variety of target audiences; cultivating media and advocacy contacts; alliance building; and formulating tailored internal and external communication strategies. To address African CSOs’ need for effective strategic communication planning, fesmedia Africa has developed the programme ‘Communication Strategies for Development and Social Change’. The programme aims to: - empower civil society actors to effectively articulate, represent and advance their interests, causes and goals in the policy-making process; and - guide CSOs in using modern communications methodologies to broaden opportunities for socio-political participation and social change. To this end, one component of the programme has been the elaboration of Voices with Purpose – A Manual on Communication Strategies for Development and Social Change, which consists of three parts: 1) Conceptual Module, 2) Participant’s Module and 3) Facilitator’s Module. Equipped with key conceptual foundations, applicable strategies and a step-by-step guide to designing a communication strategy, civil society actors –be they trade unions, women’s organisations, human rights activists, young leaders, or specific campaigns– should find themselves in a better position to represent and mobilise action for their causes. Whilst the methodology is directed at CSOs, it is also applicable to interested government institutions and political entities. The Manual was developed by Rafael Obregón Gálvez, Chief of the Communication for Development Section at UNICEF in New York; and Jair Vega Casanova, Professor in the Department of Social Communication at the Universidad del Norte in Colombia, along with his dedicated team. It builds on a previous version which they co-authored in 2002, with the support of the regional media project of the FES in Latin America. Prior to publishing, the draft Manual was tested with NGOs in Colombia and an NGO in Namibia. Together with the highly constructive inputs of 17 communication experts from 12 countries across the African continent, the Manual was adapted for African audiences. These experts were in turn trained as facilitators in the use of this methodology to support CSOs keen to design comprehensive communication strategies that will effectuate positive social change. Given the advanced knowledge and practice with social communication processes in Latin America, the vast expertise of the authors from this region, and the under-use of valuable experiences from regions of the world with greater similarity to African realities, the space created for the exchange of South-South experiences, mutual learning and dialogue was especially rich and inspiring. We are pleased to share these communication concepts with an African audience. Sara-Nathalie Brombart Director, fesmedia Africa Friedrich-Ebert-Stiftung OVERVIEW: CONCEPTUAL MODULE This module provides key conceptual and theoretical elements for participants to gain a deeper understanding of the underlying processes and methodologies that guide the design, implementation and evaluation of a communication strategy. There are many definitions and approaches that vary depending upon the type of communication approach, and the specific development and social change issues being addressed. While this is not meant to be an academic text and is purposefully written in a way that is accessible to multiple audiences, it does include relevant academic references for those readers interested in the rich communication for development literature. This module consists of five chapters each of which is structured into three blocks: a brief introduction to the topics covered in the chapter; an overview and evolution of key concepts; and questions to guide emerging discussions. These questions serve to facilitate further reflection by participants. Chapter One includes a general approach to strategic planning in social organisations. It is expected to help assist understanding of how a communication strategy must be formulated as an integral component of the policies and strategic focus areas of the organisation. Chapter Two briefly discusses key concepts and theoretical shifts around communication, culture, development and social change processes. As communication processes often entail a political perspective, these processes are linked with the goal of strengthening democracy and citizenship, as well as with the achievement of development objectives such as the Sustainable Development Goals and their corresponding targets. This chapter also discusses inclusive perspectives, particularly in relation to gender and human rights. Chapter Three includes a brief history of the evolution of conceptual approaches in the field of communication for development, many of which are derived from important transformations in development efforts over the last 70 years, as well as reformulations of the role played by communication in those processes. Chapters Three and Four introduce key communication models and strategies for social and behaviour change. These chapters emphasise conceptual elements and highlight specific methodological elements that are discussed in detail in the Participant’s Module. Finally, Chapter Five provides core concepts and definitions about designing, implementing and evaluating communication strategies for development and social change, including formative research, strategy design, and monitoring and evaluation. Specific guidance on how to implement each of these steps is provided in the Participant’s Module.