Participatory Communication Strategy Design

Abstract

This Handbook on Participatory Communication Strategy Design (PCSD) has been prepared as a training and field guide for designing, implementing and managing communication for development strategies for field projects. The PCSD methodology is used to build on the results of the Participatory Rural Communication Appraisal (PRCA). It outlines ways of involving people in the decision-making processes for effective communication planning and action. The handbook focuses on the process of planning a communication strategy design in a participatory manner. It clearly explains the principles and processes of communication planning, message development, multimedia material production and the implementation of communication activities in the field. Although it does not dwell on the technical aspects of production, the handbook specifies the requirements for effective use of communication approaches, techniques, media, materials and methods among rural communities. It pres ents a step-by-step approach to strategy design. In this way the reader will be able to plan, implement, supervise and monitor the whole process. PCSD has been prepared primarily as training and reference material to be used during workshops for communication skills development, as well as a guide for participatory communication strategy design in the field. For those who have not been trained in PCSD, it is advisable to attend a training workshop in which the principles and proced ures of the activity can be learned and practised before application at the community level. The communication strategy design process described in the handbook has been tested in training workshops. It has also been applied with success to various development projects dealing with agriculture, health, education, income generation, gender, water and sanitation, animal husbandry and poverty alleviation.