The new
P-Process: Steps in Strategic Communication
It requires a clearly defined strategy with specific goals established in advanced. The P-Process is a framework especially designed to guide communication professional as they develop strategic communication programs. This step by step road maps leads communication professionals from a loosely defined concept about changing behavior to a strategic and participatory program with a measurable impact on the intended audience. Used successfully around the world to design health program science 1982, the original P-Process has now been revised to reflect better both the goals of HCP and the overall evolution in the field of strategic communication in the past decade.


Steps in Strategic Communication:
Step 1 Analysis
Step 2 Strategic design
Step 3 Developments & Testing
Step 4 Implementation & Monitoring
Step 5 Evaluations & Replanning



Step 1

Analysis:

Analysis is the first step in developing effective communication programs, but this step does not need to be long and detailed if the program is built upon well documented past experience. Program staffs need to understand the problem, the people, their culture, existing policies and programs, active organizations and available communication channels.

Situation Analysis:

Conduct a situation analysis resulting in a dept description of the major health and development problems being addressed.

Determine severity and cause of problems:

Review existing health and demographic data, survey results, study findings and any other information available on the problem.

Identity factors inhibiting or facilitating desired changes:

Consider the basic social, cultural and economic challenges facing the people the program would like to reach.

Develop a problem statement:

Develop a clear statement that sums up the problems to be addressed.

Carry out formative research:
Listen to understand the audience need and priorities. Conduct baseline research, both quantitative and qualitative to establish the current status and accurately measure the programs and final impact.

Audience/Communication Analysis:

From the overall situation analysis carry out a detailed audiences and communication analysis.

Step: 2

Strategy design:

Establish communication objectives:

Select key audience segment and quantity the changes in the knowledge, attitudes , skills, behaviors, policies, or process changes expected within a specific time.

Develop program approaches & positioning:

Select a behavior change model upon which to base the program.

Determine Channels:

Consider a co- ordinate, multimedia approach for a synergistic impact. Achieve scale by including mass media tied to community mobilization and interpersonal communication.
Draw up an implementation plan:

Develop a work schedule with regular benchmark to monitor progress.

Develop a monitoring and evaluation plan:

Identify indicators and data sources to monitor program implementation as well as audience creation to it.

Step: 3

Development and Testing:

Developing concepts, materials, stores messages and participatory process combines science and arts. It must be creative to evoke innovation that motives audiences.

Develop:
Involve key stakeholders managers, field workers and members of the audience in design workshops to ensure that end products meet their need.

Test;

Follow concepts with testing in dept, pretesting of materials messages, processes with primary, secondary and tertiary test.
Revise:

Make changes based on pretest result for messages, stories which are not understood, not remembered or not society acceptable.

Retest:
Retest materials to ensure revisions are done well and make final adjustment before replication, printing or production.

Step: 4

Implementation and Monitoring:

Implementation emphasizes maximum participation, flexibility and training. Monitoring involves tracking outputs to be sure that all activities take place as planned and potential problems are promptly addressed.

Produce and disseminate:

Develop and implementation a dissemination plan that may include local government NGO’s, the private sector and the media for maximum coverage.

Train trainers and field workers:

Plan for training at all levels. Begin with training of trainers. Provide continuing opportunities for more training.
Mobilize key participants:

Share information, results and credits with partners, allies and communities.

Manage and monitor program:

Check program outputs to ensure quality and consistency while maximum participation.

Adjust program based on monitoring:

Use data from monitoring to make mid-course corrections or adjustments in activities, materials and procedures and to fine-tune program components.

Step: 5

Evaluation & Replanning:

Evaluation measures how well a program achieves its objectives. It can explain why a program is effective, including the effects of different activities on different audience. Sound program evaluation stimulates program improvements and redesign, guides cost-effective future funding allocation and support advocacy. Steps of Evaluation and Replanning are given below:

Measure outcomes and assess impact
Disseminate results
Determine future needs
Redesign program