1.1-1.4 Multi-Media Planning Process PDF

DEVC 135 Multi-media Materials Planning and Design Unit I. Overview of media planning and production process in the context of development communication A plan gives one an idea of what’s to come. We have a better idea of what to expect. A plan allows us to make sound deci...

DEVC 135 Multi-media Materials Planning and Design Unit I. Overview of media planning and production process in the context of development communication A plan gives one an idea of what’s to come. We have a better idea of what to expect. A plan allows us to make sound decisions. It allows us to prioritize. It gives us time to prepare. It serves as a guide. It reminds us of our limitations. It allows us to prepare. A plan saves us time, cost, and human resources. It allows us to be more efficient – to accomplish our ever-increasing number of tasks in the shortest time possible at the minimum cost. The entries in your planner gives you an idea of what your day is going to like, how hellish your hell week –or month- really is. It allows you to identify days when you can sleep to your heart’s content and the other one when sleep would be a waste of time. The entries allow you to plot your exams and deadlines. It helps you decide which courses/outputs to prioritize in terms of cramming. Knowing what will happen allows you to stock up on caffeine or energy drinks and when to splurge for post-hell week treat. That’s how a plan helps you as an individual. On a larger scale such as a devcom intervention, one needs to plan for multiple individuals – representing various stakeholder groups. Imagine taking on the role of coordinating with a much larger diverse group of people separated by geography, education, economic status, access to government services, among others – that’s the common job for development communicators in the field. That will be your role in the future. And this course will help you prepare for that. This course will introduce you to the concepts and the tools that you will be needing in planning and designing the integrated multi-media plan. The integrated multi-media plan, simply put, is the tangible form of all the planning and designing that you will be doing this semester. The class will be adopting the framework for Communication for Development (comdev) Planning Process as proposed in 2014 by Acunzo ​et al. ​in the ​Communication for Rural Development Sourcebook​, a publication of the Food and Agriculture Organization of the United Nations. The FAO sourcebook is a prescribed textbook for the course. It is a free publication available for download at the FAO website and has multiple copies at the CDC Reading Room. COLLEGE OF DEVELOPMENT COMMUNICATION PAGE 1 OF 5 UNIVERSITY OF THE PHILIPPINES LOS BAÑOS bit.ly/mydevcom Overview of the multi-media planning process: Acunzo ​et al​.’s ComDev Planning Process Learning Objectives: At the end of the session, you should be able to discuss why there is a need for development communicators to be familiar with different frameworks for planning and implementing development initiatives. While there are several existing tools available for communication and development practitioners, we will be adopting the four phases of Communication for Development Planning Process as proposed in 2014 by Acunzo ​et al. The FAO Sourcebook offers a comprehensive practical framework, which was developed from community-based development interventions. Two out of the four authors being members of the College of Development Communication faculty. Most of the cited cases are devcom projects that the college designed and implemented in partnership with various government agencies and international development organizations. While the course will cover the implementation of the plan and production of multi-media materials, the students need to be familiar with the overall planning process to gain better appreciation on the value of the integrated multi-media plan for a development intervention/project. The detailed framework of the comdev planning process can be overwhelming so we can start with introducing the four phases in the planning process. The ComDev Planning Process The four phases of the ComDev planning process (Acunzo ​et al​., 2014) include: (1) participatory rural communication appraisal, (2) design of comdev strategy and plan, (3) implementation of the ComDev plan, and (4) result assessment and sustainability. The framework is strongly grounded on the development specialists’ field experiences in the local communities. To better understand the ComDev planning process, it is important to familiarize oneself with the purpose, function, and required core competencies in ComDev as adapted by Acunzo ​et al.​ (2014) from Mefalopulos (2008). ​Purpose/definition​. ComDev seeks sustainable social change by engaging and empowering relevant stakeholders ​Main function​. It supports equitable access to information, knowledge and communication resources; facilitates participation, dialogue and collective action ​Required core competencies​. ComDev practitioners are to develop competencies on communication research, participatory approaches, adult education, community media, consultations and facilitation skills 1. Developing the Participatory Communication Appraisal (PRCA) Acunzo ​et al.​ (2014) defined Participatory Rural Communication Appraisal (PRCA) as a “​field research method that uses participatory techniques to generate information about communication stakeholders and processes​.” The PRCA report covers the situation analysis and field participatory rural community appraisal. Since the course does not require students to conduct field visits, their inputs will be based on secondary data. PAGE 2 OF 5 According to Acunzo ​et al.,​ the PRCA involves studying the “​context where a project is being implemented including key issues at stake, policy framework, stakeholders’ characteristics, views and resources​” that would affect the implementation of the devcom initiative. 2. Design of comdev strategy and plan Based on the PRCA results, a comdev strategy is formed, which involves the “​selection of appropriate communication methods, channels, and outputs.​ ” The strategy will then be translated into a plan of action specifying the communication activities and outputs while outlining the required financial, material, human resources (Acunzo ​et al.,​ 2014). 3. Implementation of the comdev plan In the third phase, the communication activities in the comdev plan are set into motion. During this phase, development specialists act as facilitators, enabling dialogue between and among stakeholders. They also ensure that stakeholders are involved in decision-making, reaching consensus, and in mobilizing resources. 4. Result assessment and sustainability The fourth phase highlights monitoring of the devcom initiative’s progress. Monitoring is a continuous procedure that runs through the whole planning process and assesses whether the comdev strategy is implemented according to plan. For DEVC 135, the outputs and the in-depth discussions will cover up to portions of Phase 3 or implementation of the comdev plan. Phases 3 and 4 will be discussed in detail in DEVC 136. Multi-media Materials Production and Management. From the larger perspective of Acunzo ​et al.’​ s comdev planning process, we will move on to stages of multi-media materials production, which provides a simplified version of the multi-media production process. We opted to use the simplified six-stage multi-media production process to avoid overwhelming students with the complexity of Acunzo et al.’s comdev planning process. We introduced them to the FAO framework so that they can better situate or contextualize the multi-media planning and design as a sub-process in planning for a development initiative. Using the simplified version of the multi-media planning and production process also facilitates a more manageable comparison between the nature, elements, and guidelines of the three major media classifications – aural, visual, and audiovisual. PAGE 3 OF 5 References Acunzo, Mario, M. Pafumi, C. Torres, and M.S. Tirol. (2014). Communication for Rural Development Sourcebook. Rome, Italy. Food and Agriculture Organization of the United Nations. Lawson-Borders, Gracie. (2003). Integrating New Media and Old Media. Seven Observations of Convergence as a Strategy for Best Practices in Media Organizations. The International Journal of Media Management. Vol. 5, No. 2 (91-99) Mefalopulos, P. (2008). Development communication sourcebook: broadening the boundaries of communication. Washington, DC: The International Bank for Reconstruction and Development/The World Bank. ​ ew York: Shoemaker, Pamela J. and Tim P. Vos. (2009). ​Gatekeeping Theory. N Routledge. Berman, Margo. (2012). ​The Copywriter's Toolkit. The Complete Guide to Strategic Advertising Copy. ​UK: Blackwell Publishing. Sachs, Wolfgang. (2010). ​The Development Dictionary: a guide to knowledge as power. ​Great Britain: Mimeo Ltd. Benoit, William L. and Pamela J. Benoit. (2008). ​Persuasive Messages.​ Singapore: Blackwell Publishing Ltd. Rice, Ronald E. and Charles K. Atkin. (2013). ​Public Communication Campaigns. USA: SAGE Publications, Inc. Tag, Nancy R. (2012). ​Ad Critique: How to deconstruct ads in order to build better ​ SA: SAGE Publications, Inc. Legal and ethical issues (153-168) advertising. U Whittaker, Jason. 2008. Magazine Production. Routledge. USA and Canada Theories in Advertising [Message Design] (pp. 3-48) Rodgers, Shelly and Esther Thorson. 2012. Advertising Theory. Routledge. US Different types of advertising messages (pp. 189-310) Rodgers, Shelly and Esther Thorson. 2012. Advertising Theory. Routledge. US Components of Advertising process cycle (p.3) Rodgers, Shelly and Esther Thorson. 2012. Advertising Theory. Routledge. US Chapter 21. Media Analysis and Decision Making (pp. 314-336) Rodgers, Shelly and Esther Thorson. 2012. Advertising Theory. Routledge. US A Message Processing Network: Managing Non-Traditional Advertising (pp. 337-353) Rodgers, Shelly and Esther Thorson. 2012. Advertising Theory. Routledge. US MAIN Model for Online Advertising and Marketing (p 358) Rodgers, Shelly and Esther Thorson. 2012. Advertising Theory. Routledge. US Four Theories on How Integrated Marketing Communications (IMC) works (pp. 491) Interactive, Perceptual Integration, Reciprocity, and IMC Process Theories Rodgers, Shelly and Esther Thorson. 2012. Advertising Theory. Routledge. US Theories about health and advertising (pp. 506-526) Rodgers, Shelly and Esther Thorson. 2012. Advertising Theory. Routledge. US PAGE 4 OF 5 Assessment Questions Lesson 1.1 Overview of the multi-media planning process: Acunzo et al.’s ComDev Planning Process [10 pts] Discuss why there is a need for development communicators to be familiar with different frameworks for planning and implementing development initiatives Lesson 1.2 Phase 1 of Acunzo ​et al.​ ’s ComDev Planning Process [10 pts] Based on your experiences, cite a sample case/similar instance that illustrates the general idea for Phase 1 (Participatory Communication Appraisal). What could have been improved in that particular situation/case? Lesson 1.3 Phase 2 of Acunzo ​et al.​ ’s ComDev Planning Process [10 pts] Based on your experiences, cite a sample case/similar instance that illustrates the general idea for Phase 2 (Design of ComDev Strategy and Plan). What could have been improved in that particular situation/case? Lesson 1.4 Phase 3 and 4 of Acunzo ​et al​.’s ComDev Planning Process [10 pts] Based on your experiences, cite a sample case/similar instance that illustrates the general idea for Phase 3 (Implementation of the ComDev Plan). What could have been improved in that particular situation/case? [10 pts] Based on your experiences, cite a sample case/similar instance that illustrates the general idea for Phase 4 (Result Assessment and Sustainability). What could have been improved in that particular situation/case? PAGE 5 OF 5