For your Employees
Organizational Communications Strategy Development: To find motive and create ownership in an audience with no background on strategic communication
Context
The Foundation for Medical Research works in the field of Antimicrobial Resistance (AMR) with 4 stakeholders - policy makers, local govt, medical service providers, community at large - with a focus on raising awareness on AMR and behavior change among all stakeholders. With no background in communication, the program staff would work closely with these stakeholders for driving specific outcomes for AMR.
Challenge
Involving the organization’s staff in developing the behavior change strategy, as they would lead the behavior change communication program on the ground with all stakeholders - community, providers, the government, policy body. But here’s the twist, being a research organization, they were experts in AMR, however had no prior communication experience.
Insight
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Using principles of design thinking to focus on the user - their context, motivators, lived experience
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Develop an understanding of their current exposure - Do they use strategic communication or behavior change communication to achieve program outcomes?
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Building capacities through facilitative techniques focused on the root cause analysis of
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Focus on 'Demystifying Communication Strategy' for the specific the audience (program representatives, researchers and data analysts)
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Go back to the 'basics of communication' - and then circle to AMR
Results
100% of the audience reported that they enjoyed the workshop and would attend if organised again
Solution
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A specially curated capacity building module on 'strategic communication, with AMR as the backdrop
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Demystified communication - brought it to a human level - to make it relatable and interesting for this specific audience
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Use of a communication framework to map audiences, understand their motives and barriers, tenets to create appropriate messages and use of the most effective and cost efficient media to reach them
86% of the audience said what they learnt was new, that they did not know before (context)
90% of the audience said they feel better equipped to work on communication in AMR
