An Overview of the P Process

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An Overview of the P Process
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Presentation Objectives

• By the end of this session you should be able to
• explain what the P- Process is
• describe the steps in the P Process for effective
  planning, implementation and evaluation of health
  communication campaigns.

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What is the Process ?

• It is a framework designed to guide communication
  professionals (CPs) as they develop strategic
  communication programs.
• It is a step-by-step road map that leads CPs from
  a loosely defined concept about changing behavior
  to a strategic and participatory program with a
  measurable impact on the intended audience.

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The 5 Step P - Process
Development Testing
Implementation Monitoring
Strategic Design
Evaluation Replanning
Analysis
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Step 1 Analysis
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Analysis

• Study the Situation to understand what is
  happening, what people want to happen, and why
  there is a difference.

The difference is our problem!
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Analysis

• Review the program by looking at the strength,
  weaknesses, opportunities and threats to the
  program and preparing an action plan to
  strengthen program inputs

Know thyself.to change others we may have to
change ourselves first!
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Analysis

• Study the Audience by assessing
• potential audience segments within
• a population mostly appropriate for an
  intervention in relation to the identified
  problem and available communication resources.

Step into your audiences shoes.
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Analysis Key Steps

• Determine severity and causes of problems
• Identify factors inhibiting or facilitating
  desired changes
• Develop problem statement
• Carry out formative research

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Step 2 Strategic Design
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Strategic Design Key Ideas

• Align program design to the analysis and research
• Develop SMART communication objectives
• Create a strategy concept that will capture your
  audience segments attention and position your
  issue
• Less is more

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Strategic Design

• Establish communication objectives
• Develop program approaches and positioning
• Determine communication channels
• Draft detailed work plan and budget
• Develop monitoring and evaluation plan

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Step 3 Development Testing
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Development Testing Key Ideas

• Developing and testing involves science and art
• Must be designed by analysis and strategic design
  steps
• Must be creative to evoke emotion and motivate
  audiences

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Development Testing

• Develop materials
• Pretest messages and materials with audience and
  gatekeepers
• Revise and complete production of materials

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Step 4 Implementation Monitoring

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Implementation and Monitoring Key Ideas

• 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. 
• Check programme outputs to ensure quality and
  consistency,
• While maximizing participation.
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• Track existing service statistics and conduct
  special studies
• using surveys, focus groups, observation, and
  other
• techniques to measure outputs as well as audience
  reaction.

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Implementation and Monitoring

• Mobilize key organizations
• Create a positive organizational climate
• Implement action plans
• Monitor program processes and outputs

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Step 5 Evaluation and Replanning
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Evaluation and Replanning Key Ideas

• If it isnt documented, it didnt exist.
• A major purpose of evaluation is to improve
  future efforts.

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Evaluation and Replanning

• Measure outcomes and assess impact
• Disseminate results
• Determine future needs
• Revise/redesign program

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Participation and Capacity Strengthening

• Remember.
• A strong communication program should fully
  engage multiple stakeholders.
• A successful plan builds capacity at
  institutional and community level.