Communicating a programme in the public arena is important for a number of reasons. First, it raises awareness about the services the programme provides and the expertise of the programmers, drawing the attention of a range of broader stakeholders and creating demand for the services. This may in turn lead to further support for the programme, whether it be financial support from donors, or other types of support from volunteers and the surrounding community. Communicating a programme can also help to link it to similar programmes or implementers working in the same area, allowing for the sharing of ideas, support, and good practice. Finally, the communication of programme outcomes can serve as evidence of impact through success stories, which is important for the programme itself, and for showcasing what can be achieved to other funders and programmers working in the same area. It also allows for the sharing of lessons learnt, which can inform best practice.
A crucial aspect when communicating programmes is the effectiveness of such efforts, to ensure that the audience understand the message and ideas, and to call relevant stakeholders in the audience to action.
Developing an effective communication plan[2]
To ensure effective programme communication, it is recommended that implementers develop a comprehensive communication plan during the programme design phase. Effective communication begins at the start of the programme and continues throughout its lifetime and is planned strategically rather than being done on an ad hoc basis. The communication plan should include a description of what should be communicated, to whom, why, and how it will be communicated. It should also leverage existing opportunities for communicating to the chosen audience, and should consider the envisioned outcomes for the communication (for example, how do you want the audience to feel about the programme? What do you want the audience to do?).
The appropriate channels for the messaging should be specified, whether they be a website, social media, webinars, or other platforms or events. Messages that include visuals, such as infographics, photos, or videos, have been found to capture the attention of the audience more effectively than long reports. While producing programme content can be expensive, there are many free tools available to develop factsheets or infographics. A communication plan should also detail the budget for communication activities to ensure that staff time is accounted for. Most importantly, messaging should be concise, clear, and alongside describing the programme, should clarify its relevance and importance to the specific audience (that is, answer the what? and the why should we care?).