Design is the second step in the communication process. In this step you create a communication strategy that includes communication objectives, audience segmentation, program approaches, channel selection, a monitoring and evaluation plan, and implementation plan.
A communication strategy is the critical piece bridging the situation analysis and the implementation of a social and behavior change communication (SBCC) program. It is a written plan that details how an SBCC program will reach its vision, given the current situation. Effective communication strategies use a systematic process and behavioral theory to design and implement communication activities that encourage sustainable social and behavior change.
Interpersonal communication (IPC) is the tailored exchange or sharing of information, thoughts, ideas and feelings between two or more people to address behavioral determinants of health. It is influenced by attitudes, values, social norms and the individuals’ immediate environment. IPC can be one way or two way. It can also be verbal, non-verbal or both. Types of IPC include one-on-one interactions (at clinic or community), small group interactions, large group discussions, hotlines, supportive supervision visits, peer education, parent-child or inter-spousal communication.
Audience segmentation is a key activity within an audience analysis. It is the process of dividing a large audience into smaller groups of people – or segments – who have similar needs, values or characteristics. Segmentation recognizes that different groups will respond differently to social and behavior change communication (SBCC) messages and interventions.
