Page 200 - DMGT550_RETAIL_MANAGEMENT

Unit 11: Retail Pricing and Communication Mix

Define the specific desired behavioural objectives or results you would like to achieve from Notes
your communication plan. These behavioural results may vary for the different phases of an
emergency response. Define behavioural results so that they are:
1. Specific in terms of an issue (a behaviour, a skill, knowledge, attitudes), of a specific group
and of the geographical location.
2. Measurable in such a way that changes in people’s behaviour can be measured, either
quantitatively or qualitatively.
3. Achievable in that the behavioural results correlate to a target that can feasibly be attained
by the programme partners with UNICEF and others’ support, and that all necessary
resources are identified and budgeted.

4. Relevant so that the planned behavioural result(s) represent a milestone in the results
chain, and will contribute to the achievement of commitments for the emergency response.
5. Time-bound in that a time frame has been set within which change is expected to happen.
Keep in mind that behavioural results have to contribute to the overall results – health and
nutrition, child protection, education, water and sanitation - in the emergency.

Step Four

Based on the specific intended behavioural results, determine the details of the communication
plan:
1. Which combination of communication strategies to use: advocacy, BCC, social
mobilization?
2. Which groups of people to involve as partners, to mobilise, orient or train?
3. What specific training needs and orientations are required, for which group/s for the plan
to be carried out quickly?
4. Which communication activities, main messages and materials? Where can you obtain
examples of messages and materials that you can quickly adapt?

5. What mix of communication channels (e.g. mass media, interpersonal communication,
community media, etc.) by which phase of the emergency?
6. What is the dissemination plan for the communication messages and materials?
7. What is the timeline for communication activities during different phases of the emergency?
8. What is the monitoring (including indicators and means of verification), evaluation,
documentation and reporting plan?
9. What is the total budget?

Step Five

When implementing the plan, keep the following in mind:
1. Pre-test messages and materials with representative groups from different affected
communities;
2. Conduct the training early on, which may include training of interpersonal communicators
such as animators, peer educators, health workers, teachers and young people;
3. Orient and involve journalists in your efforts;
4. Mobilise partners and communities to support and implement the plan.

LOVELY PROFESSIONAL UNIVERSITY 195