Chapter 6: Step 3: Developing & Testing (Continued)

There are two different facets of channel selection when developing an IPC program. First, you can select communication channels to promote the IPC program among the appropriate target group. Second, you can select the communication channels to be used by the IPC program to interact with target group members.

IPC Promotion
Regardless of what your budget, timeline, or potential target group constraints might be, it is important to promote your IPC program. Programs without participants or community support will rarely be successful.

There are several factors to consider when deciding whether or not to use mass media to promote the program. The appropriateness of using mass media depends on the size and geographic location of your target audience. For example, mass media promotion may not necessarily be effective if your target group is small, or is based in a rural area and does not have access to typical mass media channels. Mass media can be used to its fullest capabilities when IPC is part of a larger campaign. Under these circumstances, there is more likely to be sufficient time to develop television, radio, and billboard messages, and the cost of media development is often justified by the fact that the materials will be used for a longer period of time. Furthermore, media mix is helpful in promoting behavior change.

When mass media is not appropriate, there are other means through which IPC programs can be promoted. Open community meetings [PDF], for example, can be used to promote and garner support for IPC programs within target communities. There are also a variety of participatory research techniques that can be used to promote project ownership, participation, and target group buy-in.

Selecting Communication Channels
 

Not all media channels have the same success in reaching the different target populations. Formative research should provide insight into which channels are likely to be the most successful based on accessibility and usability. While street theater can reach large numbers, radio broadcasts can also be used as supporting media, and may be a more effective medium for a given target group. It is essential to select a mix of media that will engage the target population, deliver the message, and inspire behavior change.

Potential Communication Channels
 

In addition to formative research findings, it is also important to think about how particular media can help achieve certain goals. Different media have distinct advantages and disadvantages [PDF] and are best used at different times. A calculated mix of materials and channels works best; print materials are good supplements for IPC individual contacts. Monitoring media impact can help identify which channels work best and where resources should be concentrated. Impact is greatest when the same message is communicated through different channels.

Careful media selection should also consider cost-effectiveness and a distribution plan. When creating materials, keep in mind how each will be used and accessed by the target population. For example, flip books are useless if IPCs are not trained to use them, and the printing of 1,000 comic books will not have a significant impact on 10,000 truck drivers.

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