The Drum Beat 37 - Something Different

MESSAGES SHOULD NOT [repeat] NOT BE A CENTRAL COMPONENT OF DEVELOPMENT COMMUNICATION STRATEGIES AND PROGRAMMES [see below]



And now for something completely different! At The Communication Initiative we get a lot of information and insights from people in the communication, change and international development fields. This is obviously an exciting time to be in this field. There are lots of creative and effective initiatives happening. And there are some key challenges to be faced.



For many in the world life is getting worse, not better. Poverty levels are increasing. Maternal mortality rates have not changed in 15 years. The environment is in deeper trouble. Wealth gaps are widening. In many countries HIV/AIDS is not only dramatically affecting individual people and their communities but is well on the way to demolishing health systems, productivity rates, educational provision and past gains in child and infant mortality and girls education - to name but a few. There are massive and growing inequities in access to information. Women and children remain second class citizens. We could all expand this list. Despite large investments of time and money by all concerned, there are some deep and difficult problems.



In response the development agenda has been changing. There is now an increasing focus on gender, sustainability, rights, participation, equity and other goals and principles for which there is no "immunisation", "oral rehydration solution", "cocktail of drugs" or other product based intervention. To advance these requires good communication: no communication; no progress in the norms, policies, 'voices', behaviours and relationships which are crucial.



At the same time communication patterns are changing rapidly. Not only the obvious ones related to new technologies and mass media but also the more subtle and perhaps more powerful shifts in community and interpersonal communication - such as the impact of urbanisation on traditional leadership patterns and styles.



In light of this dynamic, which many of you face every day, The Communication Initiative would like to support the reflections of yourself and your colleagues on some key aspects of communication, change and development. We would like to help you assess the implications for your work.



Let's call it "RHYTHM TIME" - a set of starter or prompt questions and ideas to initiate critical reflection and analysis of the communication strategies and activities of your organisation. Our primary interest is in supporting you to assess and make appropriate changes to your communication efforts. If you are also willing to share your views and opinions with the wider communication, change and development community, that would be great. Below, we have suggested ways to do that.



This initiative also responds to feedback we receive about The Communication Initiative and it's products - Media Beat, Drum Beat, the strategic thinking in support of the Partner organisations and the web site. These can be summarised as:

[a] Really important stuff; great contacts and information; very helpful; experiences of colleagues in other parts of the world are vital; excellent - thanks; and



[b] Wish I had more time to look at them properly; digest the information; make the links with colleagues doing interesting work; discuss the implications for improving the impact of our efforts; but we are just so busy.

Through RHYTHM TIME we want to encourage you to TREAT YOURSELF. Take some time from your very busy days. There is no time like the present. And it is the beginning of a new year, decade, century and millenium.



We will present five "RHYTHM TIMES" over the next 5 weeks as supplements to The Drum Beat. They will also feature on the home page of the web site.



We hope that this is helpful and look forward to your engagement and review.



Best wishes - Warren Feek



PS - for those without easy access to the WEB please let us know what you interests you and we will email material as attachments.

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RHYTHM TIME ONE - Jan 17, 2000



1. For Discussion: MESSAGES?



A quick silent poll - please put up your hand if you like being told what to do? Does anyone have their hand up? I suspect not. This is a question that I often ask in the course of 'speeches' on communication and change. On the rare occasion that someone does put up their hand, those that know that person are reduced to laughter! If we, as development and communication people, do not like being told what to do and get defensive when we are told what to do, why do we spend so much of our professional time telling people what to do - use a condom, be faithful, use family planning, do not smoke tobacco, protect this, change that, stop A, begin B, etc etc etc. Why do we assume that, no matter how creative and inspiring is the context for the communication of the message, the best way to get action on an issue is to tell people what to do - when our own gut instincts tell us that this is not helpful? Or maybe not - perhaps people need to be given the clear direction explicit in a message? What do you think? How does your view affect your work? WF



In addition to your personal reflection and team discussions we are interested in sharing your views and opinions with others. Please use the comments facility in the web site or email wfeek@comminit.com if you do not have web access. We will compile the comments and opinions and share with the network. Thanks.



2. The C.I. Poll: EVALUATION



Please complete the following straw poll by voting on the web site [URLs follow each question]. As well as hopefully being useful to discussions in your organisation we are interested in gauging overall opinion. Please send comments by using the comments facility in the web site or email wfeek@comminit.com if you do not have web access. We will compile these comments and share them.



Q. Is it possible to measure the long-term impact of a communication intervention on a development issue?



· Yes

· No

· Not sure



Email your answer and comments to wfeek@comminit.com



3. On-the-ground Experience: ENTERTAINMENT



Can we suggest that you take a look at the following communication programme descriptions on the web site. Is there anything from their approach that can assist the positive development of your work?



a. Soul City [South Africa]

b. YATV [Asia]

c. PARI [Bolivia]

4. Peer Communication and Support



If you could select someone at a distance, within a different country or even continent, with whom to communicate about the work you are undertaking, what experiences would you want that person to have? Where in the world ? [eg Perhaps someone in Latin American is interested in an African perspective and experience.] Working on which issues? [eg Perhaps someone working on health is interested in the perspective of someone working on environmental issues.] With a focus on which communication styles? [eg Entertainment, News and Information, Community Communication, Interpersonal, Awards, ??] Working in which organisational setting? [National NGO, International NGO, Bilateral, Foundation, UN, Private Sector, etc]. Are you interested in an outside consultant? With what skills and knowledge?



Please email wfeek@comminit.com with your preferences and we will try to link you with someone in the network who meets your criteria and interests.



Also, please send us your one paragraph issue for discussion and/or poll questions. We will find a way to communicate them.



Thanks.



Warren Feek