Guidelines for development of communication campaigns: a reference manual
Tisa, B.; Adelman, A.
Directives pour le deroulement des campagnes de communications un manuel de reference: 62
1978
Document Number: 415902
Guidelines are provided for developing programme design and educational media for a government rural extension programme in Mali. The multi-faceted nature of extension work requires the collection and thorough analysis of base line data. Design of the message and materials selection must reflect the needs of the audience and take into account their cultural background. It must be guided by knowledge of available resources, existing practices and prevailing ideas concerning proposed change. Behaviour change will be achieved more easily if people participate actively and if target audiences are organized in some type of listening or discussion group. Feedback is not only necessary for the evaluation of the programme, but it is also a means to involve the villagers. Training techniques in communication strategies for extension agents include micro-teaching, interaction analysis, simulation and role-playing.