Download Thursday PowerPoint - USAID Natural Resource Management

The SCALE name and process graphic are
registered to the Academy for Educational
Development. This publication may be
adapted, translated or used in any form
without permission provided the materials
are distributed free of charge and USAID
and AED are acknowledged.
®
Suggested citation: Booth, B. (2006). SCALE® (System-wide Collaborative
Action for Livelihoods and the Environment) One-Week Training, United
States Agency for International Development / AED, Washington, D.C.
Any questions or comments
before we begin?
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
Essential
Interpersonal Communication Skills
1.
2.
3.
4.
Ask better questions
Listen more carefully and responsively
Give effective feedback
Recognize agreement and explore the
causes of differences
5. Communicate your message effectively
6. Make requests (instead of complain and
criticize!)
7. Express appreciation, gratitude, and
encouragement.
We are all communicators…
From the day we are born!
We can all be better communicators …..
Try
something
Listen
Plan
If we use the
communication
process.
We can all be better communicators …..
Use Effective Communication
Planning Questions:






Objective?
Audience?
Message?
Tools?
Delivery Systems / Channels?
Impact?
We can all be better communicators …..
If we listen
F I R S T
Ask questions and listen
 As simple as conversations
 As complex as social science
research – communicate with
large numbers of people.
Communicate Effectively Practice
 How many of you are married?
 How many of you are in love?
Communicate Effectively Practice
Handout: Communicate your Message
Effectively pages 22 - 24 Interpersonal
Communication section
 Worksheet: Communicate Your
Message Effectively page 25
Communicate Effectively Practice
Work individually or in pairs
 Develop an effective message
asking your partner to marry you
 25 minutes
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
MAP THE
CONTEXT
Identify
stakeholders and
leverage points
for action
Apply multiple
social change
methodologies
Positive Impact:
Environment,
Livelihoods,
Civil Society
Participation &
Governance
Negotiate
collaborative,
sustainable
solutions
ACT
CATALYZE
COALITIONS
Commit to a
common goal
CREATE
SOLUTIONS
Act
1. Strengthen communication among
stakeholders
2. Combine multiple communication
methodologies to achieve maximum
engagement and impact.
3. Develop effective communication,
strategies, materials, and messages.
4. Work successfully with the mass media
Combining social change
methodologies is a key to impact!
SCALE Principle
Combine multiple communication
methodologies including:







advocacy
social marketing
education
organization development
mass communication
participation and mobilization
conflict resolution
to reinforce each other, achieve maximum
engagement and impact, and to reach all
possible audiences.
Review Methodologies
1. PowerPoint review:




Definition
Purpose
Target audience / priority group
Action the target audience should take
Review Methodologies
1. Share experiences
2. Briefly review some of the
principles for that methodology
Review Methodologies
Handout: Social Change
Methodologies Summary
(pages 4 – 11; Act section of your
notebook)
Social Marketing
Target
Audience
Social Marketing
Definition:
A process for influencing human
behavior on a large scale, using
marketing principles for the
purpose of societal benefit rather
than for commercial profit.
Social Marketing
Use this methodology when your purpose is to
change behaviours by increasing benefits and
reducing barriers.
Social Marketing
Target Audience /
Priority Group:
A specific
audience
segment individuals who
share common
characteristics.
Social Marketing
Target Audience
Segmentation:





demographics
behaviors
desired benefits
perceived barriers
readiness to adopt
the behavior
Social Marketing
Action the target
audience should take:
Adopt specific
behaviors,
technologies,
services, products,
ideas, and concepts.
Social Marketing
Experience?
Why use this methodology?
Results?
Lessons learned?
Social Marketing Principles
It’s all about exchange!
 Understand what the
target audience needs
and wants in exchange
for using a technology or
service or adopting a best
practice.
 Design a program that
responds to these wants
and needs by creating a
mutually beneficial
exchange.
Social Marketing Principles
Segment the target
audience:
 Break the general
audience into smaller
subgroups that share a
set of common
characteristics
 Design the strategy
specifically for this
audience
Social Marketing Principles
This way the
program can
be more
responsive to
the
characteristics,
needs, and
wants of this
specific group
of people!
Social Marketing Principles
Action?
Benefits to
promote?
Barriers?
Audiences?
Use ongoing
social science
research to
consult the target
audience.
Adjustments to
our programs?
Social marketing principles
...and put the
audience in the
driver’s seat for
shaping the strategy!
Social Marketing Principles - The “4 P’s
PRODUCT
Advantages/
Benefits
PLACE
Competitive
Access
PRICE
Audience
PROMOTION
Persuasive,
So it catches on!
Maximum Value/
Minimum Cost
Social Marketing
Target
Audience
Advocacy
Definition:
Strategies aimed at
influencing
decision-making at
the local regional,
national, and
international levels.
Kruger National Park’s Executive Director Dr Bandile
Mkhize signed a Memorandum of Understanding on
behalf of the KNP with representatives from the
Community Public Private Partnership Programme
(CPPPP) and the Tourism Enterprise Programme (TEP).
Advocacy
Use this methodology when your
purpose is to:
Influence policymaking & decision
making at the local, regional,
national, and/or international levels.
Advocacy
Target Audience/
Priority Group:
Specific person(s) who can make
decision(s) about a desired change.
Advocacy
Action the target
audience should take:
Make a decision that will “positively”
change a specific policy, program, or
institution.
Advocacy
Experience?
Why used this methodology?
Results?
Lessons learned?
Advocacy Principles
 Influence a policy or decision making
process by targeting the specific
person(s) who can make decision(s)
about the desired change.
 The process is complete when the
decision maker(s) makes the decision.
Advocacy Principles
Develop a strategy appropriate for
the type of decision making
process.
Decision-making Process
Formal - the official procedure stated by
law or organizational regulation.
Informal - a decision making process not
required by law but often occurring
concurrently with the formal process.
Alternative - a way to influence decision
making that is completely outside of the
official process.
Mass Communication
Mass Communication
Definition:
The use of multiple channels of
communication to increase
knowledge, positive attitudes, and best
practices related to a given issue.
PRODUCT
Advantages/
Benefits
PLACE
Competitive
Access
PRICE
Audience
PROMOTION
Persuasive,
So it catches on!
Maximum Value/
Minimum Cost
Mass Communication
Use this methodology when
your purpose is to:
Diffuse information in appropriate,
attractive formats through
multiple, yet integrated channels.
Mass Communication
Target Audience /
Priority Group:
Like social marketing - a specific
audience segment. A group of individuals
who share common characteristics.
Mass Communication
Action the target audience
should take:
Increase awareness, knowledge,
positive attitudes, and best
practices related to a given issue.
Mass Communication
Experience?
Why used this methodology?
Results?
Lessons learned?
Mass Communication Principles
Reach & Frequency
 Reach: Number of
people who will be
exposed (hear or see
the message).
 Frequency: Number of
times the message is
“broadcast.”
Mass Communication Principles
Reach &
Frequency
Create a media
mix with sufficient
reach and
frequency to have
an impact.
Mass Communication Principles
Select sources of information that are
trusted by and appropriate to the
specific target audience.
Mass Communication Principles
Develop relevant,
attractive, and
persuasive
messages.
Mass Communication Principles
Benefits to
promote?
Action?
Barriers?
Audiences?
Like social
marketing, use
audience research
to guide decisionmaking...
Adjustments to
our programs?
Mass Communication Principles
and put the
audience in the
driver’s seat for
shaping the
strategy!
Mass Communication
Education
Education
Definition:
A life-long learning process...
...that leads to an informed and involved citizenry...
...with the creative problem-solving skills,
environmental literacy, and commitment to
engage in responsible individual and cooperative
actions...
...that help ensure an environmentally sound and
economically prosperous future.
Education
Use this methodology
when your purpose is to:
Increase the values, knowledge, and skills and
catalyze the action needed to protect and
conserve the biological resources that
economies of countries, and ultimately, human
survival depend on.
Education
Target Audience/
Priority Group:
Usually:
Students in a
classroom or
institution
Participants environmental
education
workshop.
Education
Action the target
audience should take...
Apply a learning process that develops
environmental literacy which includes:
Tuning in
Finding out and understanding connections
Determining appropriate action
Education
Experience?
Why this methodology?
Results?
Lessons learned?
Education Principles
Integrate environmental
literacy, including the
concept of
sustainability, as an
integral component of
all learning, at all levels.
Education Principles
Help learners address
complex, interrelated
problems such as
environmental
degradation and
poverty in holistic,
interdisciplinary ways.
Education Principles
Active learning processes:
Learning about the environment
Learning in the environment
Taking action for the environment
Education
Civil Society
Participation and Mobilization
Civil Society Participation
Definition:
Process strengthens the ability of
individuals and groups at all
levels of society to manage
their human and material
resources...
...and increasing and
strengthening self-reliance
and making achievements
sustainable.
Civil Society Participation
Use this methodology when your purpose is:
Create collaborative processes for constructing a
common vision, decision making, and action.
Civil Society
Participation
Target Audience / Priority Group:
“Communities”

Shared needs or interests

Connected by other common characteristics
(profession, age, ethnic origin, or language)

Often - but not always - live in a defined geographic
area
Civil Society Participation
Action the target
audience / priority
group should take:
 Plan, carry out, and
evaluate activities on a
participatory and
sustained basis to
improve their situation.
 Influence and share
control over
development initiatives
and the decisions and
resources which affect
them.
Civil Society Participation
Experience?
Why this methodology?
Results?
Lessons learned?
Participation Principles
 Respect local
knowledge and
capabilities
 Include diverse
interests and
stakeholders
·
Participation Principles:
Assess levels of participation
Type of Participation
Relation with
“Outsiders”
Informed
For
Consultation
For / with
Cooperation
With
Co-learning and
Partnerships
With / By
Collective Action and
Empowerment
By
Civil Society
Participation and Mobilization
Conflict Resolution
Conflict Resolution
Definition:
Processes to manage and resolve
disputes and disagreements.
Conflict Resolution
Use this methodology when your
purpose is to:
Assist and empower parties that are
in conflict to resolve their disputes.
Conflict Resolution
Target Audience /
Priority Group:
People who influence or who are
affected by the specific conflict.
Conflict Resolution
Action the Target
Audience should take:
Mutually implement the
conflict management
strategy that is most
appropriate and effective
for the specific context.
Conflict Resolution
Experience?
Why this methodology?
Results?
Lessons learned?
Conflict Resolution Principles
Ensure all sides
have the opportunity
to be heard
Focus on the issue
and not the
individuals
Analyze the type of
conflict.
Conflict Resolution Principles
 Generate creative options for mutual gain
 Develop objective criteria for assessing
options and reaching agreement
Conflict Resolution
Organization Development (OD)
Organization Development
Definition:
Interventions in the processes
of human systems:
 formal and informal groups
 organizations
 communities
 societies
Organization Development
To increase their effectiveness and
health using a variety of disciplines,
principally applied behavioural sciences.
Arnold Minors, Arnold Minors & & Associates, Toronto, Canada
Organizational Development
Use this
methodology
when your
purpose is to:
Increase the effectiveness and
health of organizations and groups.
Organization Development
Target Audience / Priority Group:
Traditionally - organization or an
organizational unit, team or group
More recently - expanded to include
larger systems
Organization Development
Action that the target
audience should take:
Participate in values-based
processes to bring about
positive change in the social system
(effectiveness and health) using a variety
of disciplines.
Organization Development
Experience?
Why this methodology?
Results?
Lessons learned?
OD Principles
Respect and inclusion
– equitably value the
perspective and
opinions of everyone.
 Draw from multiple
disciplines to inform
decision-making.
OD Principles
Approach
communities and
organizations as
open systems.
OD Principles
 Change in one area of
system always results in
changes in other areas.
 Change in one area
cannot be sustained
without supporting
changes in other
areas of the system!
Build collaborative
relationships
throughout the
entire system.
OD Principles
Try
something
Listen
Plan
Use action research to
continuously reexamine and reflect.
 Integrate discoveries
into the process in
order to achieve
desired outcomes.
Organization Development (OD)
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
GreenCOM Panama
Goal
Strengthening the
sustainable
management of
the Panama Canal
Watershed (PCW).
Goal: Sustainable Management - PCW
Objective: Increase PCW residents’
knowledge of the benefits of the Panama
Canal and its watershed.
Methodologies: mass communication
and media advocacy.
Increased
awareness of
the watershed
benefits from
19 – 62%.
Goal: Sustainable Management - PCW
Objective: Increase demand for
ecotourism in PCW parks.
Methodologies:
 Nature interpretation - improved the parks’
“products” (attractive signage and interpretive
materials and training of guides and park guards).
 Social marketing – increased demand for the
product (the number of visitors to the park
annually).
Goal: Sustainable Management - PCW
Objective: Reinforce a new NGO
federation.
Methodologies: organization development
Strengthen capacity to provide technical
assistance to municipalities in the watershed.
Goal: Sustainable
Management of the PCW
Objective: Increase school children’s
knowledge and practices concerning the
PCW and its benefits.
Methodologies: Social marketing and
education.
Watershed Guardians brought students together to
accomplish their “mission,” a set of basic activities that
increase local action to protect the watershed.
Goal: Sustainable Management
of the PCW
Objective: Increase the capacity of
municipalities within the PCW to
manage their lands more sustainably.
Methodologies: Community participation
and mobilization to develop municipal
environmental plans.
Goal: Sustainable Management - PCW
Objective: Increase cleaner industrial
production within the watershed.
Methodologies:
Social marketing - promote cleaner
solutions.
Organization development - conduct
assessments of potential solutions for
sixteen key industries in the watershed.
Industry leaders negotiate cleaner solutions.
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
How do we decide which
methodology to select?
What criteria should we use?
Some Criteria for Selecting
Social Change Methodologies
Purpose – which most appropriate
and effective for achieving the goal?
 Time frame
 Short-term: social marketing &
mass communication
 Long-term: civil society
participation and education
Some Criteria for Selecting
Social Change Methodologies
Unit of action: Who needs to
take action - individuals,
families, organizations and
groups, or communities?
Some Criteria for Selecting
Social Change Methodologies
Individual action means one person can
perform the action by him/herself and
have an impact.
 Some objectives can only be achieved if
everyone in the group, organization, or
community contributes and plays a
collaborative role.
Some Criteria for Selecting
Social Change Methodologies
Unit of Action
Social marketing - individual or family.
Reduce farm water use.
OD - group or institution.
Strengthen an NGO or coalition.
Civil Society Participation – community.
Community-based forestry management.
Some Criteria for Selecting
Social Change Methodologies
Financial and human resources to
develop, implement, and evaluate
the impact.
Level of participation
Some Criteria for Selecting
Social Change Methodologies
Type of Participation
SCALE Social Change
Methodology
Informed
Education
Mass Communication
None
Mass Communication, Social Marketing,
Advocacy, Education.
Mass Communication, Social Marketing,
Advocacy, Education.
Participation and Mobilization,
Organization Development
Conflict Resolution
Systems thinking
Participation and Mobilization
Organization Development
Conflict Resolution
Systems thinking
Material Incentives
Consultation
Cooperation
Co-Learning
Collective Action /
Empowerment
Some Criteria for Selecting
Social Change Methodologies
Personal preference and skills:
Partner with others who have
expertise in other methodologies.
Other Criteria?
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
Small Group Work
Worksheet: Selecting Social Change
Methodologies Using an Example
pages 18 - 19 Act section.
 Resources:
 Handout: Social Change Methodologies
Summary (pages 4 – 11).
 Handout: Some Criteria for Selecting
Methodologies (pages 15 – 17).
Small Group Work
You are working in a program that has
the goal of “sustainable management
of forest resources.”
 The stakeholders have defined
several objectives to achieve this goal
– listed in the chart on page 19.
Small Group Work
What combination of social
change methodologies would
you use to achieve each
objective and why?
Small Group Work
1. Read the summary of the different social
change methodologies and some ideas for
criteria to select them.
2. Select the social change methodology(ies) that
are most effective for achieving that will
objective.
3. Which criteria did you use to make this
decision? Write them in the appropriate space.
Small Group Work
 Self-managed groups – change roles
 Will tape your results on the wall recorder write clearly!
 20 minutes
Debriefing questions
 Will the methodology help
achieve the objective?
 What other methodologies
might also be used to achieve
this objective?
Debriefing questions
 Similarities?
 Differences?
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
Small Group Work
Could these methodologies
help you achieve greater
results/scaling up impact.
 How?
Small Group Work
1. Use your issues map and the
handouts on the social change
methodologies.
2. Complete as much as possible the
Worksheet: Selecting Social
Change Methodologies for Your
Project or Program page 20 – Act.
Small Group Work
1.
Develop a list of three-four objectives that will
help achieve the common goal.
2.
Use the Handouts: Social Change
Methodologies and Some Ideas for Criteria to
Select Methodologies as resources.
3.
Select the social change methodology(ies) that
are most effective for achieving each objective.
4.
Which criteria did you use to make this
decision? Write them in the appropriate space.
Small Group Work
 Self-managed groups
 30 minutes
Small Group Presentation
 Share one objective
 Methodologies to achieve that
objective.
 Criteria for selecting those
methodologies.
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
Act
1.
2.
3.
4.
5.
Strengthen communication among
stakeholders.
Combine multiple communication
methodologies to achieve maximum
engagement and impact.
Develop effective communication, strategies,
materials, and messages.
Work successfully with the mass media
Know where to get more information on the
SCALE CD.
Effective Communication
You were SO successful at
communicating with your potential
spouse….
That now it’s time to plan the wedding!
Effective Communication
How would this invitation be different if
it were for:
Your grandmother?
Your best friend?
 Your former girlfriend/boyfriend?
We are always communicating…
From the day we are born!
We can all be better communicators …..
Try
something
Listen
Plan
If we use the
communication
process…
We can all be better communicators …..
And the Effective communication
planning questions:






Objective?
Audience?
Message?
Tools?
Delivery Systems / Channels?
Impact?
We can all be better communicators …..
If we listen…..
F I R S T
Ask questions and listen
 As simple as conversations
 As complex as social science
research – Friday.
We can all be better communicators …..
Effective Communication Planning questions:






Objective?
Audience?
Message?
Tools?
Delivery Systems / Channels?
Impact?
What do you think?
It’s important to define your
communication objective:
 Upfront (before you begin to
communicate)
 In terms of a behavior or action
Define SMART- Plus
Behavioral Objectives
Specific
Measurable
Attainable
Results-focused
Timely
Plus
Define SMART-Plus
Behavioral Objectives
Specific: Describes an action, behavior,
outcome or achievement that is
observable. Concrete. Uses action verbs.
Measurable:
Numeric or descriptive quantity, quality, cost.
Attainable:
Feasible within scheduled
time, budget, and conditions.
Define SMART-Plus
Behavioral Objectives
Results-focused:
Measures outputs or
results - products and accomplishments
(Not activities - number of trainings given or
newsletters distributed! )
Timely:
Identifies target date
Plus: Behavior/action has a direct link to
resolve the issue or achieve the goal
Define SMART-Plus Behavioral Objectives
Ten Volunteers
SMART-Plus Objectives Practice
 Volunteer goes to the front of the room.
 Read the statement aloud and then hold it in
front of you so that participants can see it.
 Participants decide if it is well-defined or not.
 If not, participants restate it so that it is.
 Volunteer move to left if SMART-Plus
objective. To right, if not.
 Continue holding cards so participants can
see them.
Is this objective SMART-Plus?
 Specific
 Measurable
 Attainable
 Results-focused
 Timely
 Plus
Volunteers may sit down…
Thank you!
Group Work
 Develop a communication material for your
project.
 Effective Communication Planning
Worksheet on page 27 Act section.
 40 minutes including a working break
 New facilitator, reporter, recorder, and
timekeeper.
Four Groups
Each Group
 Five minutes - present
 Five minutes - comments
Timekeepers - please keep your
group on schedule
Is this communication effective?
Were the objective, audience, message,
format, and channels clear?
Were the format and channels appropriate
for the message?
 What impact do they think the
communication would have? Why?
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
Reach and Frequency
One Key to Impact
The Communication Continuum
Exposed
Knowledge
Trial
Adoption
What implications does this have
in your work?
Mass Communication Principles
Reach & Frequency
 Reach: Number of people
who will be exposed (hear or
see the message)
 Frequency: Number of times
the message is “broadcast”
Mass Communication Principles
Reach &
Frequency
Create a media
mix with
sufficient reach
and frequency to
have an impact.
How will you achieve sufficient
reach and frequency of your
messages to have an impact?
Whirlwind summary on
important communication
concepts!
Strategic Communication
 Other Great Communication
Resources!
Pages 29 – 30 Act section
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment
Act
1.
2.
3.
4.
5.
Strengthen communication among
stakeholders.
Combine multiple communication
methodologies to achieve maximum
engagement and impact.
Develop effective communication,
strategies, materials, and messages.
Work effectively with the mass media.
Know where to get more information on the
SCALE CD.
Work Effectively
with the Mass Media
 How have you worked with the
mass media?
 What lessons did you learn?
 What tips do you have for the rest
of the participants?
In your notebook:
 Ways to Work Effectively with the Mass Media
 Tips on Being A Good Resource for the Media
 Tips on Writing Press Releases
 Journalist Training, Building the Capacity to
Improve Coverage
In your notebooks
Good Sources of Information on Working
with the Mass Media
Handout: The Media Conference
Worksheet: Planning a Successful Media
Conference
Checklist for a Successful Media
Conference
Work Effectively with the Mass Media
Focus on being interviewed by
the media.
Review the notebook tonight!
Individually
Handout: How to Seem and Sound
Intelligent during an Interview with the
Media pages 12 -16 Work Effectively with
the Mass Media
 15 minutes
 If finished...review the rest of the notebook
Practice:
Being interviewed the media
Groups of three
Effective communication planning
questions - plan their interview
Discuss with your small group:
 Topic you want to be interviewed on
 Who will interview you
 Specific newspaper or radio / television
station the interviewer will represent
Individually
Worksheet: My My Media Interview pages
17-18 Work Effectively with the Mass Media.
Write down at least four questions you will
ask the person you are going to interview.
15 minutes
Tonight
Review:
Work Effectively
with the Mass Media
In Summary…..
 Working effectively with the media is
extremely important in any SCALE
strategy.
Spend some time this evening
reviewing the materials in your
notebook.
SCALE

System-wide Collaborative
Action for Livelihoods and
the Environment