WHO Strategic Communications Framework

WHO StrategicCommunicationsFrameworkWorld Health OrganizationMarch 2017March 2017, Department of Communications, Office of the WHO DirectorGeneral

A Framework to help create strategies tosupport WHO achieve health outcomesProactive strategic planning – how we communicate, when and towhomProactive3/21/2017WHO Strategic Communications Framework2

What communications planning toolcould provide direction for all of us?Across 6 regionsAcross many health topicsAdolescent healthCancerCholeraIntegrated vector controlHandwashingAlert & Response OperationsLymphatic filariasisHealthy agingDiabetesEssential medicinesMalariaHIV & STIsAntimicrobial resistanceDengueBioethicsImmunizationAcross functions Public relationHealth informationAdvocacyBehaviour changeRisk communication (emergency/nonemergency) 3/21/2017WHO Strategic Communications FrameworkAcross channels WebMediaSocial mediaPrintCommunity engagementOutreach 3

a Framework that could help uscommunicate effectively at alllevels.WHOCorporateCommunicationsRegional OfficeCommunicationsCountry OfficeCommunications3/21/2017WHO Strategic Communications Framework4

. a Framework for communicatingacross technical and policy areas for instanceA WHO Communications Strategyabout the SDGs and Agenda 2030A WHO CommunicationsStrategy/Plan to respondto an emergencyA WHO CommunicationsStrategy/Plan for: e.g. diabetes (ahealth topic); WHD topic; a keyglobal event 3/21/2017WHO Strategic CommunicationsFramework5

a Framework focused on theWHO communications goal:Provide information, advice, and guidance to decision-makers (key audiences) to prompt actionthat will protect the health of individuals, families, communities and nations.To protect the health of: by providing: to:IndividualsInformationFamiliesAdviceDecision makersCommunitiesGuidanceNations21/03/2017WHO Strategic Communications Framework6

a Framework that influencesdecision makersWHO's key audiences are the health decisions makers using WHO communications products to makehealth decisions .IndividualsCommunitiesHealth careprovidersDecisions about their own health and their familiesDecisions about shared space, activities, services with healthconsequencesDecisions about screening, treatment, diagnosis, andrecommendations to patientsPolicy makersDecisions at national/sub-national level with responsibility for citizenhealthInternationalOrganizationsDecisions about funding and implementing health programmesWHO staff3/21/2017Decisions about where and how to speak about WHOWHO Strategic Communications Framework7

A Framework for internal use andto be sharedPublic version nicationsframework/en/Contact: email us atStrategic Comms Framework@who.intPhoto: WHO3/21/2017WHO Strategic Communications Framework8

Framework based on six principles foreffective E ANDTRUSTEDRELEVANTTIMELYUNDERSTANDABLEWHO Strategic Communications Framework9

Six principles are core to WHOcommunication activities for all audiencesWHOcommunicationsactivities3/21/2017WHO Strategic Communications Framework10

A web-based framework:password protected portalLevels12Content WHO's communications goal Key audiences – decision makers Principles of effective communication: questions to be considered when desgning acommunications action or product Components of each principle:3 tactics that communicators could apply principles of effective practice how WHO does/should apply them across 3 levels Resources and tools: modules, policies, best practices, templates, checklists grouped according to principles, comms functions, in a catalogue4 a lot more can still be done to make this level richer and more diverse Evaluation:53/21/2017WHO Strategic CommunicationsFramework some theory and basic reference metrics, samples, templates as tools11

Framework designed for the web: Web-based portal makes updates easier Easy navigation to all Framework sections User-focused principles sections include: why the principle is important planning questions guidance for effective practice resources for implementation An evaluation section provides tools to assess howthe principles are applied in variouscommunications practices A resources catalogue compiles all resources bycommunications functions3/21/2017WHO Strategic CommunicationsFramework12

WHO principles for effectivecommunicationsPrinciple:ACCESSIBLEWHO’s audiences rely on their ability to access the information they need to protect andimprove their health.Communicators should identify all channels that are available, and map their capacities toreach priority audiences. Using the right mix of channels helps empower audiences with theinformation they need to make informed decisions.3/21/2017WHO Strategic CommunicationsFramework13

Key components Identify effective and appropriate channels Make information available online Ensure people with disabilities can find and useinformation they needPhoto: WHO3/21/2017WHO Strategic CommunicationsFramework14

WHO principles for effectivecommunicationsPrinciple:ACTIONABLEWHO’s work is designed to support the adoption of healthy behaviours and theimplementation of policies to protect health.Understanding the relevant knowledge level, attitudes, and current behaviors of the targetaudience increases the success of your communication materials and messages.Messages should address barriers and encourage decision-makers to take therecommended steps.3/21/2017WHO Strategic CommunicationsFramework15

Key components: Move audiences to action Design behaviour change campaigns Encourage action during a health emergencyPhoto: WHO3/21/2017WHO Strategic CommunicationsFramework16

1. Positive Behavioural Change 2. Centers for Disease Control and Prevention3/21/2017WHO Strategic CommunicationsFramework17

WHO principles for effectivecommunicationsPrinciple:CREDIBLEAND TRUSTEDThe more decision-makers trust WHO, the more likely they will believe, and act on, theinformation communicated by the Organization.WHO communicators must use every opportunity to reinforce WHO’s trustworthiness sothat its health information and activities become the basis for decisions.3/21/2017WHO Strategic CommunicationsFramework18

Making WHO information,guidance, advice andengagement credible asperceived by decision-makersKey components: Ensure technical accuracy Be transparent Coordinate with partners Speak as “One WHO” Use and reinforce the WHO brandPhoto: WHO3/21/2017WHO Strategic CommunicationsFramework19

WHO principles for effectivecommunicationsPrinciple:RELEVANTTo be relevant, communications must help audiences see the health information, advice orguidance as applicable to them, their families, or others they care about.3/21/2017WHO Strategic CommunicationsFramework20

Key components: Know the audience Listen to the audience Tailor the message Motivate the audiencePhoto: WHO3/21/2017WHO Strategic CommunicationsFramework21

WHO principles for effectivecommunicationsPrinciple:TIMELYAcross all health issues, WHO must make information, advice and guidance available in atimely way, so audiences have the information they need when they need it to makeappropriate health decisions.3/21/2017WHO Strategic CommunicationsFramework22

Audiences have WHOinformation, advice, andguidance when they need themto make appropriate decisionsKey components: Communicate what WHO knows early Communicate at the right time Build the conversationPhoto: WHO3/21/2017WHO Strategic CommunicationsFramework23

WHO principles for effectivecommunicationsPrinciple:UNDERSTANDABLEWHO communicates with a wide variety of decision-makers. Some have backgrounds inmedicine and public health and rely on WHO for technical information. However, many keyaudiences are not technical experts.Communicators must provide information that is easy to understand so decision-makerscomprehend health risks and take appropriate actions.3/21/2017WHO Strategic CommunicationsFramework24

Making WHO information,guidance, advice andengagement understandablefor decision-makersKey components Use plain language Tell real stories Make it visual Use multiple languagesPhoto: WHO3/21/2017WHO Strategic CommunicationsFramework25

EvaluationEvaluation is an important communication function at all levels of the Organization.Communication evaluation can be defined as judging WHO messages, products, andengagements based on their effectiveness at reaching specified goals and principles.Photo WHO3/21/2017WHO Strategic CommunicationsFramework26

Evaluate how well products andpractices reflect the principlesThe seven steps to carry out monitoring and evaluation of your communications:3/21/2017WHO Strategic CommunicationsFramework27

Use a logic model to show stepsto achieving the health outcomeUsed to evaluate multi-step campaigns or interventionsPoints of evaluation caninclude: Were communicationactivities completed?(Activities) Were the requiredproducts developed?(Outputs) Did audiences take therecommended actions?(Outcomes) Were health goalsachieved? (Impact: towhich communications canonly partially contribute)3/21/2017WHO Strategic CommunicationsFramework28

Creating a communicationsstrategy or action plan, byapplying the principles foreffective communications.Designing a Communication Plan using theWHO Strategic CommunicationsFrameworkWHO Strategic Communications Framework

RecapUse the six principles of effectivecommunications to guide yourplanningUse the resources available on theFramework portal.Develop your skills for monitoringand evaluationQuestions? Send an email toStrategic Comms Framework@who.int3/21/2017WHO Strategic CommunicationsFramework30

The authors of these slides are staff members of theWorld Health Organization.The authors alone are responsible for the views expressedin this material and these views do not represent thedecisions, policy or views of the World Health Organization.WHO20, Avenue Appia1211 GenevaSwitzerland

A WHO Communications Strategy about the SDGs and Agenda 2030 A WHO Communications Strategy/Plan to respond to an emergency A WHO Communications Strategy/Plan for: e.g.