best practices checklist - imediaassociates.org

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Best practices checklist

RADIOCONTENTANDPROGRAMDESIGN

Thissimpletoolisbasedoninternationalbestpracticesfordesigningandimplementing‘radiofordevelopment’.Thistermreferstoradiocontentandprogrammingthatisintendedtofacilitatelearning,socialandbehavioralchangeandemergency,riskandaccountabilitycommunication.

Thetoolisachecklisttoguideeffectiveprogramandcontentdesignandcanbeusedasananalyticalframeworkforassessment.

Whoshouldusethischecklist

- Radiostationmanagers/producers/editors/journalists/presenters(community/nationaletc.)andmediaproductioncompanies

- Community-basedorganisations(CBOs)/Civilsocietyorganisations(CSOs)/Governmentministries,departmentsandagencies(MDAs)/Non-governmentalorganisations(NGOs)/InternationalNGOs(INGOs)/UNagencies/Donorpartners–thoseinvolvedinmanaging,fundingordevelopingradioprogramsandcampaignsasastandaloneinterventionorasanactivityofalargerdevelopmentprogram

- MonitoringandEvaluation(M&E)teamsfordevelopmentprogramsthatincluderadiobroadcasts- CommunicationforDevelopment(C4D)andmediadevelopmentpractitioners

Howtousethischecklist

- Reviewthischecklistuponthecommencementofanyradioprogramdesign- Useitasaplanningtoolforradioprogramcontentandformatdesign- Adaptittoyourspecificprogrammaticneeds-additemstothechecklists- Useitasaframeworkforassessingaradioprogramorcampaignduringorafterimplementation

andtoinformfuturephases

Whyusethischecklist

- Toensurebestpracticeisappliedtothedesignofradiofordevelopmentprograms- Toincreasereach,effectiveness,efficiencyandimpactofradioprograms


1. Objectives Makesuretheobjectivesare:

• Clearlystated• Measurable• Actionable• Realistic

Beforerollingoutaradioprogramdefinethefollowing:

• Theoverallpurposeoftheradioprogram

• Themainoutcomesorchangesthattheradioprogramisintendedtocontributeto

UseaTheoreticalFrameworkoraTheoryofChangetoguideradioprogramdesign:

• IsthereaTheoryofChangethatmapsouthowtheradioprogramwillachievethedesiredoutcomes?

• And/orhasaTheoreticalFrameworkbeendevelopedtoguidethedesignofthemediacomponentsincluding:- Definingcommunicationobjectives- Shapingformativeresearch- Selectingofradioprogramformats- Treatmentofcontent- Assessmentofoutcomes

CHECKLIST: Objectives

☐Objectivesareclearlystated,actionable,measurableandrealistic

☐Thepurposeoftheradioprogramisclearlystatedandunderstoodbytheproductionteam,includingpresenters,scriptwritersandotherstakeholders

☐ATheoryofChangeoraTheoreticalFrameworkhasbeenusedtoguidethedesignoftheradioprogram


2. Target Audience Analysis Identifyandresearchthetargetaudience(s),theircharacteristicsandtheirmediaaccessandconsumptionbeforecontentcreationisstarted:

• Primary- Group/participantwhosechange

inlearning,participationand/orbehaviouristhemaindeterminantofsuccess

• Secondary- Peoplefromthesameculturaland

socialenvironmentasprimaryaudience,whosebehaviour,actionsandsupportgreatlyinfluencetheprimaryaudience.

• Tertiary- Havetheabilitytohelporhinder

theoutcomesandthebehaviourchangeoftheprimaryandsecondarygroups.

- Theyrepresentthewidersocialandculturalgroupandhavethecapabilitytocreateanenablingenvironmentforchange.

Determinewhattypeofresearchwillbeconductedtodefineandstudythetargetaudience:

• Reviewofexistingreports/data• Purchasedaudiencedata• Qualitativeinterviewsandfocus

groups• Flashrandomsurveys• Quantitativehouseholdsurveys• Etc.

Makesureyouknowyourtargetaudience:

• Whoarethey?- Age- Gender- Languagespoken–mostunderstoodforclear

messaging- Geographicallocation- Educationlevels

• Howdotheylistentotheradio?- Solar,batteryorelectricityradios- Online- Onmobilephone

• Whodotheylistentotheradiowith?

• Whendotheylistentotheradio?• Aretheydoingothertaskswhentheylistento

theradio(working,housework,childcare,drivingetc.)?

• Dotheyownaradioordotheysharearadio?

• Wheretotheylistentotheradio?

• Whatotherradioprogramsdotheylistento?

• Whodotheytrustforinformationonaparticularsubject?(health,emergencies,education,financialetc.)

• Howdotheynormallyreceiveinformationaboutyourradioprogramtopic?

CHECKLIST: Target Audience

☐Aresearchplantodefineandstudythetargetaudienceexistsandcomplieswithethicalguidelines

☐Thetargetaudiencecharacteristicsandmediaaccessandconsumptionpatternsandpreferencesareclearlyunderstood


3. Formative research / assessments Formativeresearchisconductedtoinformtheradiocontentandprogramdesigntoestablish:

• existinglevelsofknowledge,attitudesandpracticesofthetargetaudiencerelatingtotheintendedoutcomesoftheradioprogram

• mainfactors,especiallybarriers,thatinfluencethetargetaudience’smotivationandabilitytolearn,participateand/orchangetheirbehaviour

• abaselinefromwhichtomeasuretheimpactoftheradioprogram

(Formativeresearchmaybedoneintandemwiththetargetaudienceanalysis/mediaconsumptionresearchinthesectionabove.)

Formativeresearchensuresradioprogramcontentis:

• Tailoredtotheaudience’sneedsandpriorities• Relevantandengagingforlisteners• Focusedongapsinknowledge,attitudesand

practices• Designedtofacilitatemeasurablechangein

outcomesrelatingtolearningandbehaviourchanges

• Scheduledtoensurethegreatestamountofreachandlistenership

Methods

• Secondarydata/documentreview• Knowledge,attitudes,practicesandbehaviour

(KAPB)surveywiththeprimarytargetaudience• Focusgroupdiscussions(withprimary,

secondaryandtertiaryaudiencegroups)• Participatorymethods(mapping,lifestoriesetc.)• Keyinformantinterviews(e.g.withhealth

workers,teachers,emergencyworkers)

CHECKLIST: Formative research

☐Thetargetaudienceisinvolvedintheformativeresearch–throughparticipatoryengagement–focusgroupdiscussions,listenergroups,semi-structuredinterviewsorothermeans

☐Adesk-based/literaturereviewofexistingreports,programs,evaluations,KAPstudies,isconducted

☐Keystakeholderinterviewsarecarriedout

☐Keyinformantinterviewsareconductedinvariouslocationstocapturegeographical/communitynuances

☐Measurable(SMART)indicatorsaredevelopedtoassesstheradioprogramanditseffects

☐Keycharacteristicsofthetargetaudiencearedocumentedtoinformtheformatandcontentdesign,schedulingandbrandingoftheradioprogram


4. Format Selectthemostappropriateformatstouseintheradioprograms,which:

• Reflectbestpracticesintermsofstyleandpresentation,drawingontheoryandpracticee.g.talkshowsandcall-inshowsfordiscussionanddebate;dramaforrolemodelingbehaviouralchange;interactivelessonsforeducationalbroadcasts

• Takeintoconsiderationtheavailablebudget,timeline,productionexpertise,technicalcapacityetc.

Holdaplanning/orientationsessionwithstakeholders:

• Producers• Presenters/hosts• Journalists• Scriptwriters• RadioStationmanagement• Subjectmatterspecialists

Guidanceshouldinclude:

• Objectives• TargetAudiencemediapreferences• Creativebrief• Tipsforhosting,interviewingandscripting• Tipsforaudienceengagementandfeedback• Sampleaudiosofhighqualityprogrammes,if

available

CHECKLIST: Format

☐Bestpracticesarefollowedforformatselectionanddevelopment–drawingontheoryandgroundedinevidencefromaudienceresearch,testingetc.

☐Guidanceisprovidedtoparticipatingproducers,presenters,journalists,guestsandradiostations


5. Content Keepinmindkeycriteriafordevelopingradioprogramcontent:

• Language- Isthelanguagesimpleandfreeof

technicaljargon?- Isthemostcommonlyspoken

language/dialectused(forthetargetaudience)?

- Isthelanguageeasytounderstand?

• Toneandpitch- Isthetoneandpitchofthe

contentappropriateforthetopic(example,comedicelementsmaynotconveytheseriousnessofatopic)

• Structure- Doesthestructureofthecontent

allowtheradioprogramtobefollowedeasilyandthekeymessagesclearlyheardandrepeated?

• Messenger- Arethepresenter/journalist/

andgueststrustedsourcesofinformationormessenger?

• Relevance- Arethereferences/features

relevanttothetargetaudience–forexample,doescontenttakeintoaccountgeographicalandculturalcontextsanddifferences?

Developguidancetoaccompanytheradioprogramforparticipatingstakeholders:

• Producers• Presenters/hosts• Journalists• Scriptwriters• RadioStationManagement• Invitedguests/experts

Guidanceshouldinclude:

• Summaryofresearch/Keymessages/curriculum

• Scripts,includingquestionstoaskonair• Glossaryofkeyterms• Notesaboutdispellingmisinformationor

prevalentrumors• Tipsforhosting,interviewingandscripting

CHECKLIST: Content

☐Theradioprogramusesthemainlanguages/dialectsspokenandunderstoodbythetargetaudience

☐Theradioprogramuseslanguage/terminologythatiseasytounderstand

☐Identifiedtrustedsources/guests/presenters/journalistsdeliver,discussandrecapkeycontent/messages



6. Partnerships and communication Keystakeholdersandgroupsshouldbeconsultedduringradioprogramdevelopmenttoensure:

• Contentreflectsgovernmentpolicyandserviceavailability

• Buy-inandsupportfromgovernment,civilsocietyandlocal/communityorganizations

• Linkagesaremadewithrelevantgoodsandservicesandothersourcesofinformationandadvice

• Messagesareclearandappropriateandcomplementexistinginitiativeswiththesameobjectives

Workwithrelevantstakeholderstogainon-goingsupportandinputstoprogramdesignandcontent:

• Participatingradiostations• Mediaorganizations• Governmentdepartmentsandagencies• Non-governmentalandcommunitybased

organizations• Localdecision-makers/authorities• Traditionalleaders• Subjectmatterspecialists/technicalexperts• Existinglistenergroups/audiencepanels

Methods

• Highlevelmeetings/advisorypanels• StakeholderInterviews• Communitymeetings• Pressbriefings• Policyreviews• Servicemapping• Feedbackandsharingmechanismse.g.

WhatsAppgroups

CHECKLIST: Partnerships

☐Consultationsareconductedwithkeystakeholderspriortoandduringprogramrollout

☐Existingandnewlistenergroupshaveopportunitiestomakeinputsintotheradioprogramcontent


7. Listener engagement Listenersareencouragedandfeelwillingtoengagewiththeinteractiveelementsofaradioprogram:

• Digitalandsocialmediachannelsandplatformsareavailableforlistenerstoaccesse.g.SMS/WhatsApp/Facebookpage/Twitter/Stationorprogramwebsite

• Listenercall-insegmentsareplannedforprograms

• Listenersarerequestedtosendintheirmessagesandquestionswhentheprogramisbothonandoff-air

• FormalListenerGroupsorfanclubsaresetupandregularlyconvenedandconsulted

Keyconsiderations:

• Presenters/hosts/producersencourageandfacilitatelistenerengagementonandoff-air

• Contactnumbers,websiteandFacebookpagesarepublicizedclearlyandfrequently

• Securityaroundsharinginformation/datasafeguardingpoliciesisobserved

• Anonymity/privacyneedsofaudiencemembersarerespected

Listenerengagementallowsfor:

• Responsiveradioprogramming- Contentandmessagingcanbetailored,adjusted

andexpandedtoaddressspecificneedsandconcernsoftheaudience

- Formatscanbetweakedinlinewithaudiencelikesanddislikes

- Allowsforassessmentofaudiences’understandingofcontent

- Allowsforrumours,misinformation,andfakenewstoberebuttedquicklyandaccurately

• Opportunitiesforlocalvoicestobeheardandacknowledged

• Opportunitiestodirectlyholddecision-makersaccountable

• Improvedmonitoringandevaluationincludingdatacollatedfromlistenerfeedbackanddigitalandsocialmediaanalytics

CHECKLIST: Listener engagement

☐Theradioprogramcreatesopportunitiesforlistenerstoactivelyengagewiththeprogramanditscontent

☐Scriptsforradioprogramstakeintoaccounttheneedtoencouragelistenerengagement

☐Therearemechanismstocaptureengagementandfeedbacktoadjustradioprogramcontentforfuturebroadcasts,andfeedintomonitoringandevaluationreports


8. Pre-testing Pre-testingoftheradioprogram(fullepisode(s)ifpossible),itsbranding,scheduling/timingaswellasitscontentandformat:

• Mainparticipantgroupsinmorethanonelocationlistentoapilotprogramandprovidefeedback

• Keystakeholdersaregivenanopportunitytolistentotheradioprogramandprovidefeedback

• Feedbackisincorporatedintotheradioprogrampriortoitsinitialbroadcast

• Additionalaspectsoftheprogramsuchasscheduling,branding,thememusicetc.aresharedduringpre-testandfeedbackisgatheredandincorporated

Pre-testingofradioprogramspriortobroadcasting:

• Increasestheimpactbyensuringthatthecontentisclear,easytounderstand,receivedwell,engagingandaddressestheconcernsofthemainparticipantgroup

• Providesvalue-for-moneybyallowingforadjustmentspriortotheinvestmentinmultiplebroadcasts

• Helpsreducethelistener“drop-out”ratebyensuringthecontentisappropriateandengaging

Methods• Focusgroupdiscussionswithaudioplayback• Communitymeetingwithliveairing• Individualcontentexpertreview• Broadcasterprogramreview

CHECKLIST: Pre-testing

☐Apilotepisodeoftheradioprogram(oratleasttheconcept)ispre-testedwiththemainaudience/listenergroupspriortobroadcasting

☐Apilotepisodeoftheradioprogram(oratleasttheconcept)ispre-testedwithkeystakeholderspriortobroadcasting

☐Feedbackfrompre-testingisdocumentedandincorporatedwhereappropriatepriortotheinitialbroadcastingoftheprogram


9. Incorporation of audience feedback Audiencefeedbackonceprogrammingison-air:

• Mechanismsareputinplacetocaptureon-goingaudiencefeedback

• Mechanismsareputinplacetoallowforresponsiveprogramming(seelistenerengagementsection)

Theincorporationofaudiencefeedbackintoradioprogrammingsupports:

• Increasedimpactbyensuringthatthecontentisclear,easytounderstand,receivedwell,engagingandaddressestheconcernsofthemaintargetaudience(s)

• Reducedlistener“drop-out”ratebyensuringthecontentisappropriateandengaging

• Rapidadjustmentstocontentandformatinlinewithchangesincontext,especiallyinemergencysettings

CHECKLIST: Incorporation of audience feedback

☐Audiencefeedbackiscollectedregularlytocreateresponsiveprogramming

☐Mechanismsareinplacetocollect,reviewandcollateaudiencefeedback

☐Feedbackisregularlyreviewedandincorporatedintoradioprogramcontent

☐Theinitialbudgetisdesignedtoincludeeditsandchangesbasedonregularfeedback


10. Monitoring and evaluation Amonitoringandevaluation(M&E)frameworkisdesignedpriortobroadcast:

• Monitoring:Programmingisassessedattheoutputlevel(e.g.quantityandqualityofepisodesproducedandaired,numberoflistenersreached,quantityandqualityoflistenerengagement)toensurethatithasbeeneffectivelyimplemented.

• Monitoringcanbeusedtoidentifybestpracticeandlessonsforfutureprogrammingandtofacilitateongoingadaptiveprogramming.

• Evaluation:thisseekstoassesswhetherdesired/intendedlearning,accountabilityand/orbehavioraloutcomeshavebeenachieved,andmayalsoexploresunintendedandnegativeoutcomes

ArigorouslydesignedM&Eframeworkshould(ideally):

• RelatetomainTheoryofChange/theoreticalframeworkandoverallprogramobjectives

• Clearlydefineoutcomesandoutputs• Containasetofindicatorswithmilestonesand

targetstobeachieved,againstbaselinedatawhereappropriate

• Outlinethemethodsandtoolstobeusedtocollectandverifydata,andthesourcesofdata

• Ensuretheradioprogram’simpact/contributiontochangecanbemeasuredandassessed

• Gobeyondanecdotalevidencetoexamineactualreach,listenerengagement,effectivenessandimpact

CHECKLIST: M&E

☐TheM&Eframeworkisestablishedpriortotheradioprogram’sbroadcast

☐TheM&EframeworkrelatestotheoverallTheoryofChangeandtheoreticalframework

☐TheM&Eframeworkincludesabaselineandmilestonesagainstwhichtomeasureprogress

☐IndicatorsareSMART(especiallyforquantitativeindicators)

☐Indicatorsprovideinsightfulinformationtoassesstheradioprogram’simpactandcontributiontolearningandbehaviorchangeoutcomes

☐TheinitialbudgetincludesfundsallocatedtoregularM&E


CHECKLIST: Radio Program Design

1. Objectives

☐Objectivesareclearlystated,measurableandrealistic

☐Thepurposeoftheradioprogramisclearlystatedandunderstoodbytheproductionteam,includingpresenters

☐ATheoryofChangeoraTheoreticalFrameworkhasbeenusedtoguidethedesignoftheradioprogram

2. Target Audience Analysis

☐Aresearchplanexiststodefineandanalysethetargetaudiencewhichcomplieswith

☐Thetargetaudienceanditscharacteristicsareclearlydefined

3. Formative research

☐Thetargetaudienceisinvolvedintheformativeresearch–throughparticipatoryengagement–focusgroupdiscussions,listenergroups,semi-structuredinterviewsorothermeans

☐Adesk-based/literaturereviewofexistingreports,programs,evaluations,KAPstudies,isconducted

☐Keystakeholderinterviewsarecarriedout

☐Keyinformantinterviewsareconductedinvariouslocationstocapturegeographical/communitynuances

☐Measurable(SMART)indicatorsaredevelopedtomeasuretheimpactoftheradioprogram

☐Keyaspectsaboutthetargetaudiencearedocumentedtoinformtheformatandcontentdesign,schedulingandbrandingtheradioprogram

4. Format

☐Bestpracticesarefollowedforformatselectionanddevelopment–drawingontheoryandgroundedinevidencefromaudienceresearch,testingetc.

☐Guidanceisprovidedtostakeholdersresponsibleforproduction

5. Content

☐Theradioprogramuseseasytounderstandlanguageandterminology

☐Theradioprogramusestheappropriatelanguage/dialectforthetargetaudience

☐Identifiedtrustedmessengers/guests/presenters/journalistsdeliverkeymessagestothetargetaudience


6. Partnerships and communication

☐Theradioprogramisdevelopedinpartnershipwithkeystakeholders

☐Listenershaveopportunitiestomakeinputsintotheradioprogramcontent

7. Listener engagement

☐Theradioprogramcreatesopportunitiesforlistenerstoactivelyengagewiththeprogramanditscontent

☐Scriptsforradioprogramstakeintoaccounttheneedtoencouragelistenerengagement

☐Therearemechanismstocaptureengagementandfeedbacktoadjustradioprogramcontentforfuturebroadcasts

8. Pre-testing

☐Thefullradioprogram(notjustaconcept)ispilottestedwiththemaintargetgroupspriortobroadcasting

☐Thefullradioprogram(notjustaconcept)ispilottestedwithkeystakeholderspriortobroadcasting

☐Feedbackfrompilottestingisdocumentedandincorporatedwhereappropriatepriortotheinitialbroadcastingoftheprogram

9. Incorporation of audience feedback ☐Audiencefeedbackiscollectedregularlytocreateresponsiveprogramming

☐Mechanismsareinplacetocollect,reviewandcollateaudiencefeedback

☐Feedbackisregularlyreviewedandincorporatedintoradioprogramcontent

☐Theinitialbudgetisdesignedtoincludeeditsandchangesbasedonregularfeedback

10. Monitoring and Evaluation

☐TheM&Eframeworkisestablishedpriortotheradioprogram’sbroadcast

☐TheM&Eframeworkincludesabaselinefromwhichtomeasureprogress

☐IndicatorsareSMART

☐TheM&EframeworkrelatestotheoverallTheoryofChangeand/ortheoreticalframework

☐Indicatorsprovideinsightfulinformationtoassesstheradioprogram’simpactandcontributiontolearningandbehaviorchange

☐Theinitialbudgetincludesfundallocationforregularmonitoringandevaluation


Additional resources: 1. AdamandHarfordN.RadioandHIV/AIDS:

MakingaDifference.1999.UNAIDS2. BangladeshRedCrescentSociety,International

FederationofRedCrossandRedCrescentSocieties.BroadcastingLiveRadioProgramsonDisasterPreparednessandResponsethroughCommunityRadioStations.Guideline.2017.

3. BBCMediaAction.Researchsummary:HowdidlocalradiostationssupporttheircommunitiesduringtheEbolacrisis?2016.

4. C-Change(CommunicationsforChange).DevelopingaCreativeBrief.2012.

5. CatholicReliefServices.CommunicationToolbox:Practicalguidanceforprogrammanagerstoimprovecommunicationwithparticipantsandcommunitymembers.ManagementMatters.2013.

6. CDAC.CommunicatingwithCommunitiesandAccountability.EmergencyHandbook.:1–10.

7. DanielsL,Petit-PerrotC.UsingWhatsAppforRadio:AToolkit,TheChildren’sRadioFoundation.

8. DeFossardE.HowtodesignandproduceaRadioSerialDramaforSocialChange.AProgramManager’sGuide.Baltimore:JohnsHopkinsUniversity;1996.

9. DeFossardE.HowtowriteaRadioSerialDramaforSocialDevelopment:aScriptwriter’sManual.1997.

10. EducationDevelopmentCenter(EDC).LearningatHomeinTimesofCrisisUsingRadio.2020

11. FarmRadioInternational.DistanceLearninginCrisis:Literacyovertheradio[Internet].2020[cited2020Dec23].Availablefrom:https://farmradio.org/distance-learning-in-crisis/

12. FoundationHirondelle,ICRC.UsingRadioasaMeansofOperationalCommunicationandCommunityOutreach.2019.

13. HannidesT.BridgingTheoryandPracticeHumanitarianBroadcastinginemergencies:Asynthesisofevaluationfindings.BBCMediaAction.2015.

14. Howcountriesareusingedtech(includingonlinelearning,radio,television,texting)tosupportaccesstoremotelearningduringtheCOVID-19pandemic[Internet].TheWorldBank.[cited2020Oct28].Availablefrom:https://www.worldbank.org/en/topic/edutech/brief/how-countries-are-using-edtech-to-support-remote-learning-during-the-covid-19-pandemic

15. HowtoConductaPretest[Internet].SBCCompass.[cited2020Oct28].Availablefrom:https://www.thecompassforsbc.org/how-to-guides/how-conduct-pretest

16. JohnsHopkinsUniversity.ThePProcess.FiveStepstoStrategicCommunication.2013.

17. JoosteI.InteractiveRadio!ToolkitforStations.2015.

18. MaclevyT,GorgenK.Whatdoestheresearchsuggestisbestpracticeinpedagogyforremoteteaching?2020.

19. RaftreeL.Digitalandsocialmediaforsocialandbehaviorchangecommunication.iMediaAssociates,2019.

20. RichmondS.RepurposingEstablishedRadioandAudioSeriestoAddresstheCOVID-19EducationalCrises.2020.

21. SmoutE.CommunicatinginacrisislikeEbola:Factsandfigures[Internet].SciDevNet.2015[cited2020Oct28].Availablefrom:https://www.scidev.net/global/ebola/feature/communicating-crisis-ebola-facts-figures.html

22. TheWorldBank.ImprovingEducationalQualitythroughInteractiveRadioInstructionAToolkitforPolicyMakersandPlannersPaperSeries:2005.

23. ToddA,WeberA,Mulcahy-DunnA,VenetisE,NottJ,HarrisJ,etal.Deliveringdistancelearninginemergencies:Areviewofevidenceandbestpractice.2020.

24. UNICEF.RiskCommunicationandCommunityEngagementPreparednessandReadinessFrameworkEbolaVirusDisease.2020

25. WHO.CommunicatingRiskinPublicHealthEmergencies.AWHOguidelineforemergencyriskcommunication(ERC)policyandpractice.2017.

26. WilkinsonS.Usingmediaandcommunicationtorespondtopublichealthemergencies:lessonslearnedfromEbola.BBCMediaAction.2016.

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