Introduction
Communication and media strategy are required to take social sector to people all over whether in government or private sector. It is essential to take goals of social sector to people and get feedback from them and pass it to policy makers. Today social sector is huge in India, and it includes government and non-governmental organisations international organizations and others. Media strategy will guide social sector to take goals and plan actions so that targets are achieved and work is done.
Communication strategy is needed to guide communication materials and plans in reaching target audience. The strategy should be such that in minimum expenditure maximum exposure is got for social sector organizations. There is no profit involved in social sector and it is to serve the public in all possible ways
The media strategy should outline media needed to reach audiences target audiences budget and how to go about reaching the targets and what are time frame required. Also, message strategy should be outlined and messages got to be developed to reach the audiences
Let us take Ministry of Health RCH project as an example and we need to reach all over India. We need to specify what is Reproductive Child health or RCH project and what are its audiences. Once we know the audiences, we decide to develop communication strategy which would include taking RCH messages to all across India. We need to develop media of radio TV Print and specific media vehicles, and we need to decide on messages to reach the audience once we have decided on messages, we will prepare materials to take RCH messages to the audiences effectively. After launching the campaign, we decide on evaluation method to find out how effective the campaign has been.
WE can also decide media strategy to service organizations as LIC and General Insurance and to other sectors like Banking Transport sectors. Social sector organizations need communication strategies and media strategies like educational organisations social welfare organisations etc.
Many social sector organizations require communication strategies to take these organizations to public and carry out work. Let us take another example of Tsunami project of Govt. of Tamil Nadu/ Many thousands of people are affected by Tsunami, and these people need help to come back to normal stages in society. The communication strategy should be to take goals of this project to people and win over support to carry out rehabilitation. If communication and media strategy are effective the Tsunami project will reach all people and benefits can be created.
Communication strategy is important in social sector organizations to carry out welfare measures and do good to people with effective communication strategy we can achieve all goals and without we cannot succeed. Modern day social sector organizations require effective communication and media strategy to take these further to people and to achieve organizational goals in coming days
One word of caution and it is all other elements or strategies besides this has to be good also. Organizations as MOHFW Tsunami project IAMWARM project of Govt. of Tamil Nadu have used media and communication strategies to reach people and communicate project goals and win approvals for their schemes. These examples should be followed in coming days to effectively reach people and carry out welfare measures on large Scale.
_____________________________________________________________________________________________________
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
