2.4.3 Determine the channels and formats for communication you will use

Take Action

Reviewing the data you have, consider how you will engage with your target audience based on their preferences and habits, the channels and formats they can access and barriers they face, operational realities and feasibility in the emergency context, and potential risks.

Think about using the most available, popular, and preferred combination of communication channels available that can reach the widest number of people. Once you have identified the communication channel(s) you will use, consider the formats in which you will provide information through those channels.

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• Tool 12. Communication Channels and Formats Guidance

What is in the tool?

This tool provides information and examples on potential communication channels and formats, and guidance on potential barriers for client access.

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NOTE – Definitions of key terms:

• A ‘channel’ is the platform you use to communicate. For example, an information desk, community meeting, text messages, phone calls, radio, social media, etc.)
• A ‘format’ is the way you convey information through your channel (e.g. written text, speaking or recorded audio, graphics/images, video, braille, etc.)
• A ‘two-way’ channel allows you to exchange information and/or engage in a conversation.
• A ‘one-way’ channel only allows you to share information, but not to receive a response.

 

Considerations for selecting communication channels

Building on what exists – Start by considering what channels are already working or could be adapted in the community. What functioning communication options do you have available that you can use to reach your target audience? What planned program activities could be used? How accessible is the community? As much as is possible, strengthen and support existing local channels of communication before developing your own channel or mechanism for communication. Partnerships to strengthen the efforts of local groups should always be your first option. (See Module 3.4.2).

RESOURCE - If you are considering setting up a new technology, first review MIT’s Don’t Build it Guide. (62) 

At least one two-way communication channel – Focus your efforts on ensuring you have at least one channel that enables two-way dialogue. Remember the central purpose of a responsive information service is to have conversations to learn about and respond to the information needs of your target group, not to disseminate one-way messages.

• It is possible to integrate two-way communication into approaches leveraging one-way channels. For example, adding a WhatsApp number or Facebook group where viewers of a TV spot can ask questions and receive responses, or soliciting questions from the community before airing a radio program that responds to those questions.
• At the start of an emergency, you might use available one-way channels to quickly disseminate information on safety, rights, services, and options. Focus your continued efforts on opening up a channel for dialogue, so you can begin listening and responding to individual information needs.

NOTE - If you are using multiple two-way communication channels, your team may also consider using Customer Relationship Management (CRM) software to collect and manage information from client interactions, integrating the channels you are using. Software such as Zendesk, FreshDesk, Salesforce, Zoho CRM, Meta Business Suite, Zapier, and Trengo can be explored to create and manage tickets for interactions with clients, create automations, track engagement and response times, analyze trends through dashboards, and more. Zendesk is particularly useful to integrate applications that you are using for communication, especially for websites and social media channels, setting up ‘bots’, creating different levels of access for different staff members, and more.

Risk management – When you conduct a project risk assessment, consider potential risks related to the channels and formats you choose. For example, is there a risk that certain information will be misunderstood or perceived as associated with a particular political or armed group? Could certain communication methods put staff or community members at risk? How do you need to protect user data? Remember that excluding segments of the population due to the channels and formats you use is also a risk - there are many examples of risky power dynamics that can arise when some groups have access to lifesaving information and other groups are excluded. Identify measures to minimize the potential for harm to groups you are not able to reach (See Module 2.4.5).

Your capacity – Reflect on the capacity of you or your organization and urgency of the situation – time, funding, experience. What staff and budget are available for communication? What is the operational feasibility of you managing a specific channel? What is the sustainability of that channel?

Inclusion – Use data to identify barriers to accessing channels for different groups, diversify the channels and formats you use, and conduct a safety and accessibility audit.

• Think through barriers to accessing specific channels, especially for marginalized groups, and develop strategies for reaching them. It is important to consider the specific access to the communication channels you are considering for women, children, older persons, persons with disabilities, and other potentially marginalized groups. Equally, consider the accessibility of the formats that can be used on the channel(s) you are considering for these groups. When considering digital channels, in addition to accessibility of the channel itself, pay close attention to digital literacy for these groups.
• A best practice for universal design is to use multiple channels and formats for your audience to ask questions/request information, and through those channels, to utilize multiple formats to communicate information. Even if you can only use one channel and format now, work to diversify the ways that clients can access your services.
• Conduct a safety and accessibility audit of the channels and formats you use and make plans to address barriers. (See Module 2.4.4).