The Strategic Communication Series
The strategic communication series serves an essential resource for both communication professionals and scholars engaged in the field of strategic communication. These comprehensive documents that shall form a cross section for a larger strategic toolkit are designed to equip practitioners with the knowledge and tools necessary to effectively, design, implement and evaluate communication strategies in various contexts particularly within development communication projects and programs.
The theory of Planned behaviour -toolkit
This toolkit provides you with an introduction to the theory of planned behaviour citing case studies that will help you incorporate its use in your daily work. By understanding the cultural and sociological constructs of our audiences, we can speak to them better.
The Theory of Planned Behaviour
I would like to recognise the contributions of Gyaviira Luwaga, Catherine Nakimera and Arizona State University School of Human Communication for their academic contributions towards advancing a deeper reflection on combining theoretical knowledge with practice. Their lessons have provided valuable insights that continue to reshape learning efforts.
Overview
In an era where information is abundant and communication channels are diverse, the need for strategic communication has never been more critical. Organizations, policymakers, and educators must navigate a complex landscape to effectively reach and influence their target audiences. Strategic communication involves the deliberate and purposeful use of messages to achieve specific goals, whether it is to inform, persuade, or engage.
This toolkit aims to provide a comprehensive guide for leveraging strategic communication in various contexts. It brings together insights from leading theories, case studies, and practical applications to equip you with the tools necessary to design and implement effective communication strategies. The content is structured to cover foundational concepts, practical techniques, and real-world examples that illustrate the power of strategic communication.
Central to this toolkit is the Theory of Planned Behaviour (TPB), a robust psychological framework that offers a nuanced understanding of how attitudes, social norms, and perceived behavioural control influence intentions and behaviours. TPB has been instrumental in shaping communication strategies across health, environmental, and educational domains. By integrating TPB into your strategic communication efforts, you can develop targeted interventions that resonate with your audience and drive meaningful change.
The following chapters will delve into the core principles of TPB, providing a step-by-step guide on how to apply this theory to various communication challenges. You will find detailed explanations, illustrative case studies from different regions of the world, and actionable insights to help you craft messages that effectively influence behaviour.
Our goal is to empower you with the knowledge and skills to harness the full potential of strategic communication, making a positive impact in your field of work.
Welcome to the toolkit for strategic communications, with a special focus on the Theory of Planned Behaviour.
The actions that society takes can be influenced by our abilities to identify strategic methods that speak to our audiences better. This theory provides us with an approach that can be carefully tailored to our communities.
Leave a Reply