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Communication Policy and Planning

Surveying literature on communication policy and planning reveals that it has its roots in development. With an intent to recover from negative societal impacts inflicted by World War II, countries, mainly through the United Nations (UN) and the United Nations Educational, Scientific, and Cultural Organization (UNESCO), gave a sharp focus on communication systems’ mobilizing capacity to advance nations towards development.

Definitions and Essential History

The first official definition of communication policies was by UNESCO in 1972. Said definition described communication policy as “sets of principles and norms established to guide the behavior of communication systems”. The Organization stressed that said definition calls for a deliberate effort to formulate practices that would guide stakeholders on decisions towards realizing ideal states.

Discussions on communication policies as a concept grew come the 1980s, especially with UNESCO’s MacBride Report (Many Voices of the World), which examined communication problems in modern societies, specifically ones that involved mass media, news media, and emerging technologies, and how said problems could be best addressed. [1]

Braid, et al. (1990) particularly defined communication policies as “guidelines on ownership, distribution, and utilization of communication resources”; a way to identify communication’s role in society—how it relates to media, businesses, and government—and how this is an excellent starting point for crafting frameworks supportive of bringing current states to desired outcomes.

It was also in the 1980s that focus was given on communication planning and its capability to move policy to action. Defined by Hancock (1981), communication planning is the identification of short-term and long-term goals and objectives for the efficient and fair use of communication resources—in consideration of a society’s goals, priorities, and capacities, and subject to its existing social and political structures. [2]

Significance

The functions and importance of communication policy and planning intersects both public and private institutions, and individuals concerned. For instance, as explained by the Food and Agriculture Organization (FAO) (n.d.)—

''“A national policy on information and communication for development provides a necessary conceptual and institutional framework for the coordination and integration of technical and social interventions undertaken by institutions ranging from agricultural extension to education and health ministries, from NGOs such as women’s resource groups and human rights activists, to private sector interests such as chambers of commerce or banks. The contribution of a national policy is to articulate principles, values and norms that are applicable to communication at all levels of government, to civil society and the private sector, within the context of the development goals of the nation.”''

Such description stresses communication policy and planning’s unique power to promote the systematic planning and strategic use of a communication system in securing enhanced national development. [3]

Levels and Forms

Communication policies are observed at various levels: (a) international; (b) regional; (c) national; and (d) local.

An example of a communication policy at the international level is the UN’s universal declaration on human rights, with a focus on communication rights (freedom to hold opinions without interference; right to seek, receive, and impart information and ideas). An example of a communication policy at the regional level is the Yaounde Declaration 80, which underscores how communication structures in Africa still largely conform to old colonial patterns, and thus emphasizes the pressing need to prioritize globally integrated policies in the field of culture and communication.

Moreover, Kenya’s The Bill of Rights, Rights and Fundamental Freedoms (right to privacy, freedom of expression, freedom of all types of media, right of access to information, etc.) is an example of communication policies at the national level. Meanwhile, Kenya’s National Information and Communication Technology (ICT) Policy is an example at the local level. [4]

The tool that turns policy to action and results, communication plans come in various types which can be utilized depending on outcomes hoped for. These types, according to Ferguson (1999), are:

1. Strategic Plans: contain a background statement; objectives; policy issues; external and internal environment; windows of opportunity; communication objectives; themes and messages; communication priorities; strategic considerations; consultation, partnership, and negotiation requirements; performance indicators; and anticipated financial resources;

2. Operational Plans: outline how the organization plans on achieving its strategic objectives and determining the allocation of funds for different communication ventures; planners rank communication priorities, demonstrate linkages to communication objectives in the strategic plan, identify key stakeholders, indicate complementary activities and services, and specify how the funds will be allocated among priorities;

3. Work Plans: list products and services to be delivered; delegate roles to key persons; identify performance indicators; set milestones; define evaluation tools; and allocate resources to specific products, services, and activities;

4. Support Plans: made for managing a specific activity (e.g., a press briefing or a conference), initiative (e.g., a campaign to encourage people to purchase a new product), or issue (e.g., a transportation safety issue); and

5. Crisis Communication Plans: made in anticipation of crisis situations; reflective of crisis indicators, communication team members, communication strategies, response and control mechanisms, evaluation of operations, and appendices with guidelines and formats for various communication activities (such as issuing press releases and keeping logs of daily activities). [5]

References:

[1] University of the Philippines Los Baňos. (2019). Historical Development of Communication Planning. College of Development Communication, University of the Philippines Los Baňos, Los Baňos Colleges, Laguna.

[2] University of the Philippines Los Baňos. (2019). Communication Policy and Planning. College of Development Communication, University of the Philippines Los Baňos, Los Baňos Colleges, Laguna.

[3] Food and Agriculture Organization (FAO). (n.d.). Rationale: Why do we need an Information and Communication Policy? Content accessed 08 March 2021 from the link http://www.fao.org/3/Y4338E/y4338e04.htm#:~:text=A%20communication%20policy%20can%2C%20therefore,efficiently%20in%20enhancing%20national%20development.

[4] University of the Philippines Los Baňos. (2019). Communication Policies at Different Levels. College of Development Communication, University of the Philippines Los Baňos, Los Baňos Colleges, Laguna.

[5] Ferguson, S. D. (1999). Communication Planning: An Integrated Approach, The Making of Strategic Planning Cultures. SAGE Publications, Inc.