MultiCountry Communication Planning

Sue Elms
Initiative Media

Having an international planning/coordination team cannot replace local expertise, but it can enhance the effectiveness of local communication programmes in several ways:

  • it can ensure the transfer of best practice and innovative ideas in media deployment and research development
  • it can ensure rigorous decisionmaking and that the best tools to support this process are developed or made available.

The application of centrally developed decisionsupport systems and research is costeffective, timeefficient and enhances the effectiveness of communication plans. A new, multicountry study by Initiative Media shows this in action, tackling the thorny challenge of communication channel planning. The study is called RADAR.