Step 3: Preparing for Responses & Engagement
The 3rd step of the narrative change campaign planning process - Prepare for responses & engagement - is a crucial bridging step coming after the hard work of building out the campaign elements and before the actual launch of the campaign.
Figure 1: 5-step narrative change campaign planning process
After the development effort of the second step, you still need to test the responses to planned campaign messaging from the target middle segment(s) and adapt the approach and materials accordingly. Another important element in this step is preparing the campaign team for the challenging exchanges that the campaign will undoubtedly bring. Through the first two steps of the process, you should have completed the following:
- A developed and realistic strategy to effectively engage the middle in the debate on migration;
- A full set of campaign elements (messages, visuals, communication tools etc) developed to a stage that they are ready to test;
- A detailed campaign action plan.
More specifically, this preparation step consists of the following three elements:
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elements
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details
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| 1. | Test & adapt campaign elements | Test the messages and other key campaign elements with a target audience sample and adapt based on responses |
| 2. | Develop talking points | Develop a full set of campaign talking points (how to move through discussions, what to avoid and dealing with challenging questions) |
| 3. | Prepare the team | Get the team ready to deliver the planned campaign and engage in challenging exchanges. |