Designing of communication strategies for civic education delivery A case study of the National Commission for Civic Education

Abstract

Communication strategy has become an essential component of the success of organisations. The efficacy of an organisation's communication, on the other hand, is based on the technique it uses to communicate information to its constituents. This study examines the communication strategies employed by the National Commission for Civic Education (NCCE) in their civic education delivery and further identifies the issues they consider in designing their communication strategies during their civic education campaigns. Employing the qualitative research approach anchored on the single case study design, the study purposively selected four interviewees from the head office of the NCCE and analysed sixty-five documentary evidence to find answers to the research questions. Analysing the data through the lens of the message design and compliance gaining theories, the study established that the NCCE employs interpersonal community engagements to gain entry and acceptability in rolling out educational campaigns in communities. The findings also revealed that the NCCE consider political, economic and exigency issues in designing their communication strategies for their campaigns. The study recommends that NCCE should increase the level of participation by members of the public in the planning, and developing process of the message design for their civic education campaign.