Messaging and Organizational Strategy
Developing Radio Partners (DRP) builds vibrant, participatory communities internationally, through the development of financially and editorially independent media services with a focus on community radio. The IDEA Network is an initiative of Developing Radio Partners (DRP) providing targeted issue area (health, environment) support. DRP required help with organizational strategy, messaging, development and issue prioritization.
Internaut Consulting was retained to assist DRP in modifying its very process-oriented organizational identity and messaging that promoted its more traditional [and dated] focus of radio. The DRP strategy was retooled around its IDEA network initiative focusing on well defined donor support areas (environment and health). Its tried and tested process methodologies weer then tied, as supplemental selling points, to these focused issue areas.
In addition, Internaut Consulting helped strengthen a collaborative partnership with Frontline SMS, a progressive development technology using text messaging, to leverage DRP as an entity that could both broadcast and receive local community input in low technology environments. This further enhanced DRP’s attractiveness to donors with its ability to meld old and new technology to achieve results, rather than promoting just its one way broadcasting capabilities (radio). This new strategy and messaging was then utilized to attract more progressive funding support for DRP activities and within months DRP had new projects and support.
Note: This project was the result of Internaut Consulting being retained to review proposals and provide ongoing advice and evaluation to an anonymous major media donor on convergence projects that merged Internet and traditional media.