This document discusses rural communication strategies. It outlines traditional and mass media that can be used, including television, radio, print, folk theatre, puppetry, and demonstrations. Non-conventional media like wall paintings, mail to opinion leaders, and stalls at village fairs are effective. Factors like audience profile, preferences, and behaviors impact effectiveness. Challenges include low literacy, diversity, customs, and spending. Effective strategies include audio/visual, tailored communication, opinion leaders, symbols, and information and communication technologies.

1. RURAL COMMUNICATION
Presented By
Chandan Singh
Dr. Rajendra Prasad Central Agricultural University, Pusa
MBA(AGB)/92/2015-16

2. Contents
 Introduction
 Media for Rural Communication
 Communication Using In Non- Conventional Media
 Media Effectiveness
 Factors Affecting Media Effectiveness
 Challenges
 Communication Strategies
 ICT

3. Introduction
Rural Communication has recently
emerged as a key concern for
communicators of both profit oriented
corporations exploring rural areas to
expand marketing their products, as also
by those in social service institutions
trying to reach social health related
message in rural, tribal and far flung areas
in the countryside.

4. Media for Rural Communication
Mass media Traditional media

5. MASS
MEDIA
TELEVISION
RADIO
PRINT
CINEMA
THEATRES
WORD OF
MOUTH
VIDEO ON
WHEELS

6. TRADITIONAL
MEDIA
PUPPETRY
FOLK
THEATRE
DEMONST
RATION
HAATS &
MELAS
WALL
PAINTING
POST
CARD &
POSTERS

7. Reach the rural
consumer
Generate interest Create product of
brand knowledge
Education and
persuade
• Wall
paintings
• Mail to
options
leader
• Puppetry
• Drama
• Message
on
objects of
interest
• Giant
cutouts
• Tableaus
• Audio
visual
vans
• Point of
purchase
channels
• Contests
• Interactive
communica
tion point
of contacts
• Stalls at
haats and
meals
• Demonstrat
ion and
sampling
COMMUNICATION USING NON-CONVETIONAL MEDIA

8. MEDIA EFFECTIVENESS
A number of factors affect media effectiveness, these include:
 Audience profile
 Media preferences
 Channel and programmes viewed
 Audience behaviour

9. RECALL
MEDIA
EFFECTIVENESS
ATTITUDE
CHANGE
MEDIA
AUDIENCE
PROFILE
AUDIENCE
PREFERENCES
CHANNEL AND
PROGRAMMES
VIEWED
MEDIA
VIEWING/LISTE
NING
BEHAVIOUR
Factors affecting media
effectiveness
Audience response

10. CHALLANGES
• Low literacy levels
• Spread and diversity
• Unique media habits
• Low spending capacity
• Lack of research data
• Selective attention to/retention
• Linguistic and socio cultural differences
• Strong kinship ties
• Different leisure time activities

11. COMMUNICATION STRATEGIES
 Use of audio video
medium
 Appropriate
communication mix
 Tailor made
communication
 Use of publicity
vans/animals

12.  Use of stalls and Haats
 Appropriate scheduling
 Selective communication
strategy
 Focus on opinion leader
and reference's groups
 Use of logos and symbols
Cont.….

13. Information and communication technology
(ICT)
ICT has a great impact in the rural
India. The cyber revolution that
already has urban India in it’s grip,
is slowly going into villages and
irrevocably changing lives. The
fishermen of Veerapattinam near
Pondichery depend earlier on
nature each time they set out in
their boats, known for sure what to
expect of the weather, the waves
and that it will throw up by way of
catch.