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作者 Verzosa, Cecilia Cabanero
書名 Building Commitment to Reform through Strategic Communication : The Five Key Decisions
出版項 Herndon : World Bank Publications, 2009
國際標準書號 9780821376225 (electronic bk.)
book jacket
說明 1 online resource (177 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
附註 Cover -- Title Page -- Contents -- Acknowledgments -- About the Authors -- Abbreviations -- Introduction -- Introduction -- Why a Workbook on Strategic Communication? -- How to Use This Workbook -- Reference -- 1 Using Strategic Communication to Build Commitment to Reform -- Introduction -- Strategic Communication Is a Management Decision -- Anchor a Reform's Communication Strategy on Its Management Objectives -- Act to Avoid Common Pitfalls -- The Five Communication Management Decisions -- Decision 1: Whose Support Is Critical? -- Segment Audiences -- Identify Opponents and Supporters -- Assess Audiences' Interest and Power -- Identify Crucial Stakeholders at Different Stages of Reform -- Decision 2: What Changes in Knowledge, Attitudes, and Behaviors Will Lead to the Success of the Reform? -- Decision 3: What Messages Will Persuade Audiences to Support the Reform? -- Decision 4: What Channels of Communication Will Reach Audiences and Be Credible to Them? -- Decision 5: How Should Changes in Knowledge, Attitudes, and Behaviors Be Tracked and Evaluated? -- Using Strategic Communication in Real-Life Reform Programs -- Notes -- References -- 2 The Bulldozer Initiative: Investment Climate Reform in Bosnia and Herzegovina -- Introduction -- Project Profile -- Phase I -- Phase II -- Phase III -- Obstacles and Opportunities -- Role of Strategic Communication -- Raising Public Awareness -- Educating Stakeholders -- Building Consensus through Dialogue -- Mobilizing the Media -- Lessons Learned and Challenges Remaining -- Notes -- References -- 3 Moldova's Economic Growth and Poverty Reduction Strategy -- Introduction -- Profile of the Poverty Reduction Strategy Process -- Obstacles and Opportunities -- Role of Strategic Communication -- Targeting Audiences and Behaviors -- Building Country Ownership and Accountability
Creating Public Consensus and Managing Expectations -- Building Momentum through Social Mobilization and Media Activities -- Lessons Learned and Challenges Remaining -- References -- 4 Accountability in Social Reform in Peru: The RECURSO Project -- Introduction -- Project Profile -- Key Approaches -- Conclusions and Recommendations -- Obstacles and Challenges -- Fear of Evaluation -- Resistance to Standards -- Lack of Client Information -- Role of Strategic Communication -- Informing and Educating the Client -- Strengthening Client Voice to Improve Quality -- Designing RECURSO's Communication Strategy -- Understanding and Targeting Audiences -- Identifying Behaviors -- Framing Messages -- Selecting Effective Channels of Communication -- Evaluating Outcomes -- Notes -- References -- 5 The Country Assistance Strategy for the Philippines -- Introduction -- Program Profile -- Obstacles and Opportunities -- The CAS Preparation Process -- Role of Strategic Communication -- Outreach and Public Communication -- Public Dialogue and Consultations -- Multistakeholder Consultations -- Focus Group Consultations -- Levels of Communication -- Communication Channels and the Feedback Mechanism -- Outcomes, Lessons Learned, and Challenges Remaining -- Notes -- References -- 6 Reforming Public Procurement in the Philippines, FY 2006-08 -- Introduction -- The Long Road to Reform -- Winning the Executive Branch -- Lobbying Within the Legislature -- Mobilizing Legislative Champions in the 11th Congress -- Creating Bipartisan Ownership in the 12th Congress -- Grounding the Reform Process on Three Solid Pillars -- Enlisting a Solid Core of Reform Champions -- Engaging Broad Sectors of Civil Society -- Mobilizing the Power of Communication and the Media -- Lessons Learned -- Notes -- References -- 7 Implementing the Philippine Procurement Reform Law -- Introduction
Building Implementation Capacity -- Ensuring Public Understanding of Reform -- Communication Challenges -- Finding the Right Communication Expertise -- Mobilizing Resources for Communication -- Managing the Risk of Opposition and Vested Interests -- Note -- References -- 8 The West African Gas Pipeline Project -- Introduction -- Key Development Issues -- Project Profile -- Obstacles and Opportunities -- Role of Strategic Communication -- Understanding Stakeholder Views through Extensive Consultations -- Identifying Sociopolitical Risks and Managing Public Expectations -- Assessing Capacity Constraints and Communication Challenges -- Building Consensus and Commitment -- Lessons Learned and Challenges Remaining -- Notes -- References -- Index -- Back Cover
Strategic communication refers to the design of programs aimed at promoting voluntary change in behavior among stakeholders critical to the success of reforms, with communication being an instrument of policy and program reform, not merely a means of disseminating information. This Sourcebook provides a management decision-making tool for developing a communication strategy for reforms. Illustrative examples of how this tool can be used in various types of development activities are drawn from projects, economic and sector work, country assistance strategies formulated by donor groups, and country programs designed by developing country government teams to reduce poverty.The Sourcebook's approach has been used by program managers in developing countries and taught in workshops and formal courses conducted face-to-face as well as through various educational technologies such as videoconferences, self-paced courses, and computer-based modules
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
鏈接 Print version: Verzosa, Cecilia Cabanero Building Commitment to Reform through Strategic Communication : The Five Key Decisions Herndon : World Bank Publications,c2009 9780821376218
主題 Communication in economic development.;Communication in management.;Decision making.;Strategic planning
Electronic books
Alt Author Garcia, Helen R
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