"The YouTube platform is an excellent tool for journalists. This guide explained the audience opportunities available to journalists using the YouTube platform. It also delineated the first steps to building a successful YouTube channel. We covered the following material: YouTube basics; the compone
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nts of a successful YouTube channel; audience development; implementation; measuring success and impact; analytics overview; successful YouTube channels. This guide will be helpful as you build your organization’s YouTube channel. The best way to truly master the platform and harness its potential is to dive in. Publish YouTube videos on a consistent schedule and iterate from there. Evolution is not only the story of all YouTube channels, but also the story of the platform itself." (Summary, page 19)
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"Esta guía aclara conceptos y brinda herramientas prácticas para identificar las fortalezas y los desafíos que puede enfrentar una organización en materia de comunicación interna y externa. Se trata de una guía práctica que se centra en cómo pasar del análisis de la situación a la acción
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a través de un proceso en distintas etapas. De ahí que la propongamos como unaherramienta orientada hacia los siguientes aspectos: Definir un diagnóstico comunicacional y su utilidad; Detallar acciones concretas para realizar un diagnóstico comunicacional de su organización; Orientar la reflexión y el diseño de estrategias de comunicación adaptadas a sus necesidades; Ofrecer herramientas para la realización de su proceso de diagnóstico comunicacional y la elaboración de una estrategia correspondiente." (Página 1)
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"Policy influence and advocacy are increasingly regarded as a means of creating sustainable policy change in international development. It is often also seen as a difficult area to monitor and evaluate. Yet there is an increasingly rich strand of innovation in options to monitor, evaluate and learn
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from both the successes and failures of policy influence and advocacy interventions. This paper explores current trends in monitoring and evaluating policy influence and advocacy; discusses different theories of how policy influence happens; and presents a number of options to monitor and evaluate different aspects of advocacy interventions. Case studies describe how some organisations have used these options in practice to understand their impact and improve their advocacy strategies." (Abstract)
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"In 2006, MTV and USAID launched, "MTV EXIT (End Exploitation and Trafficking)," a multi-media, multi-platform awareness and prevention campaign against human trafficking that has reached over 20 million people in 21 countries in the Asia Pacific. This paper describes the campaign background, design
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and message strategies and the outcome evaluation of the MTV EXIT documentaries, which were developed to build knowledge and influence attitude and behavior of the target audience on human trafficking. Both quantitative and qualitative research methods were employed for the outcome evaluation in six selected countries: China, India, Indonesia, Japan, Philippines and Thailand. Quantitative data was collected before and after documentary exposure through surveys using online access panel while qualitative data was gathered from focus groups. The Mind-Set Barometer, an indicator in which knowledge, attitude and behavior measures were weighted and incorporated into a composite score, was used in quantitative evaluation to measure the effects of campaign exposure. While some variations could be observed, the Mind-Set Barometer scores increased across all sites during the post surveys, showing positive effects of documentary exposure among research participants. The qualitative research provided key insights that the MTV EXIT documentaries had great potential in raising awareness about the issue, but should include stronger call to action to engage audience. This paper calls for the anti-trafficking community to conduct rigorous campaign evaluation to access outcomes, impacts and values of their communication activities. It also advocates that media campaigns can be effective tools in creating awareness and increasing prevention of human trafficking." (Abstract)
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"Loin d’être une simple fonction support qui ne servirait qu’a` faire connaître, la communication des organisations est un maillon essentiel du système économique. Elle influence profondément l’activité même de ceux qui communiquent mais aussi les attentes de ceux qui sont exposés aux
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messages. Entre le greenwashing (littéralement «blanchiment écologique d’image») qui remet en cause la conversion écologique de la société, et une autorégulation inefficace, la communication est devenue un monstre détesté et autocentré. Mais est-ce étonnant de la part d’un métier dont deux des actes fondateurs eétaient une grève à briser et des cigarettes à faire brandir par les suffragettes comme des «flambeaux de la liberté»? En réaction aux pratiques les plus détestables de la communication-manipulation, est ainsi lentement en train d’émerger la communication responsable. Ne se limitant pas à la bonne utilisation des arguments du développement durable, elle consiste en une prise de conscience de ses impacts négatifs (environnementaux, sociétaux) et en un effort pour les limiter, dans l’intérêt de tous." (Description de la maison d'édition)
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"This training module is a compilation of material initially gathered to help partners prepare and develop their pilot projects. As such it can be of use for anyone who wants to use storytelling or storytelling methods as tool to build cooperation and/or to support learning. After a theoretical intr
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oduction to storytelling and its benefits, these guidelines focus on the potentials and applications of storytelling for networking as well as on the practical implementation. In the second part a number of exercises for different target groups and contexts are presented, followed by some practical tips. Finally these guidelines provide some suggestions for further reading and online resources. In the project StoryRegions we have agreed that the most important “storytelling methodology” to support and improve social inclusion and community building is bringing people together – people from organisations, associations, education, libraries etc – and then, when a network with stakeholders and target groups has been created, to implement storytelling as a tool within this network. At this stage a wide range of storytelling approaches and techniques can be used." (Introduction)
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"This study explores answers to critical questions in five key areas, and suggests tools and resources needed to help organizations elevate the practice and impact of digital storytelling. Strategy: How can digital storytelling help social impact organizations advance their missions? Capacity: What
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resources and skills do individuals and organizations need to shape and share their stories? Content: What are the elements of compelling and motivating stories? Platforms: What technologies are available (or needed) to help people curate, house and share stories? Evaluation: What simple, effective and meaningful metrics can be used to evaluate the effectiveness of digital storytelling?" (Key questions, page 3)
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"The purpose of this book isn’t to make you feel like your company needs to be doing everything under the sun. Instead, we’re here to share why visual storytelling is valuable and easy to adopt, even if you don’t have a massive staff or budget. Our goal in writing this book is to share a mix o
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f our personal experiences and insider tips gleaned from working for celebrated, industry-leading companies that embraced the art of visual storytelling early on. We’ve been in the trenches producing content from scratch, and we have learned firsthand how to craft visuals into a compelling story. We’ve seen successes, dealt with misses, and even managed a few crises in the process. As a result, it was important to focus on news and takeaways you can actually use. Some of these are big-picture strategies, and some are “in-the-weeds” tactics that will help inform and enhance your day-today content calendar planning. We’ve included the types of visual media at your disposal and platform-specific best practices, as well as powerful case studies on how other companies use visual storytelling to stand out on their social media channels. Throughout the book, we’ve sprinkled in a range of case studies across B2B and B2C industries. We believe that some of the best ideas can be inspired by others and reworked into a unique concept that’s relevant to your company." (Introduction, page 5)
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"Bloggers Boot Camp shows you how to create and maintain a successful blog in today's world. It teaches you how to find a niche, find your unique voice, and how to hold a conversation with that audience. It provides you with all the right tools appropriate to your content, writing style, and message
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. This new edition teaches you how to write for and promote in the world of social media. It explores and shows you how to navigate the murky waters of mainstream media that your blogging may touch. Finally, this new edition emphasizes the importance of networking and provides techniques and tips for getting a job in the blogging industry and building your reputation as a writer." (Back cover)
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"Policy briefs are useful influencing tools for think tanks and research institutions. Along with other short items, such as blogs and newspaper articles, they may be the only items from your organisation that busy policymakers will read. This quick guide is aimed at researchers and communications s
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taff who are planning policy briefs for the first time, or want to review their approach. It sets out a tried and tested approach and suggested sturcture for policy briefs." (Page 1)
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"Covers the four key phases of public relations campaigns (research, strategy, tactics and evaluation), the history and evolution of public realtions and basic concepts of the profession, including ethics, professionalism and the theoretical underpinnings." (Publisher description)
"In PR-Texte fließt Wissen aus unterschiedlichen Bereichen ein. Es kommt darauf an, die Ziele des Schreibers und die Erwartungen des Adressaten auszubalancieren und dabei alle Hilfen zu nutzen, um die komplexe Tätigkeit des Textens »in den Griff« zu bekommen.
Die Grundidee des Buches besteht dar
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in, dass Schreiben deutlich einfacher wird, wenn man die relevanten Muster und Wirkungszusammenhänge von Sprache kennt und durchschaut. Textmuster sind Erzählen, Beschreiben, Begründen, Anweisen und Erklären. Textsorten sind beispielsweise Leitbilder, Newsletter, Unternehmensporträts oder Pressemitteilungen.
Alle in der internen und externen Kommunikation von Organisationen relevanten Textsorten werden in dem Buch nach einem einheitlichen Prinzip vorgestellt und mit vorbildlichen Beispielen illustriert. In weiteren Kapiteln geht der Autor auf PR-Texten als strategisches Handeln, die Arenen der PR-Kommunikation, die Textqualität, rhetorische Wirkungszusammenhänge und Techniken des Framings (»Rahmens« von Botschaften) sowie auf die besonderen Bedingungen des Textens für das Social Web ein." (Verlagsbeschreibung)
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"[This book] examines the work of celebrity advocacy and lobbying in international development. Its purpose is to understand the alliances resulting, their history, consequences, wider contexts and implications. It argues that celebrity advocacy signals a new aspect of elite rule. For populist celeb
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rity advocacy can mark, ironically, a disengagement between the public and politics, and particularly the public and civil society. Recognising this poses new challenges, but also presents new opportunities, for the development movement." (Publisher description)
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"This chapter argues that in order to understand contemporary forms of video activism, we need to extend our analytical scope beyond the confinements of the strategic work of social movement actors. It offers a schematic map of the various fields and disciplines in which video for social change has
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been given analytical attention pointing towards three key approaches and theoretical horizons in the literature. The chapter provides a brief history of video activism by drawing parallels between the early days of analog video cassettes during the so called “Portapak revolution” to the emergence of digital video and online sharing platforms such as YouTube. It provides an introduction to the notion of “radical online video” as a label for identifying and analyzing a broad range of video for change in contemporary online environments. Finally, the chapter broaches a discussion of some of the challenges facing video activism today." (Summary)
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"Dennis Eick zeigt, welche neuen Erzählformen durch das Internet und die technischen Möglichkeiten der Digitalisierung realisiert werden können. Er stellt zahlreiche Beispiele aus dem nationalen und internationalen Bereich vor und führt Interviews mit namhaften Fachleuten aus den einzelnen Genre
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s. Dabei stehen nicht nur die Dramaturgie, sondern auch die wirtschaftlichen Bedingungen und konkreten Arbeitsfelder für Kreative im Vordergrund. Denn nicht nur die Grenzen zwischen Film und Games schwinden, sondern beide Medien nähern sich immer stärker an. Das Gleiche findet auch in der vielbeschworenen Konvergenz von TV und Internet statt, welche zum Beispiel in den vielen Social Media-Anwendungen immer neue Erzählformen generiert. Geschichten verändern sich, überschreiten die Grenzen der einzelnen Medien, ob sie linear oder non-linear erzählt werden, ob sie einen passiven Zuschauer oder einen aktiven Konsumenten ansprechen. Erstmals zeigt ein Buch die Gesetze und Möglichkeiten auf, mit denen Geschichten heute und in Zukunft erzählt werden können." (Verlagsbeschreibung)
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