"Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium
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and long-term business activity and to how organisations deal with issues. This thoroughly revised third edition includes: New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations; New discussion questions on important aspects of campaign planning; exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy; In Theory panels that highlight key theories and demonstrate important links between theory and practice Accessible and comprehensive, this is an essential text for students of professional communication and professionals transitioning into the field of Strategic Communication"--
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"From the founder of empowerment evaluation (EE), a framework uniquely suited to advancing social justice causes, this book explains the theories, principles, and steps of conducting EE from scratch or within a preexisting evaluation or work plan. David M. Fetterman describes how EE enables program
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planners and participants to define their mission or purpose, take stock of how well they are doing, and plan for the future to achieve self-determined goals. EEs of two large programs (Feeding America and USAID/REACH) are discussed in depth; other EE case examples address such topics as raising test scores in impoverished and rural schools and bridging the digital divide in communities of color. User-friendly features include chapters on conducting EE remotely and frequently asked questions, as well as illuminating sidebars and glossaries of acronyms and concepts/terms." (Publisher description)
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"For the twenty-second consecutive year, Write for Rights activities took place across the world. While online actions continued to increase, we also saw a major return to offline events, as Covid 19 restrictions were lifted in most countries. From running marathons in Zimbabwe, to music concerts in
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Mongolia, on the ground campaigning was very much back on track. Collaborating with Amnesty International’s newest global campaign, national entities drew attention to the world’s need to protect the right to protest. As we rapidly head into work on Write for Rights 2023, now we take the time to reflect on what we all did together and the amazing ways we worked for positive human rights change in the lives of 13 individuals at risk." (Page 1)
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"This document serves as a guide for how to develop a Social and Behaviour Change (SBC) Strategy or Plan for a single-country or multi-country SBC programme. Developing an SBC Strategy hinges upon understanding the unique circumstances and world views of the individuals the strategy seeks to serve.
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These insights will help you design customised solutions for local challenges. By understanding the barriers to certain behaviours, services or a system from the perspective of community members, you will be able to develop more sensitive, evidence-based and human-centred solutions that respond to people’s needs." (Objective, page 1)
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"Reaching people with your message is one thing, influencing and changing their behaviour is quite another. Behavioural science provides tried and tested methods that help us to better understand how people think and behave. Armed with this knowledge we can design communications that more effectivel
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y influence the decisions people make. This guide includes a checklist that details step by step instructions on how to design, develop and test behaviourally informed communications. It includes, tips, techniques and examples of how the methods outlined have been used successfully around the globe in recent years." (Pages 2-3)
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"Bengaluru […] generates 5,757 metric tonnes of solid waste per day. Estimates suggest that approximately 20,000-30,000 people are engaged in waste picking in the city. BBC Media Action's 'A Pathway to Respect, Identity, Dignity and Empowerment' (PRIDE) project aims to shift negative perceptions a
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bout informal waste pickers and highlight their contribution to society in the city of Bengaluru in India. The first phase of the project's social media campaign to tackle these issues reached 21% of Bengaluru's population. Research shows it has improved awareness of informal waste pickers, increased appreciation of the work they do and generated discussion about how they contribute to society." (Page 1)
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"This document is the second of a set of three practical guidelines that provide recommendations for considering an intersectional gender approach when: monitoring and documenting attacks against journalists and social communicators (Guideline 1); advocating on emblematic cases for advocacy (this Gu
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ideline); and organising protection training (Guideline 3)." (About these guidelines)
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"It is important to remember that building a relationship between a brand/project/organisation and the online community is a long and demanding journey where a good reputation is hard to gain, and can be lost overnight. When designing a campaign, communication, messages and content for social networ
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ks, it is necessary to approach all of the above carefully and thoroughly, but also to set aside some time for learning and constant monitoring of innovations in the field of marketing and communications. If we do not keep up with this digital game, it is very likely that our campaign will become unsuccessful, which will lead to a loss of time, money and audience trust. In order to avoid such an outcome, below we will explain the steps, techniques and process examples of good practice, which will help us to become/remain good digital players." (Page 5)
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"The purpose of the current paper is to provide an overview and describe methods in this emerging field, present use cases, describe a future agenda, and raise central questions to be addressed in future digital health research for behavior change. Digital media for behavior change employs three mai
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n methods: (1) digital media interventions, (2) formative research using digital media, and (3) digital media used to conduct evaluations. We examine use cases across several content areas including healthy weight management, tobacco control, and vaccination uptake, to describe and illustrate the methods and potential impact of this emerging field of study. In the discussion, we note that digital media interventions need to explore the full range of functionality of digital devices and their near-constant role in personal self-management and day-to-day living to maximize opportunities for behavior change. Future experimental research should rigorously examine the effects of variable levels of engagement with, and frequency and intensity of exposure to, multiple forms of digital media for behavior change." (Abstract)
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"Social and behavior change (SBC) is a key component of effective multi-sectoral nutrition activities. High-quality evaluations of SBC components are essential to identifying what went well, what could have been done differently, and how to improve future program design. The tools included here acco
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mpany Evaluating Social and Behavior Change Components of Nutrition Activities: A Design Guide for USAID Staff and Measuring Social and Behavior Change in Nutrition Programs: A Guide for Evaluators. They provide additional support on topics such as how to develop an evaluation statement of work (SOW) and how to determine the most appropriate respondent(s) for a given activity. The table below provides an overview of each tool." (Introduction, page 1)
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"While social media offer an unprecedented opportunity for orchestrating large-scale communication campaigns, it is often difficult to track audience responses on various digital platforms over time and to ascertain if their engagement is aligned with the original intention. In this article, we shar
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e a promising solution—the purposive embedding and tracking of unique content elements as “markers” using text analytics techniques. Four markers were introduced in an Indian melodramatic television serial, Main Kuch Bhi Kar Sakti Hoon (I, A Woman, Can Achieve Anything), which was part of a larger transmedia edutainment initiative in India to promote sanitation, family planning, and gender equality. These markers served as anchors for audience engagement with the originally intended messaging embedded in the narratives as well as for program monitoring and evaluation. We applied various web-based tools to systematically track marker-related engagement on Facebook, Twitter, and YouTube across eight months. We also conducted semantic network analysis to better understand how marker-related social media comments evolved over time. Our investigation of using markers for digital engagement and narrative exchange in MKBKSH makes an important and timely methodological contribution to the scholarship and praxis of social and behavior change communication." (Abstract)
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"Few studies have examined the relationships between the different aspects of vaccination communication and vaccine attitudes. We aimed to evaluate the influence of three unique messaging appeal framings of vaccination from two types of messengers on COVID-19 vaccine acceptance in India. We surveyed
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534 online participants in India using Amazon Mechanical Turk (MTurk) from December 2021 through January 2022. We assessed participants' perception of three messaging appeals of vaccination -COVID-19 disease health outcomes, social norms related to vaccination, and economic impact of COVID-19 - from two messengers, healthcare providers (HCP) and peers. Using a multivariable multinomial logistic regression, we examined participants' ad preference and vaccine hesitancy. Participants expressed a high level of approval for all of the ads, with >80% positive responses for all questions across ads. Overall ads delivered by health care workers were preferred by a majority of participants in our study (n = 381, 71.4%). Ad preference ranged from 3.6% (n=19) social norm/peer ad to 32.4% (n = 173) health outcome/ HCP ad and half of participants preferred the health outcome ad (n = 279, 52.3%). Additionally, vaccine hesitancy was not related to preference (p = .513): HCP vs. peer ads (p = .522); message type (p =.284). The results suggest that all three appeals tested were generally acceptable, as well as the two messenger types, although preference was for the health care provider messenger and health outcome appeal. Individuals are motivated and influenced by a multitude of factors, requiring vaccine messaging that is persuasive, salient, and induces contextually relevant action." (Abstract)
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"The pathway to securing change through advocacy may not be very clear - mainly because you don’t have control over those you are seeking to influence or the political processes through which they operate. So it’s good to develop a strategy that can act as a kind of `road map’. The development
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of a strategy will also help ensure that members of your coalition or organisation and those affected by the issue are following the same map! Sometimes advocates waste time reacting to political events that may be only tangentially connected to the change they are trying to secure. The development of a strategy will help ensure that those involved are proactive and strategic, rather than just reactive." (Page 7)
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