"Ce guide est destiné à des facilitateurs, qui enseignent la communication stratégique à des professionnels des médias et à des représentants de gouvernements pour atteindre des objectifs de développement. Il a pour but d’améliorer les compétences des professionnels des médias et des d
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cideurs politiques en matière de production et de diffusion d’information sur le thème des réformes politiques pour que cette information soit accessible à tous. Ce guide souligne aussi l’importance de donner aux citoyens la possibilité de réagir et de donner leurs avis sur les réformes politiques, et d’interagir avec les représentants politiques de manière réelle et créative." (Introduction, page 4)
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"This guide helps you gather input at the beginning of your activities to shape your communication strategy. It also gives you the tools to monitor progress and make corrections during implementation. It was not designed as a means for looking back on past work to determine if it was successful. Ins
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tead, the idea is to prepare up front and evaluate as you go along, so that you may adjust your tactics to ensure success. This guide is an evaluation strategy tool – not a communication planning tool. It will be most useful for those who already have a communication plan in place with clear objectives, messages, strategies and tactics. However, even if you are still in the beginning stages of designing a communication plan, it is never too early to start thinking about evaluation." (About this guide, page 1)
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"[...] communication is rarely integrated in development cooperation programs as a strategic tool. For this reason an Interest Group on Strategic Communication for Sustainable Development was established. The group, with GTZ Rioplus in the lead, comprises members of GTZ, other German development coo
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peration agencies, and IUCN-CEC. This paper presents the final results of the Interest Group’s work and will be presented at the World Congress on Communication for Sustainable Development (WCCD), organized by the World Bank and FAO in 2006. [...] The manual is envisioned as a tool for policymakers and planners to obtain an overview of the issues involved. GTZ Rioplus and the Interest Group hope that this tool will quickly and convincingly show how strategic communication can become an integrated component of policies, strategies and projects, and thereby help ensure that adequate human and fi nancial resources are allocated to this end. Strategic communication, in the context of this paper, is understood as a dynamic process, integrated in a large-scale initiative that comprises multi-disciplinary and social marketing, non-formal education and public participation, thrives on acting people, aims at the innovative and sustainable change of practices, behaviors and lifestyles, guides communication processes and media interventions within and among social groups, and is a pre-requisite and a tool for change at the same time." (Foreword)
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"Los proyectos de desarrollo, en tanto acciones tendientes a poner en práctica los derechos humanos, requieren de intervenciones que tengan en cuenta la participación de las personas. Estos modelos participativos no pretenden únicamente lograr mejores resultados, sino convertirse en herramientas
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para el fortalecimiento de lo público, entendido como aquello que conviene a todos, para su dignidad. Lo público así entendido, necesita a su vez de una ciudadanía motivada y activa, capaz de crear cambios sociales cooperativamente. Ahora bien, nadie puede desear participar en lo que no conoce, por lo tanto, es impensable un proyecto de este tipo que no considere la dimensión comunicacional. Será necesario entonces que como comunicadores nos preguntemos: ¿Lograremos nuestros objetivos a través de proyectos que no tengan sentido para las personas implicadas? ¿Cómo llegar a poblaciones con diferentes culturas, diferentes contextos sociales, diferentes visiones de su “estar en el mundo”? Este segundo cuadernillo gira alrededor de estas preguntas, desde lo metodológico. Su objetivo fundamental es poner a disposición de los comunicadores herramientas de planificación que les permitan intervenir eficazmente en proyectos de desarrollo, cualquiera sea el rol que les toque desempeñar." (Presentación, página 7)
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"As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, there is still a conspicuous lack of critical insight as to how and why storytelling can make a difference. For most companies, storytelling remains an abstract concept, at best res
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erved for PR and advertising executives, at worst, wishy-washy claptrap with no real value: What's the point of telling stories anyway? What makes a good story? And how do you go about telling it so that it supports the company brand? As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Concrete answers are few and far between, and the debate for now is largely academic. The aim of this book is to make storytelling tangible. In the following chapters, we hope to turn abstract notions of storytelling into practical tools by giving real-life examples of how storytelling can be used as an effective branding tool. This book is written for those of you who are fed up with lofty talk, and for those of you who are interested in using storytelling as a branding tool within your company." (Page 15)
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"This guide is intended for people working in research and development. It introduces participatory development communication concepts, discusses the effective two-way communication approaches, and presents a methodology to plan, develop, and evaluate communication strategies to address the followin
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g questions: How can researchers and practitioners improve communication with local communities and other stakeholders? How can two-way communication enhance community participation in research and development initiatives and improve the capacity of communities to participate in the management of their natural resources? How can researchers, community members, and development practitioners improve their ability to effectively reach policymakers and promote change?" (Publisher description)
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"Volume 2 examines the setting, operations, and effects of community telecentres. It describes the telecentre experiences of a variety of local and often rural communities, exploring the management structures and mechanisms that have been established to support these telecentres. The book provides p
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rofiles of telecentre usage and discusses the potential and challenges of setting up and maintaining community telecentres in the context of poor information infrastructure and limited human capacity. It will be useful for researchers, policy- and decision-makers, and development practitioners and professionals with interests or active programs in the area of "ICT for development," particularly those with a focus on universal access and universal-service or public-access centres. It will also be a very useful reference tool for scholars, students, and academics." (Publisher description)
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"With the media increasingly setting political and social agendas, news coverage about a problem can be the first step toward a solution. This handbook, based on interviews with media-savvy activists and twenty-five professional journalists, explains how to generate news coverage about any cause or
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issue that concerns you. Learn how to stage media events, write press releases, compile media lists, contact reporters, deliver sound bites, book a guest on talk radio, lobby editorial writers, columnists, and photographers, and much more. Making the News also contains unique advice on how to create newsworthy visual imagery. Simple, complicated, cheap, funny, flashy -- ideas for all kinds of media events are described." (Publisher description)
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