"The media can be a major force for improving the quality of government in developing and transitional countries – which is critical if opportunities for the poor and disadvantaged are also to improve. To fulfil this role the media need room to manoeuvre – tight government regulation and censors
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hip produce media which are ineffective and lacking in credibility. Too little regulation, on the other hand, may lead to the domination of commercial media ruled by advertising, to the detriment of serious content and of the interests of those without purchasing power – i.e. the poor. What is needed are policies that impose responsibilities as well as freedoms on the commercial sector, and that clarify and facilitate the role of the public service media. Effective media also need good management, and good professional and technical skills. The main purpose of this guide is to help governments and development agencies to decide whether to support the development of the media, and if so how." (Introduction, page 3)
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"This reader is envisioned as a resource for policy-makers and project planners, providing an overview of Environmental Communication as a management tool for initiatives geared towards environmental sustainability. The authors hope that their articles will convincingly show why and how Environmenta
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l Communication should become an integral component of policies and projects, and thereby help ensure that adequate human and financial resources are allocated to this end. The idea for this book was born at an international workshop on "Communicating the Environment" organized by the Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ) in Bonn, Germany in late 1996." (Preface, page 5)
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"Section One, Fundamental Concepts in Environmental Education and Communciation (EE&C) provides an orientation to four theoretical perspectives that have shaped GreenCOM’s approach to environmental education and communication projects: behavior change, participation, gender, and systems thinking.
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Each has its own research framework and following, yet each contributes an important set of ideas to environmental education and communication activities. In Section Two, Planning EE&C Programs, a variety of GreenCOM experiences illustrate the basic process of designing education and communication programs: needs assessment, formative research, pre-testing, and evaluation. Taken together they form a reliable and well-tested model for program development. Section Three, Conducting EE&C Activities, looks at staff and participant training workshops, mass media campaigns, and how EE&C can affect public policy. Section Four, Putting It All Together, highlights several successful countrywide strategies from GreenCOM’s field experience. These cases illustrate some of the diverse approaches to building capacity and planning and implementing environmental education and communication. The projects involved training, policy initiatives, awards schemes, curriculum development, and multifaceted communication campaigns." (Page xiv)
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"Successful advocates do their homework on an issue and build an interesting case. They organize networks and coalitions to create a groundswell of support that can influence key decision-makers. They work with the media to help communicate the message. This practical guide outlines four basic steps
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that are essential for an effective advocacy initiative — documenting the situation, packaging the message, working with the media and mobilizing others. It contains specific examples and ideas, and leaves it up to the user to pick and choose. Obviously, the advocacy strategy varies from target group to target group and from country to country. What works for politicians in Oslo does not necessarily work with health experts in Delhi. Users of this guide are encouraged to select the parts of this booklet that they find useful, borrow successful ideas from others, adapt these creatively to suit their own environment, be innovative, positive and active." (Page 5)
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"Der erste Teil des Lexikon erklärt die Fachterminologie von Public Relations und Öffentlichkeitsarbeit. Im zweiten Teil beschreiben Planungshilfen die Vorbereitung und Durchführung von PR-Kampagnen, Werbemaßnahmen und Pressekonferenzen, systematisieren das Spendenmarketing, die Medienbelegung u
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nd die Produktion von Werbemitteln." (commbox)
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"The author describes the information media, analyses their role in national development and shows how they can be used as a weapon against ignorance, hunger and disease, in order to accelerate the growth of the developing countries. He concludes with suggestions regarding the method of organising t
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he information media and utilising them in the cause of progress in each country." (Jean-Marie Van Bol, Abdelfattah Fakhfakh: The use of mass media in the developing countries. Brussels: CIDESA, 1971 Nr. 2077, topic code 04)
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