Building Commitment to Reform through Strategic Communication : The Five Key Decisions
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World Bank
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This workbook gives the reader a
management decision-making tool for developing a
communication strategy that will support a proposed reform.
This decision tool helps a reform project team focus its
efforts by disciplining it to select only those
communication activities that will prompt its target
audiences to learn new information and adopt positive
attitudes that lead to desired changes in behavior. The
decision-making approach described here also helps program
manager's work more effectively with communication
specialists. This tool has been used by program managers in
developing countries and taught at workshops and in formal
courses conducted face-to-face; by videoconference; and
through self-paced, computer-based modules. To illustrate
how this tool may be used in various types of development
activities and in diverse settings, the authors provide
examples 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.
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ABBREVIATIONS, ACCESS TO RESOURCES, ACTION PLANS, ADVERTISING, ADVOCACY GROUPS, BANK OPERATIONS, BARRIER, BEHAVIORAL SCIENCE, BEHAVIORS, BELIEFS, BOUNDARIES, BROADCAST, BUSINESS ASSOCIATIONS, BUSINESS CLIMATE, BUSINESS COMMUNITY, BUSINESS ENVIRONMENT, BUSINESS PRACTICES, BUSINESS SECTOR, BUSINESS · ASSOCIATIONS, BUSINESSES, BUYERS, CAPACITY BUILDING, CATALOGING, CHANGE AGENT, CHANGE IN BELIEFS, CHANGE PROCESS, CLASSIFICATION, CLASSROOM, CLASSROOMS, COLLABORATION, COMMUNICATION ACTIVITIES, COMMUNICATION ACTIVITY, COMMUNICATION STRATEGIES, COMMUNICATION STRATEGY, COMMUNICATORS, COMMUNITIES, COMMUNITIES OF PRACTICE, COMPETITIVENESS, CONTENTS, COPYRIGHT, COPYRIGHT CLEARANCE, COPYRIGHT CLEARANCE CENTER, CULTURAL VALUES, DECISION MAKING, DECISION-MAKING, DESCRIPTION, DESCRIPTIONS, DESIGNING INTERVENTIONS, DEVELOPING COUNTRIES, DEVELOPING COUNTRY, DISCUSSION, DISCUSSIONS, DISTANCE LEARNING, DOCUMENTS, DOMAIN, E-LEARNING, E-MAIL, EARLY CHILDHOOD CARE, EARLY CHILDHOOD DEVELOPMENT, ECONOMIC LIBERALIZATION, ECONOMIC REFORM, ECONOMIC REFORMS, ENABLING ENVIRONMENT, EXCHANGE RATE, EXPORT MARKET, EXPOSURE, EXTERNAL WEB, FINANCIAL RESOURCES, FINANCIAL SUPPORT, FLOW OF INFORMATION, FOREIGN DIRECT INVESTMENT, FOREIGN TRADE, GENERAL POPULATION, GENERAL PUBLIC, GIRLS, GOVERNANCE PRACTICE, GOVERNMENT CONTRACTS, GROSS DOMESTIC PRODUCT, HUMAN RESOURCES, IDEAS, IMPLEMENTATION PROCESS, INFORMATION DISSEMINATION, INFORMATION NEEDS, INFORMATION SHARING, INSTITUTION, INSTITUTION BUILDING, INSTITUTIONAL CAPACITY, INSTITUTIONAL FRAMEWORK, INTERNAL COMMUNICATION, INTERNAL COMMUNICATIONS, INTERNATIONAL AUDIENCES, INTERVENTIONS, INVESTMENT CLIMATE, INVESTMENT CLIMATE REFORM, JURISDICTION, KNOWLEDGE FOR DEVELOPMENT, LEADERSHIP, LICENSE, LICENSES, MACROECONOMIC STABILITY, MANUSCRIPT, MARKET ECONOMY, MARKETING, MATERIAL, MULTIMEDIA, NATURAL RESOURCES, NUTRITION, ORGANIZATIONAL CULTURE, OUTPUTS, PARTNERSHIP AGREEMENT, PENSION, PENSION FUND, PENSION REFORM, POLICY FRAMEWORK, POLITICAL ECONOMY, POLITICAL STABILITY, PRACTITIONERS, PRIVATE PARTNERSHIP, PRIVATE SECTOR, PRIVATE SECTOR DEVELOPMENT, PRIVATE SECTOR INVESTMENTS, PRIVATE SECTOR PARTICIPATION, PRIVATIZATION, PROBABILITY, PROCUREMENT, PROFESSIONAL ASSOCIATIONS, PROFESSIONAL TRAINING, PROTOCOL, PUBLIC AWARENESS, PUBLIC FINANCE, PUBLIC PARTICIPATION, PUBLIC RELATIONS, PUBLIC-PRIVATE PARTNERSHIP, QUALITY EDUCATION, QUERIES, RADIO, RED TAPE, REFORM PROGRAM, REFORM PROGRAMS, REGULATORY AGENCIES, REGULATORY BODIES, RESULT, RESULTS, SCHOOL TEACHERS, SEARCH, SOCIAL DEVELOPMENT, SOCIAL GROUPS, SOCIAL INFRASTRUCTURE, TAX, TEACHERS, TECHNICAL ASSISTANCE, TECHNICAL SUPPORT, TELECOMMUNICATIONS, TELECOMMUNICATIONS INDUSTRY, TELEPHONE, TELEVISION, THINKING, TRADITIONAL APPROACH, TRANSACTION, TRANSPARENCY, WEB, WEB SITE