"This CD-ROM deals with sustainability communications and is meant as a tool for teachers and students in higher education, particularly in the fields of marketing, advertising and communication, but also in other disciplines such as corporate communication or management sciences. The contents of th
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e CD-ROM can be adapted and applied to different objectives and numerous types of professional training courses in universities and other institutions of higher education, from first degrees to specialized masters. The contents of the CD-ROM are organized into four modules which summarize a body of theoretical and methodological information, illustrated by a large number of case studies: - The first module takes stock of the main ethical and practical aspects of sustainability, with a particular emphasis on communication. - The second module addresses the main social and economic issues against whose background sustainability communications take place: efforts to codify corporate social responsibility and their effects on communication practices; attitudes to responsible consumption as opposed to actual behaviour, and the effects of these on sustainability markets; and the challenges and opportunities of sustainability communication for companies (business case) and public institutions. - The third module summarizes the practices involved in sustainability communication: green marketing, corporate communication, social and responsible marketing, civic participation and awareness campaigns. It also deals with the risks involved and shows how transparency and strategic planning are essential prerequisites for communication. It concludes with the methodologies employed by actors and professionals to communicate whilst managing risk. - The fourth module, lastly, presents a series of five exercises dealing with sustainability communications in theory and practice: an investigation into the consistency between a company’s communication strategy and its actions, a comparative campaign analysis, a corporate image study, the identification of advertising performance indicators, and the preparation of a communication strategy. The modules employ a variety of educational resources to enable users to tailor the CD-ROM to their own needs: case studies, documentary resources, links to websites, and bibliography. These resources can be found in the “Case studies” and “Resources” sections of the CD-ROM. Direct links to selected case studies and resources are provided in each module." (Page 3)
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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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"The media play an important role in stimulating discussion in developing countries. Yet journalists asked by Panos say that the media have a poor understanding of the climate change debate and express little interest in it. Public discussion of the policies and issues involved is urgently needed. T
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his means those engaged in climate change issues must give journalists what they need for a good story." (Page 1)
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"This book presents conceptual and methodological issues related to the use of communication in order to facilitate participation among stakeholders in natural resource management (NRM) initiatives. It also presents a collection of chapters that focus on participatory development communication and N
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RM, particularly in Asia and Africa. There are many approaches and practices in development communication, and most of them have been implemented in the field of environment and natural resource management. But, even when considering participatory approaches in NRM, communication is often limited to information dissemination activities that mainly use printed materials, radio programmes and educational videos to send messages, explain technologies or illustrate activities. These approaches, with their strengths and weaknesses, have been well documented.
Participatory development communication takes another perspective. This form of communication facilitates participation in a development initiative identified and selected by a community, with or without the external assistance of other stakeholders. The terminology has been used in the past by a number of scholars to stress the participatory approach of communication in contrast with its more traditional diffusion approach. Others refer to similar approaches as participatory communication for development, participatory communication or communication for social change.
In this publication, participatory development communication is considered to be a planned activity that is based on participatory processes and on media and interpersonal communication. This communication facilitates dialogue among different stakeholders around a common development problem or goal. The objective is to develop and implement a set of activities that contribute to a solution to the problem or the realization of a goal, and which support and accompany this initiative. This kind of communication requires moving from a focus on information and persuasion to facilitating exchanges between different stakeholders to address a common problem, to develop a concrete initiative for experimenting with possible solutions, and to identify the partnerships, knowledge and materials needed to support these solutions." (Preface)
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"An e-Conference addressing the role of communication in sustainable tourism development took place between May 29 and June 9, 2006. The World Bank, the US Agency for International Development (USAID) and the UN World Tourism Organization (UNWTO) envisioned the forum as a means to bring together dev
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elopment practitioners, tourism professionals, decision-makers, academicians and communication specialists representing various national institutions, private sector and media organizations, NGOs, international institutions, and donors active in the field of communication and sustainable tourism to discuss the role that communication can play in designing and implementing sustainable tourism strategies and projects at national and local levels; to share experiences, information and perspectives; to identify and share lessons learned and best practices; and to consolidate knowledge on development communication in sustainable tourism programs. Discussions focused on the following topics: The role that communication can play in designing and implementing sustainable tourism strategies and projects at national and local levels; The importance of sharing experiences, information and perspectives; Identification of lessons learned and most effective practices; and The exchange of knowledge on development communication in sustainable tourism programs." (Introduction)
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"This guide profiles public campaigns from around the world that have already proved their positive impact on the public, including communications on energy savings, water and air pollution, waste management, and natural resources' shortage. The guide is a first step towards the development of an in
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ternational network of public and private communicators working on sustainability campaigns." (Publisher description)
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