"Written by two practitioners with deep professional experience, this book introduces readers to public interest communications, which takes an evidence-based approach to using strategic communications to drive positive social change. Each chapter includes accessible, applicable insights, exercises
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and real-world examples undergirded by theories and research from a range of academic disciplines: social and cognitive science, communications, systems thinking and human-centered design. The authors provide step-by-step frameworks for practicing public interest communications and illustrate each framework with multiple perspectives through practitioner interviews. Through a focus on fairness and ethics, the book helps readers acquire the mindset of a public interest communicator. This book is an ideal resource for students in strategic communications, health and environmental communications, public relations, journalism, social entrepreneurship, political science and advertising, and in public interest communication courses specifically, who wish to promote lasting change on issues that advance the greater good. Accompanying online materials include worksheets and links to further resources such as videos and podcasts." (Publisher description)
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"Este módulo presenta un proceso paso a paso que permitirá a los miembros de las organizaciones, o campañas, interesados en mejorar su visibilidad e impacto, formular estrategias de comunicación efectivas para el cambio social y de comportamiento. Aunque se han desarrollado múltiples modelos de
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planificación en el campo de la comunicación para el desarrollo y el cambio social, algunos de los cuales se describen en el Módulo Conceptual, solo se incluyen en este módulo los elementos más comunes y genéricos que intervienen en el diseño de una estrategia. Para ello, los autores se han basado en modelos que utilizan una perspectiva socioecológica y se centran particularmente en el papel de la comunicación para facilitar el cambio a nivel individual, comunitario, institucional, social y político. Las características de la perspectiva socioecológica permiten un análisis profundo de situaciones complejas, así como la identificación e implementación de acciones estratégicas de comunicación a todo nivel y/o en el nivel donde más importa." (Visión general, página xiv)
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"[This is] a practical tool to guide CRS’ Social and Behavior Change (SBC) work across all program sectors. It provides: an understanding of basic principles of human behavior and social change; definitions of key terms and concepts; explanation of the essential steps in the social and behavior ch
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ange process; description of key, evidence-based, effective SBC processes; checklists and templates to guide teams through planning and implementation of SBC steps and practices; a curated list of resources for staff to consult for more detailed guidance on specific topics." (Page 1)
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"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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"This is a ‘cookbook’ full of ingredients to design and implement youth-led accountability initiatives. The content is based on research, evidence and learning documented on a programme called the Development Alternative, a consortium of youth and international development organisations that cam
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e together to strengthen young people’s voice and agency in development. We have tried to boil down what we have learnt about the key ingredients for youth-led accountability - youth leadership, transparency and access to information, community awareness and engagement, mechanisms to gather and listen to feedback, trust and collaboration with development actors, and supporting development partners to respond to feedback - and how these ingredients can be combined into a programme. We also reflect on ‘the model for change’, our own model for youth-led accountability implemented as part of the Development Alternative." (Back cover)
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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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"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 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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"Many mediators and peacebuilders are interested in using information about actors and narratives on social media to inform programming. Our starting assumption is that users of this toolkit do not have the resources to either hire a specialist social media analysis firm or to pay for commercial soc
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ial media analysis tools. Therefore, this toolkit is a practical how-to guide for mediators and peacebuilders who want to conduct their own social media analysis, offering an overview of what is possible, a practical guide to a handful of technology tools, and suggestions on analysis methods. The toolkit is also a why-to guide, offering ideas on what programming social media analysis can inform and when it is worth investing resources in this kind of analysis. The toolkit is structured in three sections:
Section 1 outlines what it is possible to do with social media data. It covers how to select the social media platforms on which to conduct analysis and explains what data it is possible to gather from each platform. It also offers three main use cases for social media analysis that can support the work of peacebuilders and mediators, explaining the kind of insights we can glean from social media data, and how they connect to relevant programming.
Section 2 outlines in detail how to work with Facebook and Twitter data. It includes how to come up with search parameters, how to decide whether to download data or view it in a search tool, how to access data from Facebook and Twitter, and how to organise data that has been collected. It also looks at analysis methods to find patterns in this data that can help peacebuilders and mediators understand what is the general narrative (netnography or narrative analysis), what people are talking about most and how (quantitative analysis), what is the tone and emotion of a narrative (sentiment analysis), and who is talking about what with whom (network analysis).
Section 3 offers case studies of social media analysis conducted to support peacebuilding or mediation programs. The case studies connect to the previous sections, illustrating how the methods and tools outlined are used in practice in our fields." (Introduction)
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"The idea of telling stories for change or social impact through film is not new. Yet drafting and implementation of a film impact campaign has evolved over the last few years to include a network of impact practitioners sharing ideas and knowledge. Strategies, guidelines and models have emerged tha
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t can make it easier for a film team to activate the film to achieve outcomes that relate to the social issues portrayed in the film. The STEPS Impact Toolkit offers a practical guide to social impact through film, from research through to implementation. You will find guidelines, practical worksheets, handy tips and case studies to guide you as you develop your own impact strategy. The impact environment is one of co-learning and knowledge sharing and we will refer you to other useful resources along the way." (Introduction)
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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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"Your goals should always follow the SMART heuristic: Specific, Measurable, Actionable, Realistic, Time-Bound. From that list you can see how “fixing everything that’s wrong in the world,” though noble, isn’t a SMART goal. Instead you’ll want something far more manageable, like stopping a
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single bill from passing in a specific vote or enacting a new policy by a specific date. SMART goals are incredibly important when planning grassroots advocacy campaigns. Because the main actors in grassroots advocacy campaigns are regular people instead of nonprofit or advocacy professionals, they need specific guidance, reinforcement, and measurable benchmarks to stay on track. Without breaking down your goals into attainable steps and tackling them one at a time, your grassroots supporters will get discouraged by the lack of visible progress." (Page 5)
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"[...] la presente Guía Práctica aspira a condensar soluciones posibles y recomendaciones relativas a la multiplicidad de variantes que hay que tener en cuenta al momento de construir productos de difusión que consideren las distintas necesidades de accesibilidad para incluir a todas las personas
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. También vale adelantar que, de ser viable, resultará conveniente contar, para cada producto, con la validación por parte de usuarios con formación en accesibilidad para personas con discapacidad, personas mayores o con poca alfabetización digital, o recurrir a la validación por parte de usuarios con discapacidad. Ello habrá de generar un aporte muy valioso desde la perspectiva experiencial, ya que facilitará la realización de ajustes razonables y fundamentados en cada producto. A continuación abordamos, en forma de guía simple, distintos aspectos que deben ser considerados a la hora de elaborar diversos productos de comunicación, sea para el desarrollo de campañas de comunicación, con propósitos educativos, periodísticos, etcétera." (Página 6)
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"[...] this toolkit aims to support civil society generally, while explicitly accommodating the needs and contexts of the local partners that work with the Global Initiative for Justice, Truth and Reconciliation. In this sense, it pays particular attention to creating and sharing advocacy campaigns
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that amplify the voices of survivors and address the holistic needs of communities emerging from conflict. This toolkit also offers suggestions for navigating complications that are common in post-conflict settings, including security concerns and taboos around discussing painful histories. Intended as a concise guide, it provides general advice on developing, implementing, and launching advocacy campaigns. The toolkit is made available alongside a range of images that were designed in partnership with Amplifier, a nonprofit design lab that builds art and media experiments to amplify the most important movements of our times." (About this toolkit)
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