Social Sector Communication In India: Concepts, Practices, And Case Studies Hardcover

Jaishri Jethwaney

A ­first-of-its-kind book on social sector communication in India that combines concepts with hands-on skills. Social sector communication helps address issues by influencing policy and can be used to bring about desired behavioral change among the targeted public. This book not only highlights the theoretical underpinnings, practice and skill of social sector communications in India but also provides an understanding of various tools and strategies required in development communication encompassing social marketing, media advocacy, social mobilization, grassroots communication and corporate social responsibility (CSR). With the aid of case studies, it offers tips on how to plan campaigns; write a concept note, field report and press release and effectively use social media to achieve developmental program goals. The book discusses the different perspectives of NGOs and program implementers and helps in understanding the corporate–NGO interface vis-a-vis CSR projects.

9789351508144

English

Jaishri Jethwaney is Professor and Program Director (Advertising and Public Relations) at the Indian Institute of Mass Communication (IIMC), New Delhi. She has more than 34 years of experience in brand management and corporate communications as well as in academia. She has conducted short courses on corporate communication, health communication, and advertising. Dr Jethwaney has also worked as a Project Director for UNESCO on the project "Reporting HIV and AIDS: A Media Tool Kit." Her published works include Corporate Communication: Principles & Practices (2010), Advertising Management (with Shruti Jain) (2nd edition, 2012), and Public Relations Management (with N.N. Sarkar) (3rd edition, 2015).

The book successfully attempts to become a comprehensive handbook for not only development practitioners but also researchers and policymakers…. One of the major contributions of this book is the narration of what are the practical and meaningful processes through which advocacy can be performed in the 24/7 digital information age and knowledge society…this book can be a good starting point for developing a sector-specific, holistic and practical…