Promoting Sustainable Development through Strategic Communication

Operational Communications for Sustainable Development Development Communications Division –World Bank

Sofia, June 23, 2003

A majority of projects showed potential for success because their preparation and early implementation were highly participatory. (NGO’s in WB-supported Projects, 1998)

Projects that sought beneficiaries’ involvement achieved 68% success, those which didn’t, achieved 10% success. (Assessing Aid: What works, What Doesn’t and Why, 1999)

The need for Strategic Communication

The World Bank recognizes strategic communication as an essential component in project planning and implementation.

Sustainable development as a communication challenge

Listen to stakeholders concerns

Promote local ownership

Increase public awareness and understanding

Build political and social consensus

The goal of our Unit is to introduce strategic communication as an integral component of policies and projects and to help ensure efficient use of adequate human and financial resources.

… a management approach that makes use of two-way communication processes and media products to increase civil society participation in environmental governance, establish coalitions and build consensus.

Strategic

Communication is…

Strategic Communicationhelps ensure:

Sound research policy

Information and education behavior change

Environmental legislation social norm

Conflicting interests consensus

Sustainability of environmental projects

Top-down approach horizontal approach

Focus on stakeholders

• Communication facilitates stakeholders’ identification and information and knowledge sharing

• Appropriate methods and techniques should be selected to facilitate participation

• Messages should be elaborated involving as much as possible the stakeholders themselves

• Messages should be comprehensible to the intended audience

• Information and knowledge should be transmitted via suitable and cost effective channels

Need for appropriate mix of channels according to:

• Content: difficulty, complexity

• Stakeholders: number, education, accessibility

• Resources: human/financial and media availability

•Time set: length of planning period and urgency

Strategic communication as a challenge for the implementation of the Aarhus Convention

Internet access as variable Availability vs. understandability of data Interactive flow of communication System credibility and legitimacy Proactive outreach and dissemination

Promoting Sustainable Development through Strategic Communication

Thanks for your kind attention

Grazia AtanasioOperational Communications for Sustainable Development

Development Communications Division - World BankSofia, June 23, 2003