Building Commitment to Reform through Strategic Communication: The Five Key Decisions

This sourcebook provides a management decision-making tool for developing a communication strategy for reforms. Strategic communication refers to the design of programmes aimed at promoting voluntary change in behaviour among stakeholders critical to the success of reforms, with communication being an instrument of policy and programme reform, not merely a means of disseminating information. Illustrative examples of how this tool can be used are drawn from projects, economic and sector work, country assistance strategies, and country programmes designed by developing country government teams to reduce poverty. The authors' intention is to present a pragmatic and systematic approach for reformers ready to use communication strategically to achieve their reform goals.

The Five Communication Management Decision Tool aims to help reformers and their teams develop a framework for their communication strategies. This decision tool is designed to help managers see change initiatives through the eyes of those who will be affected by the reforms and gain an understanding of the stakeholders’ perspectives on the reforms, which may influence stakeholder opposition or support for them. Reform agents may be able to recognise the source of stakeholder resistance and revise reform goals and redesign change interventions. Stakeholders who have a shared understanding of why the status quo is not acceptable and change is necessary are more likely, according to the authors, to create coalitions of committed allies and supporters who will work together to achieve reform goals.

This workbook illustrates how the decision tool can be used for various types of change and reform initiatives.

Table of contents:

Introduction

1. Using Strategic Communication to Build Commitment to Reform
   
2. The Bulldozer Initiative: Investment Climate Reform in Bosnia and Herzegovina
   
3. Moldova's Economic Growth and Poverty Reduction Strategy
   
4. Accountability in Social Reform in Peru
   
5. The Country Assistance Strategy for the Philippines
   
6. Reforming Public Procurement in the Philippines
   
7. Implementation of the Philippine Procurement Reform Law
   
8. The West African Gas Pipeline Project
   

The book is available in a print edition from World Bank Publications and as an electronic book from VitalSource Books, both available through the link below.