The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Strategic Communication: a Tool for Development

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Summary

Strategic Communication: a Tool for Development


Presentation to the Inter-American Development Bank

July 1, 2003


Cecilia Cabañero-Verzosa

Development Communications Division

The World Bank




Click here to download a PDF version of this document

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In the Beginning...


Small Steps, Big Dreams


"It's not my problem"

"Who says so?"


Defining Success

  • Communication Seen as a Management Responsibility
  • Sooner Rather than Later
  • Communication Strategy Guides Programme Activities
  • Country Capacity Enhanced

What Worked

  1. Serve the Client's Client
  2. Train the "Sales Force"
  3. Partnerships, Partnerships, Partnerships

The Path not Taken

  1. Give an Institutional Mandate
  2. Train "Sequentially" Rather than in Intact Teams

Opportunities

  1. Steady, Strong Demand from Governments, NGOs, Media, in Developing Countries
  2. Evaluation Data Identifies Strategic Communication as Missing Link in Projects
  3. Senior Management Directs Bank Staff to Integrate Communication into Operations

Challenges Ahead

  1. Meet Growing Demand, Ensure Quality
  2. Train both Bank Operational Staff and Developing Country Task Teams
  3. Provide Real-Time Training and Technical Assistance Globally

New Approaches

  1. Link Capacity-Building with Program Assistance
  2. Focus on Country Teams Rather than Headquarters
  3. Demonstrate Approach in Selected Regions and Thematic Networks

Communication Capacity Building for Development Projects


Capacity Building Intervention

DL Course on Strategic Communications for Dev ProjectsCoachingImplementation & Monitoring - new course-DL Follow Up & In Country Technical Assistance



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Project Cycle

Identification Determine if a Communication component is neededPreparation Assess Knowledge, Attitudes, Beliefs and Practices and Organizational CapacityLaunch Reach agreement on a communications strategy and implementation planSupervision Monitor communication inputs and outcomesEvaluation



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Contact Cecilia Cabañero-Verzosa cverzosa@worldbank.org