Environmental communications assessment : a framework of analysis for the environmental governance
Grenna, Lucia | Santi, Emanuele
This paper describes an environmental communications analysis framework to address environmental governance issues and collect the preliminary information towards the development of a communication strategy. The framework has been developed by the Development Communications Division at the World Bank over years of applied social marketing and strategic communications in the field of environment, and as result of one year of research on the topic of environmental governance and communications. This framework consists of two components: 1) the situation and stakeholder analysis; 2) core communications analysis. The latter looks at (i) the socio-political context; (ii) the possible "sender" of the communication program; (iii) the receiver(s), intended as the group(s) in need of information and whose awareness, attitude or behavior may need to be changed for the environmental initiative to succeed; and finally the (iv) the channels of communications which are most effective in to reach the above groups. This framework is meant to be practical, iterative and requires continual adaptation and inputs to address the specific nature of country contexts, the local communities and individuals and the environmental challenges they are facing.
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