Publication: The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation
Date
2011-02
ISSN
Published
2011-02
Author(s)
Turilova, Kristina
Sigutina, Maria
Abstract
How can International Finance
Corporation (IFC) advisory teams with limited numbers and
budgets trigger actions among multiple players to bring
about an impact that reaches the scale of a country or a
sector? The IFC Russia Cleaner Production Program
encountered that question when initiating a benchmarking
study of the ferrous foundry sector in Russia. The author
knew that no agent of change is more powerful than an idea.
The key is to get the idea firmly planted in the hearts and
minds of the participants, who then will act on it and
achieve the desired impact. To engage the whole sector in
converting to resource-efficiency practices, the author had
to approach communications strategically. The objective:
root the use of benchmarking in the minds of sector decision
makers and engage multiple stakeholders the author did not
have direct access to and convince them to participate in
the study. This smart lesson outlines the three keys to
effective strategic communications, which can apply to any
Advisory Services (AS) program with a similarly ambitious
target of changing the mindset of stakeholders.
Citation
“Turilova, Kristina; Sigutina, Maria. 2011. The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation. IFC Smart Lessons Brief. © World Bank, Washington, DC. http://openknowledge.worldbank.org/entities/publication/2aeb611c-bd51-5918-b905-5e3d446960a0 License: CC BY-NC-ND 3.0 IGO.”
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