Publication:
The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation

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dc.contributor.authorTurilova, Kristina
dc.contributor.authorSigutina, Maria
dc.date.accessioned2012-08-13T11:33:55Z
dc.date.available2012-08-13T11:33:55Z
dc.date.issued2011-02
dc.description.abstractHow 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.en
dc.identifierhttp://documents.worldbank.org/curated/en/2011/02/13914580/fight-minds-applying-strategic-communications-achieve-sectoral-transformation
dc.identifier.doi10.1596/10452
dc.identifier.urihttps://hdl.handle.net/10986/10452
dc.languageEnglish
dc.publisherWorld Bank, Washington, DC
dc.relation.ispartofseriesIFC Smart Lessons Brief
dc.rightsCC BY-NC-ND 3.0 IGO
dc.rights.holderWorld Bank
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/igo/
dc.subjectACCESS TO THE INTERNET
dc.subjectAPPROACH
dc.subjectBENCHMARKING
dc.subjectBENCHMARKING STUDY
dc.subjectBEST PRACTICES
dc.subjectBEST-PRACTICE
dc.subjectBUSINESS OPERATIONS
dc.subjectBUSINESS PERFORMANCE
dc.subjectCARBON DIOXIDE
dc.subjectCARBON DIOXIDE EMISSIONS
dc.subjectCHANGE IN BEHAVIOR
dc.subjectCLIMATE CHANGE
dc.subjectDATA COLLECTION
dc.subjectE-MAILS
dc.subjectEFFICIENCY POTENTIAL
dc.subjectENERGY EFFICIENCY
dc.subjectENERGY SAVINGS
dc.subjectENVIRONMENTAL ISSUES
dc.subjectEQUIPMENT
dc.subjectEXCHANGE OF INFORMATION
dc.subjectFINANCIAL INSTITUTIONS
dc.subjectGAS
dc.subjectGLOBAL KNOWLEDGE
dc.subjectGREENHOUSE GAS
dc.subjectGREENHOUSE GAS EMISSIONS
dc.subjectGREENHOUSE GASES
dc.subjectIDEA
dc.subjectIDEAS
dc.subjectINDUSTRY SECTOR
dc.subjectINSPECTIONS
dc.subjectINVESTMENT OPPORTUNITIES
dc.subjectIRON
dc.subjectLIMITED ACCESS
dc.subjectMEDIUM ENTERPRISES
dc.subjectOIL
dc.subjectOPERATING COSTS
dc.subjectOPERATIONAL IMPROVEMENTS
dc.subjectPHOTO
dc.subjectPHOTOS
dc.subjectPLANT PERFORMANCE
dc.subjectPOWER
dc.subjectPUMPS
dc.subjectR&D
dc.subjectRESULT
dc.subjectRESULTS
dc.subjectSAND
dc.subjectSUSTAINABLE ENERGY
dc.subjectTRANSLATION
dc.subjectUSER
dc.subjectVISION
dc.titleThe Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformationen
dspace.entity.typePublication
okr.date.disclosure2012-01-17
okr.date.doiregistration2025-04-29T09:45:09.693784Z
okr.doctypePublications & Research::Brief
okr.doctypePublications & Research
okr.docurlhttp://documents.worldbank.org/curated/en/2011/02/13914580/fight-minds-applying-strategic-communications-achieve-sectoral-transformation
okr.globalpracticeEducation
okr.globalpracticeTransport and ICT
okr.globalpracticeTransport and ICT
okr.globalpracticeWater
okr.globalpracticeTrade and Competitiveness
okr.globalpracticeEnergy and Extractives
okr.guid420271468325246605
okr.identifier.externaldocumentum000333037_20110316030124
okr.identifier.internaldocumentum13914580
okr.identifier.report60210
okr.language.supporteden
okr.pdfurlhttp://www-wds.worldbank.org/external/default/WDSContentServer/WDSP/IB/2011/03/16/000333037_20110316030124/Rendered/PDF/602100BRI0Box31ommunications1Russia.pdfen
okr.topicPrivate Sector Development::E-Business
okr.topicEducation::Knowledge for Development
okr.topicWater Resources::Water and Industry
okr.topicInfrastructure Economics and Finance::Infrastructure Regulation
okr.topicEnergy::Energy Production and Transportation
okr.unitBL - SBA - ECA (CEUSB)
okr.volume1 of 1
relation.isSeriesOfPublication99147cd6-fa98-4a58-b3e7-81af3f4ffd98
relation.isSeriesOfPublication.latestForDiscovery99147cd6-fa98-4a58-b3e7-81af3f4ffd98
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