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Social Sector Communication in India

Social Sector Communication in India
Concepts, Practices, and Case studies

First Edition
  • Jaishri Jethwaney - Visiting Professor, Media and Communications, Institute for Studies in Industrial Development (ISID), New Delhi

April 2016 | 288 pages | SAGE India

A ­first-of-its-kind book on social sector communication in India that combines concepts with hands-on  skills

Social sector communication helps address issues by influencing policy and can be used to bring about desired behavioral change among the targeted public. This book not only highlights the theoretical underpinnings, practice, and skill of social sector communications in India, but also provides an understanding of various tools and strategies required in development communication encompassing social marketing, media advocacy, social mobilization, grassroots communication, and corporate social responsibility (CSR). With the aid of case studies, it offers tips on how to plan campaigns; write a concept note, field report, and press release, and effectively use social media to achieve developmental program goals. The book discusses the different perspectives of NGOs and program implementers, and helps in understanding the corporate–NGO interface vis-à-vis CSR projects.  


Overview of Social Sector in India
Social Marketing
Corporate Social Responsibility
Advocacy, Communication, and Social Mobilization
Grassroots Communication
Planning and Executing Social Communication Campaigns: Case Studies
Hands-on Skills in Writing and Social Media Use

The book successfully attempts to become a comprehensive handbook for not only development practitioners but also researchers and policymakers…. One of the major contributions of this book is the narration of what are the practical and meaningful processes through which advocacy can be performed in the 24/7 digital information age and knowledge society…this book can be a good starting point for developing a sector-specific, holistic and practical…

Social Change,
Vol 46 (Issue 4), December 2016

Jaishri Jethwaney

Jaishri Jethwaney, with over three decades of experience in industry and academia, is currently a Visiting Fellow at the ISID, a national policy think tank under the Indian Council of Social Science Research (ICSSR). She is at present also the Project Director for a major ICSSR Research Study. Dr Jethwaney was formerly working with IIMC as Professor and Programme Director (Advertising & PR). Author of many books on advertising, PR, corporate communication and social sector communication, Dr Jethwaney is on the Board of Studies of many universities and is engaged in many national– international research and consultancy projects More About Author

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ISBN: 9789351508144