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Social Sector Communication in India

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

First Edition
  • Jaishri Jethwaney - Senior ICSSR Research Fellow, Former Professor and Program Director (Advertising and Public Relations), Indian Institute of Mass Communication, 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 did her doctorate from the School of International Studies JNU, in media and elections, which included extensive fieldwork in India, Germany and the USA. She did her master’s in political science from the Hindu College, Delhi University; postgraduate diploma (PGD) in advertising and public relations and PGD in journalism from RP Institute of Mass Communication, New Delhi. She went to New South Wales for her fellowship in public relations. After a long stint at the Indian Institute of Mass Communication spanning over 25 years as Professor and Program Director until 2016, when she demitted office she joined the... More About Author

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ISBN: 9789351508144