Welcome back to the course titled strategic
communication.
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For sustainable development my name is Aradhna
Malik and I have been going through this course
with you today is the last class that we have
for this course so I am going to be sharing
a few things with you in this course and those
are you know we wind up a little bit.
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We do the stock we have talked about various
things we have talked about the different
types of communication that we can have we
have talked about what sustainable development
is we talked about how it plays out we have
talked about how you can strategize communication
we will just wind up with a typology of communication
roles in the strategic strategy making process
and then we will talk about a few challenges
to strategic communication for sustainable
development and then we revised whatever we
did.
And then I will show you some very interesting
examples of how strategic communication initiatives
have been used in promoting sustainable development
in different sectors and that is how we will
finish so I will go through this very, very
quickly now when we talk about communication
rules we have talked about what happens you
know how we make strategies and all but how
are we essentially you know what are we doing
in our roles as people who are communicating
we are talking to other people that is what
this part of the presentation today deals
with.
And see the role of the top management this
is from a paper by moss and wannabe and you
know the role of the top management the role
of the organization's members the communication
style they adopt and the communication orientation
are discussed here so if the top manager behaves
like a commander if the communication will
be unidirectional and the role of the organization's
members the people who are listening to the
commander will be soldiers the communication
style will be unidirectional one-way communication
I have used the abbreviation C-O-M-M because
of lack of space if I write the whole word
communication then the table goes down so
just to keep things readable I have used C-O-M-M
for communication here in these this particular
slide.
The objective is to inform and impel action
in times of crisis in times of you know immediate
where we need immediate action unidirectional
communication works best where we have deadlines
to finish where we have to implement and implementation
of policies is different but when there is
a crisis we just need things done at that
time the person in charge of the whole activity
could be an elder in the community could be
a senior member of the community could be
the most influential member of the community
could be anyone.
So the top management or the person who is
handling the whole show will have to take
on the role of the commander and the people
who are implementing or who are you know going
to do what needs to be done will take on the
role of soldiers and it will be primarily
one-way communication and primarily with internal
stakeholders with limited communication with
external stakeholders we do not need to tell
the rest of the world what we are going to
do maybe there is a flood in the village what
do we need to do we need to save lives.
Number one priorities is to save lives we
need to get people out first is saving life
second is saving priority the sorry property
so you know we first save lives we just say
get out leave your homes move out move to
a safe region we cannot have discussions with
the community at that point explain the pros
and cons all we have to say water is coming
you will die if you do not run for your lives.
So that there is a you know this is the arrangement
we have made there is a boat waiting get into
the boat and go so that time it is unidirectional
so the coach when we need you know in different
at certain times we may need to play the role
of coaches people who are directing the whole
effort may need to play the role of a coach
and the organization's members become layers.
So it is inspirational we need to motivate
people we need to tell people that look if
we do not you know if we do not look after
our environment we could have floods we could
have fermions you know we could have we could
have a drought we could we could lose our
land the lands fertility will go so please
do the first instances go do it number two
in the second instance we are saying please
do it because that is the message that is
going.
So it is a two-way communication the objective
is inspirational the objective is to persuade
and encourage action we are not forcing action
we are not asking people to do something we
just saying that this is why you should do
it if you do it you will stand to benefit
so it is oriented both to internal and external
say stakeholders and it is aimed at communicating
the vision again I am taking it out of the
context in which this paper was written we
need to you know this these are things that
we can implement even in the field.
So it is oriented both to internal and external
stakeholders people who are actually going
to be affected by the activity that is being
suggested and people who might be contributing
in terms of resources in terms of time the
external people who might be getting affected
tangentially not directly so it is aimed at
communicating the vision the direction of
the activity that is going to take place or
that is being requested to be done then boss
or subordinate that is another role that you
know the way we communicate.
Another role that could come to the fore would
be again boss and subordinate informational
objective is to inform and explain primarily
one-way communication receptive to communication
the communication orientation is receptive
to communication from external stakeholders
to 8 decision making there are people who
want to invest in communities that need help
they have time to offer they have money that
they would like to put in there.
So at that time you know when we are taking
the views of the external stakeholders and
we are taking them to the field again this
is totally against what I have been telling
you right from the beginning I am insisting
on participation but when somebody is investing
money they need some things done we can communicate
the abilities that the concerns of the community
to the people who are putting in money but
at times you know we need to give them I mean
if they are putting in money we have to give
them what they want otherwise they will not
invest money.
So there are certain things that need to be
done to satisfy the people who have pumped
in money also people who have pumped in their
efforts also people who brought in a new perspective
to the area also need to be satisfied their
goals their ideas also need to be implemented,
so again you know first I mean and again it
is a way it is a dance of communication sometimes
you hear one person one side of the story
sometimes you hear the other side of the story
but you take a decision based on both sides
of the story.
So here the person making the decisions is
receptive to communication from external stakeholders
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To aid decision-making then sometimes we adopt
the role of facilitators so we become the
organization's members become participants
the people who are actually doing things in
the field become participants and the role
here or the communication style is enabling
style the objective is to inform and explain
again primarily one-way communication in participatory
communication we are getting the information
people are going to come up to us and ask
us why tell us why should I do this why should
I be careful about the environment why should
I you know but take care of my environment
why should I not use plastic bags stuff like
that.
So at that time it is again information so
the idea is to inform the idea is to encourage
people again through explanation this is different
from inspirational would appeal to people's
emotions here enabling would appeal to people's
logic this is why it is not only for your
future generations for yourself also this
is why if you do if you if you use too much
of plastic you bury it in one corner of the
field you will find that it is it remains
the same even after two years as opposed to
you using paper bags which will be consumed
by the soil which will become part of the
soil.
You know in the next in a reasonable amount
of time maybe after six months if you dig
out the same place you may not find paper
you will just find soil or you find the paper
has been eaten up or has disintegrated it
is become part of the soil, so again you know
we enabling is more appealing to the logic
it is appealing more to the logic of the people
than emotions it is oriented both to internal
and external stakeholders emphasizing on mutual
understanding here the idea is understanding
not emotions.
When we talk about coach and player we are
also looking after the emotional aspect of
people I mean human beings are so complex
when we are dealing with each other I am not
just a machine I am not just a resource I
am not just going into do things I am not
dealing with machines I am dealing with humane
motions I am dealing with human aspirations
I am dealing with human energy I am dealing
with human modes I am dealing with the whole
bunch of things.
So I have to appeal to every aspect of human
behavior then the last one is sponsored sometimes
when we talk to people we have to adopt the
role of sponsors and the people who are going
to take action will become the entrepreneurs
and the role is motivational the objective
is to inform and motivate people to do new
things to come out of their shells to look
beyond whatever they have been doing.
So it is inspirational it is motivational
to way upwards and down, so we talked to everybody
hope and you know the communication goes the
in all directions here and it is oriented
to internal stakeholders to facilitate performance
and stakeholder views to find out what they
can and cannot do what they are open to and
not open to oing and then encourage them to
look beyond whatever they have been doing
so far and do something new.
Okay so that is sometimes as communicators
as strategic communicators who have the energy
the willingness and the resources to go and
do something in the community this is something
this is the role we have to adopt and that
is how we can strategize our communication
when we use you know we use these or we put
on these hats at different points in our communication
with the community and again you will say
throughout this presentation you have been
talking about throughout your classes you
have been talking about myself and the others.
I am talking from that perspective because
many of us are outsiders to the communities
we want to service and we need to become insiders
as true insiders we cannot really you know
many times we are not able to see beyond whatever
we are doing because the problems are so complex
there is inertia, there is this.
This weight of the experiences that we are
going through that are connecting us so tightly
to the community that we are a part of that
we cannot separate ourselves we cannot lift
up or we cannot you know get out of that milieu
that environment and see things from a different
perspective and that is why I have adopted
this, this you know self and the other type
of view that I have been taking right from
the or, or you know the, the voice that I
am doing take in communication terms we call
it voice.
So the voices of self and the other where
I have taken myself out of that situation
and I am talking about we going into the community,
we doing this for the community but the whole
idea centers around participation.
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Challenges to using strategic communication
for sustainable development some challenges
are, how can I change be created in the symbolic
function attached to some aspects of use,
so that without attacking strongly-held values
changes of use could become desirable.
We when we go into the community we do not
want to change things that are already happening
there we do not want to you know we do not
want to challenge the culture, I am sorry,
we want to change things but we do not want
to challenge the existing structure.
So that is a big, big challenge here what
do we do in order to make the change acceptable
in order to make the proposed change non-threatening
to, to the existing culture of the community
we want to service.
What can we learn from the existing experience
about the design of communication strategies
that can help us effect in knowledge the attitudes
and the behavior of people in relation to
the notion of use?
What can we do in order to integrate with
the existing structure the social structure,
the cultural structure, the work structure
the way things are already happening again
I will repeat this I have been saying this
right from session1, we cannot go into a community
assuming that the community does not know
what its problems are they have not generated
you know they may not have generated solutions
that seem like solutions, but we cannot go
into a community assuming that they do not
know what they are dealing with they do not
have the capacity to generate solutions to
deal with their problems the way and expert
from outside can solve their problems no,
we cannot go into the a community thinking
that we have to go into the community understanding
accepting the fact that the community is aware
of its problems in a much better way than
any outsider can be informed about the problems
of the community.
The community knows about its problems much
more than an outsider ever can or ever will
be able to know.
The second thing we must understand is that
the community has tried its level best to
work within its limitations to generate solutions
to its problems what an outsider may see as
a problem may not really be viewed as a problem
by the community so we cannot go in as outsiders
and say I know what is best for you and I
will do what is best for you, no that is not
the way to go about it that is not the way
to ensure sustainable communication.
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To ensure sustainable communication going
back to the typology.
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I cannot behave like a commander, I cannot
behave like a boss, I cannot behave like even
like a coach the only and or I will sponsor
be the role that will facilitate or that will
ensure that whatever expertise I am taking
in or whatever willingness my positive energy
that is going into the community will be accepted
will be the role of a facilitator, out of
all of these roles the role that works best
in sustainable communication.
For sustainable development is the role of
a facilitator nothing else works as well as
this we first establish a relationship with
the people in the community, we become one
of them, we see things from their perspective
we take their inputs on everything that we
are even thinking about regarding the community
and then we move forward as part of the community
no other role will work.
If we go in as sponsors then you know a hierarchy
is created which no community links.
So we go in and we become part of them and
that is when these relationships that we build
with the community help us understand what
is really going on.
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Okay, how can we recognized leaders followers
and potentially our most supportive partners.
If we go into a community there will always
be people who others will listen to they will
always be people who will not want to voice
their opinions, who will be too scared to
offer an opinion and they will always be people
who will want to support the cause whether
they have an opinion or not and there will
be a group of people that will want to oppose
everything that a new person is saying, so
we need to identify who these people are,
and that becomes a challenge.
Who is a leader who is a potential troublemaker
in the community who can prevent the any development
efforts from going on who, who can who is
really genuinely concerned about helping the
community so you know every group has it every
community has such people so we need to be
able to identifying people engaged in different
roles becomes a problem.
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How can we simultaneously work with government,
people at large and the business sector towards
a revision of use of the strategies that are
already being adopted by the community?
What can we do we cannot work in isolation
I cannot go in as a social worker and say
I am doing this and I am doing that and nobody
else knows what is going on.
The government has, has it is doing something
in its own capacity the communities that the
external stakeholders that the communities
within a village are connected to are doing
their own thing.
The people the general population in that
region is doing its own thing, so what exactly
is it that I want to do in my role has to
be integrated with whatever everybody else
is doing.
Every you know many families within a village
these days because the, the social mobility
people have families living outside the village,
so the people who are connected who have families
with in that village would have their own
agendas.
So as people who are completely disconnected
from a community we need to understand how
these people are connected to the outside
world what is already being done, how can
I take everybody together with me how can
I fit into the different agendas different
visions how can you fit my vision into the
vision of these different stakeholders and
how can I move forward with that.
How can we constantly increase the circle
of partnership involved in the process who
all can become partners, world want to become
partners who all want to contribute and how
and why and how can we sort of form this network.
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How can we develop this partnership in order
to deal with ethically with the revision of
use of certain things of, so as to ensure
as a consequence the active participation
of all partners?
We do not want anyone to oppose our efforts,
so what can we do in order to get the participation
get everybody on board get everybody involved
in the process of helping the community become
more self dependent while conserving the environment
while preserving environment.
And so in getting everybody board we need
to find out we need to understand how we can
develop this partnership ethically so that
nobody is offended.
What specific actions will promote a revision
of use material that revision and establish
new cultural paradigms.
When we talk about use we are talking about
use of resources that the community has at
its disposal that and we are talking about
the sustainable use of resources.
So what specific action swill promote a revision
of use materialized at revision and establish
new cultural paradigms for a change in the
way the resources are used.
These are some of the challenges strategic
communicators face while dealing with communities,
now at this point I am going to take you through
this is pretty much the end of whatever it
is that I wanted to tell you the new information
that I wanted to give you in this course.
I will quickly take you through a revision
we revised whatever we have done in the next
maybe 5-7 minutes and then I will show you
some very interesting resources that or examples
of how strategic communication is being used
for sustainable development in different parts
of the world.
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So going back to whatever we have studied
so far this is the whole presentation so I
will end the show here and I will okay, there
seems to be some problem, yeah.
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Okay, and of course you know the bottom line
is the principles of sustainability communication
this is something that we did in lecture 3,
so you can go through this list again.
Now let us go through the whole presentation
once again right from the beginning.
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We started with the definition of sustainability.
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We talked about development we talked about
approaches to development we talked about
sustainable development we talked about DV
four C's of sustainable development we talked
about the building blocks of sustainable development
then we moved onto models for public participation
in sustainable development and I must tell
you that this is the most important aspect
of any effort that we put in for sustainable
development public participation, participation
of all stakeholders is the one if you want
to know what is the one thing that makes the
world go round in the field of sustainable
development it is participation.
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We talked about different models technocratic
model one way Jeffersonian Mardi interactive
Jeffersonian model social constructionist
model.
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And then we talked about communication for
sustainable development we talked about how
communication is related to sustainability
we also talked about you know we talked about
a concept called sustainability communication.
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Then methods and sustainability communication.
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We talked about the principles of sustainability
communication this is something that I have
repeated towards the end also, you know how
sustainability communication can become most
effective and this is a paper by Bernhard,
so then we talked about the approaches to
sustainability communication we talked about
strong and weak sustainability then we talked
about natural capital we talked about sustainability
communication and integrative approach, we
talked about the systems theoretical perspective
of risk communication we talked about science
communication various approaches were discussed.
We also talked about these challenges to sustainability
of challenges to sustainability communication
we talked about the sociological perspectives
on sustainability communication we talked
about the symbolic integrationist perspective
then we also talked about sustainability communication
as a controversially structure field of discourse.
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Then we discussed the psychological aspects
we talked about principles of information
and communication we talked about strategies
and instruments for promoting sustainable
behavior we talked about culture and sustainable
development we talked about challenges to
participate Rican communication then we talked
about the strategic communication for sustainable
development the role of communicator we talked
we discussed Steyn and Puth’s model for
corporate social responsibility and we discussed
it in the we discussed it in the context of
sustainable development we talked about factors
affecting attitude towards sustainability
we talked about culture then we discussed
I am sorry I think that is a reputation.
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We talked about the application Steyn and
Puth’s model in the development sector then
we discussed the tools of strategic communication.
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For sustainable development the report by
GTZ and we talked about the key principles
for strategies of sustainable development
okay various things were discussed analysis
of stakeholders was there.
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So we talked about the stages.
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And steps and model development we compared
CSR strategies we talked about strategic conversations
we talked about creating strategic communication
plans identifying audience’s etc…
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We talked about the Combi model we talked
about communication and media.
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ITCs and then we ended with the we discussed
the typology today so a few things that I
must show you I think the time is running
out.
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So a couple of things that I must show you
here.
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Are you know and I should have discussed this
right in the beginning the sustainable development
goals of the United Nations, now this is our
guiding principles and I kept it for the end
the sustainable development goals of the United
Nations.
. 26:35)
Are the guiding factors for most sustainable
development efforts in the whole world then
I have given you this link in the slide the
other thing.
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That I want to show you is the sustainable
development goals post 2015 agenda then.
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There is a lecture by Prof. RB.
Singh of Delhi University on the Indian experiences
with the UN sustainable development goals
you can view this lecture.
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There is so these are.
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Some of the examples of how the sustainable
development goals are being discussed some
channels that help you understand what these
goals.
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Are and how they are being applied are the
international program for the development
of communication.
. 27:18)
And the communication initiative network and
so you can view this communication.
. 27:22)
Initiative network is a brilliant initiative
to promote sustainable development and to
sorry promote communication for development.
. 27:32)
In different sectors it is very nice please
become you know.
. 27:37)
It is a free membership you can become members
and you can get a whole bunch of.
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Or a whole lot of information about how communication
is being used for development.
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It is very nice, the other thing that I want
to show you.
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Here is some texts.
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You can go through these texts you know there
are various books that are available.
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Some examples of commitment to environmental
sustainability I am going to take the liberty
of showing you this three minute video that
is you know I think we will run a little bit
beyond time but I am going to show this to
you
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So this video is.
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Very nice and you can view.
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This video how people you know that there
is a company that is generating electricity
by walking so a company that I mean when we
talk about sustainable development efforts
these are the efforts that are taking place
you know it is not when we talk about.
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People planet profit now this particular clip
it is three minutes but I think you know we
will finish the class in about 35minutes as
opposed to 30 minutes so I will show you it
is three minutes so it is not only we are
not only doing this for the purpose of ensuring
sustainability it is also for the purpose
of making profits there are companies that
are harnessing environmental different types
of energy from different sources and using
it to make profits.
And those are the examples that I have shown
you in this particular slide so let us very
quickly go through this.
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Hi, my name is Lawrence Kewanee Creek we H
dive a Pavegen systems to install an energy
generating floor as Simon Launching Grammar
School in Kent and the United Kingdom through
this stage times of the school our creativity
innovation and altruism and in terms of what
page have done it on here is certainly creative
and it is incredibly innovative and that what
more could be altruistic than the working
towards the future of the planet.
We only have to be down here at break down
see a huge interest and huge interest in huge
excitements of our students about some done
every day I displays and they are really,
really very excited about having this in school.
Pavegen were asked to install an energy generating
walkway into a school with eleven hundred
pupils our technology converts the kinetic
energy from a footstep into usable electricity
we are using fifty percent of the energy generated
in a fun interactive way.
The other half the energy is being stored
and used to power some of the lighting within
the corridor an important aspect of the installation
is that we monitor the data on site also remotely
for our data logging equipment this allows
us to understand and process the data from
the school on a daily basis, over the Pavegen
installation looks super because it is just
a fantastic opportunity for further students
to get a visual representation of what they
are doing.
The way where all this energy it is all you
know it looks good.
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Oh!
This is such a nice way of you know.
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Ensuring sustainable development by using
the only resource that seems to be growing
with time that is the human energy and the
number of people in the world are growing
so again various other examples are here.
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We do not have time for those but then.
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The bottom line you know when we talk about
strategic communication for sustainable development
we are talking about preservation of capacities
or opportunities preservation of well-being
we are talking about acceptable workable and
sustainable sustainability policies we are
talking about prioritization and adaptability
we are talking about equality equitability
and participatory democracy.
And how do we ensure that all of these things
are taken care of by communicating the above
among stakeholders at the most appropriate
time in the most effective manner and the
way the only way to doing it is participation
talking to people participation communications
participation, that is the only way to ensuring
that our efforts in the area of development
sustainable development ongoing development
are you know come to fruition the way we want
them to.
So this course has been a very nice learning
experience for me and I hope you have also
benefited from it and I hope this course has
given you enough food for thought to go and
explore every thread that has been discussed
in this course and if I have left you with
more ideas that than you had when you came
to this course then I am really done my job
properly.
So I look forward to hearing from you in the
forum and I look forward to your comments
and any questions that you may have regarding
this course in the forum and I look forward
to interacting with you thank you very much
for being a part of this course, and thank
you very much for listening, thank you.
