Social Sector Communication
Concepts, Strategies and Case Studies

Communication, advocacy and outreach are germane to the success of any organization working in the social sector. This book provides a robust conceptual framework that is required for understanding the demands of the sector, suggests strategies, and tools, and provides hands-on skills to those engaged in social sector communication including the government, which invests heavily into the sector.

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 the development of 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.

This book will be useful to students of social work, business and management preparing for roles in social enterprises. It will also be of use to working professionals in the social sector.

List of Figures. Preface. 1. Overview of the Social Sector in India 2. Social Marketing 3. Corporate Social Responsibility and NGO Engagement 4. Advocacy, Communication and Social Mobilization 5. Grassroots Communication 6. How to plan and execute a social communication campaign: case studies 7. Hands-on skills on writing & social media use. Index.

Jaishri Jethwaneydid her Ph.D. from the School of International Studies, JNU, her Masters in Political Science from Hindu College, Delhi University; and professional education in mass communication and journalism both in India and abroad. In an academic career spanning over 25 years, she was Professor and Program Director at the Indian Institute of Mass Communication. Currently she is the Senior Advisor in the Immunology Technical Support Unit (ITSU) of the Ministry of Health & Family Welfare, Government of India leading the public health communication on vaccination, the largest globally, since December 2022.