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

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

by Jaishri Jethwaney

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Product ID:34457




Sage Publications


9789351508144 - Year: 2016 - Pages: 268



Jaishri Jethwaney
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Author: Jaishri Jethwaney
Publisher: Sage Publications
Year: 2016
Language: English
Pages: 268
ISBN/UPC (if available): 9789351508144


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.


India has a burgeoning social sector, both from the perspective of public expenditure on various schemes aimed at reaching out to the teeming impoverished millions and a humongous involvement of nongovernmental organizations (NGOs) at the grassroots level. India can boast of having about 3.3 million NGOs and voluntary organizations (Vos) that make it one VO/NGO for every 400 people. Despite that, India has consistently been performing extremely poor on various development indicators when compared with other developing nations, including some Sub-Saharan countries.

The social sector is now attracting not only communication experts, but also young college graduates from schools of social work, communication and media, and even management.

This book aims to provide an understanding of the various tools and strategies required in social sector communication, especially from the NGOs' and program implementers' perspective. With corporate social responsibility (CSR) becoming mandatory for public sector enterprises (PSEs) and the Companies Act 2013 expecting the private sector to contribute to the social sector, it is only natural that a large trained workforce would be required in the social sector, including social communication.

The social sector communication is multipronged and multi-disciplinary in approach. If on one hand communication is crucial to reach out to people to inform and sensitize them about their rights and the various schemes meant for them, communication on the other hand is also imperative for mobilizing the people. Often, most social issues need behavior change among the targeted public for which behavior change communication is required.

An important endeavor of social sector communication is to influence policy to bring about the desired change and at the same time ensure commitment on the part of the policy-makers and program implementers. To achieve that, the social sector communicator would need and avid understanding of the tools of advocacy aimed at opinion makers, media, and public at large. Similarly, for the corporate sector NGO interface and understanding of each other’s functioning and expectations is required for archiving synergy in projects undertaken under CSR.


List of Abbreviation


1. Overview of Social Sector in India

2. Social Marketing

3. Corporate Social Responsibility

4. Advocacy, Communication, and Social Mobilization

5. Grassroots Communication

6. Planning and Executing Social Communication Campaigns: Case Studies

7. Hands-on Skills in Writing and Social Media Use

About The Author

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