Cover -- Title Page -- Contents -- Acknowledgments -- About the Authors -- Abbreviations -- Introduction -- Introduction -- Why a Workbook on Strategic Communication? -- How to Use This Workbook -- Reference -- 1 Using Strategic Communication to Build Commitment to Reform -- Introduction -- Strategic Communication Is a Management Decision -- Anchor a Reform's Communication Strategy on Its Management Objectives -- Act to Avoid Common Pitfalls -- The Five Communication Management Decisions -- Decision 1: Whose Support Is Critical? -- Segment Audiences -- Identify Opponents and Supporters -- Assess Audiences' Interest and Power -- Identify Crucial Stakeholders at Different Stages of Reform -- Decision 2: What Changes in Knowledge, Attitudes, and Behaviors Will Lead to the Success of the Reform? -- Decision 3: What Messages Will Persuade Audiences to Support the Reform? -- Decision 4: What Channels of Communication Will Reach Audiences and Be Credible to Them? -- Decision 5: How Should Changes in Knowledge, Attitudes, and Behaviors Be Tracked and Evaluated? -- Using Strategic Communication in Real-Life Reform Programs -- Notes -- References -- 2 The Bulldozer Initiative: Investment Climate Reform in Bosnia and Herzegovina -- Introduction -- Project Profile -- Phase I -- Phase II -- Phase III -- Obstacles and Opportunities -- Role of Strategic Communication -- Raising Public Awareness -- Educating Stakeholders -- Building Consensus through Dialogue -- Mobilizing the Media -- Lessons Learned and Challenges Remaining -- Notes -- References -- 3 Moldova's Economic Growth and Poverty Reduction Strategy -- Introduction -- Profile of the Poverty Reduction Strategy Process -- Obstacles and Opportunities -- Role of Strategic Communication -- Targeting Audiences and Behaviors -- Building Country Ownership and Accountability.

Creating Public Consensus and Managing Expectations -- Building Momentum through Social Mobilization and Media Activities -- Lessons Learned and Challenges Remaining -- References -- 4 Accountability in Social Reform in Peru: The RECURSO Project -- Introduction -- Project Profile -- Key Approaches -- Conclusions and Recommendations -- Obstacles and Challenges -- Fear of Evaluation -- Resistance to Standards -- Lack of Client Information -- Role of Strategic Communication -- Informing and Educating the Client -- Strengthening Client Voice to Improve Quality -- Designing RECURSO's Communication Strategy -- Understanding and Targeting Audiences -- Identifying Behaviors -- Framing Messages -- Selecting Effective Channels of Communication -- Evaluating Outcomes -- Notes -- References -- 5 The Country Assistance Strategy for the Philippines -- Introduction -- Program Profile -- Obstacles and Opportunities -- The CAS Preparation Process -- Role of Strategic Communication -- Outreach and Public Communication -- Public Dialogue and Consultations -- Multistakeholder Consultations -- Focus Group Consultations -- Levels of Communication -- Communication Channels and the Feedback Mechanism -- Outcomes, Lessons Learned, and Challenges Remaining -- Notes -- References -- 6 Reforming Public Procurement in the Philippines, FY 2006-08 -- Introduction -- The Long Road to Reform -- Winning the Executive Branch -- Lobbying Within the Legislature -- Mobilizing Legislative Champions in the 11th Congress -- Creating Bipartisan Ownership in the 12th Congress -- Grounding the Reform Process on Three Solid Pillars -- Enlisting a Solid Core of Reform Champions -- Engaging Broad Sectors of Civil Society -- Mobilizing the Power of Communication and the Media -- Lessons Learned -- Notes -- References -- 7 Implementing the Philippine Procurement Reform Law -- Introduction.

Building Implementation Capacity -- Ensuring Public Understanding of Reform -- Communication Challenges -- Finding the Right Communication Expertise -- Mobilizing Resources for Communication -- Managing the Risk of Opposition and Vested Interests -- Note -- References -- 8 The West African Gas Pipeline Project -- Introduction -- Key Development Issues -- Project Profile -- Obstacles and Opportunities -- Role of Strategic Communication -- Understanding Stakeholder Views through Extensive Consultations -- Identifying Sociopolitical Risks and Managing Public Expectations -- Assessing Capacity Constraints and Communication Challenges -- Building Consensus and Commitment -- Lessons Learned and Challenges Remaining -- Notes -- References -- Index -- Back Cover.