"Communication-based Assessment for Bank Operations" by Paul Mitchell, Karla Chaman-Ruiz
"Communication-based Assessment for Bank Operations" by Paul Mitchell, Karla Chaman-Ruiz
World Bank Working Papers 119
World Bank Publications | 2007 | ISBN: 0821371657 | 60 pages | PDF | 5 Mb
World Bank Working Papers 119
World Bank Publications | 2007 | ISBN: 0821371657 | 60 pages | PDF | 5 Mb
This paper provides a mix of theory backed by practice in the field and a detailed guide to undertaking a Communication-based Assessment. It is the compilation of many years of field work in applying the framework.
This paper presents the methodology used by the Development Communication Division (DevComm) fo the World Bank's External Affairs Vice-Presidency and its clients to improve development outcomes based on a Communication-based Assessment (CBA) approach.
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All development is ultimately about change, and this requires communication interventions. Communication must be framed in an integral "two-way" process that involves stakeholders, accounts for their perspectives, and understands their socio-political context. This two-way process constitutes a new communication approach, providing a better understanding of the development context, tailoring development initiatives during design and implementation, and contributing to more sustainable results.