The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation

How can International Finance Corporation (IFC) advisory teams with limited numbers and budgets trigger actions among multiple players to bring about an impact that reaches the scale of a country or a sector? The IFC Russia Cleaner Production Progr...

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Main Authors:	Turilova, Kristina, Sigutina, Maria
Format:	Brief
Language:	English
Published:	World Bank, Washington, DC 2012
Subjects:	ACCESS TO THE INTERNET APPROACH BENCHMARKING BENCHMARKING STUDY BEST PRACTICES BEST-PRACTICE BUSINESS OPERATIONS BUSINESS PERFORMANCE CARBON DIOXIDE CARBON DIOXIDE EMISSIONS CHANGE IN BEHAVIOR CLIMATE CHANGE DATA COLLECTION E-MAILS EFFICIENCY POTENTIAL ENERGY EFFICIENCY ENERGY SAVINGS ENVIRONMENTAL ISSUES EQUIPMENT EXCHANGE OF INFORMATION FINANCIAL INSTITUTIONS GAS GLOBAL KNOWLEDGE GREENHOUSE GAS GREENHOUSE GAS EMISSIONS GREENHOUSE GASES IDEA IDEAS INDUSTRY SECTOR INSPECTIONS INVESTMENT OPPORTUNITIES IRON LIMITED ACCESS MEDIUM ENTERPRISES OIL OPERATING COSTS OPERATIONAL IMPROVEMENTS PHOTO PHOTOS PLANT PERFORMANCE POWER PUMPS R&D RESULT RESULTS SAND SUSTAINABLE ENERGY TRANSLATION USER VISION
Online Access:	http://documents.worldbank.org/curated/en/2011/02/13914580/fight-minds-applying-strategic-communications-achieve-sectoral-transformation http://hdl.handle.net/10986/10452

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spelling	okr-10986-104522021-04-23T14:02:50Z The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation Turilova, Kristina Sigutina, Maria ACCESS TO THE INTERNET APPROACH BENCHMARKING BENCHMARKING STUDY BEST PRACTICES BEST-PRACTICE BUSINESS OPERATIONS BUSINESS PERFORMANCE CARBON DIOXIDE CARBON DIOXIDE EMISSIONS CHANGE IN BEHAVIOR CLIMATE CHANGE DATA COLLECTION E-MAILS EFFICIENCY POTENTIAL ENERGY EFFICIENCY ENERGY SAVINGS ENVIRONMENTAL ISSUES EQUIPMENT EXCHANGE OF INFORMATION FINANCIAL INSTITUTIONS GAS GLOBAL KNOWLEDGE GREENHOUSE GAS GREENHOUSE GAS EMISSIONS GREENHOUSE GASES IDEA IDEAS INDUSTRY SECTOR INSPECTIONS INVESTMENT OPPORTUNITIES IRON LIMITED ACCESS MEDIUM ENTERPRISES OIL OPERATING COSTS OPERATIONAL IMPROVEMENTS PHOTO PHOTOS PLANT PERFORMANCE POWER PUMPS R&D RESULT RESULTS SAND SUSTAINABLE ENERGY TRANSLATION USER VISION How can International Finance Corporation (IFC) advisory teams with limited numbers and budgets trigger actions among multiple players to bring about an impact that reaches the scale of a country or a sector? The IFC Russia Cleaner Production Program encountered that question when initiating a benchmarking study of the ferrous foundry sector in Russia. The author knew that no agent of change is more powerful than an idea. The key is to get the idea firmly planted in the hearts and minds of the participants, who then will act on it and achieve the desired impact. To engage the whole sector in converting to resource-efficiency practices, the author had to approach communications strategically. The objective: root the use of benchmarking in the minds of sector decision makers and engage multiple stakeholders the author did not have direct access to and convince them to participate in the study. This smart lesson outlines the three keys to effective strategic communications, which can apply to any Advisory Services (AS) program with a similarly ambitious target of changing the mindset of stakeholders. 2012-08-13T11:33:55Z 2012-08-13T11:33:55Z 2011-02 http://documents.worldbank.org/curated/en/2011/02/13914580/fight-minds-applying-strategic-communications-achieve-sectoral-transformation http://hdl.handle.net/10986/10452 English IFC Smart Lessons Brief CC BY-NC-ND 3.0 IGO http://creativecommons.org/licenses/by-nc-nd/3.0/igo/ World Bank World Bank, Washington, DC Publications & Research :: Brief Publications & Research
repository_type	Digital Repository
institution_category	Foreign Institution
institution	Digital Repositories
building	World Bank Open Knowledge Repository
collection	World Bank
language	English
topic	ACCESS TO THE INTERNET APPROACH BENCHMARKING BENCHMARKING STUDY BEST PRACTICES BEST-PRACTICE BUSINESS OPERATIONS BUSINESS PERFORMANCE CARBON DIOXIDE CARBON DIOXIDE EMISSIONS CHANGE IN BEHAVIOR CLIMATE CHANGE DATA COLLECTION E-MAILS EFFICIENCY POTENTIAL ENERGY EFFICIENCY ENERGY SAVINGS ENVIRONMENTAL ISSUES EQUIPMENT EXCHANGE OF INFORMATION FINANCIAL INSTITUTIONS GAS GLOBAL KNOWLEDGE GREENHOUSE GAS GREENHOUSE GAS EMISSIONS GREENHOUSE GASES IDEA IDEAS INDUSTRY SECTOR INSPECTIONS INVESTMENT OPPORTUNITIES IRON LIMITED ACCESS MEDIUM ENTERPRISES OIL OPERATING COSTS OPERATIONAL IMPROVEMENTS PHOTO PHOTOS PLANT PERFORMANCE POWER PUMPS R&D RESULT RESULTS SAND SUSTAINABLE ENERGY TRANSLATION USER VISION
spellingShingle	ACCESS TO THE INTERNET APPROACH BENCHMARKING BENCHMARKING STUDY BEST PRACTICES BEST-PRACTICE BUSINESS OPERATIONS BUSINESS PERFORMANCE CARBON DIOXIDE CARBON DIOXIDE EMISSIONS CHANGE IN BEHAVIOR CLIMATE CHANGE DATA COLLECTION E-MAILS EFFICIENCY POTENTIAL ENERGY EFFICIENCY ENERGY SAVINGS ENVIRONMENTAL ISSUES EQUIPMENT EXCHANGE OF INFORMATION FINANCIAL INSTITUTIONS GAS GLOBAL KNOWLEDGE GREENHOUSE GAS GREENHOUSE GAS EMISSIONS GREENHOUSE GASES IDEA IDEAS INDUSTRY SECTOR INSPECTIONS INVESTMENT OPPORTUNITIES IRON LIMITED ACCESS MEDIUM ENTERPRISES OIL OPERATING COSTS OPERATIONAL IMPROVEMENTS PHOTO PHOTOS PLANT PERFORMANCE POWER PUMPS R&D RESULT RESULTS SAND SUSTAINABLE ENERGY TRANSLATION USER VISION Turilova, Kristina Sigutina, Maria The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation
relation	IFC Smart Lessons Brief
description	How can International Finance Corporation (IFC) advisory teams with limited numbers and budgets trigger actions among multiple players to bring about an impact that reaches the scale of a country or a sector? The IFC Russia Cleaner Production Program encountered that question when initiating a benchmarking study of the ferrous foundry sector in Russia. The author knew that no agent of change is more powerful than an idea. The key is to get the idea firmly planted in the hearts and minds of the participants, who then will act on it and achieve the desired impact. To engage the whole sector in converting to resource-efficiency practices, the author had to approach communications strategically. The objective: root the use of benchmarking in the minds of sector decision makers and engage multiple stakeholders the author did not have direct access to and convince them to participate in the study. This smart lesson outlines the three keys to effective strategic communications, which can apply to any Advisory Services (AS) program with a similarly ambitious target of changing the mindset of stakeholders.
format	Publications & Research :: Brief
author	Turilova, Kristina Sigutina, Maria
author_facet	Turilova, Kristina Sigutina, Maria
author_sort	Turilova, Kristina
title	The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation
title_short	The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation
title_full	The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation
title_fullStr	The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation
title_full_unstemmed	The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation
title_sort	fight for minds : applying strategic communications to achieve a sectoral transformation
publisher	World Bank, Washington, DC
publishDate	2012
url	http://documents.worldbank.org/curated/en/2011/02/13914580/fight-minds-applying-strategic-communications-achieve-sectoral-transformation http://hdl.handle.net/10986/10452
_version_	1764413148679372800

The Fight for Minds : Applying Strategic Communications to Achieve a Sectoral Transformation

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