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Comunicacion strategica para el desarrollo agrícola : el caso del Programa Nacional de Tecnología y Formación Tecnica Agropecuaria, Volume 1
Author:Bruni, Michele; Calabrese, Daniele; Santucci, Fabio Maria; Country:Nicaragua;
Date Stored:2008/03/13Document Date:2008/01/01
Document Type:PublicationSubTopics:Agricultural Economics; Rural Information & Communications Technologies; Agricultural Extension; Rural Development Knowledge & Information Systems; Agricultural Knowledge and Information Systems
ISBN:ISBN 978 0 8213 7423 8Language:Spanish
Region:Latin America & CaribbeanReport Number:42902
Collection Title:Documento de trabajo del Banco Mundial no. 133Volume No:1

Summary: The study Comunicacion strategica para el desarrollo agrícola : el caso del Programa Nacional de Tecnología y Formacion Tecnica Agropecuaria en Nicaragua, presents a new way to understand inter-personal and inter-institutional relations among participants in rural and agricutural development. This, within the framework of a modern vision, dynamic and participative approach for strategic communication applied to agricultural development within the context of rural extension, which is one of the poorest sectors in the region. The support for communication for development, in this case agricultural development, generally involves four dimensions : a) the internal communication, which consists of achieving internal consensus on goals and messages before they are communicated to the external audience; b) the corporate communication, which explains what it is, and what it does, this communication builds trust and allow the institution to promote dialog and strengthening its mandate; c) the so called " advocacy " or communication for gaining strategic support consist of developing programs oriented to highlight the profile of themes to achieved the correct decision on an action or decision; and d) support for development operations entitles communication programs that support operations through risk analysis and mitigation measures.

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