When aware, beware
MetadataShow full item record
CTA. 2002. When aware, beware. Spore 102. CTA, Wageningen, The Netherlands.
Permanent link to this item: http://hdl.handle.net/10568/47786
Internet URL: http://spore.cta.int/images/stories/pdf/old/spore102.pdf
Public awareness: A manual for agricultural NGOs and research institutions in Africa CTA, 2002. 162pp. ISBN 9966 9705 3 3 CTA number 1088. 20 credit points
This book could have been called 'How to win friends and influence people' but that title was taken way back in 1936 for what became a classic in the art of persuasion. That art, for institutions seeking funds, favours or friends, is now called public awareness building . This manual is a solid and comprehensive introduction to the task facing more and more agricultural organisations, namely that of explaining their goals, their needs and their services to the various publics they seek to serve, or rely upon. As such, it fits into the long-term CTA programme of assisting partners to heighten their public profile. It looks in detail at separate and linked approaches and tools: press releases, dealing with the press, interview techniques, newsletters, annual reports, audio-visual presentations, publicity events, fairs, crisis situations, monitoring and evaluation, and more. But, beware, using all the tools in this book will not necessarily win you all the attention you want. In communication there are two sides to any story, and what you say may not be what your targets hear. They also notice what emanates from your institution. That aspect is often overlookedby institutions who believe that public awareness is just a set of mechanistic tools. No, it s more than that. Go outside your organisation and try to understand how others see you, how they interpret your body language, your behaviour. Does your institution look confident or brash? Cooperative or sneery? Blustering or reliable? It s not just a question of getting your way; you have to get understood properly too. This book, the simpler side of the coin, can help you get there. Public awareness: A manual for agricultural NGOs and research institutions in Africa CTA, 2002. 162pp. ISBN 9966 9705 3 3 CTA number 1088. 20 credit points