Positioning Strategic Communications within the International Development Industry: A Qualitative Analysis of Development Communication at the World Bank

Strategic communication is an essential component of congressional offices, political and advocacy campaigns, and private sector business plans. Yet, its value is often overlooked in the field of international development. This research explores how strategic communication is positioned, structurally and operationally, within the development industry through investigating whether there is a greater focus on communication for development or communication about development. A dozen qualitative interviews with communications experts at the World Bank revealed that while World Bank employees have an awareness of, and actively practice, strategic communication for both external and programatic purposes, there is a greater focus on corporate communications. This paper proposes that the development industry's hyper-focus on risk management inhibits development organizations from using communication strategies to advance development projects, but rather prioritizes communications for promotional purposes.

Author

• Powers, Brielle

Language

• en

Keyword

• World Bank
• international development
• development communication
• strategic communication
• communication
• organizational structure

Date created

• 2021

Type of Work

• Master's Thesis

License

• All rights reserved

Rights statement

• In Copyright

GW Unit

• Media & Strategic Communications

Degree

• M.A.

Advisor

• Bailard, Catherine

Committee Member(s)

• Harvey, Kerric
• Waisbord, Silvio
• Bailard, Catherine

Persistent URL

•  https://scholarspace.library.gwu.edu/etd/x346d514t