Social sector communication in India : concepts, practices, and case studies / Jaishri Jethwaney.

Includes bibliographical references and index.

Machine generated contents note: 1.Overview of Social Sector in India
Introduction
Size of Social Sector in India
What India Spends on Social Welfare
NDA Budget Allocations (2015
2016) on Social Sector Spending
What Ails Social Sector in India
Corruption and Inefficiency in Social Sector
Role of Nongovernmental Organizations and Voluntary Organizations in Social Sector in India
Media and Developmental Sector
Is It the Corporate versus the NGOs?
Communication Challenges in Social Sector
2.Social Marketing
What Is Social Marketing?
SM versus Commercial Marketing
Process of SM
Where Can We Use SM as a Strategy?
Understanding Social Product
Building SM into a Program
Profiling and Segmenting the Target Audience
Evart Roger's Diffusion of Innovation Thesis
Branding of Social Product
Distribution of Social Product
Price/​Cost of Adoption
Social Change Campaigns
Case Studies: Overseas and India
Contents note continued: Future of Social Advertising in India
3.Corporate Social Responsibility
Defining CSR
Genesis of CSR
Theoretical Underpinning of CSR
What to Communicate about CSR
Deconstructing CSR Publicity: Random Glimpses
Why Do Companies Spend on CSR?
CSR Culture Catching Up in India
Various Phases of CSR in India
Is CSR a Business Imperative?
Companies Act 2013: Implications for the Corporate Sector
Public Sector Enterprises and CSR Initiative
National CSR Hub
What Axe the Challenges and Issues Surrounding CSR in PSEs in India?
NGOs and Industry CSR: The Implications
Social Development Monitoring/​Social Audit
Planning a CSR Project
Case Studies of CSR in India
4.Advocacy, Communication, and Social Mobilization
Defining Advocacy
Advocacy Practice: How It Works
Advocacy, Activism, and Awareness
Determining Priority Actions
Contents note continued: When Is the Right Time to Use Advocacy as a Tool?
Vigorous Use of Social Media for Advocacy
Defining Communication
Mobilizing Public Opinion through Print Media
Electronic Media in the Developmental Saga
The "Tribal Drum": The Radio
The Increasing Footfalls of Cinema and Television Programs in a Convergent World
Enhancing Brand Value through Social Interface
Mobilizing Communities through Social Media: A World sans Boundaries
Defining Social Mobilization
Role of Gram Sabha and Public Information in Social Mobilization
Case Studies in Social Audit
ACSM Strategies with Case Studies
Mobilizing Grassroots Communities to Be Self-reliant: Case Study of Post-tsunami Occurrence in India (An Effort at ACSM)
5.Grassroots Communication
Defining Grassroots
Principles of Grassroots Communication
Identifying Grassroots Organizations
Typology of Grassroots Organizations
Contents note continued: Tools and Strategies in Grassroots Communication
Working with NGOs at the Grassroots Level
Role of NGOs in Grassroots Projects
Choice of Media in Grassroots Communication
Folk Media
Community Radio: An Innovative Medium to Reach Out to Grassroots Communities
Information and Communication Technologies
Use of ICTs in India's Grassroots Development
Role of ICTs in Health Promotion
Stakeholder Segmentation in Health Sector
Use of ICTs in National Rural Health Mission Campaigns
ICTs and Grassroots Connect
ICTs and Interpersonal Communication
Case Studies in Grassroots Communication
6.Planning and Executing Social Communication Campaigns: Case Studies
Imperatives for the Success of a Social Campaign
Case Studies of Three Social Sector Campaigns Aimed at Behavioral Change
7.Hands-on Skills in Writing and Social Media Use
Concept Note
Report Writing
Yearly Report/​Annual Report
Contents note continued: Field Report
Media Writing
Internet and Social Media
Interactive Newsroom
Blogging
Social Media.