Using Communication Support in Projects. The World Bank's Experience. World Bank Staff Working Papers, Number 551.

Intended to assist World Bank staff and officials in deciding when and how to include communication support activities in Bank-financed development projects, this paper describes the use of planned communications to encourage participation in projects by certain groups of people, to improve institutional efficiency and staff development, and to ensure project benefits or prevent negative project impact. It is noted that communication support includes informational, motivational, and educational activities which make use of person-to-person contacts, group discussions, mass media, or other channels of communication. The paper describes: (1) the role and functions of communication support; (2) experience of communication support in World Bank lending projects; (3) the process of designing communication support activities; and (4) common problems and issues in the design of these activities. It is concluded that well-managed communication support can provide a cost effective approach to the design and implementation of development projects. Appendices present information on World Bank lending for development communications and educational broadcasting; illustrations of project analysis from Bank project work; an extensive list of the advantages and disadvantages of using different media, materials, and techniques for communication support; and a workshop agenda showing the integration of communication support into a course on population planning, policies, and programs. (ESR)