Do You Really Want Impact?
One word on the impact of communications. We all heard that communications in development cooperation did not bring solid results, and if it did, it was impossible to measure them, never mind attributing them to the communications work carried out.
These problems are caused by unclear goals and metrics as well as a lack of definition of the target groups in the planning phase, plus then not properly focusing on them during implementation. In other words, the problems are not a matter of principle but one of the actual conceptualization and implementation.
The good news is we can sort this out! In this course, I'm going to show you why the interested public is a vague and tautologic notion and why awareness-raising without aiming at triggering some kind of action is a goal that can never cause impact. It's simply illogical.
So if you really want impact, I'm going to show you how to set up tangible goals and start operating professionally. Remember, it's like in sports. If you and your buddies go on the lawn behind your house, you can play ball but you can never win. You don't have proper goals to really score and you're not facing real competition to get more attention than that of your home crowd.