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CAIRO BOOKS's Description
All development is ultimately about change, and this requires communication
interventions. Communication must be framed in an integral "two-way" process
that involves stakeholders, accounts for their perspectives, and understands
their socio-political context. This two-way process constitutes a new
communication approach, providing a better understanding of the development
context, tailoring development initiatives during design and implementation,
and contributing to more sustainable results. This paper presents the
methodology used by the Development Communication Division (DevComm) fo the
World Bank's External Affairs Vice-Presidency and its clients to improve
development outcomes based on a Communication-based Assessment (CBA) approach.