Integrated Marketing Communications for Public Policy: Perspectives from the World's Largest Employment Guarantee Program MGNREGA

This book conducts detailed empirical research to analyze the communication dissemination approach applied to the MGNREGA program in Western India, connecting IMC and Public Policy. It presents a conceptual framework for ideal public policy communication initiatives and highlights the importance of using appropriate communications vehicles for marginalized beneficiaries.

Format: Hardback
Length: 136 pages
Publication date: 16 December 2022
Publisher: Springer Verlag, Singapore

This comprehensive book delves into a detailed empirical research endeavor aimed at analyzing the communication dissemination approach applied to the world's largest employment guarantee program, the Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA). In pursuit of uncovering invaluable insights, perspectives, and understanding of this program, the author embarked on a remarkable journey, visiting over 30 villages in Western parts of India and personally engaging with over 400 MGNREGA beneficiaries. Through these immersive experiences, the author sought to bridge the gap between the two concepts of Integrated Marketing Communications (IMC) and Public Policy, emphasizing the significance of leveraging IMC tools for effective and comprehensible communication dissemination strategies and campaigns.

To further enrich the reader's understanding, the book provides a global overview of public policy dissemination approaches adopted by federal governments in Brazil, Niger, the Philippines, Indonesia, Pakistan, Bangladesh, South Africa, and Kenya. This comprehensive analysis sheds light on the communication dissemination strategies employed at the global level, allowing readers to gain insights into best practices and lessons learned.

Furthermore, the book presents and discusses a conceptual framework for the ideal public policy communication initiatives. It highlights the importance of tailoring communication strategies to cater to the unique needs of illiterate, vulnerable, and marginalized beneficiaries, ensuring that policy messages reach and resonate with those who are most in need of support.

The author's dedication to this research project is evident in the depth and breadth of the information presented, making this book a valuable resource for scholars, policymakers, and practitioners alike. It serves as a testament to the power of effective communication in shaping public policy outcomes and improving the lives of individuals and communities.

Weight: 332g
Dimension: 153 x 216 x 16 (mm)
ISBN-13: 9789811951176
Edition number: 1st ed. 2022