项目成果推广策略和行动计划框架

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1、项目成果推广策略和行动计划ChinaWatershedManagementProjectCWMPCommunicationStrategyandActionPlanCWMPProjectMinistryofWaterResourceofPRCNovember,2006中国小流域治理管理项目第54页项目成果推广策略和行动计划ThisdocumentcontainstheCommunicationStrategy,theActionPlanandtheBudgetfortheCWMP.TheCommunicationS

2、trategy,Task2oftheTOR,hasbeenpreparedbytheinternationalexpert,whilePart1addressesTask1‘Theinitialpolicy,institutionalandprogrammapping’oftheTORandhasbeenpreparedbythenationalconsultantsintheteam.Part1issubmittedasannex1tothisreport.TheActionPlanandtheBudgetint

3、hisdocumentiscomposedandconsolidatedbasedupontheCommunicationStrategyand‘theInitialpolicy,institutionalandprogrammapping’.中国小流域治理管理项目第54页项目成果推广策略和行动计划TableofContents1Introduction42ChallengesinEffectiveWatershedManagementinChina63TheRoleofCommunicationinDissemi

4、natingEffectiveApproachesinWatershedManagementinChina83.1Policies,InstitutionsandStakeholdersinWatershedManagementinChina93.2StrategicApproach153.2.1LinkingPolicytoPeople:“ThePolicyLifeCycle”153.2.2LinkIntegratedWatershedManagementMessagestoActualandCurrentIss

5、uesinEachSector173.2.3IntegrationofChannelsofCommunication183.2.4ManagingCommunicationatDifferentLevels194TheCWMPCommunicationStrategyOutline204.1TheCommunicationStrategyObjectives214.2TargetAudience224.3MessageContent254.4MixofChannels,MediaandCommunicationMa

6、terials264.5Planning,ManagementandMonitoringtheCommunicationStrategy30中国小流域治理管理项目第54页项目成果推广策略和行动计划5CommunicationActionPlan315.1AudienceSegmentationandPotentialApplicationScope315.1.1TargetAudienceSegmentation315.1.2PotentialApplicationScope345.1.3SpecificObjec

7、tives355.2ActionPlans365.2.1Announcement&InitialCommunications385.2.2CommunicationExecutionandAttitudeChange465.2.3ProjectOutputCommunicationandAwarenessEnhancement506OrganizationandResponsibilities527EvaluatingCommunicationEffects52中国小流域治理管理项目第54页项目成果推广策略和行动计

8、划IntroductionTheWorldBankhassupportedtwoLoessPlateauWatershedRehabilitationprojects1stLoessPlateauWatershedRehabilitationProject(1994-1999)andthe2ndLoessPlateauWatershedRehabilitat