Jane Elder Strategies
Resources: Overview of Social Change Communications

Overviews of theory, strategy and application in social change communications.

  • Communications for Social Good by Susan Bales and Franklin Gilliam.  This paper provides a useful overview of the theories behind traditional approaches to social change communications, such as agenda setting and persuasion.  It also provides an overview (and makes the case for) more integrated approaches, such as strategic frame analysis.
  • Breakthrough Strategies ( 203 KB Word doc) by Marian Farrior for Biodiversity Project.  This is a helpful summary of the theory and approaches associated with values-based communications, strategic framing, social marketing, and conservation psychology.