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The Why & What Of
Jai Hind Academy

The Jai Hind Academy
for Impactful Social Narratives

WHY and WHERE does the social sector need help with communication?

To be able to help India and its heroes (people as well as organisations), one needs to be able to first understand what our grassroots issues are and then, who is working on them. This understanding is typically required by the government and the state, volunteers, funders, prospective staff, people who benefit from this work, as well as ordinary citizens. These audiences come from different backgrounds and may speak different languages, as well as receive communication and consume content in diverse ways.

For example, an uneducated woman in rural India who may be a beneficiary of the work of an organization understands the work of this organisation in a very different way, compared to the local collector or politician. The corporate executive in the nearby city, responsible for deciding how CSR funds should be spent wants a very different presentation, compared to a volunteer looking to work and learn how waste management works. 

To be able to communicate with such diverse audiences isn't easy for anyone today owing to both the lack of time and interest on the part of the audiences, as well as the lack of training and tools available to grassroots organisations, especially digital tools. Some well-resourced organisations may be able to do this themselves, but most struggle to communicate. 

How do we then make sure that the work and stories of thousands of organisations involved in grassroots work across India are available to us? How do we support these organisations so they can continuously learn and use communication tools, media and strategies to further their work?

The Jai Hind Academy is being set up with the purpose of helping social sector organisations communicate better with their audiences. The Academy currently offers a Storytelling and Filmmaking course - Democracy Digital - to social sector organisations. 

Other courses that The Academy intends to develop and offer in the coming years are: 

  1. Effective Storytelling for Impact: 
    Teach organisations how to craft compelling narratives that resonate with different audiences, from donors to beneficiaries. This course will cover storytelling techniques, emotional appeals, and the art of framing stories for maximum impact.

  2. Digital Media Literacy:
    Help organisations navigate the digital landscape by teaching them how to effectively use social media, blogs, websites, and other digital platforms. Cover topics like content creation, social media strategy, and online engagement.

  3. Community Engagement Strategies:
    Focus on strategies to engage local communities and involve them in the organization's initiatives. This will include workshops on participatory approaches, conducting community needs assessments, and building relationships.

  4. Advocacy and Public Policy Communication:
    Train organisations on how to communicate effectively with policymakers and advocate for social change. Will cover topics like policy briefs, lobbying techniques, and crafting messages for different stakeholders.

  5. Cross-Cultural Communication:
    Since social sector organisations often work with diverse communities, this course will provide insights into cross-cultural communication, addressing cultural sensitivities, and tailoring messages for different cultural contexts.

  6. Visual Communication and Filmmaking:
    Beyond just storytelling, provide more in-depth training on visual communication techniques, including video production, photography, and graphic design. This will expand on our existing Storytelling and Filmmaking course (Democracy Digital).

  7. Data Visualisation for Impact: 
    Teach organisations how to effectively present data and statistics in visually engaging ways. This course could cover infographic creation, data storytelling, and making data more accessible to a wider audience.

  8. Crisis Communication and Reputation Management:
    Prepare organisations to handle crises effectively and manage their reputation during challenging times. Offer guidance on crafting messages during emergencies and dealing with media inquiries.

  9. Fundraising and Donor Communication: 
    Provide training on how to communicate with potential donors and maintain relationships with existing ones. Cover topics such as writing effective grant proposals, donor-centric communication, and impact reporting.

  10. Media Relations and Press Outreach:
    Help organisations navigate interactions with the media. Teach them how to write press releases, pitch stories to journalists, and manage media interviews.

  11. Interactive Workshops and Facilitation Skills: 
    Equip organisations with skills to conduct interactive workshops, training sessions, and community engagement events. Focus on effective facilitation techniques and engaging participants.

  12. Ethical Communication in the Social Sector: 
    Explore the unique ethical challenges faced by social sector organizations in their communication efforts. Discuss topics like representation, transparency, and maintaining authenticity.

Eventually, the above topics form an integral part of The Jai Hind Academy’s syllabus for communication managers to be trained for the social sector. We envision ourselves as a centre of excellence working specifically to answer to the communication needs of the social sector. 

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