To ensure that people in client countries have access to efficient, safe and sustainable water and sanitation services, the World Bank is often confronted with the challenge of breaking the cycle of low
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revenues, ailing assets, poor and unresponsive service, and weak regulatory structures. Strategic communication can be an effective management tool to initiate and sustain a dialogue on the necessary reforms among a broad stakeholder spectrum. For example, it can raise consumer awareness on the costs of the reform and overcome the widespread belief that water is a public free good. By addressing potentially unpopular measures in a frank, culturally sensitive and timely manner, a strategic communications campaign can help maintaining political and societal commitment for the reform in its more difficult stages. In addition to its socio-political risk mitigation role, strategic communication has proven to be an effective tool to design and implement programs in a transparent and participatory manner.
The following is an article on a World Bank project in Bosnia and Herzegovina that helps to build new coalitions, please click on the link, Environmental Protection Bridges Differences (  57KB, 2 pages).
Page updated September, 2004 Â
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