REFLECTIONS

Although most civil society organizations (CSOs) recognize the importance of strategic communication, it is frequently undervalued. Many organizations allocate insufficient time and resources to developing effective storytelling and communication skills. For example, when civic actors promote natural farming, the impact often depends not solely on the knowledge conveyed but on the effectiveness of its communication. It is unlikely that farmers possess less knowledge; instead, the method of knowledge dissemination plays a crucial role.

After years, decades and centauries of experience of civic actions, something is now becoming clear and transparent. Mahatma Gandhi once said something: not only the end (goal) but also the means (ways and strategies) are important. In December 1924, he wrote (in Young India) that “for me it is enough to know the means. Means and end are convertible terms in my philosophy of life”. How do we define the means adopted to reach a destination?