Pillar V


Co-oordinators: Francesco Olmastroni and Tommaso Fabbri



1. Advocacy and Strategic communication in the International setting
Francesco Olmastroni
The course offers an overview of the main theoretical perspectives on strategic advocacy and communication, communication effects and foreign public engagement. Mixing a historical perspective with the study of contemporary practices in the framework of international relations theory, communication and public opinion studies, the course will introduce students to the concepts of public relations, propaganda, branding, advertising, advocacy and other forms of strategic communication for public persuasion. Students will also be acquainted with the main actors and strategies of public diplomacy and they will be asked to reflect upon the meaning and implications of public diplomacy and strategic communication for state and non-state actors. The impact of structural, social and technological changes on ‘soft power’ strategies will be examined as well.

2. Public Communications in humanitarian settings: strategies and tactics
Andrea Bussotti
This training module is an introduction to the stakes, the potential and the limitations of public Communications for humanitarian players. The lecture refers to MSF field experience in conflict settings as well as other recent humanitarian crises, (.e.g ebola, migration etc..). Several paramount aspects of humanitarian Communication are explored such as: Public positioning (e.g MSF temoignage), Public communication strategies, communication tools and practices.

2. Humanitarian Advocacy: the case of MSF
Bianca Benvenuti
The module provides a practical understanding of the humanitarian advocacy. Starting from the history of advocacy in MSF and exploring the role of advocacy in humanitarian crisis; at the end of the course the participant should be able to determine priorities, build up strategies, using tools and cope with challenges. The module takes into consideration several case studies. Advocacy and migration are also analysed especially focusing on the current Italian context.



1. Analysis and Power Mapping

Luca Verzichelli (Unisi)
This seminar practically presents main tools of advocacy and communication and how these are used in specific context. The actor mapping and analysis of the context are not only confined to advocacy and communication, but they are also powerful instruments for better tailored management and more focused approach.