The united nations global compact network Lebanon media strategies : online and offline perspectives

Abstract

The Agenda 2030 is the global cause of the era that created a commitment towards achieving the 17 sustainable goals through international partnerships at the private and public sectors levels. In this thesis, the researcher attempts to examine the strategic communication process that UN GCNL is implementing to foster and spread the mission among stakeholders through the scope of the media and a hybrid approach. Reflecting on the campaigns, programs and activities as well as their impact on building the public agenda, strengthening trust, loyalty and reputation under the lens of the framing and social capital theories. Resorting to both qualitative and quantitative methods, the outcomes of the stakeholders’ surveys, focus groups and expert’s interview have shown that Lebanon has been pioneering in advancing the goals thanks to a clear strategy and dedication especially from the stakeholders’ sides. Nonetheless, the power of bridging and bonding among the network members and the general public has to be boosted through various means. The benchmarking of evaluation and impact indicators have also to be developed in order to ensure transparency. Furthermore, the content and style of messaging needs further tuning to meet the stakeholder’s and target audiences’ aspirations and to fulfill GCNL objectives.