Paul Mundywww.mamud.com 1

Recycling communication materials

Paul Mundywww.mamud.com 2

Recycling communication materials Producing quality materials = expensive and

takes skilled staff Reduce costs by recycling Rewrite information materials for different

media, different audiences

Paul Mundywww.mamud.com

Multiple uses of information

Magazine article

Newspaper article

Press release

Video

Radio progConf paper

Journal article

Discussion paper

Case study

Thesis

Report

Evaluation

Mini case

PowerPoint

Discussion forum

Speech

Website

Book chapter

Annual report

Brochure

Schoolbook

Policy brief

Children’s story

Marketing by pastoralists in East Africa

Original book

Children’s booksPolicy brief

Info briefs

Training manual

Posters

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Marketing chains

When they sell their animals or products, pastoralists are at the start of a marketing chain (or “value chain”, or “supply chain”) that leads eventually to the consumer. There may be only a few actors in this chain, or there may be many (Figure 2).

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What is a market chain? Imagine a rope with knots in it. You, the producer, are at a knot at one end of the rope. At the other end is the consumer, the person who eats the meat or drinks the milk you have produced.

At each knot in the rope is someone who buys and sells the animal or its meat or milk. Some ropes are short and have only a few knots. Some ropes are long and have many knots.

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Recycling communication materials Use the same information Use case study as basis Rewrite in different styles Add new information if necessary Build a collection of cases to support your

arguments