Communication for development should not be a one-way channel, from top to bottom, but should be a means by which communities dialogue on the direction in which they wish to develop.
Our work in communities is always built on a deep appreciation of local cultures and attitudes.
Our processes of designing effective development communication emphasise the following elements:
- Careful attention paid to the information needs of beneficiaries;
- Use of multiple approaches and channels for communication;
- Stimulating dialogue and discussion within the communities in which clients work;
- Responsive, timely and relevant engagement of issues; and
- Reflecting, learning from experience and feeding back into the communication process.
