The importance of effective communication in promoting successful implementation of developmental initiatives cannot be questioned. Effective communication rests on the premise that successful rural development calls for the conscious and active participation of the intended beneficiaries at every stage of the development process; for in the final analysis, rural development cannot take place without changes in attitudes and behavior among the people concerned.
To this end, effective communication is the planned and systematic use of communication, through inter-personal channels, audio-visuals and mass media:
To collect and exchange information among all those concerned in the planning a development initiative with the aim of reaching a consensus on the development problems being faced and the options for their solution.
To mobilize people for development action, and to assist in solving problems and misunderstandings that may arise during development plan implementation.
To enhance the pedagogical and communication skills of development agents (at all levels) so that they may dialogue more effectively with their audience.
To apply communication technology to training and extension programs, particularly at the grassroots level, in order to improve their quality and impact.
RaEDA's effective communication plan is tailored to the particular conditions being faced. There are so many variable of a human, cultural and physical nature that a communication plan that worked for, say, irrigation development in an arid zone of one country can never be transferred lock, stock, and barrel to another country, For even if the principles may remain the same, the details will almost certainly call for differences. Overall, effective communication is about more than just exchanging information. It's about understanding the emotion and intentions behind the information. As well as being able to clearly convey a message, you need to also listen in a way that gains the full meaning of what's being said and makes the other person feel heard and understood.
