What is it about?
This paper examines how strategic communication can complement the efforts of organisations and individuals involved in development projects in community settings. Five strategic communication functions of goal setting, messaging, media/channel, internal and external stakeholders, and evaluation are discussed to establish the implication of this work for development practice.
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Why is it important?
This unique study sheds light on the complexity of communication around community development projects and how strategic communication theories can inform communication practices in those contexts.
Perspectives
Strategic communication in the context of community development must be examined from the perspective of how communities can genuinely benefit from communication and strategies. Unless we reflect on questions around who is driving strategic communication and what role each actor (including the most marginalised) in the communication process is playing , the meaning and application of strategic communication is incomplete. This work dives deeper into the reality of complex communication processes around community development projects implemented by mid sized NGOs to dwell on the above questions and to propose a way forward for strategic communication in community settings.
Bhupesh Joshi
University of New South Wales
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This page is a summary of: Strategic communication for social development: lessons for communication practice in community development projects, Journal of Communication Management, August 2025, Emerald,
DOI: 10.1108/jcom-09-2024-0191.
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