Development communication today: optimism and some concerns.
Robert Hornik · PubMed · 1992
Successful communication projects show that effective development communication depends on good context, good messages, good channel use, and good audience knowledge. Knowledgeable communication professionals know when and where not to carry out a communication program and when a communication program may be successful based on the context. A communication campaign in Jordan promoting breast feeding within 6 hours of delivery was not successful in private hospitals because they did not promote early initiation of breast feeding. Good communication programs use formative research to develop messages that solve problems of which audiences are aware and build on or respond to current behaviors. In the Philippines, messages about child's age for measles vaccination resulted in improved vaccination coverage rather than those emphasizing the dangers of measles. Precampaign research helps identify what communication channels are the most effective and reach the greatest audience. In Swaziland, face to face communication was 1.5 times more effective than the mass media, but 3 times as many people has access to a radio. So the radio was more effective. Communication programs must know their audience well and be able to track it to determine the successes as well as the failures of the campaign. Even though some professionals have adequate technical knowledge to affect development communication well, the successes of early communication projects do not seem to endure. Sometimes the immediate health benefits justify the communication campaign. Further, limited political will, the fact that the campaign does not match the health educators' routine, and limited skilled health educators are obstacles to institutionalization. The key to sustained communication capacity is patience to stay for the long term. Other needs are a consistent call on budgets and staff, some satisfaction with what has already been accomplished, and translating the successful strategies used in the short term to successful strategies in the long term.