[2008] This sourcebook makes the case about the importance of incorporating communication from the onset of development policies and practices, as a necessary ingredient to enhance sustainability and avoid the failures of the past. It intends to offer a broader conception of communication, including other purposes and functions than the usual ones.
Communication for Development goes beyond raising awareness, informing, persuading, or changing behavior. It is also about listening, exploring, understanding, empowering, and building consensus for change. Two-way communication should be used in any sector of intervention to understand, assess, explore, and facilitate decision making related to change. Combined with the effective use of one-way communication approaches, two-way communication has proved to significantly enhance results and the sustainability of development initiatives.