International development organizations such as the FAO, UNDP, and World Bank have been helping national governments and non-government organizations in supporting development initiatives globally, including in Pakistan. The major focus of these organizations is on sectors like agriculture, education, healthcare, and infrastructure to address poverty, food insecurity, climate change, and inequality among others. Through various initiatives like Communication for Development project design, developing C4D strategies, and implementing DevCom components, they emphasize the importance of participatory communication strategies that enable local communities to express their needs, influence policies, and collaborate with other stakeholders on solutions. By supporting grassroots participation, international development agencies play a significant role in sustainable development, which not only enhances local ownership but also ensures long-term change.
Pakistan has faced significant challenges in its development since independence, including rural poverty, food insecurity, environmental degradation, and inadequate healthcare. DevCom offers a strategic solution to these issues by promoting dialogue, participation, and capacity-building. Communication for Development encourages the involvement of communities in identifying their problems, communication needs, and solutions. Additionally, it bridges the gap between policymakers and the public and ensures that development policies are aligned with local needs. Moreover, in sectors like agriculture, health, and education, DevCom enables the dissemination of necessary information, encourages behavior change, and helps communities adapt to new practices. This very nature of DevCom makes it crucial in addressing Pakistan’s development-related issues.
PMAS Arid Agriculture University, situated in Rawalpindi, was the pioneer institution in Pakistan to launch a master’s degree program in Communication for Development in 2019. The program was specifically designed to equip students with the skills needed to improve communication strategies in the development sector, particularly in agriculture and rural development. Arid University also initiated a C4D project under the mentorship of Dr. Robert Agunga, aimed to improve the agricultural extension system in Pakistan through communication capacity building, participation, and integration. The university’s efforts reflect a growing recognition of the importance of communication in addressing development challenges faced by agricultural stakeholders especially extension field staff, particularly in improving agricultural productivity and rural livelihoods.
Faculty and Pioneer batch of Communication for Development Master’s Program at PMAS Arid Agriculture University, Rawalpindi, Pakistan
On the other hand, Pakistan’s oldest university, Punjab University, has initiated a Department of Media and Development Communication, the only institute offering bachelor, master, and PhD programs in DevCom in the country. This department is unique in Pakistan and allows students to specialize in multiple areas including Agriculture, Environment, Health, Gender, and Public Policy. FAO’s Communication for Development guidelines are also taught to students as part of the Agricultural Communication Course during their specialization. Here, students are being trained on how communication can address development challenges, preparing students to work in international development organizations, NGOs, national ministries, and rural development projects.
Pioneer batch of Media and Development Communication Bachelor’s Program accompanied by Author at Punjab University, Lahore, Pakistan
The increasing recognition of Development Communication in Pakistani universities and acceptance by youth marks a significant step forward in addressing the country’s development challenges. With institutions like PMAS Arid Agriculture University and Punjab University leading the way, future generations of development professionals will be equipped with the skills needed to bring meaningful change. Integrating Communication for Development into higher education reveals a broader understanding of how participatory communication can drive sustainable development. As more universities embrace this approach, Pakistan will be better positioned to address its complex development issues and empower its citizens to participate actively in the development process.
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Aqeel Arshad is the founder of the Communication for Development Center, a consultancy firm. He is currently also part of the visiting faculty in the Department of Media and Development Communication at Punjab University.
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