Preparing Development Support Communication Plan

Communication plays pivotal role in any development project. So called ‘small’ media such as publications, posters and leaflets were also recommended as crucial to the success of what became known as Development Support Communication, that is, the creation of human environment necessary for a development programme to succeed (Agunga, 1997). It deals with application of communication strategies designed for specific development project at local level. It is generally used in micro situations.

It may take the form of communication campaign. It terminates with the termination of the project.

Development support communication will constitute a portion of the development project and will be taken up as per objectives of the project. A hypothetical project is discussed as below.

1. Title of the project

Promotion of hybrid rice in Ranchi district of Jharkhand.

2. Objectives

a) To create awareness amongst the farmers about the advantages of hybrid rice production.

b) To improve knowledge and skill of the farmers with regard to hybrid rice production.

c) To change the attitude of the farmers favorably towards hybrid rice.

d) To facilitate adoption of hybrid rice.

3. Plan of work

a) For creating awareness, a campaign may be organized for ensuring participation of the people in the project.

b) Knowledge and skill of the farmers will be improved through various measures.

c) Attitude of the farmers will be changed favorably through success stories and motivational efforts.

d) Farmers will be facilitated so that they could adopt.

4. Activity

a) Awareness campaign will be organized by putting up posters and distribution of folders, hand bills etc. and using lecturettes.

b) Knowledge and skill of the farmers will be improved through training, demonstrations and meetings. The support communication will be used here also.

c) Attitude will be changed through puppet show, flash card, exposure visits etc.

d) Adoption will be facilitated through farm and home visit, and arranging needed inputs.