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Author: BENJAMIN OBIOHA AND UDEH KENNETH N.
BENJAMIN K. OBIOHA M.SC is a Lecturer in the Department Of Mass Communication Federal Polytechnic, Oko Email: benkelobi@Gmail.com, UDEH, KENNETH N. works with Anambra State Judiciary, High Court, Awka. Email: kennby1982@yahoo.com, FEDERAL POLYTECHNIC OKO: Email: benkeleobi@gmail.com
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STRATEGIC COMMUNICATION: A DESIDERATUM FOR SUSTAINABLE RURAL DEVELOPMENT


Abstract:

Development, whether at individual, rural or national level, cannot be separated from communication. Development communication scholars often say that, ‘there cannot be any meaningful development without effective communication’. Succinctly, communicating sustainable development messages or ideas to development targets in rural communities or at the national level, must not be a haphazard exercise; rather, the processes, design and procedures should be deliberate and people-oriented, especially, while considering development projects, as well as the media through which development messages get to the development targets. However, ‘not every communication ensures development’, let alone sustainable development. Communication for sustainable rural or national development ought to have human face, capture people’s needs and aspirations and carry messages that edify. In fact, communication for sustainable rural development must be strategic and involve a two-way or expressive model. This paper, therefore, wants to explore strategic communication; as a desideratum - basic tool for achieving sustainable or enduring rural development.



ATTENTION!: GLOBAL COMMUNICATOR JOURNAL VOLUME 3 ISSUE 1, JUNE 2018 HAS BEEN PUBLISHED.
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Published in Volume 3 Issue 1, June 2018. 388 Views and Downloads
Paper's Reference Code:
GC134
Keywords: Strategic, Communication, Desideratum, Rural Development

No. of published submissions by BENJAMIN OBIOHA AND UDEH KENNETH N. is 1
 











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