Perceptions, needs, ideas, and conditions can be extraordinarily diverse within a community, depending on members’ age, socioeconomic status, gender, and other factors.
The communication specialist needs to craft messages for each group and choose the appropriate media, methods, and format in order to ensure inclusion, participation, and empowerment.
A well-developed message should focus on stakeholders and objectives such as :
- There are numerous benefits to participation, including a shared vision and shared risks, innovative ideas for development, greater voice, mobilization of power, better development outcomes, and improved relations with other communities and local government.
- Communities can obtain direct access to funds from a central fund unit and can manage funds independently, without involvement of local governments.
- Corruption, nepotism, favouritism, and mismanagement of funds are unacceptable and have significant negative ramifications.
- People in positions of power are critical for project success and should be closely engaged in the development process and utilized for buy in, ownership, mobilization, and information dissemination and gathering.
- Capacity is best built through learning-by doing process, in which engagement and involvement are critical and mistakes are allowed.
- Capacity assistance and training are available at all levels – media, accounting, general management, sectoral skills and knowledge, and so forth.
- Accountability, transparency, and participation are conditions for project involvement. There are numerous positive (benefits) and negative (punishments) incentives for compliance.