Communication for Rural Development Sourcebook

"Today more than ever smallholders and rural communities require access to information and communication to make their voices heard and change their lives for the better. Communication for Development [ComDev] facilitates dialogue and collaborative action, combining participatory methods with communication tools ranging from community media to ICTs [information and communication technologies]."

This sourcebook is meant to equip development and communication professionals with a set of guidelines, illustrative experiences, reference materials, and learning tools to strategically apply communication in agriculture and rural development initiatives in various contexts around the world.

From the Food and Agriculture Organization of the United Nations (FAO), in collaboration with the College of Development Communication, University of the Philippines Los Baños, the sourcebook aims to develop the following capacities in ComDev:

• Identifying the phases and steps in communication planning for development;
• Conducting situational analysis and participatory communication appraisal in the field;
• Developing a workable communication strategy and plan of action;
• Facilitating multistakeholder dialogue and collaboration to implement ComDev activities;
• Designing, pre-testing, producing, and using multimedia ComDev materials;
• Assessing the results of ComDev initiatives and promoting long-term sustainability; and
• Understanding ComDev as it applies to agriculture and rural development issues.

The driving force behind this resource is the belief that, rather than focusing solely on investments and technologies to improve livelihood, rural development involves participatory innovation and social learning - making use of small-scale, low-cost, and simple technologies made possible by whatever resources local communities have. "For social learning, stakeholders engage in processing lessons gained from experience and share these among themselves as a basis for improving practices. Building local capacity therefore begins with the identification of local talents, good practices and know-how within rural communities. This requires multistakeholder participation and dialogic communication." For example, in disaster risk management initiatives, "ComDev contributes to enabling vulnerable rural communities to get organized for quick response or to avoid being exposed to risks, by:

• implementing awareness and education campaigns to inform and guide the population (on threats, preventive measures, institutional responsibilities, etc.);
• promoting active participation of vulnerable communities in risk management plans and policies;
• identifying current practices, adaptation strategies and coping skills;
• documenting and validating best indigenous practices and local technologies;
• involving rural communities in monitoring key indicators;
• implementing early warning systems using community-based communication channels;
• mobilizing the support of different social sectors to promote rehabilitation and reconstruction in affected communities."

Contents are based on the experience of ComDev professionals in engaging rural stakeholders to promote development and social change. The sourcebook consists of 7 modules in addition to a guide for trainers:

• Module 1 - introduces the principles and methodological aspects of ComDev, with a focus on the agriculture and rural development context. It defines ComDev's role in facilitating multistakeholder participation, dialogue, and cooperation in areas such as natural resource management, food security, agricultural innovation, climate adaptation or disaster risk management.
• Module 2 - describes the starting point of the ComDev process: the participatory rural communication appraisal (PRCA). It explains the benefits of conducting a preliminary situation analysis to identify, for example, policies and programmes that may hinder or facilitate ComDev activities or potential partners. In detail, it demonstrates how the field research serves to: identify, prioritise, and segment ComDev stakeholders; analyse their knowledge, skills, attitudes, and practices (KSAP) as the basis for setting ComDev objectives; and assess existing communication resources and social networks to determine opportunities in ComDev implementation.
• Module 3 - presents the steps, using findings from the communication appraisal, that planners can use to formulate a ComDev strategy and plan of action. The module looks at the advantages and limitations of different communication channels, explaining the value added of a creative media mix.
• Module 4 - explains how to put into practice the ComDev plan and how to mobilise project staff and rural stakeholders for successful field implementation. It focuses on establishing partnerships with local and national institutions, farmer organisations, the media, and private actors to win their commitment and support in implementing ComDev activities.
• Module 5 - addresses participatory message and materials development, such as how to generate stakeholder involvement in identifying relevant contents and packaging them into effective communication materials. From message design to the preparation of a full-fledged production plan, including budgeting and pre-testing, the module guides the reader through the different steps that lead to the actual realisation of communication products.
• Module 6 - illustrates the steps to follow in monitoring and evaluating a ComDev initiative using participatory techniques to involve the concerned stakeholders. It also devotes a section on how to build up towards the sustainability and up-scaling of ComDev efforts.
• Module 7 - showcases lessons learned on ComDev applications to rural development challenges, taking a closer look at natural resource management, food and nutrition security, agricultural innovation, climate change adaptation, and disaster risk management. Selected experiences are featured to highlight the impact that ComDev has had in a variety of projects around the world. A final learning activity gives readers the opportunity to apply the knowledge and skills gained from previous modules to develop their own ComDev strategy and plan.
• Guide to ComDev training - guides communication professionals and facilitators on how to best use the resources in this sourcebook for training purposes.
• Annexes - provide additional information and examples to appreciate various ComDev media, their use, and the related production processes.

Each module consists of thematic sections, introduced by a description of the rationale, key concepts, summary of the subject of each module section, and learning objectives. Throughout the sourcebook, the following features are also provided:

1. Exercises meant for readers to reflect on what they have learned and how this can be applied to their work. Facilitators can use these during training sessions;
2. Worksheets featuring ready-made matrices and templates designed for use as analytical and planning tools. They may also be translated into local languages and compiled into a basic ComDev planning toolkit;
3. Examples of field experiences and project cases that demonstrate the principles, processes, and/or methods discussed in the modules. While providing a case scenario to support key learning points, the examples showcase how ComDev is concretely applied to meet specific development goals. Facilitators preparing a training session can also adapt the examples provided according to the specific participant group, thematic focus, and local context.
4. Participation clues, which are tips and highlights related to the benefits and value added of participation and stakeholder engagement as key enablers for the overall ComDev process.
5. A list, within all modules, of references, additional readings, and links to related online and multimedia resources.

This sourcebook is part of the Collaborative Change Communication (CCComDev) initiative, launched in 2012 to increase learning and networking opportunities for development and communication practitioners worldwide. The web platform CCComDev is a hub for communication and development practitioners to find information on training opportunities, access learning resources, exchange experiences, and explore collaborations.