Looking beyond organisational approaches to advance communication practice: an examination of development projects in India

Figures & data

Figure 1. Collaborative Communication Approach.

Table 1. Eight communication categories.

Communication categories	Views on public relations assimilated into categories	Views on development communication assimilated into categories
1. Communication as a central element of development
2. Communication driven by effective program and communication teams’ coordination
3. Communication to promote human dignity and rights
4. Communication for community engagement and greater uptake of programs	Media relations Community relations – rapport and trust	Communication to bring about social change with tools and awareness Behaviour change
5. Communication for community ownership and sustainability	Community–local government relations Community relations – rapport and trust	Communication to enhance partnership and ownership
6. Communication for stakeholder engagement	Stakeholder relations	Communication to enhance partnership and ownership
7. Communication for advocacy	Amplifier Media relations
8. Communication as marketing and fundraising	Image and brand management Amplifier Media relations