Strategic communication for social development: lessons for communication practice in community development projects

Purpose The purpose of this paper is to examine how strategic communication (SC) can complement the efforts of organisations and individuals involved in development projects in community settings. Design/methodology/approach This paper recognises the current debates in SC, communication for development and social change (CDSC), and public relations that emphasise a deeper investigation of communication processes underpinning organisational and citizen activities driving social change. It concedes that meaning-making, collective action and co-creation foreground current conceptualisations and propositions in these three fields. Hence, the communication practices underpinning four distinct development projects are deeply examined in relation to relevant theoretical concepts and ideas to draw conclusions on how strategic communication can enhance community development outcomes in this work. Findings The findings generated through the qualitative interviews of 20 development and communication professionals associated with four development projects in India are used to discuss the priorities and processes driving communication around development projects. These findings are also discussed in relation to five strategic communication functions: goal-setting, message, media/channel, internal and external stakeholders, and evaluation to establish the implications of this work for development practice. Originality/value This unique study illuminates the complexity of communication around development projects in developing countries and how strategic communication theories can inform communication practices in those contexts.