Evaluation of Communication Strategies Utilised by International Non-Governmental Organisations for Rural Health Care in Nigeria

Background: Rural health services require serious efforts at communication especially when the primary goal is to get them to accept the interventions through programmes and projects. Objective: This study evaluated the effectiveness of the communication strategies adopted by select INGOs operating in North Central Nigeria along three key areas namely channel, message and target audience. Method: The researchers relied on expository library research of existing literature on INGOs communication strategies and rural health care delivery Results: Mass media approach, group communication, interpersonal communication, lateral, dialogue, and top-down we found to be prominent strategies used by INGOs operating in North Central Nigeria. Additionally, interpersonal (face-to-face), social media, indigenous media and the media platforms such as radio/TV, newspaper/magazine among others were the channels. Aside the channels utilised, the researchers also established that messages were designed for the purpose of bridging knowledge gaps, and also creating knowledge needed to help rural dwellers in ending child/maternal mortality as well as ways to prevent epidemics and pandemic in Nigeria Conclusion: Communication strategies are important in actualising the set goals and objectives for rural health care delivery programmes by INGOs. This implies that their adoption and utilisation determines the success or otherwise of programmes Unique Contribution: This study has offered useful insights into communication strategies for rural health care delivery and has, therefore, made significant contributions to improving health care in the country through consideration of appropriate communication aspects including, the channel, message, advocacy, and target audience. Key Recommendations: INGOs must prioritise the target audience, message design, advocacy, and channels in the design of communication strategies for health care delivery.