Development Communication, is the use of communication methods to ease growth and development. More specifically, it means methodically applying communication processes and strategies to achieve positive change.
This is not a new concept, in fact it has been used successfully for decades to bring about social and economic change. It actually aims for behaviour change not just to spread information and educate. While the latter are necessary elements of communication, they are not sufficient to get people to change long-established practices or behaviours.
Development communication is characterized by conceptual flexibility and diversity of communication techniques used to address the problem. This means that while traditional print and broadcast media are still most important, new communication criteria such as events, sponsorship, PR, digital, mobile and environmental marketing and communications must be considered to guarantee the success of a project.