Planned communication at programme level - Field study in Topola, Serbia

Ulla Engberg
Sida policy states that communication is "a tool to create praticipation, to achieve objectives and to contribute to dialogue and good quality". This report tells the story of the experiences of one programme in Serbia. Like many other programmes, it did not have a communication strategy. The first part of the report looks at how this affected the Programme, and how a lack of understanding of the role of communication lead to a misdirected information campaign. The second part of the report analyses the de facto communication between the Programme and the local community. It looks at what the Programme wants to achieve with its ocmmunication and at the efficiency of the channels used. It also includes a section on Sida's role in this. The report ends with more general conclusions and recommendations that could be useful for Sida and for other development programmes.