On the 13th of August, 2025, I was invited by a local NGO, Community Voice for Rural Development, to facilitate a capacity-building training held at Basley Hotel Kubwa, Close to General Hospital, in Bwari Area Council of the FCT-Abuja. The training focused on strengthening communication practices that can drive genuine community development.
The session brought together local government officials from the six area councils of the FCT and representatives of community organisations such as Zuma Development Union, Kawu Indigenous Welfare Movement, and Dota New Initiative, among others.
Over two days, I introduced the participants to the practical application of Participatory Communication Theory, Participatory Learning and Action (PLA), Field Force Analysis, and the role of indigenous knowledge in development.
On the second day, midway into the session, an unusual silence filled the room. Then, one of the community leaders broke down in tears. Others looked down, visibly shaken and embarrassed. In all my years in the development sector, I had never experienced such a moment. For a few seconds, I froze, almost paralysed. We had to take a 40-minute break.
When we returned, I gently asked why the silence and tears. The man who wept explained: for years, he had mistaken publicity for impact—posting pictures and updates without deeper reflection on accountability, ethics, or consent. He confessed that the training had opened his eyes and made him feel guilty. Others added that what they received was empowerment—something every development practitioner needs to hear.
By the end of the training, the participants agreed: communication in development is not about publicity, but about responsibility. It is about embedding accountability, ethics, and respect into both personal and organisational practice.
The biggest lesson for me was this: when community leaders are moved to tears over communication training, it is proof that our sector needs more than PR and press releases.
What we need is development communication that empowers people to achieve sustainable development. This validates why I keep speaking, writing, and teaching—not to entertain, but to transform.
Audu Liberty Oseni Director, Centre for Development Communication #OseniDevcom #OseniDevTalks #DevelopmentCommunication #NGOLeadership #ImpactStorytelling