Welcome to Communication Lab, the Centre for Development Communication’s hub for rigorous analysis, research, and reflection on development communication. Here, we explore what communication should be—beyond publicity and PR—drawing on field experience, research, and theory to provide insights, resources, and guidance for practitioners, scholars, and policymakers. This is where ideas meet practice, shaping the future of participatory and transformative communication
Stop mistaking advertising for communication in development work. In my years of practice in development communication, I have seen the word communication so casually used by individuals, NGOs, and government institutions that its true meaning is often lost. Too often, communication is equated with advertising — a logo here, a flyer there, a jingle on […]
Why Communication Is Not Advertising Read More »
For 15 years, I’ve led communication efforts across top NGOs in Nigeria. Over this time, one truth has become impossible to ignore: Development communication is dangerously misunderstood and undervalued. I have published over a dozen empirical studies on communication theory and practice in respected local and international journals. I currently support three PhD researchers in
When Communication Becomes Just PR: Development Fails Read More »
We often gather in the name of participatory communication under chandeliers, around high tables, and behind nameplates that whisper authority rather than solidarity. The meeting may be labeled inclusive, but the seating arrangement tells another story. What if the very way we sit is part of the problem? In spaces meant to heal wounds, shape
Barrier to True Participatory Communication Read More »
Over the past 10 years, I’ve observed a troubling trend in how some NGOs and advocacy groups craft their press statements. Many begin with confrontational language, often laced with insults, followed by commands that are mistaken for demands. This approach may feel bold, but it often defeats the very purpose of a press release. When
Confrontation Is Not Communication: Why Your Press Release Isn’t Working Read More »
Development interventions targeting rural women farmers must go beyond simply sharing information, they must embrace participatory communication. This means involving women not just as recipients, but as active partners in every stage: planning, implementation, and monitoring & evaluation. Recently, I had the opportunity to listen to women farmers in Lapai and Paikoro communities of Niger
Development Without Meaningful Communication is Unsustainable Read More »
In Nigeria — and much of Africa — we’ve tragically reduced democracy to elections, and elections to nothing more than voting. Every four years, the country comes alive: campaign posters flood the streets, ballot boxes are rolled out, slogans fill the air, and citizens are urged to “go and vote.” But as soon as the
Why Democracy Communication Matters Read More »
Over the years, I’ve seen how easy it is for development actors—individuals, NGOs, and even institutions—to focus heavily on reporting activities: meetings held, workshops organized, conferences attended. But we must begin to ask the critical question: “So what?” As a Communication Officer with 15 years of field experience, and now a researcher in Development Communication,
From Activities to Impact: Rethinking Development Communication Read More »
Rather than focus on participatory dialogue, the emphasis is placed on visibility—media coverage, social media posts, glossy reports—while the people at the center of these interventions are sidelined. Because of our disregard for development communication that enables inclusive dialogue, the very people we aim to serve often become suspicious, and projects are abandoned. Let me
One of the greatest challenges facing many NGOs today is that they rarely hire professionals trained in development communication. The focus is often placed on publicity and public relations, rather than on the deeper, more transformative role of communication in development. As a result, communication is reduced to managing social media accounts, issuing press releases,
NGOs Are Getting Communication Wrong — Here’s Why It Matters Read More »
In today’s development space, we see a dangerous trend: the confusion of public relations (PR) with advocacy. Organizations roll out campaigns, share photos, and issue press statements — all without ever listening to the people they claim to serve. Let’s be clear: PR is not advocacy. While PR seeks visibility, advocacy demands accountability. PR writes
PR Is Not Advocacy: Don’t Speak for the Community — Let Their Voice Lead Read More »