In most of the development projects a good proportion of budgets (about 10-15%) is allocated for development communication in the form of community mobilization, IEC, BCC etc. But invariably this budget is used in the activities of mass communication or group communication with out bothering the target audience. Reason? The incharge of this function in government sector would be a person from journalism or mass communication. Why? All political parties have nexus with journalists or PR Department officials, they fear from them, they use them in the political gains & thus obilise them by such postings. Thus resulting into misuse of funds & casulty of development communication. So long the development project managers keep on obilising the PR & Mass Communication experts, development can not be achieved. It is now time that concerned persons should ask the government to assign the job of development communication to right persons. When one sow the seeds of Babool, one may not get mangoes- a old Hindi proverb.
Alka Trivedi
Director Administration
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