Nowadays, the role played by the media in shaping opinions, consciences, views and actions cannot be ignored. As the world moves towards decentralization, the market economy and greater democracy, conditions improve so that the population begins to set its own course for change. It is necessary to increase their awareness, participation, and capacity. The knowledge and technologies related to communication are essential for this task, but they are usually underutilized. Measures must be taken that promote effective planning and implementation of communication programs.
Communication with and for the community is closely linked to the need that exists in today’s society to rethink an approach from below, where development is conceived as a local process in which the participation of subjects and dialogue is fundamental. It must be closely linked to the creation of values, awareness and education. Communicating and promoting citizen participation through and with the media constitutes a fundamental basis for any project.
Communication, in the context of this post, consists in the process of transmitting ideas and information about an initiative and / or matter of interest to the community, especially when it has to do with changes in the environment in which it lives and when it can affect them. It is here where the importance of communicating between any company or organization and the community lies, because things can be done well, but does the community know it? Any program that considers people as mere objects and not as subjects of change and progress is called to failure.
The fact of consulting with the population and promoting their active participation in the adoption of the decisions that will affect them is almost a guarantee of success for the program. And it not only refers to publicizing or promoting a program, but to communicate the true nature of an organization, the issues it addresses, the objective it has and the necessary steps it must take to achieve it, that is showing itself transparent towards the community and open to share any information and resolve any questions or queries. It is to send the message to the target population, but also to go further. It is about building and sharing the voice from the people, giving the floor to the community, neighborhood, social sector, youth, children, cities, organizations, communities, educational units, universities etc. and build a community communication according to the needs, realities and demands of the social sectors.
However, the dialogue must be initiated and guided by field personnel who have a good training in interpersonal communication, and can carry it out not only through conventional means of communication such as radio, television or press, posters, community newsletters, or websites; but also participating in local events, fairs and conferences, calling that community to public presentations both to be noticed in the community and to discuss openly, share information and answer any questions that may arise; all with the objective of making this community feel conscious, participant and most important, in line with the change that is going to take place. If something valuable is created, it will be desirable not only for the community to recognize it, but to take advantage of it.
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