International Non-Governmental Organisations' Adoption of Communication Strategies for Rural Health Care in North- Central Nigeria: An Appraisal
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Abstract
This study was conducted to identify the issues faced in the adoption and application of communication strategies for health services in rural parts of Nigeria. The researchers relied on a descriptive survey design and questionnaires as data collection tools to gather data from communication experts in select INGOs operating in selected communities in the North Central Nigerian states of Benue, Nasarawa, and Plateau. The findings of the study showed that INGOs adopted specific communication strategies, paying special attention to the message, channel, and audience. Some of the strategies adopted include interpersonal, group, and mass media, with the dominant style being dialogue. The findings also indicated that INGOs faced challenges in implementing healthcare programmes in the selected communities. Among otherchallenges, the researchers identified issues such as the poor perception of community members towards the activities of INGOs and language barriers. Part of the researchers' conclusion is that these challenges are real and may have hindered programme communication outcomes and even the overall objectives set out in the programme. Among other recommendations, the researchers suggested that there must be collaboration among critical stakeholders, which includes the target community members and the organisations designing the programmes, to work out the best approaches to communication strategies and programmes that are people-centric.
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