Dr. Daniel Odoom, a Development Communication Specialist, has underscored the necessity for Ghana to realign its development strategies to prioritize development communication as a crucial element for the nation’s socio-economic transformation.
In an interview with the Daily Statesman, Dr. Odoom, who serves as a Senior Lecturer and Dean of the Faculty of Integrated Communication Sciences at the University of Media, Arts and Communication (UniMAC), asserted that communication strategies should underpin development efforts across all sectors, promoting sustainable progress.
He argued that effective development communication is essential for bridging the gap between the wealthy and the underprivileged, fostering public support for development policies, and empowering citizens and local communities to actively participate in the nation’s development.
Dr. Odoom emphasized that development is inherently communicative. He noted that without adopting a development communication approach, Ghana would struggle to address critical challenges in health, education, governance, agriculture, and the environment. He stressed the importance of communication models that engage communities in meaningful ways, moving beyond mere rhetoric.
Foundation for Progress
Dr. Odoom explained that development communication encompasses a variety of forms, approaches, and techniques aimed at facilitating improvement. He highlighted its vital role in fostering change and sustainable socio-economic development, with active community involvement.
“Development communication is about engaging people on issues that matter to them,” he said. “It empowers communities to take ownership of their development, raises awareness about pressing issues, and ensures that national policies reflect the priorities and needs of all citizens.”
He lamented that much of Ghana’s communication, particularly in politics and media, tends to focus on sensationalism rather than fostering meaningful dialogue to advance development. “We have numerous platforms for educating the public, yet they often devolve into political mudslinging and trivial entertainment,” he remarked.
Dr. Odoom asserted that for Ghana to achieve the Sustainable Development Goals (SDGs) and promote prosperity for all its citizens, communication efforts must be strategically aligned with development objectives. “The way we value and utilize communication in our development will determine our progress as a nation,” he concluded.
Key Development Issues
Dr. Odoom identified several areas where development communication could significantly impact Ghana. He advocated for enhanced public health awareness campaigns and crisis management strategies through participatory communication.
Drawing from the COVID-19 pandemic, he noted the critical role of communication in raising awareness about safety protocols and vaccination efforts. “If we seriously apply development communication strategies to other health issues—such as malaria, maternal care, and nutrition—we could witness transformative changes,” he said.
In the realm of education, he stressed the importance of communication in improving literacy rates and access to quality education, particularly in rural areas. He called on the government to invest in development communication strategies that engage stakeholders effectively, enabling parents, teachers, and community leaders to promote education for all.
“We need to cultivate a culture where communities take ownership of their educational development, which can only happen through effective communication that respects their specific needs and cultural contexts,” he emphasized.
Environmental Sustainability
Dr. Odoom also highlighted environmental sustainability as a critical area for development communication. He suggested that government campaigns aimed at combating illegal mining and deforestation could be more effective if they included strategies to engage affected communities. “It’s essential for people to understand that protecting our natural resources benefits not just the government but also them and future generations,” he said.
He further explained that addressing illegal mining requires a collective effort from political actors, traditional leaders, and the citizenry. “Ghana can effectively combat galamsey by incorporating development communication methodologies that unite stakeholders around common solutions,” he noted.
Democratic Governance
Dr. Odoom extended his advocacy to democratic governance, emphasizing that development communication principles are vital for enhancing transparency, accountability, and citizen participation. “Effective communication ensures that citizens are informed and able to engage with their leaders on critical issues, building trust between the government and the populace,” he stated.
He called on the Ghanaian media to shift its focus from sensational coverage to reporting on development issues that significantly impact citizens’ lives. “Journalists should prioritize content that helps citizens understand their roles in public policy formulation, implementation, and evaluation,” he urged.
National Action
To harness the potential of development communication, Dr. Odoom called on both public and private stakeholders to invest in communication infrastructure and training, advocating for the training of more development communication professionals. He invited interested individuals to explore programs in development communication at UniMAC.
“We must train more professionals and create platforms where they can thrive. Without the right skills and tools, our communication efforts will continue to fall short of what is necessary for national development,” he said.
Empowering Citizens
Dr. Odoom believes that placing development communication at the center of national dialogue can empower citizens to take charge of the country’s development. He urged government ministries, NGOs, and development partners to collaborate with UniMAC to establish a national development communication policy framework.
“UniMAC is prepared to lead the development of a comprehensive policy framework to reshape the development narrative in Ghana,” he assured.
“We have the resources, talent, and potential. What we need is a conscious shift toward communication strategies that foster social change and inclusivity, building a Ghana that works for everyone,” he concluded.
He also urged the youth to resist being used as instruments of division during the upcoming elections and called on the Electoral Commission to ensure free, fair, and transparent elections to strengthen Ghana’s democracy.
Story By Bright Philip Donkor
