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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/2110

Title: Behavioural Change Communication Strategies his for Enhanced Corporate Communications and Sustainable Development in Nigeria
Authors: Ashiekpe, James A.
Issue Date: 2012
Publisher: Journal of Contemporary Communication
Series/Report no.: Vol. 1;No. 1; Pp 1 -19
Abstract: Behavioural Change Communication strategies were appraised with regards to the implications for enhanced corporate communications and sustainable development in Nigeria. Hinged on evidence- based assumptions, it was observed that behavioural change communication emerged to bridge the misapplication of communication in engendering attitudinal and behavioural changes in support of development interventions. Behavioural change communication principles as noted recognise development as a process of corroborative efforts through the use of effective communication to promote positive behaviour that will provide an enabling and supportive environment for sustainable development. This work is anchored on the theory of reasoned action, with the social network and social support theory discussed as a supporting theory. Based on the strategies analysed, we conclude that with eflorts to build trust and confidence, by providing the supportive environment for change through strategic behavioural change communication, the desired healthy habits and behaviours would be engendered to enhance corporate communications in support of sustainable development interventions and programmes. Thus, a radical rethinking concerning the conceptualisation and initiation of development programmes with respect to policy formulation, implementation and monitoring in Nigeria is advocated. This is because experience have shown that behavioural change communication is often a missing link or not taken into consideration as a core element in the planning and implementation of development programmes, thus lending the programmes susceptible to the prevailing attitudes and behaviours that may be unhealthy for their sustenance.
URI: http://hdl.handle.net/123456789/2110
Appears in Collections:Mass Communication

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