Looking beyond organisational approaches to advance communication practice : an examination of development projects in India

Organisation-centric approaches in development communication and public relations that privilege the organisation can restrict communication to organisational mandates and goals. Organisation-centric approaches can reflect a modernist view of development or communication and have been critiqued for favouring technocratic development rather than serving marginalised groups. Currently, scholars in development communication and public relations place greater emphasis on publics or community participation and the processual nature of communication to overcome adverse organisational influence and propose better solutions. This article recognises theoretical advances in development communication and public relations and adopts the Collaborative Communication Approach, integrating current concepts from these two fields. The Collaborative Communication Approach facilitates an examination of communication in development in relation to five elements of power, context, participation, agency, and profession. This article shows how the five elements prove useful in addressing communication challenges in development through primary research and offers eight distinct categories to advance practice.