Population communication services: a global perspective.

Communication support for health and family planning programs is receiving renewed attention. The johns Hopkins University (JHU) Population Communication Services (PCS) project was established in 1982 to respond to the increasing need for communication expertise, to provide a responsive source for advice, and to develop implement the new directions that are necessary to make family planning communication programs more effective. The project extends a range of services to government programs, private family planning associations, and to media that want to improve the content or coverage of family planning communication, JHU/PCS emphasizes the close links between good communication and good management and the need for managers at all levels, from the Minister of Health to the supervisor of grass-roots field workers, to understand the components of a communication program for the 1980s. Principles underlying the project's work include: communication as process rather than product, the audience as participant, linking mass media and interpersonal communication, coordination with and among agencies, training that is specific and relevant, IEC as institution building, use of the private sector, an attempt to recover some of the costs of IEC work, and ongoing evaluation of program activities. IEC activities can be strengthened considerably b a knowledgeable commitment at the top of the decision-making process; constant feedback from intended audiences; and interactions among service delivery personnel, influential community members, and the media. In turn, strong IEC activities can substantially strengthen existing family planning programs.