A Responsibility, Not a Choice
Each channel of communication requires careful consideration in light of context; face-to-face can be effective but resource intensive, while mass communication tools reach larger geographic areas at the touch of a button.This document highlights the work that needs to be undertaken internally within the Red Cross Red Crescent to mainstream this approach; including experimenting,training, strengthening and building on already established two-way communication mechanisms. To realize this crucial approach existing systems and processes will also need to reflect how two-way communication can be achieved in the response, recovery and developmental phases of programming. Prepositioning approaches with National Society partners, identifying and establishing preferred communication channels within country context and introducing two way mechanisms and tools to effectively respond is critical.
