Formulating strategy for integrated development.

A review group at the Integrated Communication Conference considered strategies for integrated communication in rural development. The group considered strategy needs on a global scale and at national and regional levels. There are some basic conditions that need to exist or be brought into being before strategy for carrying on an integrated program can be fully effective. Group and individual goals must be clarified so that overall direction of change and the desired end product are known. Rules must be clearly defined for each individual worker in the development process. Clearly defined goals and roles should be disseminated throughout the structure so that each individual knows where his/her colleagues intend to go and how they plan to get there. Heterogeneity and practical experience should be emphasized in training in order to increase empathy. Incentives for generalization are needed in order to break down professional barriers and lack of cooperation. Cross training can help achieve generalization and cooperation. Leadership commitment to the concept of integration is necessary so that staff who try to carry out broadened and cooperative activities will be rewarded rather than discouraged or punished. Information overload is another implication of integrated development programs. Strategies for achieving integrated development include: assembling information; inventory of existing programs; collection of new data; social invention; compilation; disseminating ideas; decision making; implementation and experimentation; and maintenance evaluation and feedback. For beginning a new integrated development program or for integrating already existing activities the experience of successful programs offers valuable guidance. This is particualrly the case if the new program is one where future expansion or repeatability is contemplated. Some of the rural development projects reviewed are examples of expanded versions of programs which began on a pilot basis or are intended for subsequent expansion. There is a wide range in which repeatability may occur.