Communication for development is an emerging academy and professionalism whose presence in development practice is more likely to increase aid effectiveness and improve the success rate of development programmes. This article presents the academy and professionalism communication for development (C4D). In particular, it describes the author’s familiarity with C4D and his attempt to raise it into an academy as well as establish it in the field as a profession. He pulls together his experiences in Africa, his authorships and his most recent funding activities in Pakistan to demonstrate how C4D can be an effective role player in the development process.
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