By David Loquercio

Aid organisations cannot be accountable unless they demonstrate a genuine interest in what communities have to say about their situation, their needs, their capacities, their culture, and their preferences. This is why communication with communities is such an important building block of the HAP Standard and the core subject of the new joint IOM-HAP publication "Communicating with Communities: A Case Study and Guide from Pakistan and Elsewhere."

When we say “communications” we are not talking about “public relations” or finding the most effective way to “get a message across”. Of course, we want these messages to be relayed in the best way possible. But even that needs to be based on an honest, equal dialogue with those we aim to communicate with. What information is needed? What are the communication channels people trust and use? Are there preferences based on gender, age or other criteria? What are the languages used in different areas or by different groups? Any effective communication strategy needs to be context- specific and validated locally.

As aid organisations, we have a responsibility – some would say an obligation – to transparently share information about our identity, our programmes, and our commitments with communities and authorities. In the HAP Standard, accountability relies not just on information sharing but also on setting commitments, codes of conduct, participative approaches, complaints handling systems and a learning strategy. Communication cuts across all of this. For example, if commitments or the criteria and opportunities to participate in decision-making processes are not appropriately disseminated, how can they be meaningfully applied? 

We not only have a responsibility to listen, but also to respond and improve programmes to make them more relevant, effective and sustainable. Listening is important, but how we act upon what we are told defines whether people will keep talking to us. 

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David Loquercio is the Head of Policy and External Relations of Humanitarian Accountability Partnership (HAP)