The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative

After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. 

Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com. 

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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Know Your Audience: A Practical Guide to Media Research

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Author

  • Dennis List
Written by Dennis List, founder of Audience Dialogue, this book is written primarily for media people in developing countries, and small communications-related organisations in the developed world. According to the author, in order to help readers whose first language is not English, the book is written in a clear, simple style, avoiding slang and academic jargon.

All chapters of the book are available on the website. Most chapters are late drafts of the 2002 edition of the book, plus a few corrections and updates. The printed version is very similar, but includes some corrections, and has a more detailed coverage of some topics.

Table of Contents
Chapter 1: Planning
Chapter 2: Sampling
Chapter 3: Questionnaires
Chapter 4: Fieldwork
Chapter 5: Analysis
Chapter 6: Reporting the findings
Chapter 7: Telephone surveys
Chapter 8: Mail surveys
Chapter 9: Visitor surveys
Chapter 10: In-depth interviewing
Chapter 11: Group discussions
Chapter 12: Monitoring and response cultivation
Chapter 13: Observation
Chapter 14: Co-discovery conferences
Chapter 15: Internet audience research
Chapter 16: Content analysis
Chapter 17: Using research well

Publishers

Languages
English
Number of Pages
312
Source

Audience Dialogue website