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For emergent economies such as Nigeria and much of Africa, development has become not just a
central foundation but also the realpolitik of democratic governance; to the extent that scholars
have described development as a ‘civil religion’ and a ‘battle cry’ of nations. In the context of the
global development trajectory, Communication has been demonstrated to play an integral part in
the process and pursuit of development generally. What is empirically unclear is the extent to which
actors within the economic sector apply communication towards achieving the vision of sustainable
development. The findings suggest that Communication is an integral part of development and
sustainability that play significant managerial and technician roles although there is more
concentration on the technician role. Some managerial roles identified were advising and
reputation management. Some technician roles identified were public information and education,
issuing strategic press releases, organizing summits and conferences, research, monitoring and
evaluation. Nature of communicating sustainable development initiatives was mainly instrumental
although expert were making strides to incorporate participatory forms by engaging in door- to-
door campaigns where direct feedback and support of the public can be obtained and sustained.
There communication is a fundamental means of address coordination challenges by having
external and internal coordination of understanding, which could be achieve only through means
of communication.
