This paper argues that communication's contribution to achieving good governance outcomes lies primarily in the area of influence. Through effective use of communication mechanisms, reformers can influence opinion, atttitude, and behavior change among stakeholders toward supporting governance reform objectives. An understanding of communication processes can help reveal the source, message, audience, and contextual factors involved in bringing about positive change. Findings from applied research in political communication provide us with plausible explanations for how communication influence mechanisms contribute to good governance outcomes. The overarching goal of this paper is to identify and elaboration on some of the linkages among the following: reform objectives; communication influence mechanisms; opinion, attitude and behavior change; and good governance outcomes.
Technical Brief on Communication and Governance, 10 pp.