ืJo also identifies three prerequisites that have to be met for effective development communication: human and localized approach to communication rather than one that is abstract and centralized; credibility and role of communication links for development – both media and interpersonal link; and, access to communication. She also suggests several approaches that could be adopted for planning and implementing development communication, adding that they are not mutually exclusive to each other, and could be used in combination: diffusion/extension approach, mass media approach, development support communication approach, instructional approach, integrated approach, localised approach, and planned strategy. We will refer to these approaches during the course of our study. Having said that, however, we have to remember that the bottom line of effective communication will have to be the basic guiding principle of hard work and common sense. Communication is less important than performance. Proper performance is more likely than not to garner sustained public support, and that is critical to the success of development activities.