Monograph Series - 81 Human Communication in Transitional Period of BRAC Education Programme Exploring the Scopes and Challenges



Human communications between and among BRAC staff working at various levels and communities they are working in is an important aspect. It seems to be more important for BRAC Education Programme (BEP) when they started the process of transformation from a philanthropic mode to a cost recovery model. This study, therefore, looked at the communication process of BEP after the introduction of cost recovery mode. Following a qualitative approach, information collection started in the head office under process documentation exercise and continued for a couple of months. The staffs of various components of BEP working at field offices were interviewed and discussion was made with the club members of Adolescent Development Programme (ADP) and with their parents separately. Findings reveal that communication for staffs mostly were taking place of two types– written (circular, e-mails) and verbal (phone calls, meetings, seminars, workshops). Staffs were communicating among themselves and with the communities the context of takings fees and were trying to convince them why they should pay part of the operation cost to have quality education for their children. Doing so, some staffs showed a lack of confidence and were ending up providing vague information to the communities about their products and services. Lack of immediate response from line managers to problems communicated by the front line staffs were also reported. It was recommended that there should have tangible efforts to energize the field staffs followed by customized training to improve their marketing skills. Monitoring and follow up of communication activities at communities and particularly with the government officials need to be strengthened to ensure that the staffs are doing enough to popularize the new packages and initiatives. Finally, an environment should be created so that the staffs at all levels feel supported in this process of transition.

Related information

  • Writer Name: Tanjeeba Chowdhury, Utpal Mallick
  • Published Date: Sunday, 18 November 2018
  • Country: Bangladesh