How to improve communication with rural communities? Insights from the OECD
- Rural Pact
- Rural Revitalisation Platform
- Stronger Rural Areas
- Connected rural areas
- Resilient rural areas
- Prosperous rural areas
Communication plays an important role in shaping how policies, programmes and initiatives are understood by rural communities. Between March and April 2026, the OECD explored this topic through a three-part Rural Principles Series on rural communication.
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Video recordings from all workshops are available online.
The event series examined common communication challenges, examples of good practice and approaches to measuring communication effectiveness, offering practical insights for policymakers, public authorities, rural organisations and other stakeholders.
Where communication breaks down
Communication challenges often arise not because information is unavailable, but because messages are not received, understood or trusted in the same way by different audiences. The event explored factors that can contribute to communication breakdowns in rural contexts, including differences in perspectives, expectations, language and access to information. It reflected on the importance of understanding rural realities and ensuring that communication approaches are adapted to local contexts.
Examples discussed highlighted the importance of using communication channels that reflect local realities, combining digital and offline approaches where appropriate, and working through trusted local actors and communication networks already established in rural communities.
What is good practice
Good communication goes beyond sharing information. The second event in the series explored examples of communication approaches used in different countries and contexts, highlighting the importance of clear messaging, audience awareness, dialogue and trust building. Showcased examples illustrated how communication can support engagement with rural communities and help connect policy objectives with local realities.
Examples highlighted the value of using plain language, telling human stories rather than focusing on institutions, and working through trusted local messengers and communication channels to build engagement over time.
Measuring communication effectiveness
Understanding whether communication is working is an increasingly important challenge. The final event in the series explored how organisations can assess the effectiveness of communication activities and move beyond simple output indicators. Discussions considered how communication can be evaluated in terms of reach, understanding, engagement and its contribution to informing decisions and supporting action.
Explore the OECD resources on rural communication
Resources available online include video recordings of:
Explore the materials for a range of practical insights, examples and reflections from experts and practitioners working on communication with rural communities.