Introduction
Public opinion polls, whose sponsors do not necessarily explain their motives or the way they will use information, as well as the abundant media messages interpretation based on them seem to encompass three general areas of interest i.e general exploration of the influence of public opinion in the decision-making process; measurements of public trust and public reactions to decisions making process. Opinion leaders are activists that serves as public watchdogs and whistle blowers, attempting to understand all the actions of every form of government and acting in the name of the people, all government must be accountable to oversight and transparency. (Roth, 2001).
According to Israel and Wilson (2006), developing an understanding of extension sources and channels of information by the people to obtain information is a pre-requisite for efficient educational programme not only on personal lives people but on every aspect of their live including, political, economic and government responsibilities because messages that go unheard or unseen cannot lead to any change in the society.
In a very concise way, development communication is the application of different processes to enrich audience understanding of the event around them. In other words, development communication is the use of the principle and practice of communication to exchange ideas in order to fulfill development objectives. This calls for a point where media should stop thinking for the people in a patron audience form but should start thinking with them to meet their needs and wants to succeed (Nwosu, 1990).
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