An effective response to global environmental challenges requires analysis of communication
patterns, processes and approaches. In addition, improving communication through emerging information and communication technologies (ICT) also must be explored.
Understanding recipients’ perception of the innovations used in information diffusion is
also necessary. This study, using a sample of 120 subjects, examined attitudes of leaders of
community-based natural resources organizations toward two approaches used in public
instructional communication in the Okavango Delta, Botswana. The quasi-experimental study also explored the effect of demographic variables on subjects’ attitudes. The results
demonstrated more favorable attitudes toward the visualized method than the traditional
verbal method, suggesting subjects’ preference and acceptance for the visualized public
instructional communication approaches. Results also indicated a differential effect of age on attitude toward methods of communication. The results of the study highlight the
importance for practitioners to use integrated communication approaches in the public sphere. Suggestions for future research are offered.