Almost commonly understood vision of the long-term

Almost all effective communications
strategies are based on communication theories and models that explain or
represent the behavior and social change processes.  A theory is a set of interrelated concepts and constructs
that present a systematic view of relationships between variables in order to
explain or predict outcomes, and are generalizable across populations. Modern
communications strategies often include conceptual framework to analyze the
various factors that affect implementations of communications strategy. Models
are a subclass of theory that represents (but
does not explain)behaviour and social change processes.  Theories of change are a necessary
foundation for any intervention or programme because they create a commonly
understood vision of the long-term goals, how they will be reached, and what
will be used to measure progress along the way.  These theories are the basis of strategic planning,
continuous programme-level decision-making, and evaluation.