People own what they create
Participation and communication can be considered as sister cities and form what is actually required for the transformation; participatory communication.
Transformation only happens when the people who do the work do the change. Participatory communication requires a shift in focus from communication as a dissemination tool to inform and persuade people – to a focus on communication as an empowerment tool to collectively drive and own the change.
Remember that true communication is always a conversation.