This discourse discusses communication as a potent sociological tool for rural and agricultural development. It
demystifies the concepts of communication, rural and agricultural development. It high-lights principles of
communication, types of communication, communication barriers and the role of communication in a holistic
and sustainable rural and agricultural development in Benue State, Nigeria. The epilogue concludes by noting
that as long as there is continued imbalance in the diffusion of agricultural information and wrongful targeting of
information, the possibility of harnessing the full potentials of our rural populace towards attaining sustainable
and holistic national, rural and agricultural development will remain problematic and in a limbo and another
political snafu. It is recommended that segmentation of the target audience based on needs, interested
agro-ecological areas should be adopted by senders of agricultural messages; and decentralization of radio, and
television broadcasting in local languages should be encouraged and underscored.