Communicators need to go where the audience can already be found.
Community radio is popular in Afghanistan. WhatsApp is popular in Nigeria. Memes trend in Ukraine. Something else, somewhere else. Communications continue to evolve worldwide, but the information environment changes in each country in its own time.
A helpful source for free data is the 200+ country reports from Datareportal with We Are Social and Kepios that provide insight into mobile use, social media, and mainstream media. The longer reports are available at the end of the country page as a link on their Slideshare site.
Many communications offices have application overload, but when it comes to tools to reach audiences, go where the crowd already is and worry less about what is new.