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This paper will examine ways in which states, NGOs and other state and non-state actors have approached issues relating to "peace" or conflict avoidance in establishing their international initiatives, particularly in international broadcasting (and its social media sequelae). Foundation Hirondelle and its peace broadcasting initiatives in Africa will be one case study. In addition, the paper will look at the work of Hivos. In prior work, I have examined how strategic communicators use force, negotiation, subsidy and law to affect the mix of images and messages; here too, subsidy and negotiation (as between India and Pakistan or Israel and the Palestinian Authority or between Qatar and other parts of the Arab World, are relevant.