This paper aims at discussing several issues, both theoretical and practical, concerning family communication: theories, roles, rules, conflicts, negotiation. The authors stress the interconnection between the social, economic, psychological and cultural factors which can, through effective communication, lead to good, trust-based relationships within families/at the family level. The Literature review section approaches the concepts of communication and family, while the Case study shows the objectives, activities and outcomes of a program implemented in South Africa and focused on parents’ roles and duties within the family. It tackles issues linked to fatherhood, low literacy, domestic abuse, father absence, unemployment, and a wide array of other social and cultural factors pertaining to the social and economic conditions in this country. The paper also includes some recommendations concerning the adequate and efficient use of certain family communication forms, channels and feedback strategies.