Development of communication and public involvement plan
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1 Development of communication and public involvement plan Nadja Železnik ARAO, Slovenia International training event on Interaction between technical and social aspects for waste disposal programmes July 2011, Istanbul Turkey
2 Content - elements Determine Goal Identify and Profile Audience Develop Messages Select Communication Channels Choose Activities and Materials Establish Partnerships Implement the Plan Evaluate and Make Mid-Course Corrections
3 Corner stones of Communications plan Know the initial conditions, climate in the society, etc. Identify your goals Identify and profile your audience (stakeholders, target groups) Develop messages Select communication channels Choose tools (activities, materials) Establish partnerships and alliances Implement the plan Evaluate Modify according to a feedback and make mid-course corrections Good preparation is 90 % of your success
4 Goals Determine starting point and starting conditions. Identify Short-term goals, mid-term goals and long-term goals. Before setting the goals, answer the questions: What issue is most important right now? Who is most affected by the issue stated above? Who makes decisions about the issue? How will you evaluate whether the goal has been achieved? (What change would you be able to observe?) What tangible outcomes would you like to achieve through your communications effort? How will you know you are achieving your goals? Well defined goal is key to any good communications plan.
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6 Identify and Profile Audience Examples of target groups: politicians, media, local citizens, local representatives, opinion leaders, pressure groups, cross-border countries, employees, scientists and specialists, young people For each target group specify: knowledge, attitudes, behavior and starting position for communication with them. What of it must be changed in order to meet your goal? Identify who could be your allies or partner in communication. For each target group describe: what you know about this audience s knowledge, attitudes and behaviors as they relate to your issue. What are the barriers to this audience fully supporting or participating in reaching your goal? What are the benefits if they do? What are the characteristics of this audience? How do they spend their time? What is their gender, ethnicity and income level? How have they been educated? What are the language considerations? What or who are they influenced by? What makes new information credible for them? What or who could motivate change or action?
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8 Identifying stakeholders who makes decisions who is influential who will be affected who can promote a decision who can obstruct a decision who can help, be in alliance with you...continually review your list Make matrix: stakeholder key concern key message commun. tool commun. channel who can help A B C
9 What to remember before stakeholder involvement planning An effective stakeholder involvement programme is not necessarily to gain consensus. To explain of what decisions are required and how stakeholders can influence them (= necessary for decision makers). Each stakeholder group need specific information, has specific expectations. Ensure, that stakeholders are given all information they need, told where information is lacking, provided with the indication of next steps. All those who wish to take part in the process have an opportunity to express their views and have access to information.
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11 Messages Your messages are closely tied to your goal and objectives. They deliver important information about the issue and compel the targeted audience to think, feel, or act. The different messages can: Show the importance, urgency, or magnitude of the issue Show the relevance of the issue Put a face on the issue Be tied to specific values, beliefs, or interests of the audience Reflect an understanding of what would motivate the audience to think, feel, or act Be culturally relevant and sensitive Be Memorable (like Sound Bites in advertisements) If you have more messages, keep them consistent in content and in look.
12 Messages Develop sets of talking points that become the basis for printed or audio materials, fact sheets, articles, etc., and that members of your team will use in making presentations, leading discussions etc. Considerations for Message Construction The target group must first receive information, then understand it, believe it, agree with it, and then act upon it. Factors that help determine public acceptance: Clarity (message must be clear and simple) Consistency (must be understandable, believable, consistent with previous one) Tone and appeal, the image of the message Credibility (use supporting data, evidence, stories) Stakeholders needs ( why does the key promise outweigh the obstacles? Main points
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14 How to create message Taylored for stakeholders Consistent with your goals and objectives Message delivers the information about the issue No more than one or two key points covered in your messages. Messages need to be focused on a topic, consistent with your previous messages in content and look, and based on your communication strategy. Prior to final production, messages should be pretested with the target audiences to assure public understanding!
15 How to create messages Before creating messages answer the questions first: What are the barriers and benefits to your audience thinking, feeling, or acting on your issue? What change in attitude (the way they feel about the issue) do you want to motivate in your audience to meet your goal? What change in the behavior (day-to-day actions) of your audience do you want to achieve? Now, based on what you know about your audience needs to hear in order to think, feel or act, what are the three most compelling sentences you could use to motivate the audience? These three sentences are your messages.
16 The public must first receive information, then understand it, believe it, agree with it, and then act upon it. 1. Start with a conclusion. 2. Use supporting data, evidence, stories. E. g.: Why is what you are promising beneficial to the audience? Why does the key promise outweigh the obstacles? 3. Imagine the meaning of the message for the people that you are trying to address. E. g.: What do I want the target audience to do after they hear/watch the message?"
17 Change in wording helps to change perception measures against pollution for clean environment less harmful more healthy fight against opponents help them better understand
18 Tips on Nuclear Messaging Have a clear idea of the message you want to convey Be quite sure about what you do NOT want to say Give clear, concise, brief answers. Use simple language. Do not feel forced to answer everything. There are thousands of correct answers to the same question. Discuss the most important issues first. Have a positive message and attitude. Let them feel the passion for what you do and say. Keep a cooperative attitude, be ready to help and explain if something is not understood. Offer support material.
19 Change of message not Everything goes well, believe us." but "Benefits of planned solution are these, risks are such, and here is how it compares with other options. Now you have to decide."
20 Communication is seeing something through the public s eye You tell the story, but you do not interpret it! If communication goes wrong, don t blame the public, the media or the politicians (you may be right, but) you can t change that. You can only change your communication. Try to think like the person receiving your information (message). If we know something, we find it hard to imagine what is it like not to know it. If we are experts, or work closely with experts, we see a different picture from the one everybody else sees (you cannot turn the citizen or the policymaker into mini-expert). Communicate not only what the technology can deliver but first of all give good vision and the right interpretation of the stakeholders needs: material, economic, social, psychological and moral.
21 If you want to sell flour, do not talk about a flour but show a bread, cake
22 Communication Channels TV and Radio stations, Newspapers (press conferences, press releases) Web and other electronic media Facebook, YouTube, Twitter City government offices Schools, colleges, training centers Libraries and Literature Racks, cinemas Recreation centers, Supermarkets Community non-profit offices Information centers Answering some key questions will help you in identifying the most effective channels for reaching your audiences: Where or from whom does this audience get its information? Who do they find credible? Where does this audience spend most of its time? Where are they most likely to give you their attention?
23 Most important: The medium is message. It is not so important WHAT is said, but WHO does it say
24 Do not underestimate the power of pictures
25 Is it corrosion of reactor lid or Boric Acid crystals? Thank you for your attention.
26 Communication Tools Direct interaction interviews, debates, round tables Excursions, trips to similar nuclear sites or installations abroad Websites, microsites Films, videos Brochures, leaflets Educational programmes Activities
27 Materials You should consider: Appropriateness to audience, goal, and message Relevance to desired outcomes Timing (when we will need it, how long will take the preparation Costs/Resources who will prepare it Climate of community toward the issue/activity Cultural appropriateness Environment and geographic considerations The form: Prepared by company or by state, Corporate or independent, Printed or electronic, Quality of paper, Free of charge, free download or for sale. What is important: Pictures, images, photos one picture is more than 100 words! Preliminary testing on small group, evaluation and corrections To give background or details? Keep it as simple as possible Popularize, be interesting, be entertaining Give examples, comparisons = be understandable Give sources, stimulate people to think and search more information Hire psychologist for help!
28 Activities Public debates Individual discussions Presentations in town halls Press conferences Radio or TV talks or call-in shows Press trips Conferences Communication Face to face Open door days Speeches Information Fair Excursions Video presentations Web pages Promotional activities and giveaways
29 Establish Partnerships Groups, organizations, or businesses may exist that would aid you in reaching your goal by providing funds, expertise, support, or other resources. Make the proposal of mutual benefits Make your community partners part of your team. South Bohemian Dads
30 Examples of alliances Consider different types of groups economic, political, environmental, civic, educational Identify them: Pro-nuclear organizations, Suppliers of materials necessary for remediation works Doctors from Nuclear Medicine Depts., Employees of company (organization) and suppliers Emergency planning officials Business community Educators (via classroom materials, competitions) National science museum Women s association
31 Implement the Plan Use the following steps to determine time, budget and staffing needs: 1. List all activities 2. Under each activity, outline the steps, in order, that will lead to its completion 3. Assign a budget estimate to each step 4. Assign a staffing needs estimate to each step 5. Working backwards from the activity completion point, assign a date for each step in the activity. Control and check all steps.
32 Evaluate For each step, of the programme define: were the objectives met? Did desired changes result? What went well, why? What did not went well, why? How can the programme be improved? How can (or have to) next steps be modified What lessons were there to be learned? Whom to share lessons learned with?
33 Evaluate Specify times to take stock of progress in completing communications plan. Verify the efficiency and the progress. Determine strengths and weaknesses. Identify obstacles and make plan how to cope with them. Create and implement new approaches for success. Consult with communications technical assistance advisors. Evaluate feedback. Make and keep documentation. never ending story. try it again and again.
34 Summary Types of strategy: Decide - Announce Defend Engage Interact Cooperate Public expectations regarding communication have significantly increased during the last years. Public involvement is crucial for developing trust and confidence. Without it the progress is difficult. Opportunities for dialogue can serve as a basis for positive communication.
35 Thank you for your attention
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