Communications

From ClimateNetworkWiki

This page is part of the Toolbox Section of the Knowledge Base

When trying to create change, sometimes how you say something is more important than what you say! There are many easy and effective tools, strategies and approaches to communication that can foster change in attitudes, behaviour and decision-making at the personal, institutional, community and governmental level.

1 Internal vs External Communications
2 Developing an Effective Communication Strategy
3 Integrated Marketing Communications
4 Promotion Techniques
5 Media Relations and Publicity

Internal vs External Communications

Developing an Effective Communication Strategy

Doug Mackenzie Mohr wrote a book on Fostering Sustainable Behaviour through Community-Based Social Marketing, a process he has developed to help people create more effective communication strategies. As an environmental psychologist, he has conducted research for the past 20 years showing that some basic assumptions many of us have about how to create behavioural change are seriously flawed, and explain why despite many agencies and NGOs spending a lot of time, money and effort trying to create change for the past 40 years, we still face many of the same challenges identified in the 1960's. He also has a great interactive website (which is being revamped for January 2008) and offers seminars throughout North America and Australia.

Integrated Marketing Communications

An | Integrated Marketing Communication Plan] is one way of looking at developing a holistic communications plan for your organization. Check out this modified version that is under development for the Campus Climate Network Communication Strategy. This is a type of External Communications

Promotion Techniques

Getting people to attend and participate are usually staples of a good event. The key to getting people in the seats is Promotion. Promotion can be separated into two categories: promotional materials you do yourself (posters, flyers, facebook groups, word of mouth) and earned media (which is anytime you get covered by the news media). This section looks at them both.

Poster, Flyers, and banners
Hand billing and Word of Mouth: is by far the best way to get people to your event. Don’t be afraid to go up to random strangers and tell then about what you are doing and why it is so awesome.
Tabling: This is a great way to talk to students, especially if you are selling tickets, or signing a petition. TIP: If you are tabling try not to sit down. You look much more approachable standing up.

Media Relations and Publicity

Getting some free publicity from the media is a great way to raising the profile of your organization. However working with the media can be difficult and sometimes challenging. For all your local events and media relations, you may wish to designate a specific member of your group as your Media Relations Person. This ensures that messaging stays consistent and professional.