protecting the environment for future generations effective communications: getting your message...
TRANSCRIPT
Protecting the Environment for Future Generations
Effective Communications:
Getting Your Message Across
Angie Timmons
Environmental Educator,Hennepin County
Communication Process
http://media.socialchange.net.au/
Communication Process
MindTools.com
7 steps to social change
http://media.socialchange.net.au/
Communication Planning
Analyze your target audience
Define your key message
Identify your tactics
Deliver communication
Measure results
Analyze your target audience and define your message
Ask the 5-WsWho are we talking to?
What do they know now?
What do we want them to know?
What do you want them to do?
Why would they do that?
Creative Strategies in Marketing
Doug Wilhide, University of St. Thomas
Delivering the message
Only after you have analyzed your audience and defined your key message and action, you identify your tactics for delivering the message.
Identify your tactics
One-way communicationWebsiteE-mailNewsletter
articleAdvertisementFlyerAnnouncement
Two-way communicationBlogPresentationStaffing a boothActivitiesDiscussions
Develop your plan
Questions to ask:Is this a good way to reach this audience
with this message?
What is the timeframe?
Is it in my budget?
Can I measure the results?
Write it down and assign tasks
General Tips
Capture their attention Interesting or thought provoking
statements
Use vivid images and words
Make it vivid
In 2008, the Twin Cities metro area generated 3,390,582 tons of municipal solid waste.
Make it vivid
The Twin Cities metro areamakes enough waste to fill the Metrodome 11 times a year!
The power of an image
The Twin Cities metro areamakes enough waste to fill the Metrodome 11 times a year!
General Tips
Use a credible source The more credible the source is viewed,
the more likely the message will influence.
General Tips
Make your message specific Describe action to be taken in clear,
straightforward steps.
General Tips
Make it easy to remember
Easy to remember example
Recycle boxboard. Don’t recycle refrigerated or frozen food boxes.
vs.
If the box is stored in the cupboard it’s recyclable, if it goes in the fridge or freezer it’s not.
General Tips
Make it personalImpact of individual
Community goal
Deliver messages one-on-one when possible
General Tips
Model the behaviorUse pictures of desired action
Use personal stories
Recap
Know your audience
Stick to one message
Use the best tactics to deliver the message
Don’t forget to measure it!