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Strategic communication

  • Ccourse
  • Bblog
  • Key subject:

    1. a. Why communication often fails

    1. About this Course1. a. Why communication often fails2. b. Understanding your goal and the role of communication3. c. Designing your change strategy4. d. Executing your change strategy5. e. Evaluating your change strategy6. f. Develop your own strategic communication project
Topics:
  • Would you change, just because we ask you to?
  • Neglecting to design a strategy
  • Neglecting stakeholders
  • Misunderstanding target audience behavior
  • Overestimating the power of communication
  • Neglecting barriers for communication

Overestimating the power of communication

Knowing what you need for behavior change

You need to communicate to reach your goal. But most people overestimate the power of communication. Would you change just because we ask you to? Or because we present facts and figures to you? Probably not!

Using other interventions to support communication

Most people overestimate the power of communication. But usually you need other interventions as well to achieve your aim. For instance:

  • Rules controlled by police and government
  • Money to stimulate good behavior
  • Infrastructure for desired behavior

Which role can communication play for your mission? Which supporting interventions do you need?

OUR CASE OF SIMONA: communicating was not enough to change behavior

New camping site

New camping site

Simona and her team communicated for years: leaflets, lectures, publications. But what was needed to change behavior was missing.

Roads needed to be blocked during certain times. Camping places outside Natura 2000 sites were needed. For target audiences it was not attractive or even not possible to do what was asked because no alternatives were available.

If the only place to camp easily is a mountain meadow with a rich biodiversity and people are not willing to give up camping, behavior will only change by providing a new camping site.

Take the quizz and jump to the next topic!

Estimating the power of communication

When might communication alone be sufficient to reach your goal? If your target audience:

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Misunderstanding target audience behavior
> next topic:
Neglecting barriers for communication
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