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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
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  • Neglecting barriers for communication

Would you change, just because we ask you to?

Using your resources smart to maximize your results

You want to conserve nature, protect a park or stimulate green behavior. Your money, time and energy are limited. How can you maximize the results of your communication efforts?

Preventing  failing communication

People often use communication to change behavior for sustainable development. But over and over again, communication fails to affect behavior. Even worse, in some cases conflicts increase. Groups involved grow hostile. How can you prevent resistance to change?

  • By understanding how communication works.
  • By knowing the causes of failing communication.
  • By using available knowledge and tools to develop your communication strategy.

OUR CASE OF SIMONA: Conflicts and nature damage are the results of years of communication Boč is a beautiful nature park in Slovenia. Rare plants grow on the mountain meadows. The most typical of them is the Pulsatilla grandis. It flowers in early spring.

For years, park manager Simona complains about the damage caused by visitors to the biodiversity of the park. She communicates and communicates. About the value of the nature in the park and about the need to protect it. With schools, universities, people from the village, with visitors of the park, with hunters and mountaineers. She makes leaflets and publications. She lectures and gives speeches.

All in vain.

It is hopeless, she sees no improvement at all. Even worse, conflicts develop between the groups involved.

Which first step would you take to help Simona preserve natural parc Boč?

Knowing the five main reasons why communication often fails

1. Neglecting to design a strategy

B What is strategy? Strategy is not a plan to implement. Strategy is a three-fold skill set you learn along the road towards desired results. How do you learn these skills? By... > Go to the full blog article.

If you do not consciously force yourself to be strategic, you won’t be. It is not strategic to set unrealistic goals. It is strategic to have a clear picture of where you want to go and how to get there. We often fail to analyze what we want to achieve, how to achieve that most effectively and break it down in doable steps. The result is we take the wrong actions at the wrong time in the wrong place. Obviously, this can be disastrous.

2. Neglecting stakeholders

Environmental problems are often complex. There are many stakeholders involved. Local communities, the government, transport, tourism, agriculture. Each group has its own agenda. Their views differ. They talk in different languages. To reach your aims, you need to involve the stakeholders of your projects and make your actions part of their agenda!

3. Misunderstanding behavior

Current behavior has advantages for people. New behavior often requires the breaking of habits. Many actions are not rational but driven by emotions. In that case, information is ineffective. Would you change, just because we ask you to? Or because we present you facts and figures? Probably not!

4. Overestimating communication power

We are social beings. Peer pressure is a strong cause for behavior. What do my friends think when they see me bicycling instead of driving? Infrastructure, rules and legislation, costs and benefits: these are other factors influencing behavior.

CHECKLIST

To communicate effectively, you need to:

  • Develop a strategy
  • Understand target audiences & stakeholders
  • Know communication barriers
  • Estimate the power of communication
  • Combine communication with other interventions
  • Team up with stakeholders

5. Neglecting barriers for communication

Imagine you tell a hunter in a nature park how important it is to protect it. Did he listen to you? Or was he thinking about his marriage problems while you were talking? If the hunter listened, did he understand you? Did he agree with you? And is he willing to stop hunting the way he always hunts, the way his father and grandfather hunted? Knowing the barriers for communication in your situation is crucial!

Remember the last time you saw communication fail. What was the reason communication failed? What would you do different?

Failing communication

What is the most common reason why communication fails?

> next topic:
Neglecting to design a strategy
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