protecting the environment for future generations effective communications: getting your message...

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!