The Ecological Footprint

Transcription

1 The Ecological Footprint Effective Communication for Promoting Understanding & Action A Workshop in Siena June 2006 Kathy Stershic Dialog Research & Communications Dublin, CA, USA kathy@kstershic.com

2 Workshop Outline Introduction to communications and messaging Overview of Ecological Footprint messaging Explanation of Break-out group exercise Break-out group exercise Wrap-up sharing insights and ideas 20 minutes 20 minutes 5 minutes 60 minutes 15 minutes

3 Successful Communication A message is successful only when the sender and receiver perceive it in the same way Environmental or cultural context Sender Message Channel Receiver Response Understanding Adapted from communication model, K. Fowler, Mind Tools

4 Know Your Audience Who is the receiver of your communication? What is their function in the action or the objective you re trying to influence? What is their current understanding of the subject? What are their key concerns? What is your level of credibility and relationship with the audience? When the audience takes action, what benefits will they realize? Remember it s not just what you think or want, it s what your listener perceives and believes!

5 Define Formal Communication Objectives Criteria for successful communication Specific state the intended outcome clearly what do you want to have happen as a result of the communication? Measurable can a form of measurement be applied to your objective? i.e. could someone respond in a certain way, take a certain action Achievable is the desired action actually possible, given circumstances around the communication? Relevant is the objective meaningful to the interests of all parties? Time bound do you know when the objective will be achieved?

6 Tell a Story Situation what is happening? Complication what is the situation causing? Question what question does the complication raise in the mind of the audience? Resolution what can be done to answer the question? Implementation what steps should be taken to implement the resolution? By when?

7 Storyboard Strategy Creation Example Situation Complication Question Resolution Implementation What is happening? The City Council of XYZ City voted to develop a major highway system through its surrounding countryside What is the situation causing? The highway system will affect farming, the pasturing of livestock, and a recreational fishing lake What question does the complication raise in the mind of the audience? How can we develop transportation infrastructure in a way that does not sacrifice local natural resources? What can be done to answer the question? A study of various approaches to transportation systems and highway construction can be undertaken What steps should be taken to implement the resolution? By August 31, 2006, an Ecological Footprint assessment could show us

8 The Power of the Positive Articulate your vision in a way that your target audience understands and that will motivate them. William Jefferson Clinton Speaking at Cisco Systems, San Jose, CA, USA May 2006

9 Expansive Thinking What do we want? vs. What do we want to avoid? Negative visions are limiting Drive fear Building energy becomes preventing energy Convey powerlessness Tied to persistence of threat Positive visions are motivating Drive aspiration Empower Continuing source of learning and growth

10 Keeping the Message Consistent An integrated communications plan Defines organization-wide, long term communication objectives Specifies the communication channels that will be used over time to reach the objectives Incorporates consistent messages tailored for each audience segment that will receive the communication so that they notice, understand and respond to the information

11 Choose the Right Channels to Communicate Blogs Channel Formal presentations / proposals Print materials brochures, white papers, data sheets, briefs Digital content web sites / landing pages, Flash, streaming media Case studies, success stories Press releases, media interviews Good for Interactive dialog with decision-makers highly targeted Raising awareness, providing information more general, static, not interactive Raising awareness, providing information more targeted, dynamic, can be interactive Great for selling your idea or service; provides proof points, highly credible Conveying a very specific message at a given point in time for a specific purpose short, subject to editing New, informal, great for generating buzz / stimulating conversation, frequented by the Media

12 Component Branding Fitting the Ecological Footprint fit into your story Broad / increasing international recognition Credibility, consistency and connection Certification pending

13 Ecological Footprint Messaging Susan Burns Managing Director

14 Insert Susan s slides here

15 Group Exercise Bringing Footprint Messaging into Your Work

16 Wrap Up What did you learn? What ideas will you carry home? Creative suggestions? 1-on-1 consultations during the Conference are available