Secrets of Effective Communication Or . . . How You Can Change the - - PowerPoint PPT Presentation

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Secrets of Effective Communication Or . . . How You Can Change the - - PowerPoint PPT Presentation

Apr 14, 2023 168 likes •518 views

Secrets of Effective Communication Or . . . How You Can Change the World in 10 Simple Steps Prepared and presented by Nigel Sizer Ph.D. Director, Global Forests Initiative World Resources Institute 1 10 Steps to Impact INSTITUTION PROJECT

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Secrets of Effective Communication

Or . . . How You Can Change the World in 10 Simple Steps

Prepared and presented by Nigel Sizer Ph.D. Director, Global Forests Initiative World Resources Institute

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10 Steps to Impact

INSTITUTION

  • Want to do it, why

should we bother?

  • Build institutional

culture for impact

  • Agree on goals and

strategic priorities

  • Credibility and

integrity PROJECT

  • Understand who needs to do

what

  • Do audience analysis and

market research

  • Ensure audience ownership +

alliances

  • Create targeted messages
  • Transmit message
  • Using mass media and new

media

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Institutional steps to impact . . .

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Why Bother?

  • Missions of our organizations
  • Maintaining public support
  • Attracting funding
  • Motivating and attracting good staff
  • We care
  • But there are risks to being more visible!
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Institutionalize a Change Culture

  • Plan + budget around change objectives
  • Establish rewards related to impact
  • Evaluate projects on impacts achieved
  • Add skills of stakeholder analysis +
  • utreach
  • Add to or change governing board
  • Create advisory groups
  • Lead by example
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Agree on goals and priorities

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Agree on goals and priorities

  • r . . . What do we want to change?
  • Forest issues are complex
  • Human and financial resources are scarce
  • Success from teams and from shared

mission

  • Motivate our organizations with stretch

goals for tangible impact…at scale

  • Maintain focus on priorities
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Credibility . . .

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Credibility . . .

  • Maintain scientific and institutional

integrity beyond reproach

– Members of governing bodies – Thorough internal and external review – Transparent decision making – Culture of quality – Is there a trade off with speed?

“It takes 20 years to build a reputation and five minutes to destroy it.”

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Designing projects for impact

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After agreement on priorities...

Who needs to do what?

  • Be as specific and targeted as possible
  • Identify the “critical path” to impact
  • Policy makers and policy shapers
  • Prepare a target audience map with key

players identified and paths of influence charted

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Audience analysis + market research

No company ever launches a product without market research (almost…can you guess the exception?) Why should our products be different?

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Know your market . . .

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Audience analysis + market research

  • Be sure you’ve identified the target

audience and then . . .

  • Get to know your target audience
  • Research on individuals
  • Larger audience survey tools: existing

studies, questionnaires, focus groups

  • Get professional help
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Audience Ownership and Alliances

You can get the audience to do much

  • f the work for you!
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Audience ownership . . .

  • Build the audience into the research process
  • Learn from the audience . . . two-way

communication

– Advisory groups, steering committees – Partnerships and networks – Planning workshops – Internet openness

  • Launch proposals into open arms
  • Share the success...beyond logos
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Alliances . . .

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Alliances . . .

  • We all need powerful allies . . . who else

can help?

  • Which groups have the power to push

change?

  • Build partnerships from the start – shared
  • wnership is key
  • Non-traditional partners can be the most

powerful e.g. industry + activists, government + communities

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Example: The Millennium Assessment

Board Co-Chairs: Robert Watson, World Bank A.H. Zakri, United Nations University Assessment Panel Co-Chairs: Angela Cropper, Cropper Foundation, Trinidad & Tobago Harold Mooney, Stanford University, USA

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Representatives of Institutions

 Delmar Blasco, Convention on Wetlands  Gro Harlem Brundtland, WHO (invited)  Hama Arba Diallo, Convention to Combat Desertification  Gisbert Glaser, UNESCO  He Changchui, FAO  Nicholas Lapham, United Nations Foundation  Peter Matlon, UNDP  Jorge A. Jiménez Ramón, Convention on Wetlands  Mario Ramos, Global Environment Facility  Jan Plesnick, Convention on Biological Diversity SBSTTA Chair  Dennis Tirpak, Climate Change Convention  Klaus Töpfer, UNEP  Meryl Williams, CGIAR  Hamdallah Zedan, Convention on Biological Diversity

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At Large Members

 Phoebe Barnard, Directorate of Environment Affairs, Namibia  Gordana Beltram, Ministry of Environment, Slovenia  Esther Camac, Asociacion Ixä Ca Vaá de Desarrollo e Información Indigena, Costa Rica  Partha Dasgupta, University of Cambridge, U.K.  José Maria Figueres, World Economic Forum, Switzerland  Fred Fortier, Indigenous Peoples' Biodiversity Information Network (IBIN), Canada  Mohammed Hassan, Third World Academy of Sciences  Yolanda Kakabadse, Fundación Futuro Latinoamericano, Ecuador  Yoriko Kawaguchi, Ministry of Environment, Japan  Corinne Lepage, Huglo, Lepage & Associés Conseil, France  Wangari Maathai, Greenbelt Movement, Kenya  Jonathan Lash, World Resources Institute  Hubert Markl, Max Planck Society, Germany  Paul Maro, Southern African Development Community, Lesotho  Susan Pineda Mercado, Ministry of Health, Philippines  Marina Motovilova, Moscow State University, Russia  M.K. Prasad, India  Walter Reid, Millennium Ecosystem Assessment  Henry Schacht, Warburg, Pincus & Co., USA  Peter Schei, Directorate for Nature Management, Norway  David Suzuki, David Suzuki Foundation, Canada  M.S. Swaminathan, MS Swaminathan Research Foundation, India  José Tundisi, International Institute of Ecology, Brazil  Muhammad Yunus, Grameen Bank, Bangladesh  Xu Guanhua, Ministry of Science and Technology, China

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Create the message . . .

  • Most of your audience not experts
  • What has been successful with the same

audience and individuals before?

  • Expect frustration and many revisions
  • Get wide review, including from your

audience....use professionals

  • Short + simple . . . stories + pictures!

MORE ON THIS LATER!

  • Budget time and money to spread the

message

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Transmitting the message

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Transmitting the message

  • Prepare a detailed communication plan

– Segment the audience – Design materials based on market research – Production of outreach materials – Launch events – Media strategy, use formats audience trusts – Charismatic spokespeople and patrons – Follow up

  • Engage professional help
  • Budget LOTS of time if possible
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Use traditional media . . .

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Use traditional media

  • Press conferences
  • One-on-one media cultivation . . . go for the

big ones

  • The power of exclusive stories
  • Get professional training

– TV and press conference presentation training – Opinion piece and press release writing

  • Build long-term media contacts
  • Care with journalists
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. . . and new media too . . .

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. . . and new media too . . .

  • With the internet almost as cheap to

communicate with 10 million as with 10

  • Special strategy required to attract readers:

– Fewer words, more pictures – Link to well-visited sites – Frequently update website – Build into strategy with traditional media – Rapid download for this region – Twitter, Facebook and much more

  • Be ready for internet power if research

findings are controversial

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Epilogue: Make it Stick

  • Simple
  • Unexpected
  • Concrete
  • Credible – details count
  • Emotional – drives behavior change
  • Stories – really stick

(from “Made to Stick: Why Some Ideas Survive and Others Die” Chip Heath & Dan Heath, 2007)

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Now the work is just beginning...

The decision makers decide that they want to change . . . and now you have to help them do it!

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We often feel that big changes are beyond our reach.....

....but remember, the world has only ever changed through the actions of individuals....we can bring about change if we want to and if we focus

  • n strategy and impact
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Nigel Sizer Ph.D. Director, Global Forests Initiative World Resources Institute nsizer@wri.org

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5-minute presentations

Make the case for:

  • Giving more authority over forest management to local

communities. Audience: Ministry of Forestry

  • Not giving more authority over forest management to local

communities Audience: Local community forum

  • Increasing taxes on the timber industry

Audience: National Forest Products Industry Association

  • Decreasing taxes on the timber industry

Audience: Minister of Finance Invent country, places, issues, examples, statistics, stories