Download Components of Successful Media Messaging and Communication

Fact Sheet
CLIMATE CHANGE
Communication
Components of Successful Media Messaging
and Communication Strategies
Quick Facts
• Effective communication is essential for stakeholder support of climate-related
mitigation and adaptation strategies and projects
• Every utility requires the development of a unique message to build support for
their climate change actions
•Talking about climate change will be an ongoing conversation to generate support through future decades
Overview
Uncertainty about the impacts of climate change raises
impacts, and importance, as well as differing expectations
of water utilities.
questions regarding what measures should be implemented. When a utility proposes a climate change
As utilities develop programs and projects to address
adaptation or mitigation project, this uncertainty can
the resource, infrastructure and financial challenges
affect stakeholder perception and support. Elected or
presented by climate change, the use of effective
appointed officials of municipally-owned and governed
communication is essential for acquiring stakeholder
utilities may have limited knowledge about climate
support. This summary is excerpted from the Water
change and may not consider it a high priority. A utility’s
Research Foundation’s report, Effective Climate Change
customer base will have different levels of knowledge
Communication for Water Utilities (Raucher et al. 2014).
about climate change and perceptions of its origins,
waterrf.org
message development is likely to require “message
Communication Plan Components
1. Identify goals and objectives
2.Review guiding principles
3.Know your audience
4.Identify project impacts
5.Develop messages and create communication
products
6.Evaluate the message
The Components of a Successful
Communication Strategy
maps.”
6. Evaluate the Message
Evaluation ensures that the audience did learn
something. It is also an opportunity for the utility to
learn how the message resonated with the audience, because communication will be ongoing and
each round should be stronger than the last.
Every utility will experience the impacts of climate
change in a unique way. Each utility needs to develop a
unique message to build support for their climate change
actions.
Successful communication is defined by audience
Media Message Basics
response. The following components need to be
The following points are important to remember when
addressed when developing a communication piece or
developing media messages about climate change.
series of pieces.
•
Keep messages simple
Standard Components of a Communication and
Include no more than three facts and follow the
Education Plan
general guideline that people can only remember
1. Identify Goals and Objectives
a maximum of 27 words stated in nine seconds
or less.
Determine how you want the audience to respond
to your message. Is there a desired audience
•
People want and need basic information about the
to build support for a specific project or for the util-
connection between climate change and commu-
ity’s overall brand.
nity water.
2. Review Guiding Principles
•
Listen and learn what information is frequently
strongly influences a person when they are making
missing or misrepresented. Identify what questions
a decision or considering an issue.
need to be addressed.
•
Make an emotional connection with your audience
In many cases it will be as simple as “We are both
Your audience may range from employees, customers, utility governing body members, media, and
here today because we want to be sure our water
schools to federal and state agencies and officials.
utility can provide safe, reliable supplies of water.”
It is crucial to analyze their attitudes and percep-
•
Never talk down to your audience
tions. Understand what they know and believe
People need facts, which are best communicated
about the subject, their questions and concerns,
at a level that recognizes the audience’s general
and sources they trust.
knowledge and understanding of basic science.
4. Identify Project Impacts
•
Include data
A utility can generate its own data, for example,
The reason for the communication is the cornerstone of the plan. Define the ideas or change that
by conducting a local survey, or by drawing upon
you want to communicate.
existing data.
5. Develop Messages/Create
•
Reach out to the media
Communication Projects
Today there is a high demand for content. Develop
A message should be simple, with basic information
a relationship with individual reporters by offering
that will resonate with the audience, generally no
story ideas and content.
more than three facts. For large and complex issues,
|
Answer the audience’s questions and concerns
A “guiding principle” can be defined as an idea that
3. Know Your Audience
2
Include the basics
change or action you are seeking? A goal might be
Climate Change
•
Communication
Effective communication with key
stakeholders is essential for acquiring
the political commitment, public
support, and financing necessary to
successfully adapt to climate change.
Climate change is happening and the issues for water
utilities will grow. The most important thing you can do to
increase your agency’s response and readiness for climate
change is to talk about it. Be the first source of information. Usually the first set of information that fills a void or
addresses a new issue is considered the trusted source
and the information becomes fact. Remember that talking
about climate change is going to be an ongoing conversation. Take your time and develop a strategy that builds
the support you will need for 10 and even 20 years into
the future.
Reference
Raucher, R., K. Raucher, A. Leiserowitz, S. Conrad, M.
Milan, and D. Dugan. 2014. Effective Climate Change
Communication for Water Utilities. Project #4381.
Denver, Colo.: Water Research Foundation.
Last updated October 2016
Climate Change
•
Communication
| 3