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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