Transcript 2004: A Year of Partnership and Reaching Out

Effective
Communications:
Getting Your Message Across
Angie Timmons
Environmental Educator,
Hennepin County
Protecting the Environment for Future Generations
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-Ws
 Who 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
communication
 Two-way
communication
 Website
 Blog
 E-mail
 Presentation
 Newsletter
article
 Staffing a booth
 Advertisement
 Flyer
 Announcement
 Activities
 Discussions
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 area
makes enough waste to fill the
Metrodome 11 times a year!
The power of an image
The Twin Cities metro area
makes 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 personal
 Impact of individual
 Community goal
 Deliver messages one-on-one when
possible
General Tips
Model the behavior
 Use 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!