Transcript Document

COMMUNICATION IN PRACTICE
Anna Kirillova
press officer, WWF’s Altai-Sayan Branch
Siberian Federal University, Krasnoyarsk, February 2014
“The difference between the right
word and the almost right word is
the difference between lightning
and a lightning bug”
Mark Twain
Words are powerful! When you chose just the
right word, you increase understanding ten-fold.
Siberian Federal University, Krasnoyarsk, February 2014
Methods
Instrumental
•Media publication
•Interview
•Flayers
•Actions
•Conversations
•Lections
Interactive
•Meetings
•Conferences
•Workshops
•Round tables
•Public discussions
Siberian Federal University, Krasnoyarsk, February 2014
Media publication
Siberian Federal University, Krasnoyarsk, February 2014
Interview
Siberian Federal University, Krasnoyarsk, February 2014
Flayers
Siberian Federal University, Krasnoyarsk, February 2014
Lections
Siberian Federal University, Krasnoyarsk, February 2014
Conversations
Siberian Federal University, Krasnoyarsk, February 2014
Actions
Siberian Federal University, Krasnoyarsk, February 2014
Conferences
Siberian Federal University, Krasnoyarsk, February 2014
Workshops & Round tables
Siberian Federal University, Krasnoyarsk, February 2014
Meetings
Siberian Federal University, Krasnoyarsk, February 2014
Public discussions
Siberian Federal University, Krasnoyarsk, February 2014
How to start communication?
What exact should I do?
Siberian Federal University, Krasnoyarsk, February 2014
Practical steps
for effective communication
1.
2.
3.
4.
5.
6.
Goals (organizational & communication)
Audience (stakeholders-target groups)
Message
Channels + Methods
Action plan
Monitoring/Evaluation
Siberian Federal University, Krasnoyarsk, February 2014
Goals
Communication goals have to:
1. Reflect organizational goals
2. Be SMART
(simple, measurable, achievement,
realistic, time bound)
Siberian Federal University, Krasnoyarsk, February 2014
Example of Goals
“To establish new PAs”
SMART Organizational: By 2020 to establish 5
new regional PAs in Krasnoyarsk kray
SMART Communication:
• Within 1 year 100 % of landusers are aware
of intention of establishing new PAs on their
territory (and/or nearby)
• Within 2 years 50% of locals have positive
attitude to PAs establishing
Siberian Federal University, Krasnoyarsk, February 2014
Audience
(stakeholders-target groups)
Stakeholder analysis
Classification: primary, secondary and
tertiary stakeholders
Engagement: information, collaboration
and integration, delegation
Siberian Federal University, Krasnoyarsk, February 2014
Audience
(stakeholders-target groups)
Define YOUR target groups according to
results of Stakeholder analysis
and asses if:
1. Communication is really necessary?
2. Communication is possible?
3. Will communication be easy?
Siberian Federal University, Krasnoyarsk, February 2014
Massage have to be specific to
each target group
Siberian Federal University, Krasnoyarsk, February 2014
Channels
•Media (newspapers, TV)
•Internet (e-mailing, social media,
internet programs)
•Personal interaction (meetings,
conversations, questionnaires, spread of
flayers, etc.)
•Official documents
Siberian Federal University, Krasnoyarsk, February 2014
Methods
Which methods are more
effective and why?
Siberian Federal University, Krasnoyarsk, February 2014
Methods
Instrumental
•Media publication
•Interview
•Flayers
•Actions
•Conversations
•Lections
Interactive
•Meetings
•Conferences
•Workshops
•Round tables
•Public discussions
Siberian Federal University, Krasnoyarsk, February 2014
Action plan
Siberian Federal University, Krasnoyarsk, February 2014
Monitoring/Evaluation
•
Monitoring of the key media
•
Surveys (personal, by internet)
Siberian Federal University, Krasnoyarsk, February 2014
Thank you for your attention
Siberian Federal University, Krasnoyarsk, February 2014