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Communicating for change

Communications campaigns (e.g. behaviour change, risk communications) form an important part of any suite of initiatives to address change. However, communication activities need to be tailored for particular functions within wider integrated change initiatives in areas such as health, disaster management and sustainability. These campaigns are increasingly seen as both a one-way transfer of hazard and risk related information and their management, and as a two-way exchange of related information, knowledge, attitudes and/or values. Moreover, as we start to deal with more complex issues that communication efforts also need to emphasise that they are two-way - building on principles of dialogue. The papers here provides some lessons from experience, and begin to point to frameworks that can help in the development of more effective campaigns.

• Risk Communication and Natural Hazards This 2010 report by Corina Hoppner, Michael Brundl, Matthias Buchecker and colleagues begin by providing a state-of-the-art review on risk communication in general, and then looks at specific cases from which to draw best practice examples. The review of communication practices considers all phases of the risk cycle (prevention/preparation, warning, emergency response, recovery/reorganization). However, the focus is clearly on communication to prevent/reduce severe impacts from natural hazards, to prepare people for natural hazards and to enable them to better cope with their consequences. From a risk management perspective, such communication mainly takes place in the prevention/preparation and the warning phase of the hazard cycle.



• Communications tactics for climate change - New rules - new game The New Rules: New Game isn't a simple, 'one size fits all' blueprint, and some of the tips might even, at first sight, seem inconsistent. But taken together, they provide a practical guide for action. These short rules are communications techniques which pull together the most effective strategies for changing people's behaviour. They are based on a huge body of international psychological, sociological and marketing studies, gathered and analysed by Futerra - a UK-based communications agency withg some very useful communications publications.



• Understanding the link between communication and change In this webpaper Chrys Horn observes that communication goals are usually seen as being the achievement of some change – getting people to change something that they do or don’t do, like recycle, exercise more, lose weight, accept possum control, provide better services, consult more effectively etc. However, as she points out, if we are to learn to communicate more effectively, however, it is critical to find frameworks to help us think through communication planning. This paper provides one such framework, another provides tips for effective communication. In other papers Chrys looks at lessons learnt through the Landcare Research collaborative learning group in communicating science and evaluating science communication activities. More writing from Chrys can be found on her blog: Learning, science and environment.



• Articles - Center for climate change communications This team from George Mason University host a number of on-line versions of their work into climate change communication here. Their aim is to conduct public engagement and behavior change research that can be used to improve climate change communication and social marketing programs. To help translate research into practice, we assist other organizations -– government agencies, non-profit organizations, and businesses -– in developing and refining their climate change prevention and adaptation programs.



• 'Sermons' as a climate change policy tool: do they work? Evidence from the international community In this article, Karen Akerlof and Edward Maibach note that 'sermonizing' - or conducting communication campaigns - has been embraced by many nations that are responding to climate change. They review these experiences. The experiences of the UK, Canada and Sweden demonstrate that climate change communication campaigns appear to influence large numbers of people in relatively short periods of time. As to be expected based on past pro-social behavioral campaigns, these initiatives were more effective at influencing people’s knowledge and beliefs than their behaviors, but there is evidence of behavioral shifts. [Note: This article has been moved - still need to find if it is still available online]



• Innovative climate change communication - Team Minus 6 percent Public awareness is key to making a real difference in fighting climate change, and good examples of that happening can be evidenced in the 'sermons' article reviewed above. However, due to ineffective communication strategies, much effort to educate the public on climate change issues has not translated into a great degree of concrete progress. Acquirement of knowledge about climate change has not been accompanied by the action to combat it. This paper reviews communication efforts and recommends 6 ways that can contribute to action.



• Disaster Planning and Risk Communication With Vulnerable Communities: Lessons From Hurricane Katrina This paper by David Eisenman, Kristina Cordasco, Steve Asch, Joya Golden and Deborah Glik looks at the importance that working with extended families and other social networks plays in creating effective communication. They look at the experience of Hurricane Katrina evacuees to better understand factors influencing evacuation decisions in impoverished, mainly minority communities that were most severely affected by the disaster. They highlight that effective disaster plans must account for the specific obstacles encountered by vulnerable and minority communities. Removing the more apparent obstacles of shelter and transportation will likely be insufficient for improving disaster plans for impoverished, minority communities. The important influence of extended families and social networks demand better community based communication and preparation strategies.

Other closely related sections in the site include social marketing and dialogue. As communications begin to be more two-way exchanges other tools such as the diagramming and other systems thinking tools also become of relevance.