Communicating for change
In recent years, there has been a shift in how these campaigns are perceived. They are no longer seen as just a one-way transfer of information about hazards, risks, and their management. Instead, they are increasingly recognized as a two-way exchange of information, knowledge, attitudes, and values. This evolution is particularly important when dealing with complex issues, where communication efforts need to emphasize dialogue and mutual understanding.
The resources below offer valuable lessons from experience and introduce frameworks that can enhance the development of effective communication campaigns.
How communication shapes natural resource management
This 2024 paper by Anke Fischer and colleagues explores how communication influences natural resource management and sustainability transformations. It highlights five conceptual lenses to examine environmental communication as a process of meaning-making shaped by power, structure, and agency. The collection of articles provides practical and academic insights into the role of communication in fostering sustainability.
The Response Playbook: A behavioural insights checklist for designing effective communications
This playbook, developed by Amy Jones and colleagues (2020), introduces the RESPONSE checklist – an 8-step framework for creating impactful communications using behavioral insights. It covers crucial aspects such as understanding the audience, defining goals, choosing messengers, identifying barriers, applying nudges, and evaluating outcomes. The guide offers practical tips and case studies to help public sector staff design cost-effective communications that drive positive behavior change
Improving lives by changing how we talk about complex issues
The Workshop is a unique research organization in Aotearoa New Zealand, founded by Jess Berentson-Shaw and Marianne Elliott. They specialize in public narrative research and communication strategies that deepen understanding of complex issues through storytelling. Their guides cover various topics from from climate change to well-being, and include resourcers such as a message guide and checklist for communicating about COVID-19.
Risk Communication and Natural Hazards
This 2010 report by Corina Höppner, Michael Bründl, Matthias Buchecker, and colleagues provides a comprehensive review of risk communication practices across all phases of the risk cycle: prevention/preparation, warning, emergency response, and recovery/reorganization. It emphasizes communication strategies aimed at reducing severe impacts from natural hazards and enhancing community resilience.
New Rules: New Game – Communications tactics for climate change
The New Rules: New Game isn’t a simple, ‘one size fits all’ blueprint. While some tips might seem inconsistent at first glance, they collectively provide a practical guide for action. These short rules are communication techniques that combine the most effective strategies for changing people’s behavior. They are based on a comprehensive body of international psychological, sociological, and marketing studies, gathered and analyzed by Futerra – a UK-based communications agency known for its useful communications publications.
Innovative climate change communication – Team Minus 6 percent
This 2008 paper reviews various communication efforts aimed at raising public awareness about climate change. It identifies six key strategies that can enhance engagement and promote action among audiences.
Disaster Planning and Risk Communication With Vulnerable Communities: Lessons From Hurricane Katrina
This 2007 study examines the role of social networks in effective risk communication during disasters. It highlights lessons learned from Hurricane Katrina regarding the importance of community-based strategies that consider the unique challenges faced by vulnerable populations.
For further exploration of related topics, you may also find value in our sections on Social Marketing, Dialogue and negotiation, and Systems Thinking Tools, which support two-way communication exchanges essential for fostering sustainable change. This revised page maintains a clear structure while providing concise summaries of each resource. It also emphasizes the importance of two-way communication in addressing complex issues related to sustainability.
