Hi all,
Welcome to Econnect Communication’s August 2002 newsletter. This month, we’re trying out a new look in response to some feedback we’ve had - please let us know if your system revolts against the rich text format and we’ll send you a plain text version. As always, your feedback is most welcome.
 
Regards,
The team at Econnect Communication
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THIS MONTH:
1. WHAT IS AN "AUDIENCE"?
2. WHO DO YOU THINK YOU’RE TALKING TO?
3. COMMUNICATING WITH THE COMMUNITY
4. PUBLISH AND PERISH
5. JUST A THOUGHT…
6. SUBSCRIBE TO OUR NEWSLETTER
7. CONTACT US
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1. WHAT IS AN ‘AUDIENCE’? By Jenni Metcalfe
 
Communicators often use the term ‘audience’ to talk about whom they want to communicate with. Other terms include stakeholders, publics, and clients. At Econnect, we prefer to use the term ‘partner’ in our communication planning process:
 
"Partners are those who are impacted on, or have an interest in, an agency’s activities, or in particular issues. …The use of the term partner signifies a desired relationship based on equity, understanding, cooperation and respect." **
 
If you are in collaborative ventures where there may be a number of formal partners, remember to communicate with your informal partners as well!
 
**Source: Econnect’s Consultation Workshop notes. For workshop information http://www.econnect.com.au
 
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2. WHO DO YOU THINK YOU’RE TALKING TO? By Louise Ralph
 
Have you ever spoken to a person who doesn’t understand your language and found yourself talking louder, rather than simplifying what you are saying?
 
Have you raised your voice at your children because they’re not listening, when you should increase the relevance of the message, not the volume?
 
Have you tried to get your message across to stakeholders and been frustrated because information or consequences that are obvious to you are ignored – and other agendas take priority?
 
Your message may seem clear and obvious to you, but people are not computers – what you put in doesn’t always get processed in quite the way you expect it to. People filter messages through their own preconceptions and agendas.
 
We give lip service to "the audience" but often ignore how busy and overloaded with information they are, and what is important to them. Here are some simple questions to help you make your information more relevant to your audience:
  • What will my audience already know about this subject?
  • What does my audience believe about this subject?
  • If they agree with the view I’m presenting, why do they need to pay attention?
  • What style and tone do I adopt so my audience knows I’m taking them in to account?
  • How can I present this subject in a clear, simple way?
  • What do I want them to do with this information – what is my take-home message?
And finally, avoid potentially unfamiliar phrases, words, acronyms, and scientific jargon. Douglas Adams, author of the Hitchhiker’s Guide to the Galaxy trilogy, wrote about information that goes in to the brain and, finding nothing to attach itself to, leaves immediately.
 
…so will your audience – unless you think about who you’re talking to.
 
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3. COMMUNICATING WITH THE COMMUNITY By Lin Martin
 
In planning and implementing communication, partners can be categorized in "groups" that have similar responsibilities and networks. Of all groups, the "community" is the trickiest to communicate with effectively.
 
What are community needs? Community partners need to:
  • feel their involvement has been useful and valued
  • feel that they have been heard and acknowledged
  • be reassured as to the integrity of the process (the process is transparent)
  • be kept informed during and beyond the project
Of course, meeting community needs takes time, genuine commitment, and appropriate resources. But if you don’t do it, the negative ramifications can be considerable. Ultimately, it can take more time and resources to ‘mend’ the negatives, if they can be mended at all.
 
Some tips we’ve had reinforced lately:
  • Spend time finding out which key group/individuals need to be engaged right from the beginning, and at particular points along the way. Don’t just rely on stakeholder lists from the agencies – these are just the beginning. Explore group networks, ask who else should be involved, and continue to do this all through the project.
  • When asking for input or information from partners, structure meetings/workshops so like-minded people can work together. Partners are more likely to participate if they feel they can be heard. Don’t mix groups with various agendas unless you have a very real reason for doing so – and then do this in a very structured way with clear objectives, process and outcomes.
  • Feedback information at key points to those involved, especially in the final stages of projects. Don’t just give feedback via written means – it’s the cheapest and easiest, but not necessarily the most effective. We’ve found that when people have actively participated in a project they are more likely to come to a reporting/information session than reading a document.
  • Timeframes are tricky – agency/consultants timeframes are usually much tighter than those of the community. Recognise this in terms of generating participation – but also manage this so projects can be completed cost effectively and efficiently.
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4. PUBLISH AND PERISH By Jenni Metcalfe
 
I am often dismayed when a client asks me for a glossy publication without a clear understanding of why they want to produce it, who actually wants the information, and how they will distribute the final product.
 
It is my firm belief that whole forests of trees have perished to make paper for glossy publications that sit, mostly unread, on people’s shelves or are stored in some dark dingy back room in cardboard boxes.
 
Before deciding to go down the publication route, it’s a good idea to ask:
  • What do I want to achieve?
  • With whom?
  • What information do they want?
  • How do they want to receive it? (they might prefer a short briefing, workshop or personal discussion rather than a glossy publication mailed to them)
  • What are the best ways of achieving cost-effective communication with the identified partner? (e.g. a web link to a plain text summary of your information may be all that is needed, or a CD ROM that provides interactive information)
  • Check back with your partners that what you have planned is what they really want, and will be delivered in the way they want it (this might include pre-testing of text and designs with a sample of the partners your publication is targeted at).
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5. JUST A THOUGHT:
 
"Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light." Joseph Pulitzer
 
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6. SUBSCRIBE TO OUR FREE MONTHLY e-NEWSLETTER
Subscribe/unsubscribe: send email to admin@econnect.com.au with "subscribe" or "unsubscribe" in subject line.
View past newsletters: http://www.econnect.com.au
 
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7. CONTACT US
 
Econnect is committed to planning and delivering innovative and effective communication in the natural resource and environmental fields to ensure a sustainable future. We work with clients and their partners in an open, respectful and cooperative manner fulfilling our commitment to conservation and social justice.
 
Contact us: phone +61 7 3846 7111; email admin@econnect.com.au;
 
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Articles in this newsletter can be reproduced as long Econnect Communication
is acknowledged as the source.