3 Designing communication activities

Now that we know which outcomes we intend to focus on, what does this tell us about our required communication activities?

Perhaps we need communication interventions simply to balance the climate debate (finding ways to tell effective climate stories across the political spectrum), to generate public demand for climate financing (demonstrate ways the public can demand this of their leaders), to change public understanding of the value of ocean health (educational campaign to inform), to generate knowledge and action among decision-makers (grow and show public support for these things among decision-maker audiences, and amplify the perceptions of those that demand change).

Activity 3

What  communication interventions might we need to produce the outcomes you defined in your last activity? Write down some ideas next to each outcome.

Do we need a public campaign? A decision-maker advocacy effort? Voter outreach efforts among the residents of specific electoral areas? Town halls?

All of these are parts of public interest communication which uses different approaches to more effectively and efficiently contribute to our desired outcomes.

Example 3

Perhaps we decide to run a public interest campaign on social media to reach younger audiences who are more likely to take visible action on social media. Perhaps we also decide to target the seat of the Environment Minister who lives in a suburban seat with lots of young families. Should we consider outreach among schools, to develop curriculums or ask children to submit posters for a prize-giving, to which we invite the Minister for that area?

Perhaps the Environment Minister lives in a rural location with lots of residents over the age of 65. Maybe we plan some events in local shops or doctors’ offices, where those older residents might see and engage with our work, causing the Minister to take notice?

This is the time to be creative with your strategies, turning them into relevant activities for each audience.