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Module 3C: Engagement Techniques Strategic Communications
KEY CONCEPTS AND OUTCOMES
The need for effective communication will be discussed in Module 3c. Strategic communication is used to change behaviours and can help engage people. Key concepts covered include:
- Why and what to communicate? Participants will discuss what information needs to be shared in a SP process and how it depends on the objectives of the SP process and the information needs identified in the stakeholder analysis (Module 2). The factors that need to be considered when planning communications will be discussed, both internal factors (e.g. culture and behaviour) and external ones (e.g. media available).
- Effective communication Participants will discuss the need for SP participants to understand why it is important for them to communicate. Other issues that need consideration to ensure effective communication will be discussed, including the selection of appropriate channels and messages.
- Use of Netorks The use of networks in specific will be discussed, as well as the need to incorporate feedback mechanisms to ensure dialogue.
- Being strategic In an attempt to understand what motivates people to engage in SP processes, participants will learn the difference between conventional and strategic communication approaches. The concept of strategic communication, which aims to motivate changes in behaviour, will be presented.
- Working session Based on the stakeholder analysis conducted earlier (Module 2), participants will discuss what information needs to be shared, what kinds of message would be more effective (e.g. Shock? Education?), and what long-term, strategic communication goals need to be kept in mind.
In Module 3C the need for effective communications will be discussed. Strategic communication is used to change behaviours and can help engage people.
Why and what to communicate, how to communicate effectively, use of networks, being strategic, and working session.