Public CommunicationCase Studies Chairmans Opening Address

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Public Communication/Case StudiesChairmans
Opening Address

• Judith Harper, Projects Development Manager, HLC
  Environmental Projects
• 14th June 2006

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The art of communication

• Is it (like leadership)
• an art, a skill that can be learned?
• something that some people are naturally good at
• Are good communicators born or do they learn it?
• Everyone communicates is it effective?

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Effective Communication

• Personal communication
• Verbal
• Written
• Non-verbal behaviour, signals or actions
• Indirect communication
• Use of media the art of communication
• Advertising
• Broadcasting
• Journalism
• i.e. use of words or pictures effectively to
  impart information or ideas

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The art of Communication

• conveying a message, information or ideas.
• Effectiveness whether the desired outcome is
  achieved.
• In recycling,
• persuasion ? change in attitudes or actions, and
  improvement in the environment
• Direct/indirect methods
• Leaflets, websites, advertising, doorstepping

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Audience

• the customer, i.e. the public,
• other stakeholders such as
• those that provide the funding (central
  government, management within local authorities)
• suppliers of recycling equipment (to make
  recycling easier) and
• decision-makers

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Changes

• Then..
• local authority recycling officers,
• supported by
• SWAP and
• Waste Watch

• Now
• gt 1 PR/ communications officer
• a strategy,
• a substantial campaign, resources,
• backing of senior management and Members
• National campaign, Recycle Now

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How has it been achieved?

• Fear
• Failing to deliver the government targets
• financial penalties.
• Message to stakeholders
• if we recycle, it will cost money
• if we do not, it will cost a lot more.
• We need to be communicating benefits not fear.

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How the recycling message is delivered

• Short term, Quick-fix methods
• lack of consistency
• lack of professional marketing specialists
• Under-funding of promotions

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Consistency

• Different recycling systems, campaigns, and
  specific messages targeted at the audiences
• Rethink Rubbish was not subscribed to by all
  local authorities
• Audience confusion dilution of message
• Key to a successful promotion is frequent
  repetition of message and images
• Cf Drink-drive campaign
• Need consistent systems and branding

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Lack of professional marketing specialists

• Most LA promotions officers are
  environmental/waste specialist
• Creative, good communicators
• little formal marketing training/qualifications
• Some use of PR consultants
• Promotion of the message
• Little market research, planning, trials,
  monitoring evaluation (NB WRAP guidelines now
  cover some of this.)
• Proven knowledge of PR industry and experience in
  delivery of targets more valuable than following
  guidelines

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Under-funding of promotions

• Waste Management is poor cousin
• Approaching EU targets threat
• 2003 ?inject of funding
• Recycle Now
• WRAP funding for Communications and awareness
• National promotion needed
• Raise profile to that in Continental Europe.