Public CommunicationCase Studies Chairmans Opening Address - PowerPoint PPT Presentation
1 / 11
Title:
Public CommunicationCase Studies Chairmans Opening Address
Description:
Chairman's Opening Address ... The art of Communication. conveying a message, information or ideas. ... Promotion of the message ... – PowerPoint PPT presentation
Number of Views:50
Avg rating:3.0/5.0
Title: Public CommunicationCase Studies Chairmans Opening Address
1
Public Communication/Case StudiesChairmans
Opening Address
- Judith Harper, Projects Development Manager, HLC
Environmental Projects - 14th June 2006
2
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?
3
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
4
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
5
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
6
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
7
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.
8
How the recycling message is delivered
- Short term, Quick-fix methods
- lack of consistency
- lack of professional marketing specialists
- Under-funding of promotions
9
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
10
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
11
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.
Recommended
CrystalGraphics Presentations
