Internet notebook about my work: deep listening to facilitate positive change


Wednesday 15 December 2010

Communication plan to establish a PA

The communication strategy is based on getting support through a participatory process. The assignment asks students to write a communication plan to get support to establish a protected area.
Before I read their assignments, I do the assignment myself. I realize the communication objectives are to inform opinion leaders about the idea of a dialogue, get them interested to participate and help create word of mouth based on the outcomes of the dialogue. My plan focuses on internal and external communication.
Internal communication to clarify:
1. What the initiators really want (elevator talk) - message to use externally
2. Degree of flexibility of initiators with regard to the idea of a PA
3. ToR of the stakeholder dialogue process
4. Available time of the other initiators to engage in dialogue
5. Budget for stakeholder dialogue process
6. Procedure for reporting and decision making based on stakeholder dialogue.
External communication to get support of local stakeholders:
1. Identification of stakeholder groups and their opinion leaders
2. Establishing relationships with opinion leaders and get a first idea from them about local situation and previous (communication) interventions; knowledge, attitudes and practices of local stakeholders; motives and obstacles to change.
3. Engagement in a stakeholder dialogue process: identification and invitation of participants; planning and facilitation of the process; prioritization and objectives of communication interventions to wider audiences.
4. Creating supportive word of mouth: implementing communication interventions to wider audiences; monitoring and evaluation; positive feedback to opinion leaders and wider audiences.

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