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


Friday 16 January 2009

Stakeholder engagement for Paleśsie National Park

How to get local support for the idea of a national Park? This is my feedback on the paper by my student from Belarus.
Good: What I like is that you have tried to visualize your communication plan in a real situation in Belarus. You have sketched well the area, the culture of the people and the gap in trust between citizens and the government.
To improve: A next time you should realize that most elements of your communication plan (benefits, jobs etc.) belong more to the management aspects of the project to establish a PA than to a communication plan. The communication is about improving the knowledge of audiences, their attitudes, their actions. So you need to establish first what they already know, and what they need to know; what their sttitudes are and what they should be etc. That would change also the mapping of your communication plan from a series of almost random activities to convey information to a series of strategic communication interventions to contribute to a change in the social and maybe economic systems of the communities.

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