One of the
communication objectives of an award initiative is: to recruit a group of
communications students. Reading the project proposal, a colleague suggested
that recruiting is more a project objective and not a communication objective
and offered the following alternatives:
·
Raise
awareness among students of how nature can provide solutions for society
challenges regarding energy needs and savings
·
Inform young
people and the larger public as a whole on how nature can provide solutions for
society challenges regarding energy needs and savings
However communication
objectives are always about changes in knowledge, attitudes and or practices
(behaviour). And they have to be SMART. Raising awareness is a
management objective – a communication objective would be more precise in stating
the change from current to desired knowledge about nature and energy. Same for
information. Recruiting a group of students is a communication objective aimed
at action: sign up!
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