Engaging with your audiences. Session... · Learning objectives •Understand the role of...
Transcript of Engaging with your audiences. Session... · Learning objectives •Understand the role of...
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Engaging with your audiences
Carbon Pricing Communications Training
Session 4
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Content
1 Introduction
2 Choosing Communicators
3 Steps for Practical Engagement
4 External Presentations
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Learning objectives
• Understand the role of communicators and the means to identify, support and amplify peer messengers
• Get insight on how to identify trusted communicators and the role of authenticity and authority
• Understand the process of enabling and supporting communicators
• Understand the practical tools for promoting a message using a wide range of communications media and tools
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Choosing communicators
Carbon Pricing Communications Training
Session 4
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Choosing the right communicator
“The messenger in politics is far more important than the message because people tend to distrust what they hear from actors who do not share their worldviews and their values. It’s a fact of human psychology. If we are going to engage conservative audiences then communications have to be forwarded by conservatives.”
- Jerry Taylor, President, Niskanen Center
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Trusted messengers
Authentic
HonestHave
integrity
Share our worldview
Well informed
Accountable
Independent without vested
interests
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The value of communicators
• People make decisions based on their trust in the communicator (more than raw data or pure arguments)
• A distrusted communicator can undermine support
• It will be very hard to promote any carbon pricing policy if it is opposed by trusted communicators
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Who are communicators?
The identified source of
information and opinion
The government (as
a politician or department)
A person, an institution or a
stakeholder network
The media
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Working from your analysis yesterday about your key
target audiences:
Identify potential communicators in your country for
each of your target audiences.
And ask: are there any well known people who would
be respected and trusted across the public audience?
Group work | Identifying trusted communicators
15 minutes
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A 5-step process
Identifying communicators
Informing them about the policy
Advising them on the research on good messaging
Helping them to find their own words and narratives
Assisting them to reach their audience
1.2.3.4.5.
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We are going to show you a number of video examples
of people talking about carbon pricing
As you listen consider:
1. Are they knowledgeable?
2. Are they authentic?
3. Are they trustworthy?
Exercise
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In your groups
Discuss these communicators and their strengths and
weaknesses.
Ask:
• Which audiences would they work well for?
• Which audiences would they not work well for?
Group work | Strengths and weaknesses of communicators
10 minutes
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Questions?
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Coffee break(10 minutes)