Communication only works when you get a response.
Good communication is vital to get everyone working together. However, the same message will not get a response from everybody.
Quite apart from those who deny that climate change is happening, even those who understand its impact are reacting in different ways.
The charity Climate Outreach has produced a toolkit called Britain Talks Climate which identifies seven key audience segments.
Image courtesy Climate Outreach
You can read more about the research online, but a quick analysis can be found here.
The short solution seems to be that effective community action on the ground will impress most audiences.
Image courtesy Repair Café International Foundation, photographer Martin Waalboer
Images are as important as words to get messages across, but arguably the most important at local level is word of mouth – we need to get people talking positively about what we’re doing and how they can get involved.
Once we have drafted our messages, there are different forms of communication to suit different audiences:
- Website – some people will surf the web looking for local details, but a (parish) website is a good information “base camp” you can direct people to
- Social media – more of an outreach tool, though be prepared both to make regular posts and reply to queries and responses. If it’s a parish council Facebook page, there should also be clarity about who posts information and a requirement on council members to support the agreed messages.
- Email – a tool such as Mailchimp allows for sending messages regularly to a mailing list of interested people
- Household survey – as well as getting specific feedback, this approach can also generate a mailing list for either emails or snail mails
- Online maps for people to locate and post ideas
- Newsletters – either delivered door-to-door and/or to a growing mailing list, a great opportunity to regularly repeat key messages
- Posters – striking images around local places are good for those who don’t use computers, and encourage local conversations
There are also in-person events that can help, particularly to support word of mouth:
- Public meeting, potentially leading to the creation of a parish sub-committee or working party for regular meetings
- Stands at the annual parish meeting (England) for local conservation, wildlife and other interest groups
- Community / walking workshops
- Talks by specialist professionals
- Neighbourhood planning events
- Open house events from residents who have made low carbon changes such as installing air source heat pumps
And above all, when you get a response, do reply to it to keep people engaged!