Each project has multiple connections with its specific social environment. As a rule of thumb, there is usually a certain degree of acceptance and support, never 100% and often tied to conditions. One of the core objectives of external project communication is to communicate the rationale, high-level approach and intended results of a project so that the interested stakeholders can have an informed opinion and remain open minded toward the project.
Unfortunately, in their public relations work some organisations involved in nature conservation, sustainability programs and municipal tasks are directly borrowing ideas from advertising for consumer goods. In most cases this will be without success.
Why is it near impossible to achieve an intended outcome in conservation projects and communal development with folding sheets and signposts when seemingly, advertising in print media and on billboards is touted as an effective way to promote all kinds of consumer products? Concepts from behavioural research, sociology and psychology provide clear answers: advertising for consumer goods is particularly successful where the potential buyer is already intending to buy, in other words, he is very open to advertising messages.
This is a major difference to the communication task in conservation projects of any kind. Here, the target groups are often not in line, and may even be in a conflict of interest with these ideas. Simply put, visitors to a protected area are not looking for limitations and tight rules for their recreation experience, and neighbours of a planned sports arena are not looking for an acoustic enrichment of their living environments. It will therefore, require more than simply sending information.
Think of the mantra of communication:
Something said does not mean this has been heard, something heard does not mean this has been understood. And something understood is not the same as something supported.
In order to promote the true acceptance of a project, some intermediate results must be ensured: the key target groups for a project must be identified and reached, the message must be comprehensible and understood by the target group, and the messages has to be accepted by the target group. Notably, each target group has its own characteristics, how it relates to information and which sources it will trust. As a rule of thumb, it will often make sense to maintain a certain degree of dialogue.
We support clients all the way through the process. First, we will thoroughly discuss the contents and potential approaches for the communication with our clients. We work with clients on the identification of target groups and the selection of the best communication channels. We work closely with clients in developing clear messages and will test their effectiveness with the target group. In our services, we deliberately go beyond the classic service of communication agencies and will also provide you with information about what will hinder the acceptance of your project and show how you could change that.
In order to optimise the effectiveness of the external communication, we recommend to carry out regular tests. Sometimes the environmental conditions of a project see a dynamic change, and thus also change the frame in which your project is being discussed. Sometimes external events will affect the perception of key audiences, e.g. breaking news about incidents with similar projects. To counter those challenges we will coordinate with clients how the external communication can be adapted.