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COMMUNICATION IN PRACTICE. Anna Kirillova press officer, WWF’s Altai-Sayan Branch. Siberian Federal University, Krasnoyarsk, February 2014. “The difference between the right word and the almost right word is the difference between lightning and a lightning bug” Mark Twain

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slide1

COMMUNICATION IN PRACTICE

Anna Kirillova

press officer, WWF’s Altai-Sayan Branch

Siberian Federal University, Krasnoyarsk, February 2014

slide2

“The difference between the right word and the almost right word is the difference between lightning and a lightning bug”

Mark Twain

Words are powerful! When you chose just the right word, you increase understanding ten-fold.

Siberian Federal University, Krasnoyarsk, February 2014

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Methods

Instrumental

Interactive

  • Meetings
  • Conferences
  • Workshops
  • Round tables
  • Public discussions
  • Media publication
  • Interview
  • Flayers
  • Actions
  • Conversations
  • Lections

Siberian Federal University, Krasnoyarsk, February 2014

slide4

Media publication

Siberian Federal University, Krasnoyarsk, February 2014

slide5

Interview

Siberian Federal University, Krasnoyarsk, February 2014

slide6

Flayers

Siberian Federal University, Krasnoyarsk, February 2014

slide7

Lections

Siberian Federal University, Krasnoyarsk, February 2014

slide8

Conversations

Siberian Federal University, Krasnoyarsk, February 2014

slide9

Actions

Siberian Federal University, Krasnoyarsk, February 2014

slide10

Conferences

Siberian Federal University, Krasnoyarsk, February 2014

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Workshops & Round tables

Siberian Federal University, Krasnoyarsk, February 2014

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Meetings

Siberian Federal University, Krasnoyarsk, February 2014

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Public discussions

Siberian Federal University, Krasnoyarsk, February 2014

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How to start communication?

What exact should I do?

Siberian Federal University, Krasnoyarsk, February 2014

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Practical steps

for effective communication

Goals (organizational & communication)

Audience (stakeholders-target groups)

Message

Channels + Methods

Action plan

Monitoring/Evaluation

Siberian Federal University, Krasnoyarsk, February 2014

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Goals

Communication goals have to:

Reflect organizational goals

Be SMART

(simple, measurable, achievement, realistic, time bound)

Siberian Federal University, Krasnoyarsk, February 2014

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Example of Goals

  • “To establish new PAs”
  • SMART Organizational: By 2020 to establish 5 new regional PAs in Krasnoyarsk kray
  • SMART Communication:
  • Within 1 year 100 % of landusers are aware of intention of establishing new PAs on their territory (and/or nearby)
  • Within 2 years 50% of locals have positive attitude to PAs establishing

Siberian Federal University, Krasnoyarsk, February 2014

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Audience

(stakeholders-target groups)

Stakeholder analysis

Classification: primary, secondary and

tertiary stakeholders

Engagement: information, collaboration

and integration, delegation

Siberian Federal University, Krasnoyarsk, February 2014

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Audience

(stakeholders-target groups)

Define YOUR target groups according to results of Stakeholder analysis

and asses if:

Communication is really necessary?

Communication is possible?

Will communication be easy?

Siberian Federal University, Krasnoyarsk, February 2014

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Massage have to be specific to each target group

Siberian Federal University, Krasnoyarsk, February 2014

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Channels

  • Media (newspapers, TV)
  • Internet (e-mailing, social media, internet programs)
  • Personal interaction (meetings, conversations, questionnaires, spread of flayers, etc.)
  • Official documents

Siberian Federal University, Krasnoyarsk, February 2014

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Methods

Which methods are more effective and why?

Siberian Federal University, Krasnoyarsk, February 2014

slide23

Methods

Instrumental

Interactive

  • Meetings
  • Conferences
  • Workshops
  • Round tables
  • Public discussions
  • Media publication
  • Interview
  • Flayers
  • Actions
  • Conversations
  • Lections

Siberian Federal University, Krasnoyarsk, February 2014

slide24

Action plan

Siberian Federal University, Krasnoyarsk, February 2014

slide25

Monitoring/Evaluation

  • Monitoring of the key media
  • Surveys (personal, by internet)

Siberian Federal University, Krasnoyarsk, February 2014

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Thank you for your attention

Siberian Federal University, Krasnoyarsk, February 2014