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Climate
Communications
Theresa Schwarz
Workshop – Oxford Climate Society – University of Oxford
27th October 2017
Communicating
Sustainability
Theresa Schwarz
• “Global Citizen”
• Sustainability Consultant
• Focus:
Communications,
e.g. United Nations(UNDP / UNV)
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Communications:
Why bother?
Communication = easy?
CODE
Sender
Message
Message
CODE
Receiver
© Idea by business-wissen.de after Hall 1970
Model of sender and receiver (by Stuart Hall)
© educ5102
Why Communication(s)?
• Climate topics: complex
(Lots of) information
No communication
Confused Audience
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(Center for Research on Environmental Decisions [2009]. The Psychology of climate change communication. The Trustees of Columbia University in the City of New York)
Considerations
• Many things can go wrong
• So we need look at what needs to be considered
• Making a plan
Communications
Plan:
Basics
The following slides are based on my
personal experience
• What is your situation right
now?
• Could your situation be
improved?
Current Situation
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• What is the problem?
• What is your need?
Need
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What shall be
achieved with
communications?
Aim
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• Who would you like to reach?
• Is the audience relevant for reaching your
communications goals?
• Example:
University staff
Audience
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• Which kind of
message should
reach the target
audience?
• Tip: Simple, true,
memorable
Key Message
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Long-term thinking
Strategy
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• How will the processes to convince the
target audience look like in general?
• What are the “rules of the game”?
• What kind of communication
channels and styles? etc.
Strategy
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• Which activities and tools could be used?
• Example: Video, photo competition
Tools
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Schedule with milestones and deadlines
Time
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• Costs
• Example:
Printing costs
Budget
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How do you measure if
you reached your goals?
Example:
Number of volunteers
Monitoring
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Plan
– Summary
Current Situation
Need
Goals
Target Audience
Key Message
Strategy
Tools
Time
Budget
Monitoring
• Samples of communications material
• Discussion about design of material
Group Exercise
- Designs
1. Example
University of Hertfordshire
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2. Example
SurfriderFoundation
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Science
And
Stories:
Enemies?
Two Sides?
Opinion of science experts:
“Text needs to be accurate and detailed.”
Opinion of communications experts:
“Text needs to be interesting for the audience.”
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Consequences
What might happen:
• unsatisfying compromise
• Science experts unhappy
• Communications experts unhappy
Science AND Story
So why not aim to create a…
good science
AND good communications product?
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Mutual Understanding
Important: understanding each other©
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Power of Storytelling
• Stories easier to remember than numbers and complex data
• For example:
• (Interactive) video
• Game
• Audio
• Infographic
(Kent, M. L. [2015]. The power of storytelling in public relations: Introducing the 20 master plots. Public Relations Review 41, pp. 480–489)
Example: Interactive video
Virtual reality documentaryCreators: United Nations Senior Advisor Gabo Arora and filmmaker Chris Milk
Example / Infographics
Proof that storytelling more powerful than just numbers/data
Example / Infographics
Proof that storytelling more powerful than just numbers/data
Changing
Behaviour
“Just” raising awareness?
• Main aim? Start?
• Most times, we…:
… do not want to stop there
… want to achieve behaviour change
What is behaviour?
The way in which one acts or conducts oneself, especially towards others:
‘he will vouch for her good behaviour’
‘his insulting behaviour towards me’
Source: www.oxforddictionaries.com (Oxford University Press 2017)
“
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Change – quick and easy?
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Elements of Change
• Most important elements of behaviourchange:
• Readiness to change
• Barriers to change
• Expect relapse
(Kendra Cherry / verywell 2016)
Elements of Change
• Readiness to change
Do you have the resources and knowledge to successfully make a lasting change?
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(Cherry / verywell 2016)
Elements of Change
• Barriers to change
Is there anything preventing you / your clients from changing?
(Cherry / verywell 2016)© freeimages.com / Piotr Bizior
Elements of Change
• Expect relapse
What might trigger a return to a former behaviour?
(Cherry / verywell 2016)
Past Present
Behaviour
Tips
Understand Yourself
• Ask yourself questions:
• What do you want to achieve
• Why
• …
• You can make a list
Understand Others
• Needs, limitations etc.
• Best talk with them:
• Openly
• With Non-Violent Communication
because
social and environmental topics often
= emotional
Use The Right Language
• Easy to understand for the other person
• Don’t blame
• Peaceful
• Compassionate
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Work With Others
Work with others whose behaviour you would like to change
find solutions together
If you convince them, they might be your multipliers
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Small Steps To Success
• Keep in mind:
Behaviour change can
take long time
• Small steps are great:
Show small success and
feeling of moving on
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Stay Connected
Update your audience and keep in touch
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Help Each Other
• Even if you are expert:
You won’t know everything
• Be open for ideas of other people –
including your audience
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Role Model?
• Be a role model yourself:
Not perfect but trying to achieve small steps
• Admit you also face challenges
Audience more likely to connect with you
Stay Positive
• Behaviour change is challenging
• So keep smiling
Conclusion
Recapture
• Without communications, science might be a mystery
• Making a plan can help to tick off important points (aim, audience,…)
• Communicator and scientists:working together
• Raising awareness behaviour change (possibly long process)
Next Steps
Group Exercise
Discuss:
What could you do now?
For example:
• You yourself and as a group
• Small or big actions
You could for example:
• Stay in touch with participants
• Sign up to Oxford Climate Society communication channels
• Discuss with others and exchange ideas
• Organise your own activities
… and much more!
“When our communication supports compassionate giving
and receiving, happiness replaces violence and grieving!”
Dr Marshall B. Rosenberg – Creator of Non-Violent Communication
© freeimages.com / patita_rds© freeimages.com / sanja gjenero
Questions?
Thank you very much.
Contact:
Theresa Schwarz
Sustainability Consultant
LinkedIn: www.linkedin.com/in/theresaschwarz
Email: t.schwarz.15@aberdeen.ac.uk
Twitter: @TheresaLily_
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