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Communication -
Planning Guides
 

Communications Planning Guidelines - page 1

Contents

  1. Introduction
  2. Setting Communications Objectives
  3. Key Messages
  4. Target Audiences

Page 2

  1. Communications Methods
  2. Aids to Communications Planning
  3. Cost of Communications
  4. Aids to Communications Planning
  5. Monitoring and Evaluation

Page 3

  1. Case Studies

Introduction

The success of the London Biodiversity Partnership will ultimately depend on the communication of conservation ­ with ordinary people as well as those bodies whose activities affect our capitalĂs biodiversity.

Communications planning should be considered at the outset of any action plan and it is intended that the London Biodiversity Action Plan should have a strong communications aspect.

The Communications Topic Group of the London Biodiversity Partnership has produced these guidelines (14 July 2000) in order to assist the Species and Habitat Action Plan and Species Statement working groups in their efforts. To ensure consistency in Partnership communications and to avoid the delivery of contradictory messages, the working groups should consult the Communications Topic Group over their communication objectives, actions and monitoring. The most appropriate time to do this is during the second round of Action Plan consultation.

These Guidelines will:

Provide notes on setting communications objectives;
Define the key messages to be included in all Partnership communication;
Provide a checklist of potential target audiences for Partnership communications.
List methods of communication for reaching target audiences;
Provide notes on the evaluation and monitoring of communications;
Provide case studies to illustrate the selection of mechanisms appropriate to specific target audiences.

Setting Communications Objectives

The following Terms of Reference of the London Biodiversity Partnership should be taken into account when planning communications effort:

‘To establish an effective, committed and participatory partnership to conserve and enhance biodiversity in London.
‘To promote access to and enjoyment of wildlife in London.
‘To promote public awareness and interest in the wildlife of London, raise the profile of nature conservation and encourage peopleĂs involvement and personal commitment to the implementation of Action Plans.

As indicated above, the aim of many London Biodiversity Partnership communications will be to ‘raise awarenessĂ or ‘increase understandingĂ of biodiversity. In order to evaluate the success of our communications, however, a more specific, focussed approach is needed. This is provided by setting both long and short-term communications objectives.

Communications objectives should directly reflect the PartnershipĂs priorities and the Action Plan aims. Like road signs, they should provide direction to point the way ahead, as well as an agreed destination, to indicate when we have actually arrived. Communications objectives should therefore include (or be attached to) targets ­ quantitative and qualitative ‘milestonesĂ that must be reached.

Communications objectives, where possible, should be SMART:

Specific (the objective should specify precisely what we are trying to do);

Measurable (so we can tell exactly how well we have done);

Achievable (so we can tell we are progressing on the way to achieving our aim);

Realistic (ambition is fine, but we must be practical and have some hope of success);

Time-tabled (so we know when work is going to be done).

SMART objectives outline what we want to accomplish, how we are going to do it and when itĂs going to be done.

Key Messages

The Communications Topic Group has established the following key messages for the London Biodiversity Partnership:

  1. London is home to a rich diversity of plants and animals;
  2. Biodiversity makes London a better place to live and work;
  3. We can all help protect and care for biodiversity in London.

These messages should be included in all London Biodiversity Partnership communications to external audiences ­ the ‘outside worldĂ. The language used to deliver them, and any other additional messages, will have to be tailored to suit different audiences ­ ‘planner speakĂ will not be understood by young children, for example. Where possible, the language used should be clear and simple, free from jargon and acronyms.

Care must also be taken to ensure that the messages communicated to different target audiences are consistent . Messages should complement each other and form part of a coherent whole ­ it would be confusing and counter-productive if communications made on behalf of the London Biodiversity Partnership contradicted each other.

Target Audiences

Attempts should be made to define target audiences for communication. This will help to focus communications effort and aid evaluation. The target audience must be specific ­ ‘All LondonersĂ may be the ultimate goal for your communication, but is too vague a target for communications planning.

Target audiences should also be prioritised. Apart from ensuring the most efficient use of communications effort, this will also indicate which language style would be the most appropriate for your messages. Avoid the trap of making ‘one style suits allĂ communications (unless you are planning mass communications, such as press releases for general consumption via the media), as they will probably be too generalised or simplistic to suit your priority audience as a result.

Potential target audiences for the London Biodiversity Partnership

The following list is not exhaustive. It is intended that it should serve as an aid to producing your own, specific, ‘communications checklistĂ.

Community Groups:

Local Residents Associations
‘Friends OfĂ groups
Local Agenda 21 groups/Officers
Religious Groups/Leaders
Ethnic Minority groups
WomanĂs Institute groups
Local Chambers of Commerce
Volunteer Agencies

Other Community Sectors:

Families
Retired people
Unemployed people

Special Interest groups:

Allotment Holders
Gardeners ­ professional, amateur
Birdwatchers
Botanists
Cyclist groups
Railway Enthusiasts
Local History Societies

Decision­makers about the local environment:

Government Agencies/Bodies
Greater London Authority
Architects ­ built and landscape
Planners
Developers
Builders
Businesses
Local Authorities

The Leisure Sector:

Tourist Board and Associations
Riverboat/Bus Tour Agents
The Royal Parks
Existing Visitor Attractions, eg The Dome, London Eye, Tower of London etc

Formal Education:

Local Authority Education Inspectors/Advisors
Teachers ­ Primary Schools, Secondary Schools
Children ­ Primary Schools, Secondary Schools
Lecturers ­ Universities/Colleges
Students ­ Universities/Colleges
Playgroups ­ staff and children
Museum Services

Informal Education/Youth Groups:

After Schools Clubs
Youth Centres
Youth Groups ­ Guides, Scouts, WATCH, Young Ornithologist Club etc
Students Unions
Museum Services

Environmental Education Networks/Organisations:

London Environmental Education Forum
Thames Education Network
Black Environment Network
London Wildlife Trust
RSPB
Wildfowl and Wetlands Trust
Learning Through Landscapes
Friends of the Earth
British Trust for Conservation Volunteers

The Media:

Reporters
Presenters
Journalists
Editors
Newspapers, Magazines, Radio, Television, Internet
Advertising Agencies ­ billboards, sides of buses/taxis/bus stops, etc

Potential Demonstrators:

Aquaria
City Farms
Botanical Gardens
London Parks
Zoos
Nature Reserves/Visitor Centres

Potential Exhibition­stagers (in addition to potential demonstrators):

Art Galleries
Flower Shows
‘Ideal HomesĂ ­ type Exhibitions
Garden Centres/Garden sections of DIY and Home stores
Healthfood/wholefood outlets/restaurants, etc
Libraries
Museums
Stately Grounds/Public Gardens/London Squares Associations
Other Tourism Centres eg. Wetland Centre

Potential Sponsors:

Any business that uses images of biodiversity as a logo
Companies that appear to be greening their image
Advertising companies
Media ­ gardening magazines/pages/columns/programmes, Architects/Planners magazines, Press, Radio, Television, Internet
Wholefood/Organic/Vegetarian restaurants & chefs

Other London Biodiversity Partnership Partners:

If you donĂt know who they are ­ ask the Communications Working Group!

brentford heron © James Farrell

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