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_