https://www.btobmarketers.fr/brand-content/quelles-sont-les-consequences-dune-mauvaise-communication-interne/ Kolia Souza Strategic Communications MS Arch, MSCD 1
Engagement Basics 1 Engaging Stakeholders 2 Social Strategies 3 At the core of strategic communications is influencing human behavior . Although this presentation is focused on giving a broad overview of engagement concepts, the overall goal is to encourage you to begin thinking more strategically about how you engage with others through your work. 2
Engagement. For your consideration: What kind of engagement is regularly occurring in your profession? Mostly one-on-one or to groups? What kind of people and for what purpose? What are some of the challenges you experience? 3
Defining Purpose Are you… Or do you… Engagement Basics Trying to get people to do a Need to change policies specific, concrete action ? and laws or enhance enforcement ? Trying to influence values and attitudes ? Social Change DIRECT INDIRECT (Individual Behavior) (P.S.E. Development) Furthermore, you can ask yourself these three questions. All three approaches are factors for social change , whether that’s at a more individual level, attempting to influence behavioral decisions, or at a more indirect public scale, influencing policy systems and environmental development. 4
Engagement Basics This presentation will address the collaborative and advocacy elements of policy, systems and environmental development. 5
How often do you think something like this after engaging in a conversation with someone? It is not uncommon to come away from a conversation thinking, “We are speaking two different languages”. It is all too easy to “talk at” someone or think “they just don’t get it.” However, how often do we attempt to translate our messaging, becoming a multilinguist in our work? Translation is a creative process that requires active listening, comprehension and synthesis skills. It is critical to understand the values underlying another individual’s communication methods and style. 6
Video: Why Facts Don’t Convince People. https://www.youtube.com/watch?v=3wd39N1C_84 7
The New Yorker came out with an article in 2017 that explored the concepts talked about in “Why Facts Don’t Convince People” video explaining some of the neuroscience behind the formation of our beliefs. Once formed, impressions are remarkably perseverant because of confirmation bias, or the tendency that we have to embrace information that supports our beliefs and reject information that contradicts them. Furthermore, there is the concept of cognitive dissonance , or the state of having inconsistent thoughts, beliefs, or attitudes, especially as relating to behavioral decisions and attitude change. When met with new information, it challenges our identity and we must decide if we will openly accept the new information, integrate it with what we already know, or reject it. 8
We cannot solve our problems with the same thinking we used when we created them. -Albert Einstein Despite the challenges at hand, we must find alternative pathways to address complex issues for the sake of progress. More specifically, we need to act strategically and adaptively because “we cannot solve our problems with the same thinking we used to create them.” Or, for that matter, the same language that contributed to it. 9
Levels of Engagement Roles for Social Change Engagement Basics Connectors Agitator 1 4 Individuals with vast connections to Brings the grievances of individuals or groups others, who keep track and introduce to the forefront of public awareness, creates networks of people and resources sense of urgency Mavens Innovator 5 2 Meticulous people who keep track of Creates an actionable solution to address social details, trends and changes, and the grievances, facilitates community are influential through sharing information response and development of solutions Salespeople Orchestrator 3 6 Influential people who are very Coordinates across action groups, convincing and influence change based organizations and sectors to scale the on charisma, emotion and relationships proposed solution From the Stanford Social Innovation Review’s “Roles Supporting a From Malcolm Gladwell’s “The Tipping Point” (2006) Social change Movement” (Battilana & Kimsey, 2017) We can inhabit many roles, but where does your skill set most naturally align? 10
Levels of Engagement Engagement Basics https://sustainingcommunity.wordpress.com/2017/02/14/spectrum-of-public-participation/ Social change roles contribute to public engagement , but you must examine your motivations. What are you trying to acquire from individuals? What kind of “buy-in” are you seeking? For community-based work, there are levels to the public role in engagement and decision-making. However, regardless of the level of engagement, there are three intended outcomes of public conversation: 1) Issue or project outcomes, like a Strategic Plan 2) Improvement in the Process of public talk, such as a broader cross-section of community input 3) Improved public engagement , resulting in sustained citizen involvement in civic issues Through these outcomes, a facilitator will generate public knowledge and uncover a sense of purpose . 11
The Role of Facilitation What is facilitation? Engagement Basics “To make easy” or “ease a process.” Facilitators plan, guide, and manage the process of public conversation to ensure: 1 Good participation : listening, speaking, thinking Shared responsibility for decision outcomes 2 Before the event, facilitators: determine goals, select a Process After the event, facilitators: enable quality participation, work with/adapt the Process as needed Facilitation skills are critical to uncovering the motivations and values in a room to make progress on goals. 12
The Role of Facilitation Engagement Streams: Engagement Basics Knowing When to What What kind of conversation needs to take place? Thinking more strategically, facilitators ascertain the type of conversation that needs to occur and choose a particular Process (our conversation style). This presentation does not address Process options, but they can be found at the National Coalition for Dialogue and Deliberation website, http://ncdd.org/6857 13
The Role of Facilitation Engagement Basics EXPLORATION is important when a group or community seems stuck or muddled and needs to reflect on their circumstance in depth and gain collective insight. 14
The Role of Facilitation Engagement Basics CONFLICT TRANSFORMATION is important when relationships among participants are poor or not yet established yet need to be. Issue can only be resolved when people change their behavior or attitude, expand their perspective, or take time to reflect and heal. 15
The Role of Facilitation Engagement Basics DECISION MAKING is important when the issue is within government’s (or any single entity’s) sphere of influence. 16
Levels of Engagement Engagement Basics COLLABORATIVE ACTION is important when the issue/dispute requires intervention across multiple public and private entities, and anytime community action is important. 17
Engaging Stakeholders “If you talk to a man in a language he understands , that goes to his head . If you talk to him in his language , that goes to his heart .” -Nelson Mandela Decision-making is not simply a matter of fact. We must consider who exactly our audience is and how to resonate with them at an individual level. 18
Who is the Audience? Engaging Stakeholders You may not know where You know where they stand they stand on the issue… on the issue… Allies support your efforts. Target(s) for Change are those 5 1 individuals whose behavior you desire to influence. Bedfellows are agreeable but may 6 have hidden motives, may not be able to Drivers contribute to the problem. 2 commit, or lack follow-through. Opponents do not agree with you, Influencers – Decisionmakers 3 7 but they are open to dialogue and help you to identify where support is needed. Fence Sitters do not seem to have an 4 Adversaries do not agree with you 8 agenda, do not commit, and relations and relations remain adversarial even are riddled with doubt. after negotiations and attempts to influence them have failed. From “Tools of Engagement: A Toolkit for Engaging People in Conversation” National Audubon Society, EETAP, U.S. Fish and Wildlife Service, TogetherGreen 19
Activity: Charting Target Audiences 20
Identifying Intervention Opportunities Engaging Stakeholders Overcoming Barriers: Audience Motivation values emotion action Originally adapted from the works of Marshall Ganz, Harvard University You can overcome communication barriers by better understanding stakeholders’ motivations. The key to motivation is understanding that values inspire action through emotion . 21
Recommend
More recommend
