Connect first, educate second

How much of communication is about encouraging behavior change?

In my experience, it’s pretty much all about behavior change. We are communicating with people because we want them to;

• Do something

• Not do something

• Believe something

• Not believe something

So why would we expect people to change their behavior if they don’t trust us?

Often, people don’t heed emergency advice, respond to witness appeals, pay their bills on time, or act on water restrictions because they don’t know why they have to.

As public communicators, our role is to educate people. But this is so much harder when we haven’t connected with them. Finding connections with people we don’t know is hard, but how can you do it professionally?

It’s so important to understand our audiences and it’s something I’m very passionate about. These key points will help you on the way to better connection with your audiences.

Engage in Active Listening

Actively listening to community concerns and feedback is crucial. This means hearing what the public is saying and understanding their underlying worries and needs. Hold town hall meetings, conduct surveys, or use social media platforms to gather and respond to community input. By acknowledging and addressing these concerns, you can demonstrate that you value and respect the audience's perspective.

Tailor Messages to the Audience

Customize communication strategies to fit the unique characteristics of different audience segments. This involves using language and channels that resonate with specific groups. For example, younger audiences might engage more with social media campaigns, while older generations might prefer traditional media. Consider cultural and linguistic differences to ensure messages are inclusive and accessible.

Build Relationships with Local Influencers

Collaborate with trusted local figures or organizations who have established credibility and rapport within the community. These influencers can help amplify messages and lend credibility to shared information. Building partnerships with community leaders, local businesses, and non-profits can also facilitate more effective outreach and engagement.

Be Transparent and Honest

Transparency builds trust. Beupfront about what you know and what you don’t know, and provide regular updates, even if the news is not positive. Honest communication helps to manage expectations and fosters a sense of reliability.

Show Empathy and Compassion

Demonstrating empathy in communications can help to build emotional connections. Acknowledge the challenges and concerns faced by your audience and communicate with a tone that is supportive and understanding. Sharing stories and testimonials that reflect the experiences of community members can also humanize messages and enhance relatability.

Provide Clear and Actionable Information

Ensure that messages are not only informative but also actionable. Clearly outline the steps people should take and explain how these actions will benefit them or the community. Providing practical advice and clear instructions helps to reduce confusion and empowers individuals to act confidently.

Our Community Engagement for Communicators Professional Series helps you feel more confident in working with your community for positive outcomes. Take a look here at our comprehensive toolkit.