Introduction to communication

Similar to the techniques/tools that can be used by practitioners for conducting engagement with stakeholders, there are several methods and/or channels that can be used to communicate with stakeholders (external and internal).

Responsive communication is critical to ensure that feedback links and relationships are maintained with stakeholders.

To ensure there is value for a project/activity in the long- term engagement needs to be frequent and continuous, and therefore the means of communication needs to be appropriate for the stakeholders involved.

There are a range of factors which influence which communication methods/channels selected by practitioners which are outlined in this section.

LightbulbTip: ‘Engagement’ and ‘communication’ are related but distinct concepts. ‘Communication’ is about how you convey or provide information to stakeholders and is typically ‘one-way’ in nature. ‘Engagement’ on the other hand, focuses on facilitating an intentional ‘two-way’ interaction with stakeholders. As such, communication is possible without engagement, but engagement is impossible without communication.
LightbulbTip: Companies may be reluctant to share aspects of the ‘bigger picture’ for fear that the uncertainty may cause more issues (refer to the challenges and barriers in Section 1), but expectations around project/activity uncertainty can be agreed with stakeholders. This will influence what information is communicated and when.

Overview of methods and channels

The methods/channels that can be used by practitioners and companies to communicate with stakeholders can be divided into four categories:

  • Traditional media
  • Electronic media
  • Written methods
  • Informative displays

An overview of the benefits/advantages, limitations/ challenges and usage considerations is provided to aid practitioner understanding of these methods/channels.

A list of resources that provide a more in-depth understanding of these methods/channels is provided in Appendix C.

LightbulbTip: Building constructive relationships with key members of the media can be a very important component of getting fair and frequent coverage.

Traditional media

Traditional media relates to methods that have been used by practitioners for stakeholder engagement for a long period of time and are typically observed on projects/activities. These methods include newspaper or magazine advertisements, television or radio broadcasts, interviews and press releases. ​

  • Benefits/advantages
    Chevron-down

    Broad reach; ability to disseminate information quickly; raises publicity and awareness; allows for provision of formal responses to stakeholder concerns and avoid misinformation; relationship development with local press and media agencies; and effective in low-technology and rural/remote communities​.

  • Limitations/challenges
    Chevron-down

    Limited by the number of people who can read, watch or listen; media companies have the potential to change the narrative; the size of the media release may limit detail/ information presented; and can be an expensive exercise.

  • Usage considerations
    Chevron-down

    Potential to use a third-party provider/distributer specialised in traditional media; methods of distribution (e.g. infomercials, articles, radio) based on stakeholders and availability; and contact details can be provided to allow feedback.

Electronic media

Electronic media includes a range of methods focused on providing an online presence for companies in relation to a project/activity. These methods include establishment of a project website, use of email, social media, or text messaging to reach stakeholders.​

  • Benefits/advantages
    Chevron-down

    Broad reach; ease of providing project/activity information and updates; multiple languages; ability to share documents and videos; interactive; can provide personalised communication; ability to obtain feedback and gauge stakeholder perceptions and reactions early; ability to provide a response to issues/concerns raised in a timely manner; opportunities to advertise upcoming engagement activities; and may include analysis capabilities​.

  • Limitations/challenges
    Chevron-down

    Requires access to the internet or social media platforms; uncontrolled public access and feedback; conversational ‘hijacking’ by stakeholders; requires sufficient staffing to respond in real-time; can be seen as impersonal; and misinterpreted messaging.

  • Usage considerations
    Chevron-down

    Requires a company manager to curate content and a clear protocol for company use; selection of platforms; stakeholder access/digital literacy (e.g. internet, phone, computers); use of third-party distributors/providers.

LightbulbTip: While social media can be a way to reach a wider audience, it is not without its challenges. Understanding the perceptions held by the wider community will help in knowing how much stock should be placed in comments on social media.

Written methods

Written methods typically include communication with stakeholders that is reliant upon text-based materials such as letters, brochures, maps, and factsheets. These methods are commonplace in stakeholder engagement as they are designed to inform stakeholders in relation to the project/activity and can be readily displayed or provided at meetings, handed out to stakeholders or left in public places.

  • Benefits/advantages
    Chevron-down

    Broad reach; easily customisable to suit project/activity needs and requirements; disseminates detailed information about the project/activity; high level of stakeholder familiarity; will help to get internal alignment on key issues and messages; can provide larger audiences with access to information related to the project/activity.

  • Limitations/challenges
    Chevron-down

    Selection of the distribution method can affect the uptake of information; depending on the nature of the method a multi-disciplinary approach may be required; and level of detail and language requirements (e.g. avoiding the use of jargon).

  • Usage considerations
    Chevron-down

    Potential to use a third- party provider to develop and design; stakeholder requirements (e.g. language, literacy levels); methods of distribution; consideration of what stakeholders know and need to know; tap into existing communication channels; contact details can be readily provided.

Informative displays

Informative displays relate to written material produced and displayed in public locations to inform stakeholders about a project/activity. These methods usually involve creating public displays for project/activity information, use of notice boards or hanging of posters in publicly accessible/centralised locations.

  • Benefits/advantages
    Chevron-down

    Broad reach (dependent upon locations); ease of providing project/activity information; multiple languages; high level of stakeholder familiarity; opportunities to advertise upcoming engagement activities; and ability to provide contact information.

  • Limitations/challenges
    Chevron-down

    Dependent upon location it can impact stakeholder reach; level of detail and language requirements (e.g. avoiding the use of jargon); and less engaging form of communication.

  • Usage considerations
    Chevron-down

    Potential to use a third- party provider to develop and design; stakeholder requirements (e.g. language, literacy levels); location of displays; consideration of what stakeholders know, want to know and need to know; and contact details can be readily provided.

LightbulbTip: A wide range of design software/tools exist to develop collateral for projects/activities in-house; however, third party providers, such as graphic designers, can be used to help in providing graphics-based content.

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