C10.5 Communication


Said is not heard.

 Heard is not Understood.

 Understood is not Accepted.

 And Accepted is not yet Done.

 Source: OCED, “Environmental Communication”.

 The OCED state that ”Environmental Communication is the planned and strategic use of communication processes and media products to support effective policy making, public participation and project implementation geared towards environmental sustainability.”

To be effective communication must be planned. As with environmental reports, it must be clearly aimed at the audience and reflect the aim of the communication (influence, persuade, inform etc).


Environmental Communication

Communication on environmental issues does have some special considerations. For example, environmental issues are often very complex. Issues may involve science, technology, economics and politics. The general public will not necessarily have a full understanding of any or all of these elements.

Several environmental issues are emotive. People can get very emotionally involved in issues such as species extinction or animal testing. Others become frustrated by financial penalties they see as unnecessary such as congestion charges. Responses to emotive issues may not be rational.


Communication Strategies

For a communication strategy to be effective, information must be accessible. The audience must be borne in mind at all times. This may require non-technical information about a technical subject, in order that the public and non-specialist may understand it.

The method of communication may involve a number of options, including leaflets, posters and reports. The message must be clear and consistent.