Some DOs of Effective Communication
1. Analyze the issue at hand thoroughly before developing a plan: Find answers
to the following questions (within constraints of planning & budget):
• What is the character and extent of the issue?
• What are the causes of the issue? Try to distinguish technical from human
factors.
• What are the targets of the policy?
• What are the possible solutions?
2. Identify the role of communication in an early stage: In many cases this role is
regarded after plans are made, thereby, reducing the potential benefits of
communication greatly. Even though often communication alone cannot solve the
problem, it can be a supporting instrument in most situations when integrated in the
strategy during initial planning.
3. Know the target groups and stakeholders: Effective communication requires
knowledge of the parties involved. Find out the target groups and stakeholders and
study their knowledge, attitude, behavior and interests in the issue at hand. Experience
shows that if you don’t know the ones you want to reach, chances are high that
communication will fail to have the desired effects.
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