8. Communications

8. 'Communications Group'

Develop a provincial communications strategy.

We do not always communicate with each other well. There are funders who feel they are collaborating yet people feel they were not part. There is a difference between communication (information sharing) after a decision, consultation before a decision and collaboration in making a decision. (See http://kkbiersdorff.wordpress.com/2013/06/18/consultation-and-collaboration-in-change-management/ for definitions and a discussion of these terms.) Often what government sees as consultation looks to others like communication.

If government committed to collaboration, decisions would not be made before all the issues have been discussed and before lack of consensus among stakeholders. The evidence that there is a lack of true collaboration shows in the inconsistencies from one information session to the next and from region to region.

A first step is to ensure shared meanings of the terms we use.

Within the service provider network, we need to be able to respond quickly to what appears in the media about people with disabilities as a basic advocacy role. Currently, we are disconnected and need lots of approvals before we can respond. By then it is too late

We have different messages going to different audiences, which creates confusion around the messages. Some agencies don't share a lot with their staff while others do. We need to share information directly. Transparency is needed.

For example, we need to have someone responding to media misrepresentations of our population. We need to agree in advance on the messages and responses to be able to respond quickly. Right now there is a void. We should create position papers that are the basis of the responses. Messages have to be consistent, professional, available fast and talk the same language as media. We abdicate our power when we are not prepared to communicate. Having messages created pro-actively according to a plan creates a go-to resource for communicators and the media. The group doing the communicating doesn't need to be big or formally represent the majority of people, but must be responsive and consistent with what others would say. Start with a base of a few facts and agreed principles.

Connecting with colleagues across the province is important. Whose message do we want to communicate? All stakeholders or just one or two groups? Communication flow between government and community stakeholders needs to be sorted.

Working together with government on communication would help create transparency and rebuild trust. If the goal of the plan involves communication related to the government agenda (e.g., community employment), government would hopefully see value in participating with us in this communication to stakeholders.

We need compelling stories and a narrative arc in our messaging. This will help people to care. We need why communities are better, more healthful and vibrant places when people with developmental disabilities are part of them. The language needs to be accessible and inclusive. We need to think about what the reader needs, not the writer’s vocabulary or jargon. Do not be divisive. Stay focused on the common vision. Challenges around politically correct language need to be sorted to have clear communication that people understand. We need to take leadership and set the example of respectful language.

Plan Tactics

1.    Create the summary and identify the common vision from today.

2.    Use it to create the foundation of a plan that can be used to respond quickly with short, plain statements.

3.    Build a mechanism to gather a broad range of stories to illustrate our messages (e.g., value of people with disabilities to the community and what support from family, staff, funding and/or community members makes that happen). Put a human face on the issues.

The communication plan should be strategic, consistent, communicate an understanding to all the different stakeholders, and have measurable results.

Action Plan

1.    Hold a cross-stakeholder, cross-Alberta meeting before the end of September to

a.    Set Terms of Reference (who we are and what we do)

b.    Create a communication strategy based on a common vision (or at least start one). The communication strategy would identify agreed-upon

·         Communication goals, short-term and long-term objectives - why

·         Target audiences (and key allies) - who

·         Timelines – when

·         Key messages – what

·         Materials and activities (tactics) – how

·         Method of communication (e.g., media, social media, meetings, flyers) – where

·         How you will know you reached your goals and objectives effectively (evaluation method)

c.    This meeting (or other method) could map the current communication links. How are people finding out about things? Community meetings and community consultations, letters from government, letters/email between individuals, social media? What has been the timing of communication with respect to consultations and decisions?

2.    Develop the plan by December 1 and implement the tactics beginning November/December.