How can you use communication to promote structural change in society?

2 Know your audience

Communication is not a one-way process. You need to understand and respect your audience, and tailor your communication to their needs and preferences. Who are you trying to reach, and what do they care about? What are their values, beliefs, attitudes, and behaviors? How do they access and process information, and what are the barriers and opportunities for engaging them? Knowing your audience will help you create relevant, credible, and persuasive communication that resonates with them.

3 Use stories and emotions

Communication is not only about facts and figures. It is also about stories and emotions that connect with people on a human level. Stories can help you illustrate the problem, highlight the solutions, and showcase the impact of your work. They can also help you build trust, empathy, and rapport with your audience, and motivate them to take action. Emotions can also play a key role in communication, as they can trigger attention, interest, and action. However, you need to be careful not to manipulate or exploit your audience's emotions, and balance them with reason and evidence.

4 Collaborate and co-create

Communication is not a solo activity. It is a collaborative and co-creative process that involves multiple actors and perspectives. You need to work with others who share your vision and goals, and who can bring different skills, resources, and networks to the table. You also need to involve your audience and beneficiaries in the design, implementation, and evaluation of your communication, and respect their voices and feedback. Collaborating and co-creating will help you build relationships, partnerships, and coalitions that can amplify your impact.

5 Adapt and learn

Communication is not a static or linear process. It is a dynamic and iterative process that requires constant monitoring, evaluation, and learning. You need to track and measure your communication activities, outputs, outcomes, and impacts, and use the data and feedback to improve your communication. You also need to be flexible and responsive to the changing context, needs, and opportunities of your audience and stakeholders, and adjust your communication accordingly. Adapting and learning will help you optimize your communication and achieve your goals.

6 Be ethical and responsible

Communication is not a neutral or harmless process. It has ethical and social implications that you need to consider and address. You need to be honest, transparent, and accountable for your communication, and avoid misleading, deceiving, or harming your audience or beneficiaries. You also need to be respectful, inclusive, and culturally sensitive in your communication, and avoid stereotyping, stigmatizing, or discriminating against any group or individual. Being ethical and responsible will help you build trust, credibility, and reputation for your communication and your cause.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?