Data, information and communication

Mats Kullberg and Tove Lundeberg

Swedish EPA
Communication FOR and

ABOUT results
How do we achieve change?

• Enforcement (legal instruments: laws,

rules, ordinances and regulations)
• Economy (economic instruments: taxes,
charges, support and grants, emissions
trading)
• Engineering (spatial planning: sustainable
planning of infrastructure )
• Education (informative instruments:
awareness-raising, communication,
knowledge exchange, participation)
 Communication is a tool to create

participation, to achieve objectives and to

contribute to dialogue and good quality.

 Different Types!
Type Purpose Main function

Internal Communication Facilitate the flow of Ensure timely and effective

information within an sharing
organisation

Communication for Support sustainable change Induce behaviour and social

Development by engaging key stakeholders change

Advocacy Influence change at policy Raise awareness on hot

level development issues

Corporate Communication Communicate the mission, Use media outputs and

activities and achievements products to promote the
mission and values
 Issues related to PEMC

• Convene and organise a committee

• Prioritse and create a vision

• Monitoring and communication – results to

action
• Follow-up
 Strategic Communication Planning

Assess Design Strategy Implement Monitor &

• Purpose/problem • Objectives • Workplan Evaluate
• Stakeholders • Target groups • Activities
• Needs/perceptions • Levels of change
• Media/channels • Channels/Messages
• Possible solutions • Indicators

Adopted from: Paolo Mefalopulos -

Development Communication Sourcebook
 Community

Assess
Media Government
• Purpose/problem
• Stakeholders
• Needs/perceptions
• Possible solutions

CBOs PEMC Government

agencies

Private
NGOs
sector

Municipality
Assess
• Purpose/problem
• Stakeholders
• Needs/perceptions
• Possible solutions

Knowledge Interest

Mandate
 Possible solutions/Objectives
Assess
• Purpose/problem Very easy Easy Difficult Very Difficult
• Stakeholders
• Needs/perceptions
• Possible solutions
Simple knowledge Enforce existing Change a simple Convince against
to motivated attitudes behaviour groupnorms

Simple know-ledge Bring an issue on Create

to some-what the agenda complicated
motivated behaviour

Change over time

Keep an issue on
the agenda
 Strategic Communication Planning

Assess Design Strategy Implement Monitor &

• Purpose/problem • Objectives • Workplan Evaluate
• Stakeholders • Target groups • Activities
• Needs/perceptions • Levels of change
• Possible solutions • Channels/Messages
• Indicators

Adopted from: Paolo Mefalopulos -

Development Communication Sourcebook
KAP 3H Appeals Barriers
Knowledge Head cognitive • Said is not heard
• Heard is not
understood

Attitude Heart affective • Understood is

not approved

Practice Hand action • Approved is not

oriented done
• Done is not
sustained
Let’s do something about it!