Characteristics of IMPACTFUL communication
How you go about producing the communication content will vary, depending on the channel and format.
This guide won’t address creative processes or step-by step instructions, which are best agreed among the professionals involved.
Contents of Disaster Risk Communication Hub
- Introduction
- Process
- Principles
- The four phases of disaster risk communication
- Understand
- Plan
- Do
- IMPACTFUL communication (You are here)
- Novel collaborations
- Media interviews on disaster risk
- Misinformation and disinformation
- Pretesting your content
- The importance of feedback loops
- Scenario
- Resources
- Improve
- Main publications
- Case studies
- Further resources
However, there are nine common characteristics that should apply to most risk communication in any form it takes, to ensure it is “IMPACTFUL”: Interactive, Multi-channel, Personalised, Accurate, Clear / Concise / Consistent, Timely, Fun (or at least engaging), Useful, and it Leaves no one out. Ask yourself the following questions to sense-check if your communication content is likely to be impactful.
I – Interactive
Does it enable an exchange between the target group and other stakeholders – and among target members themselves?
M – Multi-channel
Does it use multiple channels to reach people to reinforce information and help people consider their options from different angles?
P – Personalised
Does it provide information specific to the target group’s situation or feature people like them?
A – Accurate
Is the information factual, and are representations fair and true-to-life?
C – Clear, concise, consistent
Is it easy to understand, not too long (for the format), and is the meaning consistent throughout, even when communicated in different channels and formats?
T – Timely
Does it reach people at the right moment, giving them time to consider and act?
F – Fun (or at least engaging)
Is it presented in a way that is appealing and relevant to the audience? Human interest content, local examples, rich visual or audio content, or drama, quiz or interactive formats may have more impact than "dull-but-worthy" advice.
U – Useful
Is it practical or actionable? Can people actually dosomething with the information or advice that you provide?
L – Leaves no one out
Is it accessible and inclusive of diverse genders, abilities, social backgrounds and marginalised groups within your target audience? Have you inadvertently excluded any people by failing to consider their needs and interests?