Image Analytics public information principles and methods

At Image Analytics, we first audit the perceptions of target constituents — I.E.: legislators, local, national, regional or tribal governments, investors, educators and strategic partners. Simultaneously, we develop a matrix of needs and goals relative to each target group. Then, through organized research, we develop communication plans for each target group.

Getting across the message is a challenge of another sort.

Each target constituent has his or her own point of reference, so it’s important to take both a general and a specific approach and then test for effectiveness whenever possible.

In the near term, what is most important is to develop an integrated, cohesive, well thought-out plan that articulates key messages. These should be developed from a global focus, a target-constituent focus, and a regional (I.E.: province-by-province) focus.

These messages are then articulated in a simple, easy-to-use, visual and written format that will ensure every member of your staff knows what is appropriate to say, and when. A portion of your Intranet can contain written information to support individual image components that might come under discussion.

As a general tactic, we leverage the Web and maximize its potential through localization, community building, partnership development, Web site traffic programs, newsletters, forums, bulletin boards, educational components and a complete virtual press center.

There are a number of techniques for communicating with the public; however, each letter, notice, or meeting must be planned to suit the specific proposed activity. Typically, organizations will rely on conventional, habitual ways of relating to a target group instead of greeting the audience in a “new way, in a new day, every day.”

Our process relies on constant, early, close contact with real people (as opposed to political opportunists) to gain real insight into their needs and perceptions. These are, after all, always changing. Then realistic goals are set that project success for a number of plans based on outcomes that take into account the target customers point-of-view.

This process involves creativity and a high degree of client contact, but results in innovative, results-driven programs that don’t try to get people to do something they’re not inclined to do, but instead, moves them towards a desired goal using their own momentum. Effective programs are likely to be developed if they are planned on the basis of the needs of the target group, identified in conjunction with them, and involving them in implementation.

This tactic assumes that not all members of a target group can be convinced to support a particular position. There are, in fact, four levels of support that an individual target member can take and only one of these will result in the failure of a program. The four levels are: Opposition, Permission, Adoption, Promotion. (Voting against it, not voting, voting for it, working to get votes for it.)

To move someone from Opposition to Permission, you must take them through five steps. They must recognize:

1. There is a serious problem that must be solved at all costs;
2. It’s your job to solve it somehow;
3. This is one far and reasonable solution; there may be others;
4. The people developing this solution have heard the concerns and ideas of all;
5. The option is the best one available, actually solves the problem and is better than the alternative which is doing nothing at all.

This process involves structured (yet relatively informal), face-to-face interaction among representatives of stakeholder groups. The goal is to simply gain early participation from those with differing viewpoints. This encourages informed debate on priorities and direction, and helps to understand the expectations and concerns of everyone involved. It also helps to identify potential adopters or supporters who might be outside the process.

We identify the potential controversies and get as much information as possible about the constituents view of the proposal. This allows us to respond to public comments or alternatives, suggest revisions to the program or communication plan and lessens the chance for public grievances, appeals, litigation, and media attacks.

At the very least it produces sound policies with a wide range of support, and reducing the likelihood of subsequent disagreements or even political or legal challenges.

As a tactical note, consider, promotional press events, displays and demonstrations. I.E.: rather than stuffy speeches or podium presentations, creating kiosks and contests that are much more effective at getting the point across.