Speaking with one voice
Sending a clear and consistent message lies at the heart of any successful communication.
By making a collective effort to communicate the benefits of Scotland's biodiversity, speaking with one voice, the message will be heard and understood. Your voice will be strengthened by the many others sending a similar message.
Being consistent with your message adds weight to your communications by putting them in a broader context, providing the 'big picture' for your own specific area.
For instance, the following 'big picture' messages have been threaded into a news story about protecting red squirrels in Scotland:
* Scottish biodiversity is unique, remarkable and precious but is under threat.
* Everyone has a responsibility to contribute to the protection of Scotland's wildlife and nature to ensure other generations can enjoy its variety and richness and it continues to contribute to our quality of life.
The messages are highlighted in italics:
"Conservationists have come up with a plan to prevent the decline of the red squirrel in Scotland.
Twenty-five refuges are being created in large coniferous plantations, a habitat which is disliked by the rival grey squirrel.
The plan was developed by the Scottish Squirrel Group - a partnership including Scottish Natural Heritage, the Forestry Commission and other bodies. In the last 50 years, the red squirrel has experienced widespread decline. The new strategy aims to reverse this by improving habitat, establishing a local squirrel group network and maintaining a national database of records.
The sharp decline in numbers of red squirrels illustrates how Scotland’s rich biodiversity is in decline and certain species and habitats are in danger of disappearing. Despite their high profile, red squirrels are under-recorded in a large part of the country, but it is known that about 75% of the UK population can be found in Scotland.
Protecting Scotland’s wildlife and nature is everyone’s responsibility and even individual actions can contribute to conserving vital species and habitats. Foresters and landowners manage their woodland habitats to favour red squirrels and control competing grey squirrels, which is crucial to the long-term future of red squirrels in Scotland.”
Original story about the Scottish Squirrel Group appeared on BBC Scotland Online in February 2004.
Sending the right message
Here you'll find the messages most relevant to each of our three key audiences:
- The General Public
- Young People
- Decision Makers
Sections can be viewed on screen, downloaded and/or printed here.
Using these messages in conjunction with the elements found in the Your Tools section means you can easily build a toolkit that's right for your particular needs.
Click on your audience's link on the left side of the screen to discover the messages that work best for them.
More expansive information on key messages and how to deliver them effectively can be found in the Your Audiences section.