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Pembrokeshire South East Energy Group

The Manner of the Message

5th August 2011

The Manner of the Message

          At their recent annual general meeting members of Pembrokeshire South East Energy Group were fascinated by a report from their vice-chair Neil Sefton on his attendance at a seminar organised by Transition Bro Gwaun and given George Marshall, Director of Projects at COIN (Climate Outreach and Information Network). COIN is a charity formed in 2004 directly to engage the public about climate change. COIN inspires lasting changes in attitudes and behaviour through the use of innovative learning methods and by assisting people to communicate their own messages to their peers.

          Neil explained that there were five basic elements to be considered when spreading the climate change message the audience, the message, the speaker, the medium and the action required.

          Audiences will vary. It is vital that the speaker quickly assesses its character and gears the presentation accordingly. Indicators in making this assessment may be the most popular newspaper, the members' apparent values and a wide range of other interest and attainments.

          The message must be given in the right language to engage the audience. Jargon is unhelpful. The nature of the subject must be brought close to people. General observations regarding the disasters facing the planet are also not helpful.

          The approach must be positive how responding to the challenges of climate change can lead to cleaner living and healthier air. Collective action should be encouraged we are all in this together. And stress the benefits to our children and grandchildren if we take the right action now.

          The identity of the speaker is very important audiences will normally respond better to people they know and trust a member of their own peer group.

          The method of delivery of the message must also be considered. Not only newspapers and meetings but also members' own social networks should be used.

          The action required must be possible with best results achieved by encouraging small achievable steps. These must be carefully explained and a group response should be encouraged. People are reluctant to take radical steps on their own.

          Whatever message is being communicated, its effectiveness must be tested with honest feedback from the audience. This will enable the speaker to evaluate and refine their approach.

          Neil was thanked by the Chair for his clear and thought provoking report. He had given the meeting much to think about.


Past Articles
24th June 2011The Work of the Darwin Centre: A talk by Marten Lewis, manager of the Darwin Centre
27th May 2011Electric Cars The Road Ahead?: The talk by John Lilly of Dragon Electric Vehicles
13th May 2011Are electric cars the way forward?: A talk by John Lilly of Dragon Electric Vehicles
22nd April 2011Sustainability in Action: A visit to the Science & Technology Park (Technium) in Pembroke Dock
1st April 2011A Revolution in Wind Energy?: A talk by Vaughan Griffiths from Quietrevolution, Pembroke Dock
25th February 2011Preparing for Floods: A talk by Richard Wickes of the Environment Agency
14th January 2011The Way Forward for Wind?: A talk by Steve Hack of Seren Energy
12th November 2010How Green is your Castle?: The National Trust & Global Warming
15th October 2010Challenge of the Rising Sea: The effects on the Pembrokeshire coastline
10th August 2010The beautiful Welsh coastline: Response to possible rising sea levels
18th June 2010Visit to Costain at Canaston Bridge: Not Costing the Earth
16th April 2010Feed in Tariffs: Power to the People
12th March 2010Heat Pumps & Photo Voltaic Panels: Prepare for the Goodlife
12th February 2010Parliamentary Candiates at Green Question Time in Saundersfoot
15th January 2010Weather & Climate: A Question of Energy
4th December 2009Sustainable Community Ventures: Regeneration in Pembrokeshire
13th November 2009Community Initiatives: Sustainable Wales leads by example
16th October 2009Climate Change Challenge for Candidates & Micro-generation with wind turbines
2nd October 2009A Visit to Castle Pill Wind Farm: Quiet blows the wind
11th September 2009Renewable Sustainable Energy: An Energy Survey for South East Pembrokeshire
10th July 2009A talk by Lorraine Dallmeier of Infinergy: Wind Power - Pembrokeshire's Potential
12th June 2009St. Oswald's, Jeffreyston - Pembrokeshire's Beacon of Sustainability
24th April 2009Solar Panels: Three Cheers for Sunny Pembrokeshire
13th March 2009Ashton Hayes Community Energy Reduction & Hot Water From the Sun
13th February 2009Could Pembrokeshire go carbon neutral?
14th November 2008Environment Wales to provide 'Start-Up' Funding for PSEEG
17th October 2008PSEEG to become a Registered Charity

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