"Wake Up Writing"
Developing Effective Communications Skills

Description

The "Wake Up Writing: Developing Effective Communications Skills" workshop helps researchers, scientists and managers working in NGOs communicate with non-technical audiences.

The emphasis is on helping people create imaginative presentations or write popular articles based on their specific professional projects.

The basic workshop consists of a core 1½ day module, followed by a half-day follow-up that usually takes place four to six weeks later.

In the primary module we look at each participant's specific communications objectives, examine the I-N-V-O-L-V-E principles of effective communications, and learn about the importance of telling the human story. We are introduced to the importance of conflict in raising interest (what I call the "Nancy Reagan Principle-Just Say No"), and how to focus on the main message ("Einstein's First Attempt"). How to switch from a "me" message to a "you" message.

The second half of the primary module dissects bad bureaucratic writing, looks at what makes up "good" communications, and concentrates on specific techniques that participants can take home.

The end of the first day will be devoted to discussing each person's homework assignment - the creation of a written that he/she will make the following day to the group. Participants will be expected to work on this assignment over night and present it to their workshop colleagues the following morning. Some groups prefer to hold the workshop at a retreat centre some distance from the office/home and spend the night there in order to enable them to focus on their presentations without being distracted by the demands of normal daily life.

At the half-day follow-up participants present a draft article for discussion by the group. It is also a time to ask questions and decide what continuing training might be useful.

I use videos, music, cartoons, and lots of hands-on exercises, examples, and group feedback. The objective is serious; the technique is fun.

I prefer to keep the group size small, say 8-12 people. The workshop works best when it is held outside the office.

Background

During 1997 I ran this workshop for senior scientists at CIFOR (Center for International Forest Research) in Bogor, Indonesia, for IUCN (the World Conservation Union) southern Africa NGO members in Harare, and for technicians setting up anti-alcohol programmes in Eastern Europe for ILO. This year I've run the workshop four times for executives at IUCN - The World Conservation Union, the Conservation Communications Network of IUCN, the Environmental Law Centre in Bonn, senior executives of WWF-World Wide Fund for Nature. In September 1998 in Berlin I ran the workshop three times at the 4th Worldwide Conference of Osteoporosis Patient Societies.

"Wake-Up Writing - Developing Effective Communications Skills" evolves from my experience in journalism, marketing, advertising and NGO development.

I write for international publications such as the International Herald Tribune, Wall Street Journal, GQ, BBC Wildlife, Earth Times, Gemini News Service. I was creative director of J. Walter Thompson in Southeast Asia for many years.

During my 14 years with WWF International I led the public awareness and fundraising campaign team which created marketing communications for tropical forests, wetlands, plants and biological diversity. I also have experience in direct marketing, and helped Médecins Sans Frontières-Switzerland revamp their membership strategy. This effort resulted in a doubling of the number of donors and generated income of Sfr 5 million.

I currently help NGOs develop communications strategies and materials. My clients include CIFOR, UNAIDS, IOF-International Osteoporosis Foundation, WWF, IUCN, and ILO.