The first rule of communication is to know the audience. It’s easy to assume that hard to reach groups are homogenous. They’re not. So try to get beyond the “usual suspects” who are not traditionally involved in consultation and engagement to find out as much as you possibly can about these audiences.
Before you consult/engage look at what you are trying to achieve. You might find that you are asking too much of your stakeholders.
Every group in society is reached somehow. That’s because commercial companies make it their business to track down and sell to different audiences. Find out who is already talking to the people you want to reach.
By looking at those organisations reaching your audience you will be able to establish what works. Look for things you can copy. Choose method(s) appropriate for the group involved, for example in some cases, written methods may be suitable, in others face-to-face or a mix of methods may be better.
How many people can understand your messages? Allow some flexibility in how people can respond to a consultation/engagement, for example by accepting telephone comment.
You won’t be the only person in Shetland keen to consult hard to reach groups. Find out which front line staff are engaging with them. Talk to those staff and learn.
Look for partners with whom to share consultation. Share costs and benefits.
Make it as easy as possible for your audiences to respond by taking the questions to them, at times that suit them and in places where they feel comfortable. E.g. Run events in evenings; Local venue/location; Group of likeminded people; Information is provided.
Try to see consultation/engagement as the first base in a relationship that will live on beyond your immediate needs. They will have needs too and you might be able to meet some of them. The form of meeting should be carefully considered in order to ensure that those who are less confident about speaking in public have an opportunity to be heard. This will often mean breaking large meetings down into groups of no more than 6-8 participants. You can also take steps to ensure that all views can be included by providing support (financial or otherwise) to allow groups to participate.
First rule of communication – show those you are speaking to that you’ve heard what they’ve said. Give them some feedback. Better still – show them what difference their thoughts, words and ideas have made.
Make your consultation as meaningful as possible. If you assume too much prior knowledge, they’ve either got an anorak-like interest in local government or they’ve not listened. Make your questions meaningful.
Look at the way that you interact and get the code right – dress, language, style. The way that they make up their minds about you will affect your relationship.
Simply put: people on your side should convey the right messages with their demeanour. If your side is stuffy and uninteresting then you’ll be talking to empty halls (and yourself).
What words are meaningful to the groups you want to reach? You will be more successful if you use their words, not yours. But bear in mind that they will expect certain words from you in order to establish your credibility. The issue or question must be clearly explained in terms that are comprehensible to lay people. It is unreasonable to assume prior knowledge of the issue or familiarity with technical language. Material should be designed to be readily understood by a person aged 12.
If you can begin by giving them something that might have been promised in a previous consultation you’ll begin the consultation on a positive note.
The trouble with a lot of consultation is that it’s specific and time-sensitive. Establish the relationship early enough to give you time to make a real connection. Don’t parachute in and leave as soon as possible.
Be flexible enough to listen to what they’ve got to say – in total. Don’t stop listening when you’ve heard what you came to hear.
The more honest, the better. So select someone who can bear full and frank views. And feedback what people say into the rest of the organisation.