Communications
Clear communication is vital to delivering successful reuse projects, and to creating a reuse culture.
Even relatively simple reuse projects are likely to have a wide range of stakeholders within the local authority that have an interest in its success including waste, sustainable development, circular economy, and climate change teams. In addition, teams responsible for supporting employability, training, and education may be involved.
More widely, projects may have the potential to support local people in a vulnerable financial position, as well as supporting the creation and growth of a creative local economy. This potentially wide-reaching interest in the benefits of reuse should assist with promoting and creating a widespread reuse culture.
It is important to create a culture where people understand the value of second-hand items and view opportunities to both drop-off items and purchase them in a positive light.
Developing a Communications Strategy
One of the key aims of any communications campaign is to overcome people’s barriers to participation. Benefits of developing a comprehensive communications strategy include:
• Easier and faster decision making and activity planning under a clearly agreed strategic direction.
• Creation of clearer messages, ones which are appropriate to, and directed at, well defined target audiences.
• Added impact through continuity and consistency as a result of communication activities that build on each other.
• Savings in time and money through the integration of activities and clear lines of responsibility.
• Consistency and clarity of communications with well defined aims and objectives.
It is important to seek out consumer research to understand what motivates individuals to reuse and likewise what stops them. In 2020 and 2021, Zero Waste Scotland commissioned Consumer Behaviour Reports on what motivates people to shop second-hand, which can be accessed through the Revolve Reuse Knowledge Hub.
To inform the development of your communications strategy you may find it helpful to follow the steps outlined below.
Desktop review
Gathering information about your local authority and target audience will help inform and localise your strategy.
Brainstorming session
Hosting a brainstorming session with staff members from key departments will allow you to introduce the project, gather intelligence, and identify examples of previous good practice that may be useful to inform the communications strategy.
Identify communications budget
Finding out the available budget for the communications to support your reuse facility will allow you to tailor your communications strategy appropriately.
Develop key messages
Developing key messages will support the consistent delivery of information throughout the life of the project.
Identify key stakeholders
Identifying key stakeholders will help shape the communication messages and collateral required to effectively promote the reuse service to your target audience.
Identify communication channels, platforms and mechanisms
Carry out a review of the communication methods currently used by your local authority, as well as identifying any gaps and potential new communication opportunities.
For full, detailed information on how to create a communications strategy for your reuse project, download the full PDF guide from the Making Reuse Happen homepage.
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