Communicating to different audiences on topical European issues

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Communicating to different audiences on topical
European issues

• How to bring the message across effectively
• Pascal Hildebert Marcello Mereu
• European Commission, 17 March 2006

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Agenda

• Introduction and the concept of culture
• Adapting communication to target groups and
  individuals according to their culture
• Styles and techniques to enhance our
  communication
• Preparation of presentations
• Presentation time
• Debriefing exercise
• Conclusion

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A little bit of morning humour

• Heaven is the place where
• The French are the cooks
• The Swiss are the bankers
• The British are the police
• The Italians are the lovers
• And everything is organised by the Germans

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A little bit of morning humour

• Hell is the place where
• The French are the bankers
• The Swiss are the lovers
• The British are the cooks
• The Germans are the police
• And everything is organised by the Italians

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Why is it funny?

• Our brain works through
• categorisations and attributions
• Stereotypes exaggerated categorisations
  (labelling)

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Careful though

• International versus Intercultural

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Levels of culture (Hofstede)

• National
• Regional, Religious, Linguistic
• Gender, Sexual Orientation
• Generational
• Social Origin, Degree of Education, Occupation
• Corporate Level
• Hobbies and pastimes
• Etc.

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Scheins onion

• THE LAYERS OF CULTURE

Behaviours
Norms
Basic Assumptions
Beliefs Values
Symbols
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Different perceptions

• The various levels of culture influence our
  perception of reality.
• Different perceptions of reality generate
  opinions.
• Investigating these perceptions can avoid a
  number of conflicts and misunderstandings.

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Communication styles techniques

• How to investigate perceptions
• Active listening/Rephrasing
• Open questions/Never Assume Always Ask
• Body language Mirroring

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Preparation of presentations (45 minutes)

• The whole group is divided in 4 groups according
  to their target group and their language.
• For each target audience, on a flipchart paper,
  the trainers will have outlined a few guidelines
  on how to approach the target audience.
• Every group is sub-divided in 4 smaller groups.
• The small groups have to prepare a 5 minute
  presentation of the EU enlargement for the target
  audience.
• Each small group presents to the other three in
  their larger group.

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Target audiences

• A middle-age couple from a working-class
  background, maybe plumbers, fearing losing their
  jobs because of the invasion of outer Europeans.
  You meet them at an information fair.
• A group of recently hired staff from a local or
  regional government, around 25-35 years old. You
  meet them at a training session for new staff.
• School pupils 13-14 years old. You visit them at
  their schools and want to raise awareness of EU
  enlargement.
• Canadian university students, 23-24 years old,
  about to graduate touring Europe. Interested in
  information about EU. You meet during their visit
  to Europe.

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General guidelines for each subgroup

• Focus on the needs of the target audience
• Identify key messages related to the target group
• Ask the audience to share their view/vision on
  enlargement
• Adapt language and vocabulary
• Make cultural references
• Listen to and observe body language, facial
  expressions and reactions

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And now

• ITS BREAK TIME (15 MINUTES SHARP!!!)

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Presentations (45 minutes)

• All groups present in their larger groups
• 20 minute discussion on 3 key questions
• What were the main difficulties you encountered
  during the exercise?
• How did you determine the key messages adapted to
  your target audience?
• What are the skills you found most difficult to
  make use of or apply?

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Conclusion (30 minutes)

• Each large group presents a short summary of
  their discussions around the 3 key questions in
  the plenary session.
• Overall conclusion and wrap-up