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Recognise and meet the communciations needs of our diverse multicultural society - How to Start

28/8/2012

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In the past week the Australian Human Rights Commission (AHRC) has launched an excellent and much needed anti-racism strategy.  ‘Racism Stops with Me’ is built around three objectives:-        
* Creation of awareness of racism and its impact.
* Identify and promote initiatives.
* Empowerment of communities and individuals.
 
However, the strategy fails to acknowledge the essential role 
of communications in delivering these objectives!
 
Inclusive Communications is about inclusion of  audiences with varying communications needs, ie those from diverse cultures, with disabilities and or with low English literacy. It is also about recognising the critical role communications plays in delivering policy, services and a quality of life.
 
In Australia, Multicultural Communications is an essential component of Inclusive Communications.  41% of our population is either born overseas or has a parents born outside this country.  “ This means getting on for almost half the population have a very direct link with other  countries.” This statistic doesn’t include those who maintain connection to ancestral roots, nor indigenous Australian’s.
 
So how we can start to ensure our communications meets the needs of this culturally diverse society?
 
1 Take a broad communications approach- culturally diverse audiences are everywhere!  Be inclusive with your 'mainstream’ 
communications activity.
 
2 Multicultural communications starts with communications strategy. It is more than just translation and or media placement. 
 * Much of culturally diverse Australia speaks English, though low
   English literacy exists amongst some communities one might 
   expect to be fluent.
* There are many different perspectives based on culture, religion,  
   experiences of migration, settlement and living in this country.  
* Today most Australian mainstream values are based on the right of
   the individual, yet for many their outlook is the family before the 
   person.
 
3  Take an approach based on Respect
* Acknowledge that differences exist.
* Show flexibility- explain your service and product in a meaningful 
  way.
* Set up cultural bridges with bi-lingual/cultural resources and people.
* Review you message. Is it culturally relevant or do you need to 
   adapt?
* Be humble- you can’t know and understand all variations.

 4 Choosing communications methods and channels has never been 
more complex!
* How do cultural diverse audiences fit with your core target 
   audiences?
* What are their media habits- in English and or other languages?
* Do they listen to ‘their radio/TV’? What press, on-line and social 
   media are being used?
* What is the role of community leaders, influencers and organisations
   in sharing information?
* What options exist for those with low English comprehension/literacy
   and or with sensory disability? 
 
5 Translations are important and critical for some audiences.These will include newer migrant groups, large communities and those with aging  populations.
* Ensure the copy to be translated is culturally relevant.
* Before you start, plan how your materials will be, accessed and  
   used.Translated materials buried on a website, rarely reach their 
   audience, who don’t have sufficient mastery of English to find them!
* Use professional translators, not automated technology nor
   unqualified bilingual staff.
 
6 Participate in activities, such as training, to extend your knowledge and understanding of diverse cultures and practical communications approaches.

 Andrea Cooper
 
Of course, I can’t resist the inevitable plug. ComAbility is currently offering two relevant training sessions.
 * Wednesday 10 October: Making It Happen-Disability and
   Multicultural Communications

   Participants: Those working with people from diverse communities
   or with a disability.     
* Wednesday 31 October: Introducing a Professional Approach to 
   Inclusive Communications

   Participants: Professional communicator’s and those with
   responsibility for developing information for diverse audiences.
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Easy as ABC: Start up your Inclusive Audience Engagement

25/7/2012

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This week I attended a business breakfast meeting of one of my local BNI groups. It was refreshing to be back in such a proactive direct networking environment.

So what’s this got to do with Inclusive communications and engagement? 
 
Effective communications is ultimately about direct engagement with individuals. How can we engage with people if we don’t have a common means to interact? If we don’t make an effort, we can’t hope to bridge any communications gap.
 
Individuals with differing communications abilities are a natural part of all audiences. The very people we try and communicate with every day. Though it’s not realistic to meet the specific needs of every individual, we can always do better.
 
Attitude and Awareness
* Open your minds, get into the realities of others.
* Show respect, be open and flexible.
 
Background
* Learn and understand the most common needs for enhanced 
  communications opportunity.
* Familiarise  yourself and explore options.

 Commitment
* Affirm your own commitment.
* Co-opt resources and people to help take your commitment towards
  action.
* Work for buy-in and resourcing from people who fund and influence
  your work.
 
De-clutter
* Reduce confusion by systematically introducing new approaches.
* Seek an in-house starting point. How aware is staff in your 
  organisation? 
* Conduct an Inclusive Communications Audit. Identify what 
  communications systems are in place for inclusion of a more 
  diverse, wider audience. What are your gaps and opportunities?
* Review your corporate Style Guide for inclusion of audiences with
  sensory disability, from diverse cultures and or with low ‘English’
  literacy.
* Refresh your brand to meet Inclusive Communications needs.
 
Engage and Empower
 * Put in place your new communications foundations.
* Extend these with a plan for specific strategies and actions.
 
Fragment
* Take advantage of the current revolution in communications. Draw
  on the many evolving platforms to personalise and meet specific
  communication’s styles, interests and needs.
 
We know that developing and nurturing loyal customers is more cost effective in the long-term than a constant revolving door. Investing in strategies and actions that bridge communications ability gaps, will pay off though repeat business from customers who truly appreciate
your efforts and service. 
 
Andrea Cooper
 
For those interested in reviewing their existing Style Guide for Inclusion, our current special offer is still available for work
booked/order placed by 7 August. Email me for more information

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The Ten Questions of Inclusive Communications

5/6/2012

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In my first blog I defined Inclusive Communications. I also identified why we need to provide specific Inclusive Communications actions. 
 
In brief we need to meet the communications needs of the:-

* Approximately 40% of the Australian population have either a disability or 
   long term health condition . These statistics will include many, though
   not all, of the 16% of adults with a hearing loss or the many reliant on
   reading glasses. 
 * About third of Australians who come from non-anglo cultures. Their 
   individual cultural approaches differ from the mainstream. Also, for many
   English is not their first language.
 
So having established this need, how can we make sure our information is available to these audiences?
 
Ten questions to kick start planning in the right direction.
1. Are you aware and do you ‘walk in their shoes’?
2. Have you considered doing an inclusive communications audit?
3. What actions can be easily taken to start to fill your gaps? 
4. Have you reviewed your style guide for  inclusiveness? What changes to
    core style would add to your communications accessibility?
5. Is the language you use Plain English and easily understood? What are your 
    options? Do you need multiple English or other language versions? If so, 
    how would these be available?
6. Visually how readable is your branding, marketing collateral, literature and 
    website? Are the layout, typeface, type size and  contrast, suitable for a 
    wide spectrum of your audience? Do you need to provide alternatives and 
    if so how will these be produced and distributed?
7. Is your information culturally relevant to your audience? Will some miss
    your context or not relate to your product or service, due to how the
    information is presented?
8. How is your phone answered? Are there alternative contacts for those with 
    hearing loss, limited English or speech? Does your reception, switchboard or
    call center know how to be receptive and responsive to diversity?
9. Do you, your staff and /or clients know how to relate face to face with
    people from diverse cultures, with a physical, cognitive and /or sensory
    disability?

10. What bottom line opportunities is your organisation or clients
       missing by not facing up to these realities? What advantage can
       be made by getting in ahead of your competition?
 
Time now for action to include meeting the needs of diverse audiences within your core communications strategy.
 
Some recent news related to Inclusive Communications
 
New ‘Know your rights’  brochures from the Australian Human Rights  Commission.
More captions to shortly be available with pay TV programs

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    Andrea Cooper

    Inclusive communications specialist and guru. More about Andrea
    ​

    Blatant Promotion....
    Prepare now with our fixed price 
    Inclusive 
    Communications Review

    ​of your 
    Communications or Marketing Strategy.

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