These ‘rules’ are observations drawn from more than 30 years’ experience of dealing with rural and regional communities from both
a technical and communications perspective. We have proven them to be a sound basis for communicating effectively with the rural community across Australia

RULES OF
ENGAGEMENT

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Agree a compelling common (shared) story.

Any program or project must present a compelling story for its intended audience. If you can’t tell the story of what success looks like for the community why would you expect that community ‘get the picture?
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Utilise the networks.

Unlike their metropolitan counterparts, rural communities are highly networked – utilising these networks is essential.
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Think local, act local.

Rural communities are looking for relevance; communication programs that recognise this are the most successful.
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Oiling squeaky wheels may not make the ride smoother.

Focusing on those who support you and who are undecided will reap bigger pay-offs than focussing on those who may end up crusading against you'
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Acknowledge ‘buying’ behaviour.

Most significant projects are ’high involvement purchases’.Case studies; face-to-face communication; good knowledgeable spokespeople, quality support materials and a good website all become very relevant.
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People buy benefits.

Open and honest communication which clearly communicates the benefits of what is being offered gains the most traction.
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Emphasise oral communications.

Literacy levels present a barrier to awareness and understanding in many rural communities; word-of-mouth remains key.
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Deliver the ‘big’ messages with local relevance.

Rural communities have a ‘strong sense of place’. They belong to their towns and regions. They are also connected through the bond of ‘who I am’– these community/industry links provide another platform of relevance.