Primary - Better Thinking, Better Solutions

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

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?

Utilise the networks.

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

Think local, act local.

Rural communities are looking for relevance; communication programs that recognise this are the most successful.

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'

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.

People buy benefits.

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

Emphasise oral communications.

Literacy levels present a barrier to awareness and understanding in many rural communities; word-of-mouth remains key.

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.