Planning education to care for the earth - IUCN Knowledge Network

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Communication: an instrument of environmentalpolicyAgnes Gomis and Frits HesselinkAbstractThe role of communication as an instrument to achieve policy isconsidered in relation to other government instruments.Communication is seen as an umbrella which encompasses educationand marketing. Communication managers in government have aspecialist role to advise on and use appropriate communicationinstruments for the different stages of the policy cycle. Well managedcommunications enable the government to develop responsibility forenvironmental policies in community groups and individuals.Communication can be an important policy instrumentScientific research shows that communication always plays an important rolewhen governments implement successfully their environmental policies.Policy instruments work better if they are properly communicated to therespective target groups. Figure 1 summarises the policy instruments onwhich governments have to draw to implement environmental policy.Depending on circumstances communication can be used alone or in a mixwith other instruments.Communication can help increase knowledge, raise awareness and changeattitudes and / or behaviour. An information campaign can make individualsaware of their responsibility for the environment and create a solid base forenvironment policy in the community. Education can stimulate the learningprocess and help children and people in general to make environmentallyresponsible behaviour part of their everyday lives.Figure 2 shows what communication experts bring under the umbrella of theconcept which we call communication.Communication as a separate instrument can be successful where not manyobstacles exist to change behaviour towards more environmentally friendlypractices. But research shows that communication has a better chance ofsuccess if it is combined with other instruments such as legislation orfinancial instruments. Especially when the aim is to change attitudes andbehaviour.The policy processResearch and public affairs studies in different countries have revealed thatpolicy making is a cyclic process of basically four main stages:29
Planning education to care for the earthState of the EnvironmentValuesDecision makingmechanismsPotential Objectives Basic knowledgeThe objective is to influence1. Discharges 2. Discharges 3. Use of naturalfrom production from consumption resourcesInstruments1. Economic 2. Volume control 3. Informationinstruments - restrictions awareness raising- subsidies - regulations - promotion- deposits - directives - research- fees - recommendations - information- taxes - conventions - education- compensation (legally binding) and trainingOperation of MarketsConsumersBusinesses- consumer information - environmental marketing- opinion forming - changes in products- environmental labelling - voluntary agreements- changes in production methodsFigure 1. Hierarchy of instruments for sustainable development. "FinnishAction for Sustainable Development" (page 132). Ministry of theEnvironment of Finland.• identifying the issue; or agenda setting• formulating the policy• implementing the solutions• management and control.Communication has a different significance and plays different roles in eachof these stages. Figure 3 shows the role of the government in the phases ofthe policy cycle. During the identification phase the government’s roleincreases gradually, reaching a peak at the end of formulating the policy.Thereafter there is a slow decrease in the government’s involvement.30
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