they will be kept informed of any significant developments in government policies and activities. Principles for effective PFAS communication and engagement information that effectively reaches and These Guidelines have been developed to resonates with communities: assist governments to engage with communities on a complex subject where Proactive is better than reactive evidence and understanding is still evolving. Know your purpose Good communication aims to provide factual Know your audience and accurate information in a timely manner, Communicate clearly, honestly and and can minimise the risk of confusion, consistently anxiety and mistrust of the messenger. Never underestimate the value of In the absence of straightforward, consistent, face-to-face communication and understandable messages from Learn from experience governments in Australia or other credible sources, concerned community members will The following explain each of these turn to alternative sources such as internet, principles in detail. Adhering to them can be social and traditional media for information. the difference between an assured community or one that is resistant to engagement. Applying the following six key principles of good communication can greatly assist the government in ensuring factual PRINCIPLE #1 PROACTIVE IS BETTER THAN REACTIVE – it demonstrates government openness and Wherever possible, be the first and most transparency, engenders trust; credible provider of factual information. it avoids the perception that government is In the public discourse about PFAS, we have trying to conceal issues from the public, or seen numerous examples where, in the shirk responsibility; absence of upfront, clear and factual information from credible spokespeople, the it provides the with facts (preferably in media has at times reported incorrect, the form of quotes from credible misleading information, drawing erroneous spokespeople) and a balanced narrative connections and misquoting scientific they can publish; and literature. factual information may, in some cases, debunk myths and extinguish interest in the story before it gains momentum and Being proactive in preparing and releasing causes unnecessary concern. clear and factual information, as soon as any significant new development occurs, is preferable for a number of reasons: PRINCIPLE #2 KNOW YOUR PURPOSE –
they will be kept informed of any significant developments in government policies and activities. Principles for effective PFAS communication and engagement These Guidelines have been developed to assist governments to engage with communities on a complex subject where evidence and understanding is still evolving. Good communication aims to provide factual and accurate information in a timely manner, and can minimise the risk of confusion, anxiety and mistrust of the messenger. In the absence of straightforward, consistent, and understandable messages from governments in Australia or other credible sources, concerned community members will turn to alternative sources such as internet, social and traditional media for information. Applying the following six key principles of good communication can greatly assist the government in ensuring factual information that effectively reaches and resonates with communities: Proactive is better than reactive Know your purpose Know your audience Communicate clearly, honestly and consistently Never underestimate the value of face-to-face communication Learn from experience The following explain each of these principles in detail. Adhering to them can be the difference between an assured community or one that is resistant to engagement. PRINCIPLE #1 – PROACTIVE IS BETTER THAN REACTIVE Wherever possible, be the first and most credible provider of factual information. In the public discourse about PFAS, we have seen numerous examples where, in the absence of upfront, clear and factual information from credible spokespeople, the media has at times reported incorrect, misleading information, drawing erroneous connections and misquoting scientific literature. Being proactive in preparing and releasing clear and factual information, as soon as any significant new development occurs, is preferable for a number of reasons: it demonstrates government openness and transparency, engenders trust; it avoids the perception that government is trying to conceal issues from the public, or shirk responsibility; it provides the with facts (preferably in the form of quotes from credible spokespeople) and a balanced narrative they can publish; and factual information may, in some cases, debunk myths and extinguish interest in the story before it gains momentum and causes unnecessary concern. PRINCIPLE #2 – KNOW YOUR PURPOSE
iga-national-framework-pfas-appendix-c.docx