Communication Strategy
Document Actions
- Workforce 2010 Communication Strategy
- Element 1: Public Education and Awareness Program
- Element 2: Youth Education and Awareness Program
- Element 3: Industry Development and Recognition Program
- Element 4: Government Relations Program
- Element 5: Evaluation and Benchmarking
Workforce 2010 Communication Strategy
The Communication Strategy addresses more than labour market issues. Rather it proposes a strategy for social change, which addresses the public understanding of people with disabilities as well as the individuals who provide support.
The plan proposes a strategic communication approach over a three-year period. It is based on the following:
- Strategic communication is:
- part of the management process
- a change agent
- a two-way process
- Strategic communication must be:
- grounded in the interests and language of the receiver
- compelling in order to be noticed
- credible, continuous, and consistent to be effective
The communication approach proposes five major elements that would unfold in a planned concurrent process over a three-year period.
Element 1: Public Education and Awareness Program
The public education and awareness program will be the marquee initiative to begin establishing a social change in the perception towards people with disabilities in Alberta. It involves educating Albertans about persons with disabilities including dispelling myths and stereotypes, exposing Albertans to persons with disabilities, and building awareness around the topic itself as well as the area and profession of community rehabilitation.
Industry and sector activities will be used to develop opportunities (including media opportunities) as an effective way to reach a broad reader and viewer base. Examples include:
- Community Living Awareness Month
- Partnerships with appropriate community groups (YMCA, public schools)
- Partnerships with corporate partners
- Norm McLeod Awards
- AARC Annual Conference
Element 2: Youth Education and Awareness Program
The development of our perceptions begins in childhood. A youth education and awareness program targeted at K-12 youth begins building awareness around people with disabilities and starts the education process around community rehabilitation.
A number of activities in this area are suggested, including the following:
- Class Presentations (grade 4-6) following the current social stream of the educational curriculum “people in your community.”
- Class Presentations (grade 7-9) focus on “people in your community” and “who and how do persons with disabilities receive the support they need.”
- Youth Friendship Program providing opportunities for one-on-one interaction between junior high students and youth with disabilities in a relaxed and informal environment (encourages the kind of human exchange and learning experience that is necessary to make a positive and long-lasting impact to both).
- Presentations at the 10-12 Grade level that would integrate more information about the potential career path of community rehabilitation.
- Youth Leadership Program where activities are task or results oriented.
Element 3: Industry Development and Recognition Program
The objective of the industry recognition program is to attract and maintain the current workforce through various initiatives specific to employers, current community rehabilitation professionals, forthcoming post-secondary graduates, and career influencers. The program includes the following:
- Targeting education and awareness to career influencers and the potential and future workforce (e.g., presence at the Career Development Association of Alberta’s annual resource fair).
- Equipping employers with the tools necessary to instill a positive organizational culture, and to encourage and employ best practice techniques. The goal is to have community rehabilitation professionals feel sufficiently encouraged and appreciated to remain with their employer and within the sector.
- Publicly acknowledging exemplary work force members (e.g., Norm McLeod Awards).
- Identifying community advocates as potential speakers for presentations as well as industry mentors for newcomers to the field to learn from leaders and develop best practices at the outset.
Element 4: Government Relations Program
It is important to keep key government officials (elected and non-elected) abreast of Workforce 2010. It informs them of how government funding is being used and equips them with the knowledge necessary to address inquiries from constituencies. This program will involve the following:
- Workforce 2010 Annual Report
- Government briefing package
Element 5: Evaluation and Benchmarking
Social perception benchmarking will occur bi-annually to track changes in public perception towards persons with disabilities and identify if overall messaging needs to be revised.
