Community conversations can be instrumental in the growth of an organization. However, they can also be an organizations down fall. These 5 steps can help anyone participating in an conversation, particularly those in power positions or from an organizations.
Honor People’s Perception
We all filter the world through our experiences. Therefore, everyone’s perception of reality will differ. When leading community conversations, listen to others’ perceptions of a situation, and accept that as their reality. It might match yours, but that does not make it any less real to them. Craft your work to resonate with their perceptions.
Concrete Step: When someone shares their personal experience, listen. Then don’t contradict them. Imagine they say that your organization is not accessible, and your job is to make it accessible. Don’t contradict them. Instead, listen. Try to think out the disconnects between your actions and their perceptions. Probe them for better knowledge if you can’t see where the disconnects are occurring.
Emotions underlie our actions and decisions. Even seemingly logical decisions are imbued with emotions. Emotions are not all bad; they are want make people passionate about your institution. Don’t shut emotions down. As you hear words, also listen to emotions. Make sure your planning takes into account the issues that bring out negative emotions in your audience. Build on positive emotions.
Concrete Step: Let people get upset. Don’t ask them to calm down. If they are that worked up, then they have some strong ties to your organization or the issue at hand.
Value is hard to quantify. You honor your institution and its work. But, you need to see what new audiences value. Hear what new audiences value. Then figure out which of your programs and services match your new audiences core values.
Concrete Step: Value is hard to articulate, sometimes. But, actions often indicate value. So, if they are using your organization, what parts are they using? If they aren’t, what are they doing instead?
Honor Honest Communication
New audiences might communicate in different ways that your existing audience. This can be jarring. But, go with it. Also, you might want to mask emotions through jargon. Don’t! Use clear, concise language. Don’t mask emotions or your discomfort with coded language. If you speak respectfully and honestly, you will be able to connect with new audiences.
Concrete Step: Use the words you mean. If you want to increase African-American audiences, don’t use the word diversity. That said, be honest about why you hope to reach that group. Maybe, they are the majority population in your region. Great! (Maybe, you think that will be great for funding. Well, than, this is not as great. This sort of pandering will be obvious and less successful. So, go back to the drawing board if this is where you are.)
Honor Your Audience
Any audience, new or old, will be less invested in your work than you are. You need to connect with them through your communication, but also through actions. Conversation without action fundamentally disrespects your audience.
Concrete Step: Don’t start a community conversation if you don’t plan to take actions based on their responses. As above, if your motives are to check a box or please a funder, you will not be successful. You need to actually mean to change your community if you start asking them for help. If you don’t, they will be alienated and they will remember.