Connecting with Communities: 9 tips for resource development communications.

• Author: Ward, Sarah Erkmann
• Position: INDUSTRAL SUPPORT SERVICES

Good communication is critical for any business or industry. This is especially true when developing natural resources in Alaska, where nothing is more indicative of a project's success or failure than the quality of communication with stakeholders.

It's not an easy task. The list of development projects that enjoyed early success or showed incredible promise only to be relegated to the dustbin of Alaska history is long. Of course, economics ultimately determines if projects move forward. But in many cases, the frequency and tone of communications plays an outsized role, ultimately impacting the economics.

So, what are some best practices, especially at a time when Alaska is poised to benefit from several new, large-scale development projects?

Make a Plan

No one would start building a bridge without first developing a detailed blueprint. The same is true in communications. Project managers should invest the time to draft a solid communications plan before launching messages into the public domain. An effective communications program identifies goals, objectives, strategies, and tactics. Stakeholders must be identified and their concerns addressed.

Like any work product, the best communication plans are detailed, include timelines, and are measurable. For large-scale projects, public opinion research is helpful in determining Alaskans' attitudes about a specific project or proposal. Ideally, the results of that research inform the plan's development.

Be Accurate

"Resource development is held to a higher standard when it comes to putting out information," says Kara Moriarty, president and CEO of the Alaska Oil and Gas Association. "Facts should be third-party referenced and sourced to establish credibility. We [oil and gas] don't enjoy the benefit of the doubt when making claims publicly, so it's more important to get it right than just get it out the door."

The need to provide holistic data that seeks to inform is critical. Any effort to put out partially true or out-of-context information will almost always backfire, making the person or organization who said it appear to be playing "hide the ball" or, even worse, untrustworthy. "You must first establish why you're a credible source of information on a given topic," says Rebecca Logan, CEO of The Alaska Support Industry Alliance. "Then, take it a step further and provide information your audience is not getting anywhere else."

Keep It Local

Alaskans don't like being told what to do or think...