Communications Strategy

Background

The National Geological Society is the UK’s professional body for Earth science and has a worldwide membership of over 12,000. It aims to improve knowledge and understanding of the Earth, to promote Earth science education and awareness, and to promote professional excellence and ethical standards in the work of Earth scientists, for the public good.

The Society asked us to conduct an Equality Communications Review to assess how well the Society’s commitment to attracting diversity was promoted in its communications, and to develop a strategy to attract greater diversity.

Approach

We suggested an organic approach whereby we would review all communications which would be viewed by members and potential applicants. Quantitative analysis was used where possible, for example, by measuring promotion of outreach activities and the use of positive action images.

Process

We reviewed the Society’s website, journals, newsletters, applications forms and social media feeds including Twitter and Facebook. Observations on impressions and examples of good practice were collated. The plenary Equality Communications Review included recommendations on changes to the website, governance, applications forms and how outreach activities were promoted.