Effective Communication Young People - ed

1 Young PeopleEffective Communicationwith Commonwealth of Australia 2009 This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior written permission from the Commonwealth. Requests and inquiries concerning reproduction and rights should be addressed to the Commonwealth Copyright Administration, Attorney General s Department, Robert Garran Offi ces, National Circuit, Barton ACT 2600 or posted at This report is written and issued by Patrick Shanahan and David Elliott who were engaged by the Department of Education, Employment and Workplace Relations to conduct an investigation into communicating effectively with Young report represents the views of the authors and those interviewed and does not necessarily represent the views of the Australian Government, or indicate a commitment to a particular course of action.

2 The Australian Government makes no representation or warranty about the accuracy, reliability, currency or completeness of the report. You should exercise your own independent skill and judgement before you rely on the report. The report is not a substitute for independent professional advice and users should obtain any appropriate professional advice relevant to their particular project was made possible with funding from the Australian Government Offi ce for Youth and the Vocational Education and Training Branch in the Department of Education, Employment and Workplace Relations (DEEWR) and the Australian Government Department of Agriculture, Fisheries and Forestry (DAFF). This report was prepared for use by Australian Government agencies.

3 Feature image designed by Congao (Oliver) Ma from VictoriaEffective Communication with Young PeoplePatrick Shanahan and David ElliottReport for: Offi ce for Youth, DEEWRE&S Research Pty LtdDecember 200923 Effective Communication with Young PeopleForewordThe Eff ective Communication with Young People report was commissioned by the Offi ce for Youth in the Department of Education, Employment and Workplace Relations. The intended audience for this report is primarily Australian Government agencies who are planning Communication activities aimed at Young People aged between 12 and 24 report sits alongside the State of Australia s Young People and Investing in Australia s Young People reports. In combination, these reports demonstrate the Australian Government s commitment to understanding Young People s needs and its determination to work with Young People .

4 The State of Australia s Young People tells us that there are sound social and economic reasons for governments to invest in lifting outcomes for all Young People . Investing in Australia s Young People shows how and where the Australian Government is investing in programs and initiatives for and about Young People . The Eff ective Communication with Young People report provides guidance on how to make sure that Australian Government initiatives are known, understood and working for Young People . This report is a vital piece of work. It will help governments get better at connecting with Young People and designing programs and services that are youth-friendly and youth-focused. Better connection and Communication can help Young People by making it easier to fi nd information, advice and services if and when they need Offi ce for Youth would like to thank the authors of the report and all the Young People , stakeholders and organisations who contributed to its more information, please contact the Offi ce for Youth.

5 9 Methodology 9 Infl uences on the lives of Young People 9 Information and entertainment 10 Segmentation 11 Importance of technology 12 Young People and communicating 13 Face-to-face Communication 14 Mobile phones and texting 14 Email and social networking sites 16 Communication directed to Young People 18 Government and Young People 19 Awareness and relevance 19 Government Communication 21 Engaging with government 22 Methods of communicating with government 23 Communication expectations 25 Young People 25 Stakeholders 26 References 291.

6 Introduction Background Overall aims 32 Specifi c aims 32 References 342. Methodology Stage 1: Literature review Stage 2: Stakeholder/expert interviews Stage 3: Research among Young People 35 Scope and structure of the research Discussion and interview procedure Recruitment Rationale Reporting 413. Summary of literature review Young People today Young People s activities, interests and expectations Communicating Role of the internet Young People and government Impact of computer technology 45 References 465 Effective Communication with Young People4. Stakeholder perceptions of Young People Infl uences on Young People Segmentation How Young People communicate.

7 The role of technology Importance of technology Need for instant Communication Technology enables multi-tasking Technology and social engagement Face-to-face Communication Communicating with Young People Experiential Communication Communicating by mobile Viral Communication Combination media Social networking sites Young People and government Perceptions of government Engaging with government Barriers to engagement Get Young People involved Provide instant feedback Government use of existing social networks Government website for Young People Chat rooms and forums Message do s and don ts Listen to Young People Understand your audience Encourage participation Content Endorsement Use of a third party 71 References 715.

8 Young People and Communication Infl uences on the lives of Young People Parents Friends Teachers/lecturers Workmates/employers Media Other infl uences Information and entertainment sources The internet Television Print media Radio Young People and traditional forms of Communication Face-to-face Communication Landline telephone Mail Technology and Communication Overview Communicating with each other Communicating with others Mobile phones and texting Mobile phones Texting Text language Communicating via the internet Email Social networking Other elements of technology Communicating with Young People Segmentation Communication directed to Young People 916.

9 The government and Young People Who is the government? Politicians Relevance of government Government Communication Electioneering Issues Communication Importance and credibility of Communication Engaging with government General attitudes Methods of communicating with government Issues important to Young People Communication expectations Issue and content of message Tone and style 1097. Regional and rural Young People Infl uences Information and entertainment sources Methods of Communication Communicating with Young rural People Segmentation Communication directed to Young rural People 1147 Effective Communication with Young Regional and rural Young People and government Perceptions of government Relevance of government Government Communication Engaging with government Issues important to regional and rural Young People 1218.

10 Indigenous Young People and Communication Infl uences on Indigenous Young People In general Stakeholders Additional consultants comments Communicating Overall With parents and government Remote locations Stakeholder input Additional consultants comments Technology and Communication Overall Stakeholders Additional consultants comments Government Communication In general Stakeholders Additional consultants comments Demographic comparisons Geographic location Gender Age 131 Appendix 1: Discussion/interview guide 132 Appendix 2: List of organisations included in the research 13589 Effective Communication with Young PeopleSummaryThe Australian Government established the Offi ce for Youth (the Offi ce) in September 2008 in an effort to engage with the Young People of Australia.