Communication - The Key to Success!

Description

The aim of the project "Communication - The Key to Success" is to promote the communication capacity of the Latvian Society of the Blind (LSB) and its 10 territorial organizations (TO). During the project it is planned to attract a public relations specialist with the help of which diverse and purposeful communication with the members of the LSB and society in general will be ensured, both on the activities of LSB and on topics relevant to people with visual impairments. Withthe help of the public relations specialist LSB Long-Term Communication Strategy will be developed, as well as training and experience exchange opportunities will be organized for LSB and its TO employees. The activities implemented within the project will help LSB to implement successful communication with the public in the long run, in an easy-to-understand way, ensuring regular information about the activities of LSB. At the same time, the communication skills acquired by employees will also help to ensure more successful daily communication with people who go to TO for various services. Improving the communication capabilities of LSB is necessary to ensure full and high-quality implementation and improvement of the basic functions of LSB and the functions delegated by the state.

Summary of project results

The project "Communication - The Key to Success" aimed to address several key issues and challenges:

1. Lack of Effective Communication: The Latvian Society of the Blind (LSB) and its 10 territorial organizations (TO) faced challenges in maintaining clear, consistent, and effective communication with their members (people with visual impairments) and the general public. This lack of effective communication was hindering the organization’s ability to inform members about services, events, and other relevant activities.

2. Limited Public Awareness: There was a need to improve public awareness regarding the activities of LSB and the needs and rights of people with visual impairments. Without a proper communication strategy, society at large was not sufficiently informed about the importance of accessibility and inclusion, nor the challenges faced by people with visual impairments.

3. Insufficient Communication Skills among Staff: The LSB staff and TO employees needed better training in communication techniques, particularly when interacting with people who are visually impaired. The absence of targeted training reduced the quality of communication in daily interactions, as well as in conveying important information about services and organizational activities.

4. Lack of a Long-Term Communication Strategy: The LSB lacked a cohesive and long-term communication strategy to guide its outreach efforts. Without such a strategy, the organization’s communication with both its members and the public was fragmented and unsystematic, resulting in less effective engagement and information dissemination.

5. Inconsistent Public Relations Management: The project identified the need for a dedicated public relations specialist to ensure a professional approach to communication and engagement with both the blind community and the broader society.

In summary, the project aimed to address these challenges by improving communication effectiveness, raising public awareness, enhancing staff communication skills, and establishing a comprehensive communication strategy for the long-term success of LSB.

Here’s a summary of the activities and outputs from the project "Communication - The Key to Success" based on the provided information:

1. Development of LNB Long-Term Communication Strategy

• Current Situation Analysis: Before developing the strategy, an analysis of the existing communication methods and channels of the Latvian Society of the Blind (LNB) and its Territorial Organizations (TOs) was conducted. This included understanding how TOs communicate with members, potential members, and the general public. The strengths and weaknesses of the communication system were identified.
• Hiring of a Public Relations Specialist: A public relations specialist was brought in to lead the strategy development, in collaboration with colleagues and TO leaders.
• Provisional Content of the Strategy:
  • Analysis of the current communication situation.
  • Short-term and long-term communication goals.
  • Information to be communicated.
  • Tools and methods for delivering communication.
  • Frequency and timing of information dissemination.
• Outputs:
  • The strategy was drafted in the first half of 2022.
  • Screenshots of the developed infographics and the website (in both Russian and English) were provided.
  • An audio file demonstrating the ReadSpeaker feature was shared, which allows audio conversion of website content.
  • Infographics about LNB can be found at: Infographics Link.
  • LNB published at least four updates per month on its website and social media, with screenshots of these posts included as evidence.
  • Translations of key website sections into English and Russian were made available.

2. Targeted Communication on Current Issues and LNB Activities

• Ongoing Activity: This component focused on consistently communicating LNB’s updates, challenges, and activities. The communication took place on LNB’s website and Facebook page and continued throughout the project.
• Outputs:
  • Regular updates and targeted communication are still being published on the LNB website (www.lnbiedriba.lv) and their Facebook page (LNB Facebook).

3. Training and Experience Exchange on Communication Skills (Cēsis TO)

• Activity Overview: A two-day seminar took place from September 3-4, 2021, at the Cēsis Territorial Organization. The goal was to improve communication skills and promote experience sharing among LNB staff.
• Outputs:
  • All participants received certificates for successfully completing the seminar.
  • The seminar’s webpage and outcomes can be reviewed here: Seminar Link.

4. Website Text-to-Speech Conversion (ReadSpeaker Integration)

• Activity Overview: LNB’s website was enhanced with a ReadSpeaker voice synthesizer to improve accessibility for visually impaired users. This allows users to listen to the website’s content.
• Outputs:
  • The voice synthesizer feature was integrated throughout the website.
  • You can try the ReadSpeaker feature and learn more about it here: ReadSpeaker Overview.

5. Project Conclusion and Publications

• Final Outputs: The project’s final publication was disseminated through four different channels:
  • LNB Website: Project Conclusion
  • Facebook: Project Post
  • Magazine: Published in the Rosme journal, issue 7 of 2022.
  • A press release was prepared and distributed to media outlets.

In summary, the project involved the development of a long-term communication strategy, continuous targeted communication, training for staff, implementation of a text-to-speech feature on the website, and multiple publications to ensure that the Latvian Society of the Blind could improve communication with its members and the public.

The project "Communication - The Key to Success" achieved several important results, which benefited various stakeholders, particularly the Latvian Society of the Blind (LSB) and its members. The outcomes and impacts are described below:

1. Improved Communication Capacity of LSB

• Outcome: The development of the LNB Long-Term Communication Strategy provided a structured and sustainable approach to communication. It clarified how LSB and its Territorial Organizations (TOs) should communicate with their members, potential members, and the broader public. This strategy ensured that LSB''s communication would be more consistent, targeted, and effective in the long term.
• Beneficiaries:
  • LSB members: Especially people with visual impairments, who now have improved access to relevant information about services, activities, and opportunities offered by LSB.
  • LSB staff and TO employees: By having a clear communication strategy and guidelines, staff members can engage with the public and members more effectively, making their work smoother and more impactful.

2. Increased Awareness and Engagement with the Public

• Outcome: The project enhanced LSB''s ability to communicate key updates, challenges, and events to the general public. With regular updates on the website and social media platforms, public awareness of LSB’s activities and the issues faced by people with visual impairments has significantly improved.
• Beneficiaries:
  • General Public and Media: The public now has greater exposure to the issues related to visual impairments and the rights of the visually impaired community. The media’s engagement through press releases and articles also contributed to broader societal awareness.

3. Enhanced Communication Skills for LSB Employees

• Outcome: Through training seminars, such as the one held at the Cēsis Territorial Organization, LSB staff and TO employees received vital training on communication and interpersonal skills. These new skills help employees to engage more effectively with LSB members, improving the overall communication environment.
• Beneficiaries:
  • LSB staff and TO employees: The training enhanced their daily communication skills, both with LSB members and external stakeholders, making interactions more efficient and accessible.
  • LSB members: They benefit from better communication with staff when accessing services, support, and information.

4. Improved Accessibility of LSB Website

• Outcome: The integration of the ReadSpeaker voice synthesizer on the LSB website made the site more accessible to visually impaired users by allowing them to listen to content rather than read it. This feature promotes digital accessibility, one of the key needs for people with visual impairments.
• Beneficiaries:
  • LSB members and visually impaired individuals: The ability to listen to website content removes barriers to accessing important information, making the LSB website more inclusive and user-friendly.

5. Sustained and Targeted Communication

• Outcome: Throughout the project, LSB maintained regular and targeted communication on its website and Facebook page, providing updates on LSB''s activities, news, and relevant issues. This regular output increased engagement with both members and the general public.
• Beneficiaries:
  • LSB members: They are now more informed about LSB’s ongoing activities and services, leading to better engagement and participation.
  • General Public: Regular social media and website updates have helped raise awareness of the work LSB does and the issues faced by the visually impaired community.

6. Visibility and Outreach Through Publications

• Outcome: The final project publication, along with related articles and media outreach, provided significant visibility for the project’s results and LSB’s broader mission. Disseminating these results across various platforms, including LSB’s website, Facebook, the Rosme journal, and media outlets, helped extend the project''s reach.
• Beneficiaries:
  • Media and Society: The press releases and articles ensured that LSB’s communication efforts were shared widely, increasing awareness about the importance of accessible communication for people with disabilities.

Summary of Beneficiaries and Impacts:

• LSB members (visually impaired individuals): Received better access to information and improved services through enhanced communication.
• LSB staff and TO employees: Gained valuable communication skills that improve their effectiveness in dealing with members and external stakeholders.
• General public: Increased awareness of LSB’s work and the needs of visually impaired individuals.
• Visually impaired website users: Benefited from enhanced accessibility features on the LSB website, making information more available and usable.

In conclusion, the project had a wide-reaching impact, improving the internal and external communication capacities of LSB, enhancing accessibility for visually impaired individuals, and raising public awareness about the organization''s work and the issues affecting the blind community.