The specific objectives for the media day are to identify what the media need to know about effective change in urban water management including communication with stakeholders, the best means of providing them with information and how to promote opportunities to engage them in changes in urban water management. The conference will gather media views on SWITCH outputs and those of other processes analyze their potential for communication and debate ways forward.

1. It is no longer possible for a single organisation to be effective on its own. This complexity requires that we work co-operatively. It involves becoming good at 'communicating' or 'conversating' with each other
   • The complexity of the world means that there are more groups and organisations with responsibility and power. It is no longer possible for a single organisation to be effective on its own. This complexity requires that we work co-operatively. It involves becoming good at 'communicating' or 'conversating' with each other. Conversation implies both a social act and social interaction. It is about exchange, not transmission. It is about seeking to understand each other.
   • In successful cooperation building trust is vital. Confidence in partners needs to be established. A key part of conversation is developing positive attitudes and opinions about the others with whom it is necessary to cooperate.
2. We communicate either to change ourselves, by gaining knowledge that others have and to form opinions about others. One effective route for communicating 'one to many' is the media.
   • We communicate either to change ourselves, by gaining knowledge that others have and to form opinions about others, but also to influence others. To influence people's behaviour we need to understand what are the barriers they face to change.
   • Communication requires both a signal that indicates that a change is appropriate, identifies what is the appropriate behaviour, and is associated with a sufficient incentive to overcome the barriers to changing behaviour.
   • One effective route for communicating 'one to many' is the media. The media are experts in communicating with the different audiences.
   • Timing is essential. There are many issues competing for people's attention and we need to know when it is the best time to get the media's attention on water issues.