Delivering solutions through creative on the ground partnerships and pioneering policy design.
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Transcript of Delivering solutions through creative on the ground partnerships and pioneering policy design.
Delivering solutions through creative on the ground partnerships and pioneering policy design.
A joint initiative of the University of New Hampshire and Clean Air-Cool Planet
We already receive too much information
A joint initiative of the University of New Hampshire and Clean Air-Cool Planet
Strategies to overcome these barriers
Communication
Commitments
Prompts
Norms
Incentives
Build Community (Make it Fun!)
HOW TO BUILD PUBLIC RELATIONSHIPS THAT MOTIVATE REAL SUPPORT
The Diffusion Process: The Flow of Information … and Influence Toward Decision Making
A. Awareness
Learns about an idea or practice but lacks detail
B. Information
Gets facts, develops interest, sees possibilities
C. Evaluation
Tries it mentally, weighs alternatives
D. Trial
Social acceptability, experiment- tation
E. Adoption
Full-scale use, adopts it
F. Reinforcement
Continued commitment
1. Mass media
and impersonal message forms
1. Mass media
and impersonal message forms
1. Friends and
neighbors
1. Opinion
leaders and advocates
1. Friends and
neighbors
Appropriate mix of mass media and interactive techniques
2. Experts and
agencies 3. Friends and
neighbors 4. Opinion
leaders and advocates
2. Opinion
leaders and advocates
3. Experts and
agencies
4. Friends and neighbors
2. Opinion
leaders and advocates
3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Friends and
neighbors 3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Opinion leaders
and advocates 3. Experts and
agencies 4. Mass media
and impersonal message forms
Significance: Note that impersonal media (print, broadcast) cease being effective after Phase B, when personal media (people, experts, opinion leaders) takes over as the need for psychological support and social acceptability replaces the need for information. Adopted from Jackson Jackson and Wagner.
HOW TO BUILD PUBLIC RELATIONSHIPS THAT MOTIVATE REAL SUPPORT
The Diffusion Process: The Flow of Information … and Influence Toward Decision Making
A. Awareness
Learns about an idea or practice but lacks detail
B. Information
Gets facts, develops interest, sees possibilities
C. Evaluation
Tries it mentally, weighs alternatives
D. Trial
Social acceptability, experiment- tation
E. Adoption
Full-scale use, adopts it
F. Reinforcement
Continued commitment
1. Mass media
and impersonal message forms
1. Mass media
and impersonal message forms
1. Friends and
neighbors
1. Opinion
leaders and advocates
1. Friends and
neighbors
Appropriate mix of mass media and interactive techniques
2. Experts and
agencies 3. Friends and
neighbors 4. Opinion
leaders and advocates
2. Opinion
leaders and advocates
3. Experts and
agencies
4. Friends and neighbors
2. Opinion
leaders and advocates
3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Friends and
neighbors 3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Opinion leaders
and advocates 3. Experts and
agencies 4. Mass media
and impersonal message forms
Significance: Note that impersonal media (print, broadcast) cease being effective after Phase B, when personal media (people, experts, opinion leaders) takes over as the need for psychological support and social acceptability replaces the need for information. Adopted from Jackson Jackson and Wagner.
HOW TO BUILD PUBLIC RELATIONSHIPS THAT MOTIVATE REAL SUPPORT
The Diffusion Process: The Flow of Information … and Influence Toward Decision Making
A. Awareness
Learns about an idea or practice but lacks detail
B. Information
Gets facts, develops interest, sees possibilities
C. Evaluation
Tries it mentally, weighs alternatives
D. Trial
Social acceptability, experiment- tation
E. Adoption
Full-scale use, adopts it
F. Reinforcement
Continued commitment
1. Mass media
and impersonal message forms
1. Mass media
and impersonal message forms
1. Friends and
neighbors
1. Opinion
leaders and advocates
1. Friends and
neighbors
Appropriate mix of mass media and interactive techniques
2. Experts and
agencies 3. Friends and
neighbors 4. Opinion
leaders and advocates
2. Opinion
leaders and advocates
3. Experts and
agencies
4. Friends and neighbors
2. Opinion
leaders and advocates
3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Friends and
neighbors 3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Opinion leaders
and advocates 3. Experts and
agencies 4. Mass media
and impersonal message forms
Significance: Note that impersonal media (print, broadcast) cease being effective after Phase B, when personal media (people, experts, opinion leaders) takes over as the need for psychological support and social acceptability replaces the need for information. Adopted from Jackson Jackson and Wagner.
HOW TO BUILD PUBLIC RELATIONSHIPS THAT MOTIVATE REAL SUPPORT
The Diffusion Process: The Flow of Information … and Influence Toward Decision Making
A. Awareness
Learns about an idea or practice but lacks detail
B. Information
Gets facts, develops interest, sees possibilities
C. Evaluation
Tries it mentally, weighs alternatives
D. Trial
Social acceptability, experiment- tation
E. Adoption
Full-scale use, adopts it
F. Reinforcement
Continued commitment
1. Mass media
and impersonal message forms
1. Mass media
and impersonal message forms
1. Friends and
neighbors
1. Opinion
leaders and advocates
1. Friends and
neighbors
Appropriate mix of mass media and interactive techniques
2. Experts and
agencies 3. Friends and
neighbors 4. Opinion
leaders and advocates
2. Opinion
leaders and advocates
3. Experts and
agencies
4. Friends and neighbors
2. Opinion
leaders and advocates
3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Friends and
neighbors 3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Opinion leaders
and advocates 3. Experts and
agencies 4. Mass media
and impersonal message forms
Significance: Note that impersonal media (print, broadcast) cease being effective after Phase B, when personal media (people, experts, opinion leaders) takes over as the need for psychological support and social acceptability replaces the need for information. Adopted from Jackson Jackson and Wagner.
HOW TO BUILD PUBLIC RELATIONSHIPS THAT MOTIVATE REAL SUPPORT
The Diffusion Process: The Flow of Information … and Influence Toward Decision Making
A. Awareness
Learns about an idea or practice but lacks detail
B. Information
Gets facts, develops interest, sees possibilities
C. Evaluation
Tries it mentally, weighs alternatives
D. Trial
Social acceptability, experiment- tation
E. Adoption
Full-scale use, adopts it
F. Reinforcement
Continued commitment
1. Mass media
and impersonal message forms
1. Mass media
and impersonal message forms
1. Friends and
neighbors
1. Opinion
leaders and advocates
1. Friends and
neighbors
Appropriate mix of mass media and interactive techniques
2. Experts and
agencies 3. Friends and
neighbors 4. Opinion
leaders and advocates
2. Opinion
leaders and advocates
3. Experts and
agencies
4. Friends and neighbors
2. Opinion
leaders and advocates
3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Friends and
neighbors 3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Opinion leaders
and advocates 3. Experts and
agencies 4. Mass media
and impersonal message forms
Significance: Note that impersonal media (print, broadcast) cease being effective after Phase B, when personal media (people, experts, opinion leaders) takes over as the need for psychological support and social acceptability replaces the need for information. Adopted from Jackson Jackson and Wagner.
HOW TO BUILD PUBLIC RELATIONSHIPS THAT MOTIVATE REAL SUPPORT
The Diffusion Process: The Flow of Information … and Influence Toward Decision Making
A. Awareness
Learns about an idea or practice but lacks detail
B. Information
Gets facts, develops interest, sees possibilities
C. Evaluation
Tries it mentally, weighs alternatives
D. Trial
Social acceptability, experiment- tation
E. Adoption
Full-scale use, adopts it
F. Reinforcement
Continued commitment
1. Mass media
and impersonal message forms
1. Mass media
and impersonal message forms
1. Friends and
neighbors
1. Opinion
leaders and advocates
1. Friends and
neighbors
Appropriate mix of mass media and interactive techniques
2. Experts and
agencies 3. Friends and
neighbors 4. Opinion
leaders and advocates
2. Opinion
leaders and advocates
3. Experts and
agencies
4. Friends and neighbors
2. Opinion
leaders and advocates
3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Friends and
neighbors 3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Opinion leaders
and advocates 3. Experts and
agencies 4. Mass media
and impersonal message forms
Significance: Note that impersonal media (print, broadcast) cease being effective after Phase B, when personal media (people, experts, opinion leaders) takes over as the need for psychological support and social acceptability replaces the need for information. Adopted from Jackson Jackson and Wagner.
HOW TO BUILD PUBLIC RELATIONSHIPS THAT MOTIVATE REAL SUPPORT
The Diffusion Process: The Flow of Information … and Influence Toward Decision Making
A. Awareness
Learns about an idea or practice but lacks detail
B. Information
Gets facts, develops interest, sees possibilities
C. Evaluation
Tries it mentally, weighs alternatives
D. Trial
Social acceptability, experiment- tation
E. Adoption
Full-scale use, adopts it
F. Reinforcement
Continued commitment
1. Mass media
and impersonal message forms
1. Mass media
and impersonal message forms
1. Friends and
neighbors
1. Opinion
leaders and advocates
1. Friends and
neighbors
Appropriate mix of mass media and interactive techniques
2. Experts and
agencies 3. Friends and
neighbors 4. Opinion
leaders and advocates
2. Opinion
leaders and advocates
3. Experts and
agencies
4. Friends and neighbors
2. Opinion
leaders and advocates
3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Friends and
neighbors 3. Experts and
agencies 4. Mass media
and impersonal message forms
2. Opinion leaders
and advocates 3. Experts and
agencies 4. Mass media
and impersonal message forms
Significance: Note that impersonal media (print, broadcast) cease being effective after Phase B, when personal media (people, experts, opinion leaders) takes over as the need for psychological support and social acceptability replaces the need for information. Adopted from Jackson Jackson and Wagner.
People act when
1. They are aware of an issue
2. They feel it affects them personally
3. They can do something about it
A 10 STEP PLANNING PROCESS FOR PUBLIC RELATIONS
1. Institutional mission statement & goals
2. Public relations goals stemming from the above
Behavior / Demand
Financing Workforce
Reducing use of
fossil fuels
A 10 STEP PLANNING PROCESS FOR PUBLIC RELATIONS
3. Publics (internal, external) by priority
4. Opinion Leaders in each public
5. Desired behaviors (objectives): things they can do, things we hope they will not do. Specific. Measurable. Achievable.
6. Research: what do we know, what do we need to know
A 10 STEP PLANNING PROCESS FOR PUBLIC RELATIONS
7. Barriers: structural difficulties that need to be overcome
8. Strategies, theories, tactics relevant to planning activities to reach & build positive relationships with each public
9. Budget: manpower, mind power, machinery, money
10.Evaluation: how will we know we achieved objectives?