Do the Right Thing -- Part 2 Review
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Transcript of Do the Right Thing -- Part 2 Review
Overview of Book Written byJames Hoggan with Richard D. Littlemore
Dr. LaRae M. Donnellan, APR, CPRCProfessor of Public Relations
Florida A&M University
Hoggan’s Argument“[T]he public argument about climate change
[has] very little to do with science and a great deal to do with public relations” (p. 43).
Climate scientists agree.“Debate” promoted
in some media.
(From http://www.prwatch.org/node/9650e)
Remember the “Tobacco Debate”?Tobacco Industry Strategies:
Reposition debate: Not about health but about free choice.
Deny wrongdoing: The link between tobacco and cancer was never “proved” beyond reasonable doubt.
Excuse or minimize the problem: Lots of things cause cancer.
Astroturfing: Mobilize smokers to “fight for their rights.” Attack the character of your
opponent: Anyone who tried to educate or legislate against tobacco was simply trying to create a “nanny state.” (http://jama.ama-assn.org/content/279/10/772.abstract)
Climate Change “Debate”Industry Strategies:
Reposition debate: Not about climate change but about “hurting moms and dads … grandmas and grandpas … senior citizens … miners, loggers, truckers, farmers … families struggling to survive.”
Deny wrongdoing: The link between human activity and climate change has never been “proved” beyond reasonable doubt.
Excuse or minimize the problem: Climate change is cyclical. Astroturfing: Faking letter-writing
“campaigns” to oppose Waxman-Markey Clean Energy Bill in 2009 (Bonner & Associates PR firm)
Attack the character of your opponent: Al Gore is wrong.(http://island-adv.com/2010/12/report-1000-scientists-
worldwide-refute-man-made-global-warming/)
Have Deniers Been Successful?
(From http://www.gallup.com/poll/126560/Americans-Global-Warming-Concerns-Continue-Drop.aspx?version)
Partisan Divisions: Pew PollsCollege-educated
partisans: Are humans responsible (2008 Pew poll)?
Democrats: 75% yes Republicans: 19% yes
Why a difference? How they consume media &
which media they consume. Democrats: Better informed
about the science. Republicans: Better informed
about the controversy.Pew Research Center for the People & the Press, conducted Sept. 30-Oct. 4, 2009, among 1,500 adults reached on cell phones and landlines.
Power of StorytellingWachtman: “Good storytelling is the perfect
antidote to information overload” (p. 51).Jung: Importance of archetypes –
universal unconscious, story templates (e.g., the child, the “shadow”)
Rapaille: Everything has a code.Reptilian brain (instinct-driven)Limbic brain (emotional)Logical brain (analysis)
Why do stories fail … or succeed?(http://www.strategicbriefings.com/2010/book-review/book-review-the-culture-code-by-clotaire-rapaille/)
Sustainability Case StudyWhat does “sustainability” mean to you?What does “working toward our long-term
well-being” mean to you?What is your most memorable experience
associated with the concept of sustainability?
Sustainability Case StudyEd Wachtman:
MessageMeaningMyth
Dominant themes from his research: Meta-theme: Emphasize hopeCore themes: Community, interconnectivity,
transformation, reconciliation
(http://www.storytellings.com/people.htm)
Ray Anderson Case StudyVague sense something is not rightTriggering event (hero gets wakeup call)Epiphany (hero comprehends
challenge)Reconciliation (what is broken
must be fixed)Transformation (change behavior)Return & responsibility (act as force
for change)(http://www.interiordesign.net/blog/Design_Green/34426-The_Leadership_of_Ray_Anderson.php)
Understanding Framing“When the facts don’t fit the frame, it’s the facts
we reject, not the frame.” (Susan Nall Bales, FrameWorks Institute)
Benefits vs. shortfallsTax cuts, tax reliefCDC: It’s not true that “the side effects are worse
than the flu.”
Brain’s “subconscious rule of thumb is that easily recalled things are true” (p. 70).
Get your message out first to frame the issue.(http://obeliskseven.blogspot.com/2010/11/global-warming-frameworks-institute-on.html)
Three Levels of Public DiscussionBig ideas
Freedom, justice, community, stewardship, responsibility
CategoriesThe environment, child care,
health careSpecific issues
Clear-cut logging, child tax credit, funding for the EPA or Planned Parenthood (http://planetgreen.discovery.com/go-green/ultimate-go-
green/green-numbers.html)
Reframing Climate ChangeFrameWorks’ findings:
Canadians were slightly less confused than Americans about how to address climate change.
No further ahead on taking action.Talked about impacts, not causes.Unable to identify humans as
causing problem.Thought problem was with ozone
hole.
“When people don’t know how things work, it’s easy to spin them … ” (p. 74).(www.demotix.com)
Reframing Case StudySimplified explanation for climate change
“Heat lock” or “blanket”Focus groups & national surveys to test
messages & messengersScientists OK to speak about potential
negative effects of climate change.Environmentalists OK to talk about
solutions.Environmentalists NOT OK to talk
about potential negative effects.
(http://www.nytimes.com/2006/01/29/science/earth/29climate.html?_r=1)
Dr. James E. Hansen, NASA Scientist
Importance of ListeningWhat does Hoggan say the chances are of
changing people’s minds as a result of “debates” on TV?
System tends to solidify opposing positions.
(http://blog.timesunion.com/kristi/15331/sherri-shephards-bikini-wax/)
Yankelovich’s Dialogue RulesPurpose is to understand.All participants should speak for themselves.Treat everyone as an equal.Be open & listen when you disagree.Search for assumptions.Listen with empathy; acknowledge
what others say.Look for common ground.Express disagreements in terms of
ideas, not personality or motives.Separate dialogue from decision-making.Respect all points of view. (http://www.sfgate.com/cgi-bin/blogs/inoakland/
category?cat=2865&o=10)
Dialogue Among Big GroupsPolling & focus groups have weaknesses.ChoiceDialogues
Carefully prepared workbook with lots of information
Values-based choicesLong time frame for
participants to work through issues together.
(http://www.viewpointlearning.com/offer/choice.shtml)
ChoiceDialogues & SustainabilityPeople come to important judgments about
complex issues in three steps:Opinion Formation – Begin to get sense of urgencyWorking Through – Look seriously at choices & trade-offsResolution – Set out & act on optimal choices
2005-2006 research findings from four groups Issue wasn’t lack of understanding of sustainability.Participants supported sustainability initiatives &
making changes in their own lives IF …Government, industry and other people make changes,
too.
10 Communication Principles80% performance; 20% telling about itPerformance exceeds expectationsCore values explicit; framed in ethical termsPrivileged institutions must do moreSilence/denial = bad faithNo benefit of the doubtPlain talk essentialHonesty/integrity = valued by publicNoble goals but deeply flawed
execution = hypocrisyDeliver results
(http://www.corbisimages.com/Enlargement/42-21523287.html)
Cialdini’s 6 Persuasion PrinciplesFlattery will get you everything.Do unto others as you would have them do
unto you.All the neighbors are doing it.Can I get that in writing?Trust me; I’m an expert.On sale – while they last.
Hoggan’s 7th: Act responsibly or always tell the truth.