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Motivating Community Behavior Local Solutions Conference May 20, 2014

Motivating Community Behavior Local Solutions Conference May 20, 2014. Presented By: Robin Schell, APR, Fellow PRSA Senior Counsel & Partner Jackson Jackson & Wagner www.jjwpr.com. Behavioral Public Relations Model. B U l t i m a t e D e s i r e d B e h a v i o r s.

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Motivating Community Behavior Local Solutions Conference May 20, 2014

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  1. Motivating Community BehaviorLocal Solutions ConferenceMay 20, 2014 Presented By: Robin Schell, APR, Fellow PRSA Senior Counsel & Partner Jackson Jackson & Wagner www.jjwpr.com

  2. Behavioral Public Relations Model B U l t i m a t e D e s i r e d B e h a v i o r s A Awareness Rarely Usually LR Occasionally Latent Readiness Usually TE Triggering Events B R Relationship Building Preparatory or Intermediate Behavior

  3. What Triggering Events Can You Use To Drive Behaviors? • -- Naturally-Occurring • -- Manufactured Jackson Jackson & Wagner/www.jjwpr.com

  4. 5 Types of Opinion Leaders 1. Role Models 2. True Opinion Leaders 3. Power Leaders 4. Cheerleaders 5. Celebrities Jackson Jackson & Wagner/www.jjwpr.com

  5. Opinion Leader Characteristics •  Have an interest in your issue •  Have a following •  Are positivists •  Are activists  Have credibility Jackson Jackson & Wagner/www.jjwpr.com

  6. Keeping In Touch With OLs •  Send highlighted articles & news • clips • “Dipstick” research •  Face-to-face for coffee •  Invite to a special event •  Use a database to keep it all straight! Jackson Jackson & Wagner/www.jjwpr.com

  7. Who Are The Opinion Leaders We Want To Target For Our Priority Audiences? Jackson Jackson & Wagner/www.jjwpr.com

  8. Developing Key Messages 1. Use the Grunig model -- Problem Identification -- Personalize -- Constraint Removal 2. Make sure message resonates (WIIFT) 3. Dipstick research to check effectiveness Jackson Jackson & Wagner/www.jjwpr.com

  9. Strategy for Motivating Volunteers Positive reinforcement Foot-in-door technique Motivation Role Models Social Acceptability Jackson Jackson & Wagner/www.jjwpr.com

  10. What Techniques Do You Use To Engage & Involve Volunteers? Jackson Jackson & Wagner/www.jjwpr.com

  11. Ask Yourself…  What are our goals?  Who are our priority publics?  What are the desired behaviors • for each public? What research do we know, • and what do we need to know? Jackson Jackson & Wagner/www.jjwpr.com

  12. Ask Yourself…  What barriers do we need to consider?  Who are the opinion leaders?  What are the key messages?  What strategies & tactics will we • use to achieve desired behaviors?  What’s our budget/person-power/timetable? Jackson Jackson & Wagner/www.jjwpr.com

  13. Ask Yourself… And, finally… Evaluation •  How will we know we’ve been • successful? Jackson Jackson & Wagner/www.jjwpr.com

  14. Questions? Discussion? Jackson Jackson & Wagner/www.jjwpr.com

  15. For More Information: Robin Schell, APR, Fellow PRSA Senior Counsel & Partner Jackson Jackson & Wagner 603/770-3607 rschell@jjwpr.com

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