Transcript Who do you need to reach to change it?

WELCOME!
Communication Camp
NDSU Agriculture Communication
WiFi
Connect to NDSU Limited
Open browser
Enter Full name
Password is 7n7K4X6g
Communication Design
Goals
Target Audience
Key Messages
User Scenarios
Communication Design
• What are you trying to change?
• Who do you need to reach to change it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them to
act (or not act)?
Goal
Medium Term
Long Term
• Actions
• Behavior
• Practice
• Policies
• Social Action
• Conditions
• Social
• Economic
• Civic
• Environmental
Soybean Cyst Nematode (SCN)
SCN Objective
“Provide information to growers,
consultants and others that provide
information to farmers on how the
soybean cyst nematode spreads and
how to manage it so that yield losses
can be minimized.”
SCN Objective
“Provide information to growers,
consultants and others that provide
information to farmers on how the
soybean cyst nematode spreads and
how to manage it so that yield losses
can be minimized.”
SCN Objective
“Provide information to growers,
consultants and others that provide
information to farmers on how the
soybean cyst nematode spreads and
how to manage it so that yield losses
can be minimized.”
Communication Design
• What are you trying to change?
• Who do you need to reach to change
it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them to
act (or not act)?
Understanding Audience
Target Audience
• Basic Principle of
Communication
• Develop messages
most likely to
resonate with them
• Find how and where
to reach them more
frequently
Understanding Audience
Demographics
Psychographics
Gender
Race
Interests
Personality
Age
Employment status
Income
Values
Attitudes
Lifestyle
Behaviorgraphics
• Benevolence – behavior that engenders and
promotes recognition and reciprocity.
• Problem Solvers – people seeking information.
• Commenters – Providing thoughts, opinions,
observations, experiences.
• Curators – Find and share what captivates them
and what they believe will interest their followers.
http://www.briansolis.com/2011/02/behaviorgraphics-discovering-the-me-in-social-media/
Communication Design
• What are you trying to change?
• Who do you need to reach to change it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them to
act (or not act)?
Creating Key Messages
What behaviors will lead
to the change you want?
What do you want
people to do?
Photo by William Neuheisel,
www.flickr.com/photos/wneuheisel/
How do you want them
to do it?
Information & Behavior Change
Probably the most dominant behavior
change myth is the idea that if individuals
were more knowledgeable about problems,
they would act on them in a responsible way.
Owens, S. (2000) Engaging the public:
information and deliberation in environmental
policy, Journal of Environment and Planning A,
32, 1141-1148.
Information & Behavior Change
If individuals are provided with too much
information, they may experience "overload",
causing them to feel helpless, leading to an
immobilization of action.
Kaplan, S. (2000). Human nature and
environmentally responsible behavior. Journal of
Social Issue, 56(3), 491-508.
Information & Behavior Change
While "declarative knowledge" is unlikely to
foster behavior change, "procedural
knowledge," or information on how to
perform actions, and "behavioral
competence", or the feeling of being
confidence and able to take action can be
important.
Hines, J.M., Hungerford, H.R., & Tomera, A.N.
(1987). Analysis and synthesis of research on
responsible environmental behavior: A metaanalysis. Journal of Environmental Education,
18(2), 1-8.
Creating Key Messages
• Focus less on what
you want people to
know and more on
what you want them
to do
• Shrink the change –
don’t give too many
options
• Provide a roadmap
– what to do and how
to do it
Creating Key Messages
Creating Key Messages
Creating Key Messages
Why Are Restroom Handwashing Signs By the Sinks?
http://www.flickr.com/photos/akeg/
Communication Design
• What are you trying to change?
• Who do you need to reach to change it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them
to act (or not act)?
Situation
• What is the situation or environment the
audience members are in?
• Why will reaching them with your key
messages lead to the change you are
trying to affect?
User Scenarios
• Combine user demographics, psychographics
and behaviorgraphics with specific detailed
situations where learning and behavior change
might occur.
• Affect user behavior by communicating
– the right message
– in the right context
– at the right time
User Scenarios
User Scenarios
User Scenarios
User Scenarios
Communication Design
• What are you trying to change?
• Who do you need to reach to change it?
• What do you need to say to get them to
act (or not act)?
• When do you need to say it to get them to
act (or not act)?