motivating community behavior local solutions conference may 20, 2014

Motivating Community BehaviorLocal 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

A

Awareness

Rarely

Latent Readiness

LR

Usually

TE

TriggeringEvents

Preparatoryor

IntermediateBehavior

B R

RelationshipBuilding

Occasionally

BUlti

mate

Desired

B ehaviors

Usually

What Triggering Events Can You Use To Drive Behaviors?

1.

2. -- Naturally-Occurring

3. -- Manufactured

Jackson Jackson & Wagner/www.jjwpr.com

5 Types of Opinion Leaders

1. Role Models

2. True Opinion Leaders

3. Power Leaders

4. Cheerleaders

5. Celebrities


Opinion Leader Characteristics

Have an interest in your issue Have a following Are positivists Are activists

Have credibility


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!


Who Are The Opinion Leaders We Want To Target For Our Priority Audiences?

1.


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


Strategy for Motivating Volunteers

Positive reinforcement

Foot-in-door technique

Motivation

Role Models

Social Acceptability


What Techniques Do You Use To Engage & Involve Volunteers?


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?


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?


Ask Yourself…

And, finally… Evaluation

How will we know we’ve been successful?


Questions? Discussion?


For More Information:

Robin Schell, APR, Fellow PRSA

Senior Counsel & Partner

Jackson Jackson & Wagner

603/770-3607

[email protected]

motivating community behavior local solutions conference may 20, 2014

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