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?

Thank you!

Roger Stephenson, APR

rstephenson@cleanair-coolplanet.org