Motivating Community Behavior Local Solutions Conference May 20, 2014 Presented By: Robin Schell, APR, Fellow PRSA Senior Counsel & Partner Jackson Jackson & Wagner

Behavioral Public Relations Model A Awareness Rarely Latent Readiness LR Usually TE Triggering Events Preparatory or Intermediate Behavior B R Relationship Building Occasionally BUltimateDesiredBehaviorsBUltimateDesiredBehaviors Usually

What Triggering Events Can You Use To Drive Behaviors? Naturally-Occurring Manufactured Jackson Jackson & Wagner/

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

Opinion Leader Characteristics  Have an interest in your issue  Have a following  Are positivists  Are activists  Have credibility Jackson Jackson & Wagner/

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/

Who Are The Opinion Leaders We Want To Target For Our Priority Audiences? 1. Jackson Jackson & Wagner/

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/

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

What Techniques Do You Use To Engage & Involve Volunteers? Jackson Jackson & Wagner/

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/

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/

Ask Yourself… And, finally… Evaluation   How will we know we’ve been  successful? Jackson Jackson & Wagner/

Questions? Discussion? Jackson Jackson & Wagner/

For More Information: Robin Schell, APR, Fellow PRSA Senior Counsel & Partner Jackson Jackson & Wagner 603/