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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
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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
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What Triggering Events Can You Use To Drive Behaviors? 1. 2. -- Naturally-Occurring 3. -- Manufactured Jackson Jackson & Wagner/www.jjwpr.com
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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
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Opinion Leader Characteristics Have an interest in your issue Have a following Are positivists Are activists Have credibility Jackson Jackson & Wagner/www.jjwpr.com
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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
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Who Are The Opinion Leaders We Want To Target For Our Priority Audiences? 1. Jackson Jackson & Wagner/www.jjwpr.com
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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
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Strategy for Motivating Volunteers Positive reinforcement Foot-in-door technique Motivation Role Models Social Acceptability Jackson Jackson & Wagner/www.jjwpr.com
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What Techniques Do You Use To Engage & Involve Volunteers? Jackson Jackson & Wagner/www.jjwpr.com
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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
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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
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Ask Yourself… And, finally… Evaluation How will we know we’ve been successful? Jackson Jackson & Wagner/www.jjwpr.com
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Questions? Discussion? Jackson Jackson & Wagner/www.jjwpr.com
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For More Information: Robin Schell, APR, Fellow PRSA Senior Counsel & Partner Jackson Jackson & Wagner 603/770-3607 rschell@jjwpr.com
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