Chapter 47: Changing Your Own Behavior to Enhance Behavioral Results
Communicators tend to organize the information they deliver into an understandable and creative format. However, unsolicited information rarely finds a motivated receiver. Public relations is best organized when it has systems in place to anticipate issues likely to affect the organization and has plans to address the top-priority issues (both threats and opportunities) at an early stage when they are most manageable. A crucial question is: Where can we put time and resources to make the biggest difference in advancing our behavioral goal? An example of a message that needs to be disseminated is that the California citrus psyllid is spread through citrus. Giving citrus gifts for Chinese New Year was dangerous and this needed to be communicated to the public. The communication tactics that are most credible are cited. Social media helps the communicator have success in social media by building meaningful relationships with audiences by providing value and being authentic. Examples of personal communications, targeted media and mass media coverage are given. The case study focuses on pesticide use in agriculture and the public’s reaction.
Kerry Tucker Biography
Bill Trumpfheller Biography