Linda M. Perry
lperry@nus.edu.sg

© Linda M. Perry
2008

Managing Communication Campaigns > Lectures > Objectives & Strategies

Objectives & Strategies ROSTE Research Objectives Strategies Tactics Evaluation Adaptable Objectives & Strategies Objectives Based on research findings May be modified if Appropriate strategies cannot be found Intervening events compel change (monitor & track issues) May require further research Must be ethical, in public interest Strategies Based on research, publics and media May be modified if Tactics to support them are not available Evaluation Strategies must be evaluated on whether they can achieve the objectives Tactics must support the strategies. Selecting campaign objectives Objectives based on research Analysis of organisation’s goals, problems, resources and publics Knowledge of appropriate media resources, laws and culture. Guide strategic planning and tactical decisions Provides criteria for evaluation Campaign objectives Based on organisation’s goals Realistic, reasonable, measurable & specific Specifies a public Values & media habits Active, passive, or latent Specifies a change in that public Behavior Attitude or inoculation — need baseline measure Knowledge — need baseline measure Opinions and beliefs — need baseline measure Specifies time of accomplishment Operationalize objectives Make objectives measurable Establish baselines for attitudes, knowledge, beliefs and opinions. State assumptions behind need for inoculation, but not in objectives Publics Primary target publics Secondary publics Multi-step flow of communication Strategies Conceptual: Describe messages, themes or guidelines for the campaign Must be relevant to objective Assess strategy’s probability of success Identify whether there are available tactics to implement the strategy Strategies are based on an understanding of the relationship between The message or theme and The beliefs and behaviors of the target public Evaluate strategy as to whether a message or theme will motivate the target public Information in messages must meet criteria for the target public. It should Appeal to some value. Be believable. Not conflict with other beliefs or values. Come from a trustworthy source. Based on understanding of what motivates the target public. Based on theory that explains human beliefs, values, habits and/or behavior. Appropriate in terms of theory of communication or persuasion. Communication theory: public opinion Distribution of individual opinions Bernard Hennessey—Complex of preferences expressed by a significant number of persons on an issue of importance. Campaign must change public opinion sufficiently to motivate change in behavior Modern Public Opinion A process rather than a state of collected views. Ideas are expressed, adjusted We take “snapshots” of public opinion at a point in time. Direction: Positive-Neutral-Negative; Pro-Con Intensity: How strongly people feel Stability: More than one measure over time Informational support: Knowledge supporting opinion Social support: Perceptions of shared opinion Attitudes Attitudes are usually defined as a disposition or tendency to respond positively or negatively towards a certain thing (idea, object, person, situation). They encompass, or are closely related to, our opinions and beliefs. Since attitudes often relate in some way to interaction with others, they represent an important link between cognitive and social psychology.--from http://tip.psychology.org/ Sources: Primary factor: experience. Secondary factors: family (ages 3-13; 7), school, culture, class and status, religion, race. When attitudes predict behavior 1. If specific to the behavior For example, specific attitudes toward specific health-related practices 2. Self-awareness, from experience or inner-direction: think about our attitudes (reminded), or acquired in a way that make them strong from experience, self-interest. 3. If other influences minimized. When behavior determines attitude In novel situations. Choice: Behavior not internalized if no choice. B —> A Foot-in-the-door phenomena Escalating commitments Spiraling action and attitude: Momentum of compliance. Commitment —> obligation to requeste Role Playing Career will affect attitudes and values. We internalize roles, with significant effects on our attitudes and personalities. Use 1. make a speech or write a paper 2. argue against belief, position 3. dissonance and attribution Social Learning Theory Albert Bandura, psychology professor. Key components: modeling (observational learning), and social reinforcement (feedback). Involves interaction between environment and thought. Fundamental assumptions 1.Majority of behaviors are learned; 2.Observing behavior is an effective way to initiate behavior change. 3. Learning occurs when a person knows what to do and produces the desired outcome. 4.Behavior is facilitated through reinforcement a. Direct b. Vicarious (modeling) c. Self-managed 5. People expect (expectancy learning) events to occur in given situations Basic goals of persuasion Reinforce or conserve positive opinions (effect of most campaigns). Crystallize unformed or uncommitted (fluid) opinions. Change or neutralize opinions (rare). Communication Model   Source Credibility 1. Trustworthy 2. Expert 3. Dynamic 4. Similar (homophily) 5. Power 6. Idealistic (intentions) 7. Good will (intentions) (TED’S PIG) Jane Goodall, founder, Roots & Shoots If low credibility (1) hard specific facts; (2) first-hand experience. Steps to Persuasion 1. presentation 2. attention 3. comprehension 4. yielding A—>B 5. retention 6. overt behavior Tell specifically what you want them to do.   Barriers to Persuasion 1. Selective exposure Requires targeting in appropriate medium 2. Selective attention 3. Selective perception Information is filtered through our belief system 4. Selective retention Information must be delivered clearly and repeated 5.Group norms 6.Multi-step flow 7. Ego-involved attitudes 8.Nature of media in a free society Consistency Theories Assimilation-Contrast Theory We accept messages close to our own viewpoint They may appear closer than they are Latitude of acceptance We reject messages that are too far from our own viewpoint They may appear further away than they are Latitude of rejection Issues can be placed on a 9-point spectrum representing the distribution of public opinion on that issue. Research reveals where majority opinion lies. Your position may be quite removed from majority opinion. The majority's latitude of acceptance encompasses the viewpoints closest to the majority's position on the issue. A persuasive message within this latitude is likely to be accepted. In this example, the majority's latitude of rejection encompasses the extreme positions on the issue, both pro and con. It also encompasses your position. Your message must not fall in the majority's latitude of rejection. Between the latitude of acceptance and rejection is the latitude of neutrality. A persuasive message might have an effect here, in the majority's latitude of neutrality. Media's most powerful effect is cumulative, so repeated messages here can "inch" majority opinion along closer to your position. One public that is not likely to be persuaded is the ego-involved. No matter where their position falls on the spectrum, the ego-involved have an extremely narrow latitude of acceptance, no latitude of neutrality, and latitude of rejection that encompasses all positions but their own.   Rational or emotional appeals 1.Depends on personality, education of target public 2.Emotion appeals work well, but may forget message, source 3.Combination best.   Other strategies based on theory Clarity—KISS Overcomes selective perception Connect to self-interest Repetition Most powerful effect of mass media is cumulative Overcomes selective attention, exposure & retention Restate in slightly different ways to overcome distortion   Tips 1. Straightforward; argue against self 2. Intense language only by extremely credible source 3. Start with problem, build concern, present solution 4. Choice of medium specialized audience—face-to-face preserve message—print overcome selectivity—face to face. 5. Anchoring—link belief to another belief TOP