1. WELCOME! Communication Camp NDSU Agriculture Communication WiFi Connect to NDSU Limited Open browser Enter Full name Password is 7n7K4X6g

2. Communication Design Goals Target Audience Key Messages User Scenarios

3. Communication Design What are you trying to change? Who do you need to reach to change it? What do you need to say to get them to act (or not act)? When do you need to say it to get them to act (or not act)?

5. Goal Medium Term Actions Behavior Practice Policies Social Action Long Term Conditions Social Economic Civic Environmental

6. Soybean Cyst Nematode (SCN)

7. SCN Objective “Provide information to growers, consultants and others that provide information to farmers on how the soybean cyst nematode spreads and how to manage it so that yield losses can be minimized.”

8. SCN Objective “Provide information to growers, consultants and others that provide information to farmers on how the soybean cyst nematode spreads and how to manage it so that yield losses can be minimized.”

10. SCN Objective “Provide information to growers, consultants and others that provide information to farmers on how the soybean cyst nematode spreads and how to manage it so that yield losses can be minimized.”

11. Communication Design What are you trying to change? Who do you need to reach to change it? What do you need to say to get them to act (or not act)? When do you need to say it to get them to act (or not act)? What are you trying to change? Who do you need to reach to change it? What do you need to say to get them to act (or not act)? When do you need to say it to get them to act (or not act)?

12. Understanding Audience Basic Principle of Communication Develop messages most likely to resonate with them Find how and where to reach them more frequently Target Audience

13. Understanding Audience DemographicsPsychographics GenderInterests RacePersonality AgeValues Employment statusAttitudes IncomeLifestyle

15. Behaviorgraphics Benevolence – behavior that engenders and promotes recognition and reciprocity. Problem Solvers – people seeking information. Commenters – Providing thoughts, opinions, observations, experiences. Curators – Find and share what captivates them and what they believe will interest their followers. http://www.briansolis.com/2011/02/behaviorgraphics-discovering-the-me-in-social-media/

16. Communication Design What are you trying to change? Who do you need to reach to change it? What do you need to say to get them to act (or not act)? When do you need to say it to get them to act (or not act)? What are you trying to change? Who do you need to reach to change it? What do you need to say to get them to act (or not act)? When do you need to say it to get them to act (or not act)?

17. Creating Key Messages What behaviors will lead to the change you want? What do you want people to do? How do you want them to do it? Photo by William Neuheisel, www.flickr.com/photos/wneuheisel/

18. Information & Behavior Change Probably the most dominant behavior change myth is the idea that if individuals were more knowledgeable about problems, they would act on them in a responsible way. Owens, S. (2000) Engaging the public: information and deliberation in environmental policy, Journal of Environment and Planning A, 32, 1141-1148.

19. Information & Behavior Change If individuals are provided with too much information, they may experience "overload", causing them to feel helpless, leading to an immobilization of action. Kaplan, S. (2000). Human nature and environmentally responsible behavior. Journal of Social Issue, 56(3), 491-508.

20. Information & Behavior Change While "declarative knowledge" is unlikely to foster behavior change, "procedural knowledge," or information on how to perform actions, and "behavioral competence", or the feeling of being confidence and able to take action can be important. Hines, J.M., Hungerford, H.R., & Tomera, A.N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta- analysis. Journal of Environmental Education, 18(2), 1-8.

21. Creating Key Messages Focus less on what you want people to know and more on what you want them to do Shrink the change – don’t give too many options Provide a roadmap – what to do and how to do it

22. Creating Key Messages

25. Why Are Restroom Hand- washing Signs By the Sinks? http://www.flickr.com/photos/akeg/

26. Communication Design What are you trying to change? Who do you need to reach to change it? What do you need to say to get them to act (or not act)? When do you need to say it to get them to act (or not act)? What are you trying to change? Who do you need to reach to change it? What do you need to say to get them to act (or not act)? When do you need to say it to get them to act (or not act)?

27. Situation What is the situation or environment the audience members are in? Why will reaching them with your key messages lead to the change you are trying to affect?

28. User Scenarios Combine user demographics, psychographics and behaviorgraphics with specific detailed situations where learning and behavior change might occur. Affect user behavior by communicating –the right message –in the right context –at the right time

29. User Scenarios

33. Communication Design What are you trying to change? Who do you need to reach to change it? What do you need to say to get them to act (or not act)? When do you need to say it to get them to act (or not act)?