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Media Relations Handbook
for Agencies, Associations, Nonprofits and Congress
§ 11.10 Public Information Campaigns to
Change Behavior
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§ 11.10 Public Information Campaigns to
Change Behavior |
More than other public relations
professionals in the public affairs arena, federal agency
communications specialists sometimes are tasked with the colossal
challenge of changing public behavior--using communications tools to
solve some societal ill, such as getting the public to use seat belts
in cars or encouraging people to exercise more and eat fewer fatty
foods. These campaigns may be tied to regulatory or legislative
initiatives, or they may be intended to stand on their own as the sole
federal effort to enact change in our country.
These types of campaigns pose some of the greatest opportunities and
challenges for public relations specialists. In these cases our skills
are not just aimed to puff up someone's ego or deflect some errant
criticism; our efforts are intended to have a tangible impact on
citizens. However, unlike similar public service campaigns supported
by the private sector, public sector efforts usually have small
budgets, and television networks are leery of getting in bed with
Uncle Sam lest they jeopardize their perceived independence.
Federal communicators are also hampered by the government's resistance
to engage in bold marketing strategies. The government must walk a
politically sensitive path and carefully target audiences who could be
at risk of the malady or are engaging in behavior the government
wishes to affect. For example, young men living in inner cities are
more susceptible than suburban males to falling into a life of crime.
But if federal officials engaged in a public relations campaign to
change their behavior, they might be charged with reinforcing
stereotypes. For example, a campaign originating from Washington
targeting youths in Detroit would probably be ineffective.
This means that federal public relations experts must use a strategy
that empowers intermediaries, or "esteemed others." The public is
often biased against national programs; it is usually more effective
to work through local programs to empower trusted individuals and
groups in the community to spread a message.
So, in order to reduce drunk driving, federal campaigns are aimed at
restaurant and bar owners to encourage them to act more responsibly,
and provide information to police departments to encourage them to add
a public education component to their law enforcement activities. One
of the most famous public education campaigns wasn't targeted to
at-risk groups. The federal government has spent $160 million over
twenty-five years to reduce drunk-driving accidents not by targeting
the drunk drivers, but by targeting their companions: "Friends don't
let friends drive drunk."
For those joining the ranks of federal communicators, this concept of
empowering intermediaries is fundamental to the success of public
service campaigns. With limited resources, public relations
specialists must develop strategies that leverage the power of other
groups and individuals. And campaigns must be designed to incorporate
a middleman who will be the actual deliverer of the message to the
intended audience.
Media Relations
Handbook
By Brad Fitch
Foreword by Mike McCurry
Contributing Author: Beth Gaston
$45
Plus shipping and handling (6% of order, $7.95 minimum).
Ships within 1 business
day
Hardbound: 368 pages
ISBN 10: 1587330032
ISBN 13: 978-1-58733-003-2
LCCN: 2003113070
OCLC: 54982382
Published 2004
Dimensions: 7.2 x 10.25 x
1.1
Weight: 2.1 pounds
Discount for bookstores and classroom use.
VA sales tax added when shipped to VA address.
Publication descriptions and Order form (10-page pdf)
URLs:
www.TheCapitol.Net/Publications/mediarelationsSampSec11_10.html
www.MediaRelationsHandbook.com
Last updated:
January 01, 2008
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