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Sea Grant Communications Director Joe Cone's presentation to the 2011 Sea Grant Academy
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Modern Life! Attention, Communication, and YouJoe Cone, Assistant Director & Communications Leader
The Information Context of Your Work
“A wealth of information creates a poverty of attention.”
(Herbert Simon, 1971)
“A wealth of information creates a poverty of attention.”
Salmon as food . . national markets . . salmon management . . barcode Salmon as food . . national markets . . salmon management . . barcode
What does the U.S. Public believe or know about Global Warming?
The Standard Source: Six Americas research; 4 nationally representative surveys of American adults, aged 18 and older, 2008-2011
Science Facts: Why Do Americans Disbelieve?
Six Americas: The Belief Profile
CulturalWorldviews
CulturalWorldviews
rights
responsibilities
Cultural Cognition Research Describes Four Cultural Worldviews
Sea Grant’s place in Economic Environment?
“We Just Need to get ‘The Word’ Out” ?
Sea Grant Extension is a “Boundary Organization”
“Empirical study is absolutely essential
. . . to the development of effective communication. There is no such thing as an expert in communication in the sense of someone who can tell you without empirical study how a message should be framed, or what it should say.”**Morgan, M. Granger, et al. (2008). Best Practice Approaches for Characterizing, Communicating and Incorporating Scientific Uncertainty in Climate Decision Making, U.S. Climate Change Science Program.
Oregon Sea Grant’s Communication Support Request Form
Maine Survey ShapedVideo to Motivate Target Population
Cone, J. (2011). Creating Science Videos that Can Affect Behavior. Manuscript submitted for publication.
Survey Identified Key Target-Population Variables
Attitudes
85% - individuals should prepare for the effects of climate change
79% - would rebuild if their property were seriously damaged by natural forces
• BUT: 24% - engineering solutions to control nature do not work
Norms
52 % - likely-to-very likely to “take action against damage due to natural forces” if “my neighbors did similar things”
Self-efficacy
• BUT: 27% do not have the information needed to make a decision
So You Want to Influence Their Behavior?
DecisionDecision
Our model: Nonpersuasive Communication
CC . . . Sea Level
Rise Projection
s
CC . . . Sea Level
Rise Projection
s
Buffer property;
Modify structures
Buffer property;
Modify structures
Modifications don’t work;
Don’t understand
methods
Modifications don’t work;
Don’t understand
methods
Use trusted
sources to explain options
Use trusted
sources to explain options
Resilient Coast: Video Strategy• Acknowledge user values and
perceptions
• Support constructive attitude
with trust
• Support benefits,
reduce barriers
Oct. 2011 Communicator Survey Results
1. Online survey: 30 responding programs; anonymous2. To reflect on the responsibilities and relationships of communicators within
Sea Grant programs. 3. Q1 below shows % and (#) of respondents indicating % of Comm. FTE devoted
to Extension support. 24 of 28 programs devote 20-50% of FTE to Extension.
Programs
Print & Web products > 15 times
Evaluations=Never
The Information Context of Your Work
Thank you.
Social Media: Social Media: New Tools forNew Tools for
Engaging StakeholdersEngaging Stakeholders
The evolving Extension modelTHENTHEN
NOW
Why social media?
If you want to engage the public,
you need tomeet them
on their own ground.
Before you start, consider:
Who do you want to reach?What do you want to say?How do you want to say it?How will you get it to the people you want
to reach?
Case studies: Different blogs for different purposes• Words from a Wet Vet (replacing a newsletter
for a specialized audience)
• H2ONC (broad topical engagement and education)
• An Educator At Sea (special project chronicle)
How will I find the time?• Post short, timely items.• Compose quickly, spell-check, send.• Reuse existing material.• Redistribute widely• Sharing is the currency of social media.
Encourage readers to share your posts.
Use the tools you already have
• Email lists• Print mail lists• E-mail signatures, business cards• Mention it at meetings• Post to FaceBook, Twitter, etc.
Grab those metrics• Social media user stats, blog server stats. • Google Analytics (free!)• Blog comments, retweets, Facebook
“likes,” etc.• When in doubt, survey your followers.• If it’s not working, change it!
Welcome to the future. Enjoy!
blogs.oregonstate.edu/osgprojects
Economies Restructure to Meet Needs
Salmon . . . canned salmon . . . salmon management. . . Salmon . . . canned salmon . . . salmon management. . .
A Model of Science Communication To Assist with Decision-making
Attend, comprehend, believe, remember, behave accordingly, act! Just these six steps to action?
An Information-Economy Persuasion Model Struggles with an Inattentive World