2021 PCST - Response to Mike Schaefer's Keynote
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Slides for brief response to Mike Schaefer's 2021 keynote on audience segmentation in which I agree with Mike but also argue for the importance of setting communication goals before segmenting.
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2021 PCST - Response to Mike Schaefer's Keynote
- 1. Know Pick Your Audience (Based on your goals) John C. Besley Ellis N. Brandt Professor Communication Arts and Sciences Michigan State University This material is based upon work supported by the National Science Foundation (NSF, Grant AISL 1421214-1421723. Any opinions, findings, conclusions, or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF. Nuclear Regulator Commission, Congressional Hearing, John Foshaay, ED xCCSU 2015, via Flickr Creative Commons
- 2. What I mean by goals Behaviors For scientists … • Change to research questions or approaches For non-scientists … • Career choice • Personal choice (eco-, wellness behaviors) • Civic choice (voting, support for funding) • “Consider” evidence in decision-making Pseudo-Behaviors For scientists … • Accepts civic decisions as legitimate/acceptable For non-scientists … • Sees science as a as a legitimate way to help make civic, and personal decisions Office of Naval Research, via Flickr Creative Commons U.S. Office of Naval Research asks for funds
- 3. What I mean by goals What I don’t mean Behaviors As a scientist … • Change to research questions or approaches As a non-scientist … • Career choice • Personal choice (eco-, wellness behaviors) • Civic choice (voting, support for funding) • “Consider” evidence in decision-making Pseudo-Behaviors As a scientist … • Accepts civic decisions as legitimate/acceptable As a non-scientist … • Sees science as a as a legitimate way to help make civic, and personal decisions Communication Objectives (BFFs)* •Knowledge (correct factual/procedural beliefs) •Evaluative beliefs about issues (risks/benefits), people (trustworthiness, norms), or oneself (self-efficacy/behavioral control) •Feeling/Affect/Emotion (awe, interest, anger) •Framing (win vs. loss, health or eco issue?) •Psychological processes (avoiding motivated reasoning, ensuring cognitive processing) Tactics • Who, says what … through what channel, with what format, and in what style (choices about messages, source, jargon, location, timing dialogue that fosters cognitive engagement, narratives, tone) *Recalling that you, as a science communicator, should be a target audience for your own communication activities.
- 4. What do I want to know about my audience?* *Recalling that you, as a science communicator, should be a target audience for your own communication activities. What are their (your) goals? What do they (you) believe? What do they (you) feel? How do they (you) frame? What tactics could I ethically use to try to reshape these BFFs
- 5. What behavior do you want to change? Who does the behavior? How does this group segment? When in the process should I segment? Factors associated with behavior and open to change? Factors that make interventions likely to work?
Editor's Notes
- On the last point …. Maybe you find that self-efficacy is a key driver of a desired behavior and that self-efficacy is amenable to change BUT maybe one intervention works well on audience A and another intervention works well on audience B
- Option 1: If you have a goal, be honest about it and pursue it ethically Option 2: If you don’t have an immediate goal, then consider …