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Engaging the public 2:
'Effective Public Engagement'
Festival of Learning
Welcome to the Media School @ BU
Media
animation
production
promotioneducation
critique
Rethinking Engagement
Seek
Information
Like,
Sign-up
Share Comment
Join
Online
Blog
Advocate
to Friends
Join
Offline
Involvement
Low High
Engagement is about nurturing interest, increasing involvement, building
relationships, a community and mobilising
Mobilising
others
The Revised Loyalty Ladder
Information Seeker
Engaging and appealing broad messages.
Have clear idea of the target audience
Hypermedia usage
Prospect
Targeted through Activists and Active Advocates.
Personal Appeals using broad messages.
Market-oriented brand identity
Passive Advocate
Welcome and test desire to be connected.
Communicate at various levels.
Connected
Forums, groups and opportunities for meets.
Active Advocate
Bring them into the organisation.
Create opportunities for them to be activists
Activists
Empower through connectedness. Build
desire for outcomes; Make outcomes
realisable
Stages of engagement
• Awareness – of the issues, the main actors – through news feeds
and agenda setting in news and social media
• Relevance to key publics – engaging key stakeholder groups through
targeted and relevant messages
• Informing – providing information that will maintain focus on
stakeholder groups
• Interaction – provide spaces for questions to be asked and
experiences/ ideas to be shared
• Community building – provide spaces where key stakeholders can
interact in real time
• Outlets for enthusiasm – provide activities and tasks for the
community – from writing to key policy makers to direct action –
provide an activity for everyone
• Measure progress – set key targets and find ways to measure them
– make the targets tangible and goal oriented

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FoL: Introduction to Effective Public Engagement

  • 1. Engaging the public 2: 'Effective Public Engagement' Festival of Learning
  • 2. Welcome to the Media School @ BU Media animation production promotioneducation critique
  • 3. Rethinking Engagement Seek Information Like, Sign-up Share Comment Join Online Blog Advocate to Friends Join Offline Involvement Low High Engagement is about nurturing interest, increasing involvement, building relationships, a community and mobilising Mobilising others
  • 4. The Revised Loyalty Ladder Information Seeker Engaging and appealing broad messages. Have clear idea of the target audience Hypermedia usage Prospect Targeted through Activists and Active Advocates. Personal Appeals using broad messages. Market-oriented brand identity Passive Advocate Welcome and test desire to be connected. Communicate at various levels. Connected Forums, groups and opportunities for meets. Active Advocate Bring them into the organisation. Create opportunities for them to be activists Activists Empower through connectedness. Build desire for outcomes; Make outcomes realisable
  • 5. Stages of engagement • Awareness – of the issues, the main actors – through news feeds and agenda setting in news and social media • Relevance to key publics – engaging key stakeholder groups through targeted and relevant messages • Informing – providing information that will maintain focus on stakeholder groups • Interaction – provide spaces for questions to be asked and experiences/ ideas to be shared • Community building – provide spaces where key stakeholders can interact in real time • Outlets for enthusiasm – provide activities and tasks for the community – from writing to key policy makers to direct action – provide an activity for everyone • Measure progress – set key targets and find ways to measure them – make the targets tangible and goal oriented