Transcript Driving Choices and Changing Behaviors
Driving Behavior and The Bottom Line
What Every Practitioner Needs to Know Jackson Jackson & Wagner, October 2012 1
“Never mind what our publics are thinking - The question is what are they doing?” Patrick Jackson, APR, Fellow PRSA1932 – 2001
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Why Seek Behaviors?
Measureable Bottom line Observable Progressive Takes public relations from the realm of “nice to have” to “need to have” Jackson Jackson & Wagner, October 2012 3
Change occurs only when the pain of not changing is greater than the pain of the status quo
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Typical Chances of Achieving Behavior Change # People = 100 Awareness Knowledge Attitude Behavior .40
.50
.20
.10
40 20 4 .4
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Areas of Study With Behavioral Theories Useful to Public Relations Behavioral Economics Behavioral Psychology Organization Behavior Anthropology Sociology Learning Theory Political Science Jackson Jackson & Wagner, October 2012 6
Behavioral Economics
Loss Aversion Pain of loss is 2x intensity of pleasure of gain Status Quo Bias Tendency to strongly prefer to sit with what we “own” over buying more or discarding it Jackson Jackson & Wagner, October 2012 7
Behavioral Psychology
Dual Process Theory of the Brain Automatic and emotional (gut) Slower, more reasoned Joshua Greene, professor at Harvard and leader in Moral Psychology “Most of the time, when we’re deciding what is the right thing to do, what’s happening in the brain is the emotional response, not the reasoned one” Jackson Jackson & Wagner, October 2012 8
Organization Behavior
Motivation-Hygiene Theory (Herzberg)
Hygiene Factors (environment)
Policies and administration Supervision Working conditions Interpersonal relations Money, status, security
Motivators (The Job Itself)
Achievement Recognition for accomplishment Challenging work Increased responsibility Growth and development Jackson Jackson & Wagner, October 2012 9
Anthropology
Nesting – the need to make a place your own to be comfortable and focused The “officeless office” - unassigned workplaces “free address” or “non-territorial offices” Jackson Jackson & Wagner, October 2012 10
Sociology
Social Network Theory Nodes (people) and Ties (connections) Suggests that the attributes of individuals are less important than their relationships and ties with other actors within the network Example: Opinion leader networks Jackson Jackson & Wagner, October 2012 11
Learning Theory
Understand the “Habit” Loop Charles Duhigg, “The Power of Habit: Why We Do What We Do in Life and Business” Three Step Process Cue or Trigger (awake) Routine (shower) Reward (feel clean/alert) Jackson Jackson & Wagner, October 2012 12
Public Relations Behavioral Theories Grunig’s Situational Theory PR Behavioral Model Four Steps to Behavior Change Lesly’s Paradigm Roger’s Diffusion of Innovation/Adopters Theory Jackson Jackson & Wagner, October 2012 13
Grunig’s Situational Theory
Dependent Variables Active & Passive communication behavior Independent Variables (situational) Problem Recognition Level of Involvement (Problem Personalization) Constraint Recognition Jackson Jackson & Wagner, October 2012 14
Constraint Recognition High Low Likelihood of behavior change Low Problem Recognition & Personalization High likelihood of behavior change Low
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High
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Behavioral Public Relations Model www.jjwpr.com
A Awareness Usually LR Latent Readiness Usually TE Triggering Events
Rarely Occasionally
B R Preparatory or Intermediate Behavior Relationship Building
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Behavioral Public Relations Model www.jjwpr.com
A Awareness
Rarely
Usually LR Latent Readiness Underlying Factors
Occasionally
Usually TE (4 types) Triggering Events B R Preparatory or Intermediate Behavior Relationship Building
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Behavioral Public Relations Model www.jjwpr.com
A Awareness
Rarely
Usually LR Latent Readiness
Occasionally
Usually TE (4 types) Triggering Events Addresses underlying factors B R Preparatory or Intermediate Behavior Relationship Building
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Behavioral Public Relations Model www.jjwpr.com
A Awareness Usually LR Latent Readiness Usually TE Triggering Events
Rarely Occasionally
Continuum of Behaviors B R Preparatory or Intermediate Behavior Relationship Building
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4 Steps To Public Behavior Change Coalition Campaign Enforcement Engineering Social Reinforcement Jackson Jackson & Wagner, October 2012 20
Focus on Stakeholders Who Can Give You Behaviors
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How Americans Typically Respond to Issues 100% of Stakeholders 1% 45% 8% Immediate Leaning Opinion Favorable Favorable Leaders 45% Leaning Unfavorable 1% Immediate Unfavorable Zealots mind made up
as soon as hear of issue
Have opinion
,
won’t do anything
about it
Willing to Discuss, open minded
– will drive decision
Have opinion
about it Jackson Jackson & Wagner, October 2012 ,
won’t do anything Zealots mind made up
as soon as hear of issue 22
Roger’s Diffusion of Innovation
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Trinity Health
Background 10 th largest health system in U.S.
Formed in 2000 after merger of MHS and HCHS 56,000+ FTEs; 11,000 physicians (only 3400 employees) 47 hospitals, 432 outpatient, 32 LTC, 10 States Big!
Barriers
Physicians resistant to learning new system Can’t mandate for non-employees Growth, change of leadership so Slow implementation (3 years) Big expense to change
Opportunities
Healthcare field trending toward electronic databases Statistics show improved quality of care, reduced error rates Government $ to upgrade … penalities after 2015
Strategies
Learning Theory: Think like a doctor = lots of facts, statistics Lots of training and education to solidify the “why” Participation in evaluation – “hands on” Social network theory 3 rd party endorsements Physician testimonials Early adopters leading the laggards
Strategies (continued)
Psychology Tie to Values “we are called to be innovative in improving health delivery” Personalization of campaign vs. corporate cookie cutter 4 Steps to Behavior Change Theory Engineering Enforcement
Evaluation
Percent of physicians in ER logging orders into system 15-20% to 70-90% in one year
Temple, New Hampshire
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Temple, New Hampshire
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Triggering Events & Actions
NH Climate Change Resolution lead up to 2008 presidential election Appointment of town energy committee Fire Department roof Energy inventory done by Committee Ice Storm Jackson Jackson & Wagner, October 2012 33
Strategies & Theories Utilized
Foot-in-door (psychology) Cheerleading (sociology) Opinion Leaders, Role Models (Social Network Theory) Habit Loop (Cue/Routine/Reward Behavioral Continuum & Triggering Events (Behavioral PR Theory) Jackson Jackson & Wagner, October 2012 34
Questions? Discussion?
Jackson Jackson & Wagner
Our Passion is to help an organization achieve effective relationships with both internal and external stakeholders, so that mutually desired behaviors result .
www.jjwpr.com
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