Increase citizen involvement using target audience information:
The Changing Public Behavior project focuses on increasing citizen involvement because people are an important element of a conservation plan. The self-study module is designed to help you develop and use audience information as you plan your outreach initiatives. The goal is to improve citizen understanding and involvement in community decision-making for water resources.
People factors and issues are often described in four categories: natural resources, social and cultural, economic, legal and policy.
These factors are interrelated and each plays an important role in influencing how individuals make decisions and act in their everyday lives. As a result, conservation plans are more likely to be effective to the extent that they consider and integrate all four of the factors.
Using target audience information in outreach planning helps you to:
- Connect the situation with the people
- Choose achievable goals
- Select relevant outreach techniques
The module will help you learn and practice:
- How to identify your audience.
- What questions to ask about your audience
- What tools to use to gather information about your targeted audience.
- How to use the tools and how to analyze results.
- How to use results to select outreach techniques that satisfy audience needs.
The module describes a seven-step process. While we’ve provided the steps in a certain order, this is not to recommend only one course of action. Depending on your situation and what you learn at each step, you may find that a different order works better for you.
Start with Step 1 or any step where you want the most help. Each module includes basic instructions, background material, and an assignment. Use the module worksheet to track your progress. When you complete the module, you will have an outreach plan with measurable objectives and a good chance of achieving the goal you have in mind. Of course, then you need to evaluate your effort, revise, and start again.
Before you start, assess your skills. Check back later to see how you’ve advanced.
Other guides to conservation education and behavior change:
Beyers, B. 2000. Understanding and Influencing Behaviors. A Guide. Washington, D.C.: Biodiversity Support Program, c/o World Wildlife Fund.
Matarasso, M. 2004. Targeting Behavior. Developing Conservation Education, Communications and Advocacy Programmes with the Participation of Local Communities. Hanoi: WWF Indochina Programme (pp. 36-62).
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