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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 47CHANGING YOUR OWN BEHAVIOR TO ENHANCE BEHAVIORAL RESULTS

Kerry D. TuckerChief Executive OfficerNuffer, Smith, Tucker, Inc.

Bill TrumpfhellerPresidentNuffer, Smith, Tucker, Inc.

How many times have you heard or even said: “We’ve got to tell our story to the public. We need to make them understand our position. If they could just see the ‘big picture.’” The assumption is that if we can just get our target public to understand, they will do what we want them to do.

But there is a big flaw in this assumption.

For the most part, people don’t care about our organization’s problems. They’ve got enough of their own. And simply communicating information to obtain a desired behavior rarely works. Thirty years of research across a wide range of ...

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