Advocacy You have long preached to the choir. How do you reach the skeptics? Heuristics Today you learn Three Essential Rules of Advocacy
FIRST SECOND To learn more about policy communications at HKS Join a Communications Course Use the Resources on the Communications Program webpage THIRD Book an appointment with a Writing Consultant To harness the power of the Communications Program, log on to www.hkscommunicationsprogram.org Twitter: @hkscommprog Video animations adapted from : http://office.microsoft.com/en-us/templates/duarte-s-five-rulespresentation-tc101674555.aspx
RULES
3 RULES
WHY THE WHAT SHOULD THEY NEED ADOPT TO CAN DO FOR TO TAKE
1 Why do we
Availability Heuristic
Loss Aversion
Exposure Effect
A Problem of Heuristics: Barriers to Climate Change Action The public tends to: Overestimate the correctness of the current system Rationalize the current system Judge events frequency based on likelihood to come to mind Experience hurt of losses stronger than good of gains
C o n n e c t i o n s
2 Values
Conservative
Finding Common Values Abundance Acceptance Accessibility Accomplishment Accountability Accuracy Achievement Acknowledgement Activeness Adaptability Adoration Adroitness Advancement Adventure Affection Affluence Aggressiveness Agility Alertness Altruism Amazement Ambition Amusement Anticipation Appreciation Approachability Approval Art Articulacy Artistry Assertiveness Assurance Attentiveness Attractiveness Audacity Availability Awareness Awe Balance Beauty Being the best Belonging Benevolence Bliss Boldness Bravery Brilliance Buoyancy Calmness Camaraderie Candor Capability Care Carefulness Celebrity Certainty Challenge Change Charity Charm Chastity Cheerfulness Clarity Cleanliness Clear-mindedness Cleverness Closeness Comfort Commitment Community Compassion Competence Competition Completion Composure Concentration Confidence Conformity Congruency Connection Consciousness Conservation Consistency Contentment Continuity Contribution Control Conviction Conviviality Coolness Cooperation Cordiality Correctness Country Courage Courtesy Craftiness Creativity Credibility Cunning Curiosity Daring Decisiveness Decorum Deference Delight Dependability Depth Desire Determination Devotion Devoutness Dexterity Dignity Diligence Direction Directness Discipline Discovery Discretion Diversity Dominance Dreaming Drive Duty Dynamism Eagerness Ease Economy Ecstasy Education Effectiveness Efficiency Elation Elegance Empathy Encouragement Endurance Energy Enjoyment Entertainment Enthusiasm Environmentalism Ethics Euphoria Excellence Excitement Exhilaration Expectancy Expediency Experience Expertise Exploration Expressiveness Extravagance Extroversion Exuberance Fairness Faith Fame Family Fascination Fashion Fearlessness Ferocity Fidelity Fierceness Financial independence Firmness Fitness Flexibility Flow Fluency Focus Fortitude Frankness Freedom Friendliness Friendship Frugality Fun Gallantry Generosity Gentility Giving Grace Gratitude Gregariousness Growth Guidance Happiness Harmony Health Heart Helpfulness Heroism Holiness Honesty Honor Hopefulness Hospitality Humility Humor Hygiene Imagination Impact Impartiality Independence Individuality Industry Influence Ingenuity Inquisitiveness Insightfulness Inspiration Integrity Intellect Intelligence Intensity Intimacy Intrepidness Introspection Introversion Intuition Intuitiveness Inventiveness Investing Involvement Joy Judiciousness Justice Keenness Kindness Knowledge Leadership Learning Liberation Liberty Lightness Liveliness Logic Longevity Love Loyalty Majesty Making a difference Marriage Mastery Maturity Meaning Meekness Mellowness Meticulousness Mindfulness Modesty Motivation Mysteriousness Nature Neatness Nerve Noncomformity Obedience Open-mindedness Openness Optimism Order Organization Originality Outdoors Outlandishness Outrageousness Partnership Patience Passion Peace Perceptiveness Perfection Perkiness Perseverance Persistence Persuasiveness Philanthropy Piety Playfulness Pleasantness Pleasure Poise Polish Popularity Potency Power Practicality Pragmatism Precision Preparedness Presence Pride Privacy Proactivity Professionalism Prosperity Prudence Punctuality Purity Rationality Realism Reason Reasonableness Recognition Recreation Refinement Reflection Relaxation Reliability Relief Religiousness Reputation Resilience Resolution Resolve Resourcefulness Respect Responsibility Rest Restraint Reverence Richness Rigor Sacredness Sacrifice Sagacity Saintliness Sanguinity Satisfaction Science Security Self-control Selflessness Self-reliance Self-respect Sensitivity Sensuality Serenity Service Sexiness Sexuality Sharing Shrewdness Significance Silence Silliness Simplicity Sincerity Skillfulness Solidarity Solitude Sophistication Soundness Speed Spirit Spirituality Spontaneity Spunk Stability Status Stealth Stillness Strength Structure Success Support Supremacy Surprise Sympathy Synergy Teaching Teamwork Temperance Thankfulness Thoroughness Thoughtfulness Thrift Tidiness Timeliness Traditionalism Tranquility Transcendence Trust Trustworthiness Truth Understanding Unflappability Uniqueness Unity Usefulness Utility Valor Variety Victory Vigor Virtue Vision Vitality Vivacity Volunteering Warmheartedness Warmth Watchfulness Wealth Willfulness Willingness Winning Wisdom Wittiness Wonder Worthiness Youthfulness Zeal 18
Frank Luntz: Keywords for the 21 st Century
Finding Common Values According to George Lakoff, most of us share values across the political spectrum. Conservatives and independents have some progressive, nurturing tendencies and progressives and liberals share conservative disciplinary and moral tendencies. Shared frames of reference can serve as keywords or master themes to shape a message: 1. Love and Protect the Land 2. Share Natural Resources 3.Commitment to Community 4. Honesty & Accountability in Business 5.Civil Liberties 6.Protect the Family Framing the Issue: How Common Values Create Public Support 20
WHICH Method HAS IT ALL?
3 Emphasizes common values to shift opinion
Framing is a process whereby communicators, consciously or unconsciously, act to construct a point of view that encourages the facts of a given situation to be interpreted by others in a particular manner." --Jim A. Kuypers, Rhetorical Criticism, 2009 Framing the Issue: How Common Values Create Public Support 23
What is Framing? "Frames are the mental structures that allow human beings to understand reality." - George Lakoff Frames are the neural networks, the cognitive models, archetypes, and narratives that construct meaning Frames underlie all thought processes Framing is a process of heuristics In politics we search out the underlying values to construct frames of understanding Frames are based on conceptual metaphors that use one idea to explain or help understand another Lakoff & Johnson describe our reliance on conceptual metaphors: the journey Love is a journey ; war Argument is war ; money Time is money Example: Voter Revolt Framing the Issue: How Metaphors Create Meaning 24
Designing the Message How? Reframe the discourse: 1.System Justification: Protect, Sustain 2.Loss Aversion: Benefits of Action; Greater Losses 3.Tangible Harms: Snow storms, typhoons 4.Social Norms & Thought Leaders
Who is your target audience? What is the problem? What heuristics dominate the problem? What are your values? What are the values of your target? What are the phrases, images, or concepts that express common values? Does your message leave anyone out? If it does, is that a strategic choice? Create your central frame through key words that resonate. Framing the Issue: How Common Values Create Public Support 26