Internet notebook about my work: deep listening to facilitate positive change


Tuesday 25 June 2013

Education or communication?

If you want understanding - use education. If you want action use communication or campaigning.
Campaigning involves stimulating action, best achieved by narrowing the focus and eliminating distractions and reducing options, as in advertising (Figure 1). Typically, it starts (left column) with a problem and moves a target audience through the stages of awareness (and alignment, not shown here), concern and so on, to action.
Education expands awareness of options and complexity (right-hand column). It typically takes a problem and shows that it is not so simple as you may have first thought.
More on this in Proven top tips on communicating your issues effectively from one of the UK's most successful campaigners...

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