I used to think that if people just knew more about an environmental issue, they would care and change their behavior to reduce their environmental impact. Yet I’ve found first figuring out the answers to these questions is key:
What are my audience’s main problems?
What are the solutions to those problems?
What barriers do my audience face in implementing the solutions?
What would best lower the barriers so they can implement the solutions?
How does my audience prefer to get their information? Who are the trusted messengers they will listen to?
In other words, social science techniques help me meet people where they’re at and find win-win solutions. I may collaborate with social scientists to implement surveys and focus groups, talk one-on-one with members of the community I am working with, read to learn more about my audience’s beliefs and values, or all the above.
In-depth reports that present solutions to a problem are one communication tool I use to synthesize information in a way that’s tailored for my audience. Here is one example of a position paper/white paper that is tailored to my target audience of county and city government officials