Effective communication begins with understanding your intended audience. In persuasive communications, the next step is to understand what motivates people to take the actions we are promoting. In this short concept refresher, Jess Espenshade explains how we can improve conservation outreach by grounding communications approaches in what might motivate our intended audiences to change practices.
This material is based upon work supported by USDA-NIFA, through the North Central Region SARE program under project numbers ENC20-194 and ENC18-169. USDA is an equal-opportunity employer and service provider. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the USDA.