To successfully achieve big social change goals, it’s not enough to just identify the key decision makers. You also need a strategy for influencing them to do what you need them to do. In our latest Zero to Ninety segment, Kristen Grimm (@headspitfire), president of Spitfire Strategies, walks you through a field-tested approach for wielding influence to create change.
Guest Post: Kate Emanuel, The Ad Council
Climate change, education reform, obesity prevention, cancer … name your issue. As communication professionals, we’re all tackling very complex social problems that call for very complex solutions.
I don’t have to tell you–grabbing the attention of target audiences you need to engage, regardless of your issue, is an uphill climb. You have to overcome a fragmented media landscape and substantial message clutter.
That’s why, no matter to whom you are talking—consumers, donors, volunteers or policymakers—you need to be clear and single minded.
That’s where research can make the difference.
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