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Public Engagement 101: Goal Setting, Network Mapping, and Message Development

Public Engagement 101: Goal Setting, Network Mapping, and Message Development. Amy Schalet Associate Professor of Sociology Former Director, Public Engagement Project. Ezra Markowitz Assistant Professor of Environmental Conservation Co-Director, Public Engagement Project.

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Public Engagement 101: Goal Setting, Network Mapping, and Message Development

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  1. Public Engagement 101: Goal Setting, Network Mapping, and Message Development Amy Schalet Associate Professor of Sociology Former Director, Public Engagement Project Ezra Markowitz Assistant Professor of Environmental Conservation Co-Director, Public Engagement Project Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  2. Today’s workshop • Planning • Exercise Part I • Relationships • Exercise • Communication • Exercise x2 • Closing Reflections • Planning exercise Part II (time permitting) Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  3. Public engagement requires Strategic planning and investments New Relationships/Networks Clear Communication/Message Knowledge of New Culture/Rules of the Game Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  4. Come up with a plan Public engagement work takes time and effort Not all approaches are equally suited for you Developing an over-arching plan makes it easier to say “yes” and “no” when opportunities arise Important to re-assess engagement plan from time to time Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  5. Engagement planning exercise • As you work through the goal-setting worksheet, keep the following in mind: • Goals work well when they are aspirational but realistic • Specificity promotes follow-through—think about what you want to accomplish, what needs to happen to get there, what are the key steps along the way • Consider sharing your plan with someone else to build in accountability Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  6. Effective public engagement is relational Public engagement requires building relationships and networks outside the academy Many different groups/actors to partner with: media, policy makers, practitioners, community groups, advocates, foundations, etc. Through partnering with groups outside of the academy, we can amplify the reach and use of our research. Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  7. Effective public engagement is relational Think of relationships as two way channels of communications. Publics are experts in their own domains; They can help us think of how to apply research. It is through these relationships that we, as scholars learn how to translate our research for broader publics. Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  8. Build relationships and get to know your publics What about your research is of interest to them? How can publics use your research to do their jobs? What formats must your research take to be useable? Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  9. Exercise: Growing your network* What change do you want to effect ? What actors/entities have a stake in/influence? * Exercise adapted from Lee Badgett. 2016. The Public Professor: How to Use Your Research to Change the World (New York: NYU Press) Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  10. Exercise: Growing your network* • What actors/entities have an influence/ a stake? • Media • Professional organizations • Community Organizations • Legislatures and legislative bodies (local, state, national) • Executive branch agencies • Courts • Businesses • Unions • Political parties • Advocacy/activist groups • Think tanks • Foundations • Social Media Contacts * Exercise adapted from Lee Badgett. 2016. The Public Professor: How to Use Your Research to Change the World (New York: NYU Press) Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  11. From Lee Badgett. 2016. The Public Professor: How to Use Your Research to Change the World (New York: NYU Press) Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  12. Communication  Forms of Public Communication • Opinion Editorials • Explanatory Journalism (The Conversation) • TV, Radio, Print Media Interviews • Presentations for non-academic audiences • Practitioners • Community Groups • Foundations • Expert testimonies • Blogs, Social Media Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  13. Communication should (typically) • Be very clear about what you want to communicate • Frontload the conclusions (don’t make them wait) • Be motivated by real-life problems your public faces • Include positive solutions or directions • Include practical or policy implications (call to action) • Use the format that has currency in that world • Power point, one page white paper, executive summary etc. • Conform to right length • Practice answering interview questions, writing op-eds etc. Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  14. Communication should (typically) NOT • Start with background/context • Be motivated by your unique contribution to the field • Include methods, theory, or jargon terms • Be focused solely on analysis and or critique • Necessarily cover all your findings/arguments • Necessarily focus on what interests you most • Necessarily be confined to your own research findings • *You can draw on prevailing knowledge in the field(s)* Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  15. Communication exercise • What main point(s) do you want to communicate? (Keep in mind: what might this public find most interesting/useful about your research?) • What one to three statistics/stories illustrate this finding/argument/conclusion? • What is the significance of your findings/argument? • What should/will this audience do (differently) because of your research? • What can you learn from this audience about application of research? Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  16. Prepare and practice main message • What are your main findings/arguments? • How do these relate to human problems? • What is the significance of your research? • What should your audience do? • What are your 3- 5 talking points (max)? • No reason to tell it all; may leave out A LOT • Prepare reframing/bridging • Answering and acknowledging the question • Redirect the conversation to where you want to go Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  17. Turning your “message” into a story • A clear, intentional message is critically important but not sufficient • Effective communication tells a story • One easy technique: And, But, Therefore (ABT) • For more, check out http://www.randyolsonproductions.com Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  18. ABT examples Meaningful public engagement is rewarding and critically important. But sometimes it falls by the wayside. Therefore, it is important to make concrete plans to promote follow through when things get tough. Climate change is happening and is going to cause a lot of suffering if we don’t act, but there is still time to do something about it. Therefore, we need to take bold action starting today. Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  19. Expanding beyond a single sentence • Replace “ANDs” with “BUTs” or “THEREFOREs” when you can • Can be done any time you communicate: • newsletters, blog posts, op-eds, copy for radio/video • preparing slides or remarks for a presentation Goal is to move towards treating every communication act as an opportunity to tell a story Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  20. ABT exercise • On the back of your “main message” worksheet are three boxes • First, take 5-7 minutes to turn your message into a succinct, single paragraph that uses the ABT format (explicitly or implicitly) • Second, hand your worksheet to the person next to you—they will try to “translate” your paragraph into a single ABT sentence • Tip: You may want to try speaking the sentence out loud a few times or use some scrap paper before you write something in the box • Third, get your worksheet back and try to do the same—condense your message into a single sentence that follows the ABT format • You won’t be able to include everything, that’s ok Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  21. Wrap-up • Public engagement takes practice, time and effort • You don’t need to do everything • Easier to keep going if you find the things you really enjoy • You can take your time, build up over time • Truly, not a race • Seek out community to provide feedback and support Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  22. Resources • UMass Public Engagement Project • www.umass.edu/pep • UMass offices/programs • University Relations • Office of Professional Development (grads and post-docs) • Civic Engagement and Service Learning • Resources off campus (check out PEP site for more) • Scholars Strategy Network • American Association for the Advancement of Science Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

  23. Questions? Contact info: • Amy Schalet • schalet@umass.edu • Ezra Markowitz • emarkowitz@eco.umass.edu Public Engagement 101 by Amy Schalet and Ezra Markowitz is licensed under a CC-BY-NC 4.0. https://creativecommons.org/licenses/by-nc/4.0/

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