PR Week reports that the Central Office of Information (COI) has issued a 'five-step' guide for behaviour change campaigns. This despite pages of academic text attesting to the difficulty and complexity of achieving behavioural change.
I would like to see the evidence that the COI's behavioural change campaigns have actually realised real changes in peoples lives before I followed their prescriptive advice. It would also be good to see evidence that the guidelines' authors had consulted behavioural change experts and academics before publishing their advice. Evidence-base anyone?!
Of course you're right that achieving behavioural change is the hardest challenge, but I think you're being too harsh on this freely-available publication. What it lacks in evidence it makes up by being solidly based in academic sources. I thought it was one of the best books published about PR last year.
Posted by: Richard Bailey | 02/17/2010 at 03:38 AM