Public Interest Communication Focuses on Positive Behavioral Change
As I attended the 2024 Public Interest Communications Summer Institute in Denver and listened to the many well-credentialed speakers, I was reminded that public interest communications (PIC) is not a standalone discipline. As a former broadcast journalist, current public relations (PR) practitioner, and adjunct lecturer for graduate students at the University of Florida, I view PIC as an emerging and ever-evolving field located at the intersection of PR, journalism, and behavioral change marketing.
Similar to its sister field, PR, which focuses on business-based objectives, PIC is concerned with social change, which requires not only different messaging but also a different approach to evaluation.
PIC Helps Address Complex Situations That Seem Impossible to Solve
A widely accepted definition of PIC is “the development and implementation of science-based, planned strategic communication campaigns with the main goal of achieving significant and sustained positive behavioral change on a public interest issue that transcends the particular interests of any single organization”.
As a graduate instructor teaching measurement and evaluation to both PIC and PR students, I can see that PIC often encounters complex issues with many interdependent factors that can make them seem impossible to solve. The students bring varied experiences with non-profit organizations to the class where we discuss how to measure the effectiveness of all aspects of a PIC campaign.
Creating measurable objectives and understanding how to evaluate the performance of selected communications channels is key to making an impact and aligning with organizational goals. For example, getting a specific policy adopted is important, but so are a myriad of other metrics that should be tracked on the road to success. In addition, working with partnerships is essential to success when implementing and evaluating PIC campaigns.
There is a distinct difference between the evaluation of PR and PIC. PR evaluation typically uses metrics and benchmarks that offer insight into what works and what does not work in communications campaigns. It also focuses on providing a return on investment (ROI) for communication efforts, as organizations hold PR professionals accountable for the funds spent on campaigns. PIC evaluation is more complex, as the problems addressed are often complicated and involve several variables. Providing a standard ROI is not readily achievable, as campaign results are not always financial in nature. Let’s examine the following points to consider when evaluating PIC campaigns.
Change Takes Time
Since PIC strives for behavioral change, it must be remembered that this type of shift takes time. Immediate results of PIC campaigns are not often available; therefore, evaluation may require a broader and longer scope of time.
Shift in Narrative
Stagnant and incorrect narratives must be displaced to change perceptions and points of view.
Complex Problems
Evaluation is often required at multiple levels simultaneously within large, complicated issues (such as those encountered in PIC).
Dispersed Work
PIC work often crosses local, state, and national borders, requiring consideration of coalition needs when identifying metrics.
While PR and PIC and their associated evaluations are similar, it is important to remember that for-profit companies and non-profit organizations have different goals, audiences, and success metrics.
Pam Fultz is a senior public relations manager and university lecturer. With more than 30 years of experience in public relations and broadcast news, Pam currently holds the job of senior community relations manager for a nationwide senior living company. Along with serving as a lecturer for online programs at The University of Florida, she is also an adjunct instructor for Northeastern University. She holds a Master of Science degree in corporate and organizational communications from Northeastern University in Boston, Massachusetts, and a Bachelor of Science degree from Wright State University in Dayton, Ohio. She also holds the Accreditation in Public Relations (APR) designation. She is a member of the APR Committee for PRSA National and past president of PRSA’s Gulf Coast Chapter. She is a regular contributor to PRSA’s Strategies and Tactics.
Posted: August 28, 2024
Category: UF CJC Online Blog
