Progressive communications teams prove their value by not solely focusing on influencing attitudes, but on driving desired stakeholder behaviors.
Changing beliefs alone won’t necessarily result in changing behaviors, as attitude is only one of three drivers. To successfully change stakeholder behavior, communications leaders must:
- Listen for specific barriers to behavior change across the three main behavioral drivers — attitude, capability and social cues
- Stop focusing solely on making stakeholders feel good about a new behavior
- Use communications tactics targeted at addressing the surfaced barriers to change
Download the research for more insight into how you can change stakeholder behavior.