Journal article
Effective communication with difficult to reach landholders
Australasian Journal of Environmental Management, Vol.24(2), pp.133-145
2017
Abstract
While considerable research has been undertaken to understand which communication channels are most effective at reaching landholders, much less research has examined which communication channels are most effective for reaching those landholder segments characterised by low program participation (i.e. 'lifestylers', traditional and absentee segments). Even less research has examined what messages most effectively engage these landholders, or landholders in general. In this study, eight communications campaigns were developed with specific messages and appeals that allowed us to examine the perceptions of difficult-to-reach landholders towards rational versus emotional, inform versus persuade and individual versus community-based appeals, using a qualitative methodology. The findings indicate that landholder's perceptions of both rational and emotional messages depended on the congruence with segment values. Inform messages were found often to be well regarded, especially when they clarified eligibility and program benefits. Persuade messages could be effective, but this also depended on the consistency of the message with segment values. Community-based messages were often not well received, but they could be effective at reaching lifestylers. © 2017 Environment Institute of Australia and New Zealand Inc.
Details
- Title
- Effective communication with difficult to reach landholders
- Authors
- M Morrison (Author) - Charles Sturt UniversityJ Greig (Author) - Charles Sturt UniversityD S Waller (Author) - University of Technology SydneyRod McCulloch (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawD M Y Read (Author) - University of Newcastle
- Publication details
- Australasian Journal of Environmental Management, Vol.24(2), pp.133-145
- Publisher
- Taylor & Francis Ltd.
- Date published
- 2017
- DOI
- 10.1080/14486563.2017.1300953
- ISSN
- 1448-6563
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99450680702621
- Output Type
- Journal article
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