Our discussion will focus on developing effective communication strategies with the public. Our presentation will emphasize the significance of understanding target audiences on a deeper level through our understating of human psychology. We will also focus on how these audiences process messages under different conditions and what psychological elements should be emphasized under which conditions.
This introduction will set the stage for discussing persuasion and social influence (and resistance) principles that provide the platform for effective message design. More specifically, different message (e.g., content, style, and structure) and delivery features will be discussed by highlighting their application strengths and limitations.
The discussion will conclude with a note on the complexity of designing the most compelling strategic messages, which success may depend on properly identifying the most effective interplay among the above-identified conditions and message features.
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Kimberly A. Parker holds a Ph.D. from the University of Oklahoma, is a former Fulbright Scholar, and Professor in the Department of Integrated Strategic Communication at the University of Kentucky. She studies strategic communication, social marketing, and social influence (persuasion and resistance).
Her scholarship focuses on strategic message design and promoting positive social change. Her work has appeared in numerous presentations (five top paper awards), book chapters, and journal publications, such as Communication Monographs, Journal of Communication, Human Communication Research, Journal of Public Relations Research, Communication Quarterly, Communication Research Reports, and Health Communication, among other journals.
Dr. Parker also has 25 years of experience working with non-profits in the area of social change campaigns. She has most recently collaborated with the UNHCR-Macedonia, Ronald McDonald House Charities of the Bluegrass, and Iowa Migrant Movement for Justice.
Bobi Ivanov holds a Ph.D. from the University of Oklahoma, is a former Fulbright Scholar, and Professor in the Department of Integrated Strategic Communication at the University of Kentucky. He studies social influence, persuasion, and resistance as applied in formative and community-based research, target audience identification and behavior analysis, strategic communication and message design, and campaign and intervention development.
His work focused on issues of societal importance and public health—such as adolescent risky behaviors, pollution, forced and voluntary migration, vaccination hesitancy, substance use, mental health—has appeared in numerous health-related and social marketing articles, book chapters, and collaborative efforts with organization such as the Oklahoma University Medical Center, Centennial Medical Center, Grace Living Centers, and the United Nations High Commissioner for Refugees, among others.
