"Message received" not "Message sent" - Susan McNair
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Transcript of "Message received" not "Message sent" - Susan McNair
‘Message received’not
‘Message sent’
To cover
Farmer perception & behaviour
Communications context
Decision making - the drivers- the process
What will cut through?
What climate change?
Only 28% of primary producers believe human
activity is the cause of climate change.
Australia’s Farming Future market research – Final Report 2009
“I have rainfall records on my property from 1838 when the farm was first declared. There have been plenty of droughts and there will be again.”
Primary producer
On the other hand …
Nearly three quarters of primary producers (74%) felt
primary industry had already adapted significantly to
climate change challenges.
Australia’s Farming Future market research – Final Report 2009
“Old practices are just not viable in the emerging situation. Change is necessary to maintain and develop profitability. Agriculture is a business and change is driven by the bottom line.”
Primary producer
Change agents
EARLY ADOPTERS 5%
Cautious followers 30%
Not proactive 40%
Recalcitrant 25%
Australia’s Farming Future market research – Final Report 2009
‘Message sent’Media
Dairy Australia
DPI
Corangamite CMA
Milk processor
Shire
Landcare group
Farmers’ Federation
Gardiner Foundation
Knowledge +
Understanding +
Desire =
ACTION
Drivers?
PrideProduction
PROFIT
What 7%HOW 53%Who 40% Wharton Business School, USA
What cuts through?
Making a decision
Thinking
Testing
Checking
TALKING
TALKING
What works?
Information that is:
Integrated
Practical
Outcome focused
Packaged
What will bring success?
ACKNOWLEDGEMENT
Understanding
Consideration
Recognition
Support