DEFINITIONS definitions Attunement to Audience Agency Tuning communication to respect the audience as equal or greater to the 01 creator of the message, smart, whole, nothing wrong with them, capable of making smart choices and collaborating to achieve goals. Allyship Communication Building connections based on trust, consistency, and accountability 02 Behavioral Communication The exchange of information to create understanding and comprehension 03 Backfire Effect When communication, campaigns, or actions designed to elicit a positive 04 response instead cause confusion or trigger negative outcomes, often due to cognitive bias confusion Choice Architecture The design of different ways choices can be presented and the impact of 05 that presentation on decision-making Civility Consider other’s thoughts & feelings in our communication and behavior 06 Civil Discourse Mutual airing of views without rancor; not a contest; to promote 07 understanding Civil Communication Communication based on respect, restraint, and responsibility 08 VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 8 FOR IDAHO STEM ACTION CENTER