Engagement Science Lab Sample Workshop Workbook

k o o b k r Making Sense & Changing o Behavior at Scale THE SCIENCE OF COMMUNICATION Volume PR + Engagement Science Lab + Civil Influence Institute 2022 Copyright Protected w

introduction In the "Making Sense & Changing Communication has always been an art. Behavior at Scale" workshop, you will But advancements in behavior and mind learn the first-of-its-kind, science- sciences have mapped an entirely new based method to influence and change way to align communication with how hearts, minds, and behavior at scale. the mind creates meaning and makes decisions. We have a fascinating and powerful opportunity before us for the first time in history, with new ways to harmonize our How do you reach audiences so words and engagement with our deeply you lead them to change? audiences as never before. As a society, we are in a collective state of May this workshop leave you with a new communication overload, and our minds view of communication, and a new way to are developing powerful coping impact positive change in our world. mechanisms to manage the noise. In Service to Success and Civility, That’s bad news for traditional communication that research is proving doesn't just confuse people but triggers full-blown message rejection. While the noise in our world is rising to unmanageable levels, behavior and neuroscience researchers are diving into the depths of our minds and returning Elizabeth Edwards with insights that rewire how we Founder & President understand what happens in the communication process. VOLUME PR - ENGAGEMENT SCIENCE LAB CIVIL INFLUENCE INSTITUTE | 0 2

social change Civil Influence™ IN SERVICE TO THE SUCCESS OF BUSINESS & HUMANITY CIVIL-SOCIAL BEHAVIOR CHANGE COMMUNICATION Civil Influence is a first-of-its-kind integrated method of thinking, communicating, problem- solving, strategizing, and influencing behavior change at scale based on the science of the mind, ethics, and civility. Combining behavioral and cognitive science-aligned strategies with civil language and engagement methods, the practice of Civil Communication and Influence increases success while also creating a healthy, respectful, and collaborative relationship with teams, customers, and stakeholders. CIVIL COMMUNICATION & INFLUENCE Psychology on Steroids = Combine insights from all human science fields to create the 01 most comprehensive map available of how the mind creates meaning, and how to evolve engagement because of it: Behavioral Science, Neuroscience, Social Science, Behavioral Economics, and Cultural Evolution. Civility Codes = Map the codes of ethical use for hyper-persuasive communication that 02 accomplishes maximum success through audiences CHOOSING change rather than being COERCED to change. Accomplished by the use of Civil Influence methods such as the below. Science of Allyship Communication Civil Communication Communication Tuning communication to respect the audience Aligning communication practices with the as equal or greater to the creator of the Communication based on respect, latest scientific mind and behavior science to message, smart, whole, nothing wrong with restraint and responsibility accelerate connection, comprehension, them, capable of making smart choices and understanding, motivation, positive emotion, collaborating to achieve goals memorability, and change THE SCIENCE OF COMMUNICATION | 0 3 MAKING SENSE & CHANGING BEHAVIOR AT SCALE

01 STATE OF THE AUDIENCE 01

STATE OF THE AUDIENCE NOISE & INTERFERENCE WHAT IS COMPETING FOR OUR ATTENTION? Q MODERN-DAY NOISE & INTERFERENCE METRICS COGNITIVE OVERLOAD: WORKING MEMORY RECEIVES MORE INFORMATION THAN IT CAN HANDLE COMFORTABLY, LEADING TO FRUSTRATION & COMPROMISED DECISION-MAKING CO DECISION ERRORS: THE PRESENT OVERWHELMS THE FUTURE THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 05

STATE OF THE AUDIENCE COGNITIVE LOAD THEORY the mind can only handle so much INTRINSIC LOAD COMPLEXITY OF NEW INFORMATION COGNITIVE LOAD GERMANE LOAD EXTRANEOUS LINKING NEW INFO LOAD WITH CURRENT INFO UNNECESSARY & DISTRACTING INFO Cognitive load theory divides working LIMIT EXTRANEOUS LOAD memory into three types of activity: WHEN INTRINSIC & GERMANE intrinsic load, extraneous load, and ARE ELEVATED germane load. Developed by Australian educational psychologist John Sweller in the 1980s, cognitive load theory helps explain the mental effect on a person as we process information and complete tasks. THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 06

STATE OF THE AUDIENCE MISINFORMATION, POLARIZATION, WEAPONIZATION, & TRUST HOW ARE LANGUAGE NORMS SHIFTING? L NOTES Weaponization of Language & Influence Pain and Gain has been the norm of messaging for decades Fear is manufactured, hyped, and systematically delivered to the nonconscious mind to limit consideration discourse and the evaluation process Using pain or fear as a base language strategy may limit the positive effects of communication, such as long-term relationships, and organizational/team/societal behavior change at scale. Increasing fear or pain engagement in life-and-death communication may be necessary to counteract overstimulation and desensitization. 2 Forms of Fear & Pain in Engagement 1. Civil: Inherent and necessary to accurately and adequately explain to navigate understanding 2. Uncivil: Heightened and exploited to compel rapid decision-making; may or may not be easily identifiable as fear-mongering THE SCIENCE OF COMMUNICATION YOUR WORKBOOK NAME PAGE 1 THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE | 0 7 | 0 7 MAKING SENSE & CHANGING BEHAVIOR AT SCALE

STATE OF THE AUDIENCE FEAR WHAT IS PAIN / GAIN STRATEGY? Q WHAT ARE THE EFFECTS OF WEAPONIZATION & INCIVILITY? Q STATE OF THE AUDIENCE SUMMARY THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 08

02 AUDIENCE CONSIDERATION & CHANGE 02

AUDIENCE CONSIDERATION & CHANGE WHAT IS THE SCIENCE OF UNDERSTANDING? Q NOTES WHAT ARE THE THREE MIND SYSTEMS? Q NOTES THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 10

COGNITIVE BIAS WHAT ARE COGNITIVE BIASES AND HOW DO THEY WORK WITH COMMUNICATION? Q NEUROPSYCHOLOGIAL ENGAGEMENT™ METHOD OF CIVIL COMMUNICATION AUDIENCE I MEANING I MEDIUM Communication that simultaneously engages conscious and non-conscious processing to Accelerate Understanding and Change Behavior by harmonizing with audience sense- making while limiting the interference of backfire, overload, and indecision. AUDIENCE METHOD MEANING YOUR WORKBOOK NAME PAGE 1 THE SCIENCE OF COMMUNICATION | 1 2 MAKING SENSE & CHANGING BEHAVIOR AT SCALE

COMMUNICATION TYPES & GOALS Communication Definitions & Foundational Considerations COMMUNICATION 01 The exchange of information from one person, place, or group to another BEHAVIORAL COMMUNICATION / LINGUISTICS 02 The exchange of information to create comprehension and increase understanding CIVIL COMMUNICATION 03 Communication on the basis of respect, restraint, and responsibility ALLYSHIP COMMUNICATION Language and engagement choices that attune to audience agency, 04 considering them to be the creator's equal, smart, whole, and with nothing wrong with them to maximize connection based on trust, consistency, and accountability. CIVIL INFLUENCE Persuasive communication applied within the boundaries of allyship 05 and civility, designed to facilitate connection and deepen understanding to influence ethical consideration and change THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE | 1 3

4 CORNERS OF CIVIL-SOCIAL BEHAVIOR CHANGE COMMUNICATION BE TRUSTWORTHY & TAKE ACTION 01 COMMUNICATE & CREATE BASED ON HOW 02 THE MIND MAKES SENSE DISCONTINUE USE OF WEAPONIZED 03 LANGUAGE & INFLUENCE STRATEGIES ENGAGE WITH ALLYSHIP COMMUNICATION 04 & CIVIL INFLUENCE NOTES THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 14

03 MAKING SENSE & CHANGING BEHAVIOR AT SCALE 03

INFLUENCE MAPPING What Perceptions Am I Influencing? What Attitudes Am I Influencing? What Behaviors Am I Influencing? S N O I T P E C R E P S E D U T I T T A S R O I V A H E B THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 16

NEUROPSYCHOLOGIAL ENGAGEMENT™ CREATING CONSIDERATION I ENCODING MEANING Six Centers of Meaning Creation #6 #1 BACKFIRE COMPREHENSION MITIGATION MEANING #5 #2 ACTIVATION MEMORY CONNECTION CENTERS #4 #3 FEELING & MOTIVATION EMOTION NOTES THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE PAGE 14 | 17

NEUROPSYCHOLOGICAL ENGAGEMENT™ CREATING CONSIDERATION + ENCODING MEANING 6 Centers of Meaning + 6 Civil Influence Codes COMPREHENSION CONNECTION Speak-Easy Social Proof 01 02 Reasoning Story Contrast Compromise Rhyme-as-Reason Unity Context Authority Visual Halo MOTIVATION FEELING & EMOTION Choice Architecture Framing 03 04 Nudge Anchoring Consistency Priming Achievement Fear Alignment Value Assessments Pain/Gain Ego MEMORY BACKFIRE MITIGATION Peak-End Familiarity 05 06 Picture Superiority Overkill Self-Reference Worldview Primacy Extremes Modality Trust Humor Unintended Consequences THE SCIENCE OF COMMUNICATION | 1 8 MAKING SENSE & CHANGING BEHAVIOR AT SCALE

05 COMPREHENSION LACK OF CLARITY & CONSISTENCY INTERFERENCE Clarity and consistency increase perceived accuracy of messages and therefore brand Common communication practices WHAT IS SPEAK EASY? reputation and validation that interfere with sense-making Q in one-to-many communication 06 01 LACK OF EMOTION CONNECTION ANALYTIC MIND Emotional connections to your target Speaking to the "analytical mind" — locking audience lead to increased outcomes your prospects in analysis & critique 07 02 NEGATIVISM & BUZZ WORDS IRRELEVANCY Use of insider buzz words, e.g., "Robust, There is little place for negative and irrelevant object-oriented technology paradigm" information in successful messages 08 03 LACKING A HUMAN-TO- OVER IMPORTANCE HUMAN CONNECTION Put B2B and B2C aside, and communicate Arrogant messages that fail to communicate first and foremost from an H2H customer-focused benefits perspective 09 04 FORGETTING THE BLAH, BLAH, BLAH MOTIVATORS OF THE TARGET AUDIENCE Messages that fail to sell, and are guilty of the "blah, blah, blah" syndrome What motivates the target audience is core to the success of your messages THE SCIENCE OF COMMUNICATION BEHAVIORAL COMMUNICATION PAGE 18 MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 19 FOUNDATIONS WORKSHOP

MAXIMIZING COMPREHENSION WHY ARE SPEAK-EASY CONSIDERATIONS IMPORTANT? Q SPEAK-EASY CONSIDERATIONS HOW IS REASONING INVOLVED IN COMMUNICATION? Q JUSTIFICATION + BECAUSE CONSIDERATIONS THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 20

MAXIMIZING CONNECTION WHAT IS SOCIAL PROOF? Q SOCIAL PROOF CONSIDERATIONS WHAT IS UNITY EFFECT? Q UNITY CONSIDERATIONS THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 21

MAXIMIZING MOTIVATION WHAT ARE CHOICE ARCHITECTURE & NUDGE? Q CHOICE ARCHITECTURE & NUDGE CONSIDERATIONS QUESTIONS TO ASK EACH CAMPAIGN What choices are being made? 01 How is choice architected now? 02 How could nudges be included or evolved? 03 THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 22

04 BACKFIRE EFFECT 04

avoidable confusion backfire BACKFIRE EFFECT FORMS Unintended Consequences Backfire Familiarity Backfire Overkill Backfire Worldview Backfire Extremes Backfire Trust Backfire THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE | 2 4

avoidable confusion backfire Unintended Consequences Backfire 01 Negatively triggering a measured engagement preference due to not knowing it existed Familiarity Backfire 02 Making myths more familiar Overkill Backfire 03 From providing too many arguments Worldview Backfire 04 From providing evidence that threatens someone’s worldview Extremes Backfire 05 From not leaving room for alternative considerations & using limit-inferring language 06 Trust Backfire Trust mechanisms break down from hyper-manipulation leading to compromised decision making & limited change THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE | 2 5

WHERE MAY BACKFIRE BE PRESENT? BACKFIRE NOTES THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 26

RESOURCES & READING final mile minnpost reducing train deaths with the psychology of light rail safety 01 02 behavior change communication https://www.minnpost.com/cityscape/2016/01 https://www.thefinalmile.com/railway-safety /psychology-light-rail-safety/ european union agency for us dept of transportation railways human factors in rail accidents 04 importance of human factors in the 03 https://www7.transportation.gov/testimony/rol rail industry e-human-factors-rail-accidents https://www.leedeo.es/l/human-factors-railway/ railway technology human factors & ergonomics rail safety: examining the effect of the nudge: how to influence passenger 05 06 driving experience & type of crossing railway behavior on safety concern https://www.railway- technology.com/analysis/featurethe-nudge-how-to- https://journals.sagepub.com/doi/10.1177 influence-railway-passenger-behaviour-4840477/ /1071181320641348 jordan journal of mechanical new york times & industrial engineering human behavior& physics hamper 07 08 human behavioral aspects of level rail safety systems crossing safety with special reference to https://www.nytimes.com/2015/02/06/nyregio indian railways n/human-behavior-and-physics-hamper-rail- http://jjmie.hu.edu.jo/files/v6n1/JJMIE-32-11.pdf safety-systems.html transportation research transportation research interdisciplinary perspectives record 09 10 understanding relations between crowd identification of high-risk driving density, safety perception & risk-taking behavior & sections for rail systems behavior on train station platforms: https://doi.org/10.1177/03611981211033856 switzerland case study https://www.sciencedirect.com/science/article/p ii/S259019822100097X THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE | 2 7

NOTES THE SCIENCE OF COMMUNICATION MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 28

ABOUT YOUR SPEAKER ELIZABETH EDWARDS Volume PR, Engagement Science Lab & Civil Influence Institute COMMUNICATION FUTURIST. CIVIL HEALTH ACTIVIST. AWARD-WINNING CEO & BEHAVIOR CHANGE STRATEGIST. Elizabeth Edwards is an internationally celebrated communication futurist and civil health activist reshaping how the world communicates. The founder of Volume PR, Engagement Science Lab, and the Civil Influence Institute, Edwards created the world's first science-based system to increase audience connection, collaboration, and behavior change from communication. Edwards work is used to accelerate behavior change, organizational and social narrative change, and define new civil engagement norms with business leaders, global enterprises, universities, governmental agencies, celebrities, non-profits, and NGOs around the world. Through her sold-out keynotes, corporate training series, and online courses, Edwards shows how we can maximize healthy communication, consideration, and change in ourselves, our businessess, our communities, and our world with civil language and civil influence. Before founding Volume PR, Edwards was with Ogilvy PR and the aerospace division of the Boeing Company, with a degree in Organizational Communication from Pepperdine University. VISIONARY TOP WOMAN IN COMMUNICATION, PR DAILY PR PROFESSIONAL OF THE YEAR, PR DAILY EXCEPTIONAL WOMAN OF EXCELLENCE, INTERNATIONAL WOMEN ECONOMIC FORUM WWW.VOLUMEPR.COM

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