Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 11 : Importance of Social Marketing in Development

Consistency approach

The general concept of this approach is that each person tends to maintain a link and coherence among beliefs, feelings and actions. A critical condition for change in will be created to the person by introducing discrepancies between given attitude and other attitudes, beliefs that already exist among the people.

• Sensitize the person to already held attitudes or beliefs that are different from the expected ones and those relating to behavioral change.
  
• Engage the individual in the discrepant behavior, so that the person in-order to justify his action will alter his belief to confirm to the behavior.

Functional approach
This assumes that the origin of attitudes and their changes lie in the satisfaction provided for the persons basic needs. By providing opportunities to meet the basic needs, favorable attitude towards the message as well as educators will be created. Then the message is introduced to bring about the expected behaviour which may lead to change to change in the behavior.

Behavioral modification approach
Expose the individual to desirable practice through role play and practice which lead to superior results. This ultimately results in attitudinal change and value which further leads to understanding of new behavior.

The learning activities are:

• Modeling: Exposure to improved behavior
  
• Role playing: Individuals are asked to practice and realize the effectiveness of the behavlor1l'emonstrated by the models
  
• Social reinforcement: Interaction with educators and counselors to provide reinforcement of models behavior
  
• Transfer of learning: Application in real life situation