How many times have you heard “We’ve got to tell our story to the public. We need to make them understand our position. If they could only see the ‘big picture’”? The assumption is that if we can just get our target public to understand, they will do what we want them to do.

But there’s a big flaw in that assumption writes Kerry Tucker and Bill Trumpfheller in the recently released second edition of McGraw-Hill’s “The Handbook of Strategic Public Relations and Integrated Marketing Communications,” edited by Clark Caywood of Northwestern University.

For the most part, people don’t care about an organization’s problems. They’ve got enough of their own. And simply communicating information to obtain a desired behavior rarely works. More than 30 years of research across a wide range of disciplines and issues have shown providing information alone on an issue, product or service will not significantly change the behaviors of a given public.

While people naturally resist change; communications strategies and messages (and tactics) can be organized to increase the odds of breaking through the information clutter we all face daily. They can do so by contrasting existing behavior, facilitating discomfort with existing behavior and offering help in adopting a new action.

Nuffer, Smith, Tucker’s proprietary framework to evaluate communications against behavioral principles is organized around four basic questions (internally, we call this “The Model”):

1. What is the need, concern or interest for the target audience?
2. Is the desired behavior clearly packaged as a credible solution to the need, concern or interest?
3. Have you presented the benefits of action and consequences of inaction to create discomfort for the current behavior?
4. Have you helped the target audience mentally rehearse the desired behavior? Have you included a call to action?

Public relations campaigns systematically strategized, packaged and delivered to target publics with specific, supportive behavioral outcomes stand a much better chance of breaking through today’s clutter and moving the proverbial needle, writes Tucker and Trumpfheller.

Order a copy of the book for your bookshelf.

As the world’s population continues to grow, so does the demand for food supplies. By 2050, the world’s agricultural production will need to be doubled to meet this demand, but at the same time use less of the world’s natural resources. In this month’s California Farmer, NST’s Kerry Tucker and Dan Dooley of the University of California, highlight the tipping point of change the agricultural industry faces and the need for farmers, large and small, to work together.

We’ve had fun celebrating National Physical Fitness & Sports Month throughout May. Although, our NSTers really don’t need a month designated to healthy activity and sports: we live it.

If you haven’t seen our many posts about Major League Baseball, check out Opening Day … It’s Like Christmas at Nuffer, Smith, Tucker to see how baseball is celebrated by CEO Kerry Tucker.

Baseball is also Michelle’s favorite sport. “I played softball from age 9 to age 26 and the tradition continues with my daughter Trista playing Little League now. She is great at first base and has about an .800 batting average!”

Even though workouts at Crossfit Invictus can get competitive, that doesn't stop Price from mastering kettle bell swings.

Some NSTers, like Price, follow a more regimented workout routine. Price has been doing crossfit since January 2010 and it has completely changed her outlook on fitness. “It’s not just about looking good, but also feeling good and helping your body do what it is designed to do,” says Price. “Crossfit Invictus has allowed me to push myself mentally and physically further than I ever thought and increase my confidence and mental toughness.”

For other NSTers, being active outside is a preference.

She's conquered Half Dome in Yosemite, where will Teresa's hiking take her next?

“My favorite exercise by far is hiking, and I’m still surprised by how many hidden hiking trails there are in San Diego County – if you know where to look,” says Teresa. “I love exploring new places and would love to visit as many national parks as possible. I go to Yosemite almost annually, and this year I will be exploring two new national parks: Zion and Bryce.”

Katie (left) and her friend enjoying an afternoon of kayaking on Mission Bay.

For Katie, it’s the location of her apartment that makes it easy for her to stay active. “I live about one block away from Mission Bay, meaning I’m just steps from a bike path, sand and cool bay breezes – the perfect elements for training for my first half marathon.” Good luck, Katie!

We’ve said it before, and Mary will say it again: being fit isn’t just a benefit for our bodies, but also for our minds. “I feel off balance when I don’t exercise, so that’s why I do it at least five times a week. Even when it means waking up at 5 a.m. to get a workout in before my daughters wake up.”

Becky agrees, but adds that a nighttime workout is a great way for her to unwind after work. “Besides actually making me feel better, working out on a regular basis helps me de-stress and relax.” Becky’s workout of choice includes TRX, Pilates and yoga with some spinning mixed in for fun.

And that seems to be the key for us all of us at NST – fun! We balance working hard and playing hard, which for most of us means being active in our personal lives.

As for me, here’s the spectator information to catch me (if you can) at the San Diego Rock ‘n’ Roll ½ Marathon on June 5!

What’s your favorite way to keep active?

Friday Fodder

‘Twas almost the day before Christmas, and rather than weekly posts and tweets, the NST elves are sharing favorite holiday treats:

Price Arnett: LOVE Bill Murray in “Scrooged,” an impeccable mid-80s remake of the Dicken’s classic. Another favorite from this week, courtesy of Dustin Smith at Davis Elen Advertising: SNL’s Lost Ending of “It’s a Wonderful Life.” Dana Carvey is epic as George Bailey.

Tanya Johnson: We love going to Viejas to see the Legend of the Ice Princess.  The nightly show is based loosely on American Indian mythology. It’s the story of Crystal, a young fairy princess whose magical powers bring winter to the holiday season. It’s a short holiday show that makes you feel good when you leave.  We also love to go ice skating out there.

Beatles fan Micki Stockalper surely has this Lennon classic on her list.

Mary Correia-Moreno and Michelle Livermore share a passion for “It’s a Wonderful Life.”  Says Mary: “Ultimate Christmas movie for me.  I just love the concept behind the film – how life would have been so different for others if you weren’t there.  Makes you really appreciate how each person in your life is there for a reason.”  Says Michelle: “I cannot even watch the movie and just see this part and start bawling. I am crying now. What a great thing it would be to see what the world would be without me in it. Or maybe it wouldn’t – who knows.  I love this whole last part. Everyone feeling sad should just watch this a bunch of times. I love that Clarence gets his wings, too.”

For Jessica Northrup, we’re thinking it’s a toss up between favorite singer Willie Nelson or a touch of family on the Big Island.

Janet Elk: When I was growing up in the Chicago area, every Christmas season the best short cartoons played on Garfield Goose and Friends were Hardrock, Coco and Joe,  Suzy Snowflake and Frosty the Snowman. It’s amazing you can still find these classics on YouTube.  I still love them! Takes me right back to being a kid.

Krystin Williamson: I grew up studying ballet and dance, so I’m a true Nutcracker fan at heart. I love the “Dance of the Sugar Plum Fairy” with Tchaikovsky’s classic score, the beautiful snowflakes dancing in formation and the exciting Arabian, Spanish and Chinese adaptations. This link happens to be from MGM’s motion picture “The Nutcracker,” but nothing beats seeing it come to life by a local ballet company. 

Katie Rowland: Since I grew up watching just as many black-and-white movies as color films with my mother, it’s no surprise that the nostalgia of the holidays has me longing to cuddle up with a blanket, hot cocoa and watch “Little Women.” Although there are many film adaptations of Louisa May Alcott’s novel, the 1949 version is my favorite. Nothing conveys the holiday spirit more than the generosity of the March girls, who spend their prized pennies buying gifts for their mother and share their Christmas feast with their less fortunate neighbors.

As director of social media, don’t you think this fits neatly for Teresa Siles?

Aaron Blomberg: The Bear Who Slept Through Christmas is/was my favorite Christmas movie as a kid.  I was so obsessed I watched it multiple times a day, every day, year-round for many years.  It follows the misadventures of Ted E. Bear as he searches for the meaning of Christmas.  Not entirely sure of why I was so obsessed with this movie, but I’m guessing a teddy bear named Ted E. Bear had a big part in it.

Natalie Haack is dreaming of a White Christmas.

Greg Kershaw: It’s not often you get to rock out at church, but this song always puts me in the Christmas spirit (and makes my stepmom nauseous).  Transiberian Orchestra’s Carol of the Bells, performed by Lincoln Brewster (at my church).

Rebecca Howe: My favorite Christmas song is My Grown Up Christmas List by Kelly Clarkson.  This song has an inspiring message and reminds you that Christmas isn’t always about the gifts wrapped under the tree.  Plus, Kelly Clarkson is among my top two favorite American Idols (the other is Carrie Underwood).

Bryan Spevak is the office music aficianodo, and we’re thinking Another Rock ‘n’ Roll Christmas is apropos.

Kerry Tucker didn’t share, so we’re giving him a leg up.

We’re hoping the vacationing Bill Trumpfheller remembers not to put WD-40 on his sled.

Dave Nuffer loves mariachi.

If three is a trend, then we’re betting trends expert Sharon McNerney says more than 6 million views is some good holiday cheer.

Yours Truly: In some ways, we still believe.

From the best screw up in news media to how to double food production to feed the hungry, in case you missed it, here’s a sampling of information shared this week by the gang at NST:

Some believe there is an entire generation that has never dialed a 1-800 number. Where are these digital natives and other web-savvy consumers going to air their grievances? http://bit.ly/eOevmS

A website called Regret the Error, which follows corrections, clarifications, apologies, and trends in the world of journalism, has some fun each year by picking its annual “Error of the Year.” http://bit.ly/evL4kZ

Given the state of the U.S. economy, the recent news of the growing number of those losing their jobs and uncertainty in Congress about extending jobless benefits, we may be facing something bordering an epidemic of hungry, needy families. http://bit.ly/fpE0ds

To adorn the office of his new Brooklyn apartment, Saif Ahmed chose a truly one-of-a-kind piece of art. He bought a kit from online retailer DNA11.com to swab some of his cheek cells, and then mailed the sample to the company. http://on.wsj.com/ihisRi

With the launch of Places, Facebook began allowing businesses to merge their Page with a Place they’ve claimed. While there are some advantages for businesses focusing on generating foot traffic to a single physical location, merging has important disadvantages including lost functionality (at least for now). http://bit.ly/evygtK

To have success as a PR professional, as with all professions, it is essential to keep up with the latest news and techniques in the industry. http://bit.ly/ejS2hs

We’ve all been hearing about Facebook’s new promotions guidelines, and here they are http://on.fb.me/a0XuTZ.

We’re getting uncomfortably close to the day when there won’t be any surviving vets of Pearl Harbor or WWII.  The history books just don’t capture the heroism of hearing these stories from the mouths of grandfathers. http://bit.ly/ewtq91

Everybody loves viral videos. That’s why they’re “viral.” Ad agencies have been trying, in their own way, to replicate the success of viral videos to help their campaigns get exposure and new fans. http://on.mash.to/ggG72D

Nationally, 37 million Americans receive some sort of emergency food assistance, and that number has increased 46 percent in the last four years.  Given the state of the U.S. economy, the recent news of the growing number of those losing their jobs and uncertainty in Congress about extending jobless benefits, we may be facing something bordering an epidemic of hungry, needy families.

Here in California, food banks are currently moving 100 pounds of surplus or unmarketable fresh fruits and vegetables each year from farmers to needy families.  The objective is to get to 200 pounds per year, and I’m chairing a state Board of Food and Agriculture initiative to double the current amount of food going from farmers to needy families. Check out this California Farmer article on how we plan to get there.

And in the spirit of the holidays, The San Diego Union-Tribune (our client) is leading an aggressive food drive campaign to collect 1 million pounds of food.  Chicken of the Sea, another client of ours, helped kick start that campaign with a 1,000-pound product contribution.  Here’s how you can help: http://bit.ly/hKh083.

Why does your customer (or consumer) buy from you rather than someone else?  We hear about quality a lot; the same goes for service and a company’s heritage. But are these tired phrases meaningful selling points that define your business?  Are they aligned with the attributes your customers or consumers value?

Creating competitive advantage is all about differentiation — formally scrutinizing what differentiates your organization, your company and products from the competition.  It’s truly about how you make your product stand out when it looks very much like your competitors’, and a few are ahead of the curve http://bit.ly/bLnCgq.

The current public discussion about sustainability tends to paint a negative picture of agriculture unless it’s local and small. There’s an opportunity to change this discussion when you expand sustainability to a sustainable food system.

The dramatic increases in demand for food given population projections around the world and the rising middle class in developing nations (creating demand for animal protein and specialty crops) are undeniable. The reality is there’s demand for both large and small farms operating efficiently, sustainable and concurrently.

Discussions like this are beginning in stakeholder forums all over the world, and here’s further perspective on an opportunity well worth pursuing: http://bit.ly/d4HErO.

The ongoing public discussion about sustainability tends to make agriculture wrong unless its local or small farms, but the reality is feeding our communities, whether they be next door or around the world, lies with responsible food-production systems that produce all kinds of foods on all sizes of farms.

Some deplorable U.S. hunger statistics were published a couple of weeks ago in the Institute of Food Technologists newsletter.  A study from Feeding America, the nation’s largest domestic hunger relief group, reports more than 37 million people – one in eight Americans – receive emergency food annually. This is an increase of 46% over a 2006 study. Hunger in America 2010 is the first research study to capture the significant connection between the recent economic downturn and an increased need for emergency food assistance.

Couple this with estimates that the world will need 100% more food than currently produced to feed increases in world population by year 2050 and you see a daunting challenge in need of new and innovative solutions. The need to merge feeding objectives with increased productivity, poverty reduction and sustainability is surfacing in multiple professional forums around the world.  It’s a movement long overdue.