The article’s main purpose is to inform and assist managers, executives, and organizational leaders on ways to enhance their campaign by making their target audience care more deeply about the message they are trying to convey. This article uses five distinct principles that demonstrate a variety of methods that can influence the mind of their audiences. I found principle #1: Join the community interesting because this strategy highlighted that people most often listen to information that confirms their previous thoughts, attitudes, and expectations (confirmation bias). In addition, it is known that people follow and commit to societal norms. If the organizational campaign specifically uses these influential groups, and changes the way they carry out their lifestyles, this may influence those who admire them to change their ways to fit the alteration in social norms. This will in turn, change the way the audience views the organization.
- reneedesroches11