Using social marketing for public emergency preparedness: social change for community resilience
Cover -- Title -- Copyright -- CONTENTS -- Introduction -- Purpose of the Book -- Increased Need for Preparedness -- Description of the Book -- Who This Book Is For -- References -- 1 The Role of Preparedness in Building a Resilient Nation -- Disaster Resilience-A National Imperative -- Current Preparedness -- Why Don't People Prepare? -- Everyday Risks versus Disasters -- Conclusion -- References -- 2 The Challenge: Moving from Complacency to Readiness -- The Citizen Corps Personal Behavior Change Model -- Social Marketing-Societal versus Individual Behavioral Change 23 -- Origins of Social Marketing -- The Social Marketing Process -- Use of Social Marketing in Emergency Preparedness -- Conclusion -- References -- 3 Identification of Priority Groups -- Field Research with Local Emergency Preparedness Experts -- Why People Do Not Prepare -- How Do You Define Preparation and Are There Other Skills People Should Have? -- Fostering a Culture of Preparedness -- People Who Are at Highest Risk -- Those Who Are Most Ready for Training -- Those Most Crucial for the Success of the Training -- Focus Group Results -- Conclusion -- References -- 4 Developing a Detailed Social Marketing Plan -- Step 1: Provide Background, Purpose, and Focus for Plan -- Step 2: Conduct a Situation Analysis -- Step 3: Select Target Audiences -- Step 4: Set Objectives and Goals -- Step 5: Understand Audience Barriers, Benefits, and the Competition -- Step 6: Craft a Desired Positioning Statement -- Step 7: Develop Marketing Strategies -- Step 8: Develop a Plan for Evaluation and Monitoring -- Step 9: Determine Budgets and Find Funding Sources -- Step 10: Complete an Implementation Plan -- Conclusion -- References -- 5 Working with Your Local Community -- Social Networks and Social Capital -- Social Capital and Emergency Preparedness -- Measurement of Social Capital.