Learn the Secrets to Changing Behavior in Scholarly Communication This Month
Course Facilitator, Jennifer Gibson, Executive Director of Dryad
Getting people to adopt new habits is rarely easy. Yet smart messaging and intentional marketing campaigns have swayed adoption of social behaviors like recycling, seat belt use, and handwashing. What if similar approaches were used to influence beneficial behavior changes in the scholarly communications community? What would you like to see adopted? NISO's June 5–26 training series, Secrets to Changing Behavior in Scholarly Communication, is a not-to-be-missed structured and practical introduction to designing outreach strategies.
Constructed with professionals in scholarly communication, academic libraries, and publishing in mind, this series introduces social marketing–the art and science of using commercial marketing strategies to encourage positive behavioral change. Originally developed to support public health goals, social marketing is now being used to tackle challenges across sectors, including scholarly publishing.
Led by Jennifer Gibson, Executive Director of Dryad and long-time open research advocate, the series will help you apply tested marketing principles to your outreach efforts. Whether you're encouraging researchers to share data, adopt new publishing practices, or invest in open infrastructure, the skills and tips you learn in this course will give you an edge.
The series begins June 5 with guest speaker Nici Pfeiffer, Chief Product Officer at the Center for Open Science, who will introduce the foundations of social marketing and strategic interventions. On June 12, Liz Allen of Annual Reviews will lead a session on audience segmentation and positioning, with exercises to draft messaging strategies.
Session 3 (June 18) focuses on goal setting, marketing tactics, and the creation of outreach assets. In Session 4 (June 26), participants will build full communications plans and explore ways to measure and optimize their efforts.
Each 90-minute session combines expert insights, hands-on exercises, and peer learning. Participants will also complete a pre-course survey to help tailor the experience to their goals.
Don’t miss out—register now to take advantage of this professional development opportunity. (Participants who cannot attend every live session will have access to the recordings.)
