Dating the Decision-makers: Moving from Communications to Engagement

The guide argues that sustainable development requires moving beyond traditional PR and marketing toward 'engagement,' a process of relationship building that transforms passive audiences into active partners. It outlines a theoretical basis drawing from permission marketing, moves management, and social psychology, proposing an 'engagement pyramid' that moves from information provision to nurturing relationships and finally to joint action. The text provides practical advice on goal setting, audience identification, and a diverse suite of communication tools—ranging from personal contact and print to web content and audio-visuals—to bridge the gap between research and policy implementation.

• Engagement is defined as a relationship-building process that moves individuals from being passive recipients of information to active partners in developing sustainable development solutions, effectively blurring the line between communicator and audience.
• The document posits that behavioral change is more effectively achieved through leveraging relationships than through providing information alone, as trust—the foundation for taking risks and changing behavior—is built through these relationships.
• The proposed 'engagement pyramid' consists of three progressive stages: information provision (the broadest base), nurturing relationships (through conversations and follow-ups), and joint action (such as funded projects or consulting arrangements).
• The guide suggests applying 'Permission Marketing' principles to sustainable development, where networks offer customized information as an incentive to decision-makers in exchange for learning more about their specific needs and interests.
• Effective communication strategies must target not only decision-makers but also 'information brokers'—such as academics or consulting firms—who have established relationships with those decision-makers.
• The document identifies a lack of communication capacity within civil society organizations, noting they often produce research in formats that only appeal to other civil society groups rather than the business or government audiences they intend to influence.

APA

Willard, T. (2001). Dating the Decision-makers: Moving from Communications to Engagement. International Institute for Sustainable Development. https://www.iisd.org/system/files/publications/networks_engagement.pdf

Chicago

Willard, Terri. Dating the Decision-makers: Moving from Communications to Engagement. International Institute for Sustainable Development, 2001. https://www.iisd.org/system/files/publications/networks_engagement.pdf.

Wikipedia

{{cite report |last1=Willard |first1=Terri |title=Dating the Decision-makers: Moving from Communications to Engagement |publisher=International Institute for Sustainable Development |date=15 November 2001 |url=https://www.iisd.org/system/files/publications/networks_engagement.pdf |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{willard2001dating, author = {Willard, Terri}, title = {{Dating the Decision-makers: Moving from Communications to Engagement}}, institution = {International Institute for Sustainable Development}, year = {2001}, month = nov, url = {https://www.iisd.org/system/files/publications/networks_engagement.pdf}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }