Task #6: Promoting the Institution
All the tasks that we have considered thus far relate to the design and construction of institutions. Another important task that some but not all institution builders may be called upon to undertake is to promote the acceptance of the proposed institution by important elements or groups within the society, acceptance that is essential if that institution is to govern the social activities for which it was designed. To gain that necessary acceptance, institution builders will often undertake campaigns of persuasion. In devising those campaigns, institution builders need to ask three fundamental questions: (1) Who needs to be persuaded? (2) What messages will persuade them? (3) How should those messages ...
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