Ann Searight Christiano is the founder and director of the Center for Public Interest Communications and a clinical professor in the Department of Public Relations at the University of Florida College of Journalism and Communications, USA. The Center works with organizations around the world to bring a public interest communications approach to complex communications challenges. Searight Christiano developed the first-ever curriculum in public interest communications and completed a 10-year term as the inaugural Karel Chair in Public Interest Communications in 2020. Before coming to the University of Florida in 2010, Searight was a senior communications officer for the Robert Wood Johnson Foundation, directing communications for programs that address social factors like housing, education and mental health that drive health and wellbeing.

Angela Bradbery is the Karel Chair in Public Interest Communications in the Department of Public Relations at the University of Florida College of Journalism and Communications, USA. Before joining the university in 2020, she was communications director at Public Citizen, a Washington, D.C.-based public interest advocacy organization where she developed and implemented communications strategies at the national, state and local levels and led coalition communications efforts. Bradbery also co-founded Smokefree DC, a volunteer-run advocacy organization that achieved the passage of smokefree workplace legislation in Washington, D.C., in 2006. Prior to that, she was a reporter for The Palm Beach Post, the Sun Sentinel and the Chicago Tribune. She earned a bachelor of science degree in journalism from UF in 1986.

Acknowledgments 1 What's public interest communications? 2 The Six Spheres of Influence: The building blocks of strategy 3 The power of policy 4 The power of activism 5 Activating media 6 The market and industry sphere 7 Issue shapers: Communities of influence 8 Using social norms to drive change 9 Using the six spheres to create your theory of change 10 Back-of-the-Envelope strategy 11 What do you want to be true that isn't true right now? 12 Who must act for that to happen? 13 What would they believe if they were taking action? 14 How will we connect with them? 15 Measuring what matters 16 Putting together your plan Glossary Index