Now, we have more information than we can possibly process. We also know that behavior is very situational. This is accomplished in the standard ways, advertising, events, TV, etc. Think about all the anti-drug advertising and how effective it has been. A latent readiness is developed.
People recognize the issue and begin to form an opinion.
This opinion forming is very complex and involves knowledge, emotion, intuition, memory, the sensory input of the individual. This is an area in which we can begin to build relationships through public relations. Occasionally, there is some modification in behavior at this point. Triggering event occurs. As PR folks, we can have a lot of impact in this area.