Setting the Context: The Case for Communication

Transcription

1 Setting the Context: The Case for Communication Mari Nicholson, DCH Communication Team (FHI 360) Shea Van Horn, DCH Communication Team (FHI 360) Sierra Health Foundation Healthy Sacramento Coalition Sept. 24,

2 Overview of Our Time Together Introductions The case for communication and having a communication strategy Why tell your story? The essential elements of effective communication Clear objectives Identified audiences Resonant and tested messages Appropriate channels, including media A plan 2

3 An Overview of Today Introductions Set the context for our work in communication (DCH Communication Team FHI 360) Tools for message development and delivery (DCH Communication Team BMSG) Exploring news coverage Having an overall strategy An exploration of framing Brainstorming values Developing and delivering messages Review Day 1 3

4 Your Turn Introductions 4

5 The Health Impact Pyramid Increasing Population Impact Counseling & Education Clinical Interventions Increasing Individual Effort Needed Long-lasting Protective Interventions Changing the Context to make individuals default decisions healthy Socioeconomic factors 5

6 What Is Communication? Communication is the means of delivering a message through radio, television, newspapers, magazines, online outlets, etc. to reach and impact people widely. Communication = Media = Marketing Public Education 6

7 Communication Can Normalize efforts Advance Program Generate discussion Change the Community Context Increase demand 7

8 Communication Also Can Increase attention to the value of prevention Contribute to the public discussion Share information Help sustain your program Score early wins Impact attitudes Share successes 8

9 The Value of Earned Media 9

10 Strategic Use of Communication Communication Planning and Implementation objectives, audiences, channels, strategies Audience Research segmentation by age, ethnicity, gender, life stage, etc. Evaluation changes in attitudes, beliefs, intention, awareness 10

11 Communication as a Process What do you want people to know or do? Who are your audiences? What do they value? What will move them to action? 11

12 Step 1: Assess Your Current Situation What are you trying to accomplish? What resources do you have available to help you? What are the perceptions of the community of these issues? Beliefs? Barriers? What are some of the competing issues? 12

13 What Is Your Current Situation? Be realistic Be strategic Take advantage of your existing resources Leadership and Coalition Teams Branding/taglines already existing in your community Communication Working Group 13

14 Some Sacramento County Programmatic Priorities Increased access to: Physical activity, supporting the adoption of active living principles in community design Healthy, affordable foods and beverages in underserved urban communities Tobacco-free, smoke-free environments Primary care prevention approaches supportive of controlling high blood pressure and cholesterol Keep thinking about the newsworthy stories inherent in your work. 14

15 Step 2: Set Communication Goals and Objectives Support your programmatic objectives Tell your story to key audiences partners and community members Start building program sustainability 15

16 Programmatic Objectives Communication Objectives Programmatic Objective: Increase the number of Community Transformation Grant evaluation reports disseminated from 0 to 7 by September 2016 Activity or Milestone: Send data reports to partners for distribution. Written as Communication Objective: By September 29, 2013, increase the number of partners disseminating Community Transformation Grant data reports to their constituents from 0 to 35. Note: Above is an example of Sierra Health Foundation language for CDC reporting 16

17 Key Tool For Step 2: SMART Objectives Simple Measurable Attainable Relevant Time-bound Should be easily stated and understood Quantitative and/or qualitative outcomes Challenging but realistic Goal is linked to audience priorities/needs Finite time to complete the goal 17

18 Step 3: Who Are Your Audiences? Decision makers Community organizations Businesses & staff Providers & networks Parents Faith-based groups Media Partners School districts & teachers 18

19 Audiences Are Not Created Equal Our audiences have different Values Priorities/Needs Challenges Economic realities Lifestyles Cultural dimensions Faiths Customs 19

20 Step Into Their Shoes What are your audiences values and beliefs? What is your audiences current position on your health issue? Can you solve a problem for your audiences? What would make it easier for them to support your program? What is the cost to your audiences for supporting your program? How will you test these assumptions? 20

21 As You Move Through This Work Your approach should be strategic Your successes are stories that need to be told Our ultimate goal is to change the community context, making healthy living easier You can do this and we re here to help 21

22 Questions? 22