Strategic Communications for Community Engagement Fostering - - PowerPoint PPT Presentation
Strategic Communications for Community Engagement Fostering Community Engagement and Welcoming Communities is supported by the Office of Refugee Resettlement (ORR/ACF/DHHS) Outcomes for Todays Webinar Develop a basic understanding of
Fostering Community Engagement and Welcoming Communities is supported by the Office of Refugee Resettlement (ORR/ACF/DHHS)
Develop a basic understanding of strategic
Identify key audiences Explore messages that resonate Review some basic tactics Begin to apply these methods in your own context
Overview of Strategic Communications Strategies in Action: Dan Trudeau, Episcopal Migration Ministries Lillie Wolff, Welcoming Michigan, Michigan Immigrant Rights Center Michelle DePlante, Welcoming Rhode Island, Dorcas International
Institute Rhode Island
Putting it All Together: the GAME Plan Next Steps for Learning
250 200 150 100 50
2.5%
2.9% 77 million people
Source: International Organization for Migration
An essential tool in fostering a more positive
A means to an end: helps to engage people that
Clarifies who we need to reach, how to speak to
Build more support for your work and more
Provide an alternative to divisive rhetoric by
Assume a proactive approach by reframing the
Long-time residents May be very diverse In some cases, can be foreign-born themselves May have conscious or unconscious fear or bias toward
Those who don‘t live and breathe this work. Our
The ambivalent middle 60%
Sympathetic - would engage if asked
Tapped
May be coping with process of change and adaption Can feel a sense of loss – that their culture or resources are
May not have frequent contact with refugees and immigrants May be exposed to misinformation about refugees Respond on basis of values and emotions that we can tap into
Start with positive messages they
relate to and that speak to their beliefs and shared, local values
Communicate through spokespeople
with greatest credibility
Focus on how RC members benefit,
Localized, accurate, informative -
avoid restating myths
Important to involve refugees
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Photo credit: Hillary Andrews
Nebraska is Home Welcoming Colorado
What outcomes do you want to see as a result of
Goals should be specific, realistic, and measurable
Who must be moved to action? Who has the power to help?
“The public” is not an audience
What do they care about? What are their obstacles to engagement? Who do they trust?
What values do my audience and I share? What will you say to your audience to convince
County, Maryland
How will you get your messages to your audience? What tactics will be most effective while using the
Personal outreach Social media Paid media Earned media
GAME Plan Worksheet
What is your desired result(s)? How do you know when you’ve reached it - how can it be measured? Who are your target audiences? Who influences them? What values do my audiences and I share?
THE MESSAGE:
Which value(s) are at stake – why should your audience care? Describe the problem. What is the solution? What concrete action can your audience take? How will we get the word out? Earned Media: Paid Media: Social Media: Other:
Welcoming America‘s Strategic Communications Toolkit
Welcoming America
SPIN Project www.spinproject.org Smart Chart www.smartchart.org Opportunity Agenda
Do your homework Apply to join the learning circle Send in your strong communications examples Share this webinar with others in your organization and
Let us know what other communications tools would be
Susan Downs-Karkos Hannah Carswell susan@welcomingamerica.org hannah@welcomingamerica.org 303-808-1322 404-592-5621 Rachel Steinhardt rachel@welcomingamerica.org 404-592-5621