Training Objectives Build a short relationship database and - PDF document

4/5/2011 Engaging Communities and the Media by Telling Compelling Public Health Stories Webinar April 14, 2011 p , 1:30 PM – 3:30 PM Sponsored by: 1 Laurie Call Director Center for Community Capacity Development Illinois Public Health Institute Laurie.call@iphionline.org Laurie.call@iphionline.org 312.850.4744 Chicago Office www.iphionline.org 2 Training Objectives • Build a short relationship database and understand why it is necessary in the communications engagement process. • Identify the key components of developing an effective message. • Develop specific messages for various audiences and modalities. • Develop an outline for telling your own public health story. • Evaluate the success of your engagement efforts. 3 1

4/5/2011 Pre se nte r, Rub y Ha ug hto n-Pitts R. Ha ug hto n-Pitts Co mmunic a tio ns Ag e nda • We lc o me a nd spe a ke r intro duc tio n • We b ina r Ove rvie w • Re la tio nship da ta b a se s • Ide ntifying ke y c o mpo ne nts fo r me ssa g e de ve lo pme nt • De ve lo ping spe c ific me ssa g e s fo r va rio us a udie nc e s/ mo da litie s • Ho w to o utline yo ur sto ry • E va lua ting suc c e ss • Adjo urn We b ina r Ove rvie w T oda y’s F ounda tiona l T e rms:  E ng a g e = to ho ld the a tte ntio n ( o f a pe rso n o r audie nc e ) o r audie nc e )  Ma rke ting = the pro c e ss/ te c hniq ue o f pro mo ting , se lling a nd distrib uting a pro duc t o r se rvic e s 2

4/5/2011 Ove rvie w How to E ng a g e a nd Ma rke t  Yo ur kno wle dg e o f the a udie nc e  T  T h he po we r o f c o mmunity (who yo u kno w) f it ( h k )  Hig h a nd lo w te c h to o ls  Unde rsta nda b le sta tistic s  Pe rso na l sto rie s  Ha ve fun Quic k Ag e nda Re vie w • Re la tio nship da ta b a se s • Ide ntifying ke y c o mpo ne nts fo r me ssa g e de ve lo pme nt • De ve lo ping spe c ific me ssa g e s fo r va rio us a udie nc e s/ mo da litie s • Ho w to o utline yo ur sto ry • E va lua ting suc c e ss • Adjo urn Building a Re la tio nship Da ta b a se Sta rt with who you a lre a dy know:  Gra ss ro o ts suppo rt o rg a niza tio ns - i.e . wo me n’ s g ro ups, c hurc he s, no n-pro fits, so ro ritie s, fra te rnitie s, sc ho o ls, a nd yo ur pe e rs iti f t iti h l d  Po litic a l g ro ups – i.e . F e de ra l, Sta te a nd lo c a l o ffic ia ls, e tc .  Me dic a l o rg a niza tio ns a nd individua ls, i.e . me dic a l so c ie tie s, he a lth de pa rtme nts, a re a ho spita ls, me dic a l c linic s a nd the ir c linic ia ns/ pro vide rs, e tc . 3

4/5/2011 Building a Re la tio nship Da ta b a se (c o nt)  Se le c t b usine sse s/ c o rpo ra tio ns, c o mmunity- b a se d c linic s, a nd yo ur c o unty he a lth de pa rtme nt (a nd the ir pa rtne rs) fo r po te ntia l pa rtne rship o ppo rtunitie s  K no wn me dia c o nta c ts  Pe e rs a nd frie nds o f yo ur e ffo rt Note : T o g ro w yo ur list use the e xpe rtise a nd re la tio nships o f yo ur a sso c ia tio ns, c o -wo rke rs a nd frie nds to he lp yo u g a in a c c e ss to a dditio na l c o nta c ts Why do I ne e d to b uild a list? • Ma rke ting a nd e ng a g ing frie nds is e a sie r • T he y a re a re a dy-ma de a udie nc e • T T he a lre a d kno he y a lre a dy kno w a nd in mo st c a se s ha ve a nd in mo st c a se s ha e so me ide a o f wha t yo u’ re do ing • T he y’ re mo re like ly to e ng a g e with yo u vs. the me ssa g e • T he y trust yo u! I de ntifying K e y Co mpo ne nts fo r Me ssa g e De ve lo pme nt Wha t’s your T opic ?  Sta rt with your ove ra rc hing g oa l F o r e xa mple : “E “E ng ag ing he alth syste m and c o mmunity stake ho lde rs in i h lth t d it t k h ld i the o wne rship o f the I PL AN that pro mo te s he althie r c o mmunitie s” Re fe re nc e : I llino is Administrative Co de Se c tio n 600.400  L ook for c ur r e nt a nd inte r e sting bits of informa tion on whic h to ha ng your me ssa g e de ve lopme nt tha t c a n be found inside or outside of the Public He a lth syste m E xample s: Diab e te s E xpo , I llino is F arme r’ s Marke t Dire c to ry, Pub lic He alth Aware ne ss Mo nthly Ac tivitie s 4

4/5/2011 I de ntifying K e y Co mpo ne nts fo r Me ssa g e De ve lo pme nt (c o nt) Inc lude ke y sta ke holde rs a nd c ommunity me mbe rs by ve tting your g oa ls  Co lla b o ra te  Co lla b o ra te  Ma ke c ha ng e s a nd a djustme nts  Ac c o mmo da te va rio us po ints o f vie w I de ntifying K e y Co mpo ne nts fo r Me ssa g e De ve lo pme nt • Be pa tie nt – inc lusio n a nd c o lla b o ra tio n c a n b e b ro the r a nd siste r to ma rke ting a nd e ng a g e me nt I de ntifying K e y Co mpo ne nts fo r Me ssa g e De ve lo pme nt (c o nt) • Ga in sta ke ho lde r a nd c o mmunity b uy-in b e fo re sa ying it’ s a ra p… 5

4/5/2011 De ve lo ping Spe c ific Me ssa g e s fo r Va rio us Audie nc e s a nd Mo da litie s Who’s our a udie nc e ?  Pub lic He a lth Asso c ia te s  Co mmunity Sta ke ho lde rs  Co mmunity a t la rg e  He a lth Syste m sta ke ho lde rs  Me dia Audie nc e s De te rmine how the y re c e ive informa tion  Se g me nt a udie nc e s to “fit” me ssa g e s to ho w the y a lre a dy re c e ive info rma tio n  E xa mine pa tte rns (do the y re c e ive info rma tio n via US ma il, e ma il, twitte r, RSS fe e ds, wo rd o f mo uth, ne wsle tte rs, e tc .)  T a lk with sta ke ho lde rs to g a in a b e tte r unde rsta nding o f spe c ific c o mmunic a tio n pa tte rns  Ma ke a djustme nts to re a c h yo ur ta rg e te d a udie nc e s Audie nc e s • De ve lo p me ssa g e s tha t “fit” e a c h a udie nc e • I I n so me c a se s yo ur me ssa g e s will b e the n so me c a se s yo ur me ssa g e s will b e the sa me fo r a ll a udie nc e s • I n o the rs yo u ma y ne e d to c ha ng e yo ur a ppro a c h to a c hie ve yo ur de sire d o utc o me 6

4/5/2011 Audie nc e E xa mple • Me dic a l provide rs  Co nfe re nc e s  Jo urna ls  Jo urna ls  Pub lic a tio ns  Wo rd o f mo uth with o the r pro fe ssio na ls  Ne e d to b e a b le to c ro ss-re fe re nc e with this a udie nc e Me dia E xa mple E xa mple • Print Me dia • We b- ba se d me dia  Still re la tio nship b a se d p  Sub mit re le a se o r sto ry  Sub mit re le a se o r sto ry a nd o ppo rtunity fo r ra ppo rt b uilding  Pro vide q uic k pho ne  F o r so me time s a n e mail o c us o n spe c ific info rma tio n using ke y re q ue st sta ke ho lde r (na me dro pping ma y wo rk)  F o llo w-up q uic kly with a ny “spe c ific ”  E xpe c t to ta lk with the a dditio na l info rma tio n re po rte r a nd g ive a dditio na l info rma tio n Alwa ys T ha nk the r e por te r ! So c ia l Me dia • F a c e b o o k • Blo g s Blo g s • T witte r • Yo uT ub e • RSS F e e ds 7

4/5/2011 So c ia l Me dia Soc ia l Me dia – 101  Blo g s a re usua lly ma inta ine d b y a n individua l with re g ula r e ntrie s o f c o mme nta ry, de sc riptio ns o f e ve nts, o r o the r ma te ria l suc h a s g ra phic s o r vide o . E ntrie s a re c o mmo nly displa ye d in re ve rse -c hro no lo g ic a l o rde r. Blo g c a n a lso b e use d a s a ve rb , me a ning to maintain o r add c o nte nt to a b lo g . T witte r • T witte r is a we b site , o wne d a nd o pe ra te d b y T witte r I nc ., whic h o ffe rs so c ia l ne two rking mic ro b lo g g ing se rvic e , e na b ling its use rs to se nd a nd re a d me ssa g e s c a lle d twe e ts . T T we e ts a re te xt-b a se d po st o f up to 140 we e ts a re te xt b a se d po st o f up to 140 c ha ra c te rs displa ye d o n the use r's pro file pa g e . T we e ts a re pub lic ly visib le b y de fa ult; ho we ve r, se nde rs c a n re stric t me ssa g e de live ry to just the ir fo llo we rs. Use rs ma y sub sc rib e to o the r use rs' twe e ts – this is kno wn a s fo llo wing a nd sub sc rib e rs a re kno wn a s fo llo we rs o r twe e ps. RSS F e e d RSS (mo st c o mmo nly e xpa nde d a s Re a lly Simple Syndic a tion ) is a fa mily o f: we b fe e d fo rma ts use d to pub lish fre q ue ntly upda te d wo rks—suc h a s b lo g e ntrie s, ne ws he a dline s, a udio , a nd vide o —in a sta nda rdize d fo rma t.[2] An RSS do c ume nt (whic h is c a lle d a "fe e d", "we b fe e d",[3] o r "c ha nne l") inc lude s full o r summa rize d te xt, plus me ta da ta suc h a s pub lishing da te s a nd a utho rship. We b fe e ds b e ne fit pub lishe rs b y le tting the m syndic a te c o nte nt a uto ma tic a lly. Wa tc h So c ia l Me dia 101 fo r E xe c utive s www.yo utub e .c o m/ wa tc h? v=uq T G1g kRc Ds 8