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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

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SLIDE 1

4/5/2011 1

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

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SLIDE 2

4/5/2011 2

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

  • da y’s F
  • unda tiona l T

e rms:

 E ng a g e = to ho ld the a tte ntio n (o f a pe rso n

  • r audie nc e )
  • 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

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SLIDE 3

4/5/2011 3

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 h f it ( h k )  T he po we r o f c o mmunity (who yo u kno w)  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, iti f t iti h l d so ro ritie s, fra te rnitie s, sc ho o ls, a nd yo ur pe e rs  Po litic a l g ro ups – i.e . F e de ra l, Sta te a nd lo c a l

  • 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 .

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SLIDE 4

4/5/2011 4

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

  • 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 he a lre a d kno a nd in mo st c a se s ha e

  • T

he y a lre a dy kno w a nd in mo st c a se s ha ve 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

  • pic ?

 Sta rt with your ove ra rc hing g oa l F

  • r e xa mple :

“E i h lth t d it t k h ld i “E ng ag ing he alth syste m and c o mmunity stake ho lde rs in 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

  • ok 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

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SLIDE 5

4/5/2011 5

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…

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SLIDE 6

4/5/2011 6

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 n so me c a se s yo ur me ssa g e s will b e the

  • I

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

  • utc o me
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SLIDE 7

4/5/2011 7

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

  • Print Me dia

 Still re la tio nship b a se d

E xa mple

  • We b- ba se d me dia

 Sub mit re le a se o r sto ry

p a nd o ppo rtunity fo r ra ppo rt b uilding  F

  • c us o n spe c ific

info rma tio n using ke y sta ke ho lde r (na me dro pping ma y wo rk)  E xpe c t to ta lk with the re po rte r a nd g ive a dditio na l info rma tio n

 Sub mit re le a se o r sto ry  Pro vide q uic k pho ne

  • r so me time s a n e mail

re q ue st  F

  • llo w-up q uic kly with

a ny “spe c ific ” 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

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SLIDE 8

4/5/2011 8

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 ris 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 we e ts a re te xt b a se d po st o f up to 140 T 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

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SLIDE 9

4/5/2011 9

Me dia Me ssa g ing Outlining yo ur “Sto ry”

  • K

no w the Histo ry o f the I PL AN  Inte g ra te yo ur o ve ra rc hing me ssa g e

  • Re vie w re so urc e ma te ria ls
  • I

nte g ra te da ta & sta tistic s

  • De ve lo p a nd re fine ta lking po ints
  • T

e ll yo ur sto ry (sta rt with a pro b le m a nd so lve it)

  • Pra c tic e , pra c tic e , pra c tic e

I PL AN Ove rvie w

  • T

he Illinois Proje c t for L

  • c a l Asse ssme nt of

Ne e ds (IPL AN) is:

 A c ommunity he a lth a sse ssme nt a nd pla nning pro c e ss, c o nduc te d b y lo c a l Illino is he a lth de pa rtme nts e ve ry five ye a rs.  Ba se d o n the Asse ssme nt Pro to c o l fo r E xc e lle nc e in Pub lic He alth (APE X- ( PH) mo de l, IPL AN is g ro unde d in the c o re func tio ns o f pub lic he a lth a nd a ddre sse s pub lic he a lth pra c tic e sta nda rds.  T he c o mple tio n o f IPL AN fulfills mo st o f the re q uire me nts fo r L

  • c a l He a lth

De pa rtme nt c e rtific a tio n unde r Illino is Administra tive Co de Se c tio n 600.400: Ce rtifie d L

  • c a l He a lth De pa rtme nt Co de Pub lic He a lth

Pra c tic e Sta nda rds. T he e sse ntia l e le me nts o f IPL AN a re :

  • a n o rg a niza tio na l c a pa c ity a sse ssme nt
  • a c o mmunity he a lth ne e ds a sse ssme nt
  • a c o mmunity he a lth pla n, fo c using o n a minimum o f

thre e prio rity he a lth pro b le ms

I PL AN K e y me ssa g e

  • Ke y me ssa g e s a re ide a s tha t you wa nt

c onve ye d

  • Conc e pts tha t he lp your a udie nc e F

OCUS Ke y me ssag e s:  Our c o mmunitie s are no t he althy  E ng ag ing he alth syste m and c o mmunity stake ho lde rs in the o wne rship o f the I PL AN that pro mo te s he althie r c o mmunitie s

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SLIDE 10

4/5/2011 10

I PL AN Sto ry Outline

  • Our Community wa sn’t he a lthy (Proble m)
  • We c a me tog e the r a nd built a pla n of a c tion

by: (Solution)

 E ng ag ing pe o ple fro m o ur c o mmunity and lo c al he alth syste m who wante d to pro mo te the he alth o f o ur re side nts  We pro vide d he alth pro mo tio n info rmatio n that inc lude d data and statistic s  Anyo ne wanting to g e t invo lve d was we lc o me  E ve ryo ne was allo we d to share the ir sto rie s o f suc c e ss

Re fining yo ur T a lking Po ints Building o n Yo ur Suc c e ss Sto ry

E xa mple :

  • Our c o mmunity wa sn’ t he a lthy
  • In o ur c o unty we ha ve la rg e po c ke ts o f urb a n a re a s whe re he a lthy fre sh

fo o ds a re una va ila b le  Inse rt lo c a l da ta a nd sta tistic s  Inse rt lo c a l da ta a nd sta tistic s

  • L

iq uo r sto re s, g a s sta tio ns a nd fa st fo o d re sta ura nts we re o ur prima ry fo o d o utle ts  Inse rt da ta (# o f fa st fo o d re sta ura nts, g a s sta tio ns, liq uo r sto re s)

  • Ca nc e r, dia b e te s a nd hype rte nsio n ra te s a re mo re tha n do ub le wha t

the y a re in the sub urb s  Inse rt re la te d c o mpa ra tive sta tistic s  We a lso utilize d the he a lth pro mo tio n re so urc e s o f the Ame ric a n Ca nc e r a nd Dia b e te s a sso c ia tio ns, e tc .

Re fining yo ur T a lking Po ints Building o n Yo ur Suc c e ss Sto ry

E xa mple :

  • Wo rking with o ur he a lth syste m sta ke ho lde rs a nd c o unty he a lth

de pa rtme nt who pro vide d he a lth da ta a nd sta tistic s,

  • o ur lo c a l c o mmunity le a de rs who ho ste d info rma tio na l me e ting s

t h i it i d h lth d f h to he a r o ur vie ws o n c o mmunity issue s, g o o d he a lth a nd fre sh fo o d

  • We sta rte d a n e ffo rt utilizing sta te / lo c a l pub lic o ffic ia ls, o ur pub lic ,

priva te a nd c o mmunity sta ke ho lde rs a nd individua ls to :  Mo b ilize c o mmunity re side nts to sig n a pe titio n to g e t lo c a l fre sh fo o ds  F

  • rme d a ne ig hb o rho o d wa tc h to impro ve sa fe ty so tha t

re side nts c a n wa lk a nd pla y in the c o mmunity  g e t a la rg e g ro c e ry sto re in o ur ne ig hb o rho o d

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SLIDE 11

4/5/2011 11 Re fining yo ur T a lking Po ints Building o n Yo ur Suc c e ss Sto ry

E xa mple :

  • De c ide who will te ll yo ur sto ry
  • A c o mmunity me mb e r, o ffic ia l, e tc .
  • T

he sto ry te lle r must:  ha ve a c o mpe lling pe rso na l inte re st  fit yo ur a udie nc e  unde rsta nd yo ur me ssa g e  sta y with yo ur to pic

Ge tting yo ur Sto ry Co ve re d

T ra ditio na l Me dia

  • Co nta c t lo c a l re po rte rs –

usua lly pho ne a nd e ma il

So c ia l Me dia

  • E

ma il, T we e t, F a c e b o o k, e tc . to sha re sho rt me ssa g e s tha t re so na te

  • Se nd a fo rma l pre ss re le a se
  • Pig g yb a c k o n la rg e r e ve nts

tha t he lp to te ll yo ur sto ry

  • Be a na me dro ppe r b y

using c e le b ritie s a tta c he d to yo ur c a use

  • Use the me dia e xpe rtise o f

yo ur sta ke ho lde rs me ssa g e s tha t re so na te with yo ur re la tio nship da ta b a se a nd o the rs E xa mple : Wo w – a ma zing c o mmunity pla n se e it a t www.iphi.o rg

  • F

ilm a nd po st a Yo uT ub e the n se nd a s a link to re la tio nship da ta b a se

Ring – A Re po rte r’ s Ca lling

Do

  • DO liste n to the re q ue st a nd

de te rmine if yo u’ re the rig ht pe rso n – if no t, g e t the rig ht pe rso n o r pa ss

Do n’ t

  • DON’Tuse ja rg o n o r te c hnic a l

la ng ua g e tha t the a udie nc e is unlike ly to unde rsta nd

  • DO liste n to the q ue stio n a nd

c o nstruc t a dire c t re spo nse

  • DO inc o rpo ra te ke y me ssa g e s

“yo ur sto ry” into yo ur re spo nse

  • DO c ho o se yo ur wo rds ve ry

c a re fully

  • DO Se nd a fo rma l pre ss re le a se

a nd/ o r re q ue ste d f/ u info

  • DO tha nk the re po rte r fo r the

inte rvie w

  • DON’Tre pe a t a ne g a tive

me ssa g e tha t the re po rte r mig ht a sk

  • DON’Tma ke a ny c o mme nts

tha t yo u do n’ t wa nt to b e pa rt

  • f the sto ry – no thing is “o ff the

re c o rd”

  • DON’Tma ke jo ke s o r sa rc a stic

c o mme nts – the y c a n e a sily b e misc o nstrue d

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SLIDE 12

4/5/2011 12

E va lua ting Suc c e ss

  • De te rmine your e va lua tion proc e ss a t sta rt

Sug g e stio ns:

 Did t t di ?  Did yo ur sto ry g e t me dia c o ve ra g e ?  Did yo u e ng a g e the c o mmunity a t la rg e ?  Is the sto ry b e ing re pe a te d – living o n witho ut yo u re pe a ting it?

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 R e me mbe r Q&A Se ssion Apr il 14th 2:30 to 3:30 PM

Re so urc e s

  • Ame ric a n Ma rke ting Asso c ia tio n

www.ma rke ting po we r.c o m

  • Ma rke ting tha t ma tte rs b y Co nle y & F

ishma n

  • I

llino is Pub lic He a lth I nstitute we b site www.iphio nline .o rg

  • I

llino is Administrative Co de Se c tio n 600.400

  • Co o k Co unty He alth De partme nt WE

PL AN 2005

  • T

he So c ial Me dia Campaig n b y Haye s & Papwo rth

slide-13
SLIDE 13

4/5/2011 13

T e ll yo ur Sto ry T ha nk yo u!

April 14, 2011

  • R. Ha ug hto n-Pitts Co mmunic a tio ns

Feedback

  • Please complete the online feedback survey

following this session

  • Your input is used to plan future offerings.

p p g

  • Check your email for a link to the survey or you

will find it on the IPLAN website where you downloaded this Webinar.

38

Q and A

Join us for a live Q and A session

39

with the presenters on April 14th from 2:30 – 3:30 PM. Dial – 1 (877) 411-9748 Enter Passcode – 3467868#

slide-14
SLIDE 14

4/5/2011 14

If you have training or technical assistance follow-up needs, contact: Laurie Call Director Laurie Call, Director Center for Community Capacity Development, IPHI Laurie.Call@iphionline.org

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