planning before you communicate a strategic communications approach
TRANSCRIPT
Planning Before You Communicate
A Strategic
Communications Approach
Public Health FoundationStrengthening the Quality and Performance of Public Health Practice
of Public Health Practice LEARNING MANAGEMENT NETWORKThe nation’s premier learning management
network for professionals helping to protect the public’s health – over 760,000 registered learners and 29,000 courses
train.org
LEARNING RESOURCE CENTERWhere public health, health care, and allied
health professionals find high quality training materials at an affordable price•Comprehensive selection of publications•Many consumer-oriented health education publications•Stories and webinars on using the Guide to Community Preventive Servicesbookstore.phf.orgphf.org/communityguide
TECHNICAL ASSISTANCE & TRAININGPerformance management, quality improvement,
and workforce development services•Customized onsite workshops and retreats•Strategic planning, change facilitation, accreditation preparation•Tools, case stories, articles, and papers
phf.org/qiservicesphf.org/resourcestools
ACADEMIC PRACTICE LINKAGESFurthering academic/practice collaboration to
assure a well-trained, competent workforce and strong, evidence-based public health infrastructure •Council on Linkages Between Academia and Public Health Practice•Core Competencies for Public Health Professionals•Academic Health Department Learning Community
phf.org/councilonlinkagesphf.org/corecompetencies
www.phf.org
What is Strategic Communications?
Reaching the target audienceIn the right place
At the right time
With the right message
How to Think Strategically
Know Your Objectives
Define Your Target Audiences
BrainstormRules for Brainstorming
No idea is a bad idea
Use “and…” not “but…”
No idea is a bad idea
Contributing TeamsAll levels
All roles
Insiders and outsiders
What Do You See?
What’s the Difference?
Exercise: Think About Health
How many of the people you serve (your target audience) spend more than half of their time thinking about health?
Not Thinking About Health?
Name something that you spend more than 10% of your time thinking about
Communications Tactics
What communications tactics (networks, platforms, mechanisms) do you have access to currently, to reach your community?
Your Health Fair: Strategies
How would you reach your target audiences to attend next year’s health fair?
Measurement
How will we know if these strategies are successful? What will we measure?
Improvement
What will we do/measure at the health fair to improve it for 2016?
Tools You Can Use
Planning Before YouCommunicate Tool
GanttChart
SurveysEvaluationsContesting
Team MemberSelection Tool
Plan-Do-Check-Act(PDCA)
AffinityDiagram
Strategic Communications Workshop and More Improvement Resources/Toolswww.phf.org
phf.org/PlanBeforeYouCommunicate
Communications Considerations
Website
Email Newsletters, Listservs, Targeted Subscriber Groups
Blogs
Social Media, Using Photos/Images/Graphics
In-Person Conferences/Meetings
“Traditional” Mass Media
Signage (Community, Transit/Transportation, Retail)
Partner Organizations, “Nontraditional” PartnersHealth Systems (Healthcare, Fitness, Nutrition)
Corporations
Tracking and Measurement – Analyze and Improve
Other Tips and Tricks
Maintain Your Credibility: Claim Your Organization’s NameSocial media
Website domain names
Easy to Remember Calls-to-ActionDate, Time, Location
Website Address (URL), Phone Number, Email AddressFeature on your printed materials
Redirects – Ask your website administrator
What Will “Googlers” Find?Enhance your organization’s “search engine optimization”
PDF files = Not website content
Questions?Russell Rubin
Director, Strategic Communications
Public Health Foundation