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Strategic Communications

Learn about strategic communications to change social norms around tobacco use. Discover planning guidelines and tactics against the tobacco industry.

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Strategic Communications

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  1. Strategic Communications

  2. Module 4: Strategic Communications Introductions • Name • Background • Reason for being involved with tobacco control • Role during this training session

  3. Module 4: Strategic Communications Ice Breaker Expectations

  4. Module 4: Strategic Communications Module Objectives At the completion of this module, you will be able to: • Describe the purpose of strategic communications • Explain how strategic communications can help change social norms around tobacco use • Describe each step in a strategic communications process • Using the planning guidelines provided, make preliminary determinations about goals, messages, and media needed to achieve your tobacco control goal

  5. Module 4: Strategic Communications Module Sections Section 1: The Power of Strategic Communications Section 2: Strategic Communications Planning Section 3: Putting Principles into Practice

  6. Module 4: Strategic Communications Agenda

  7. Module 4: Strategic Communications Logistics • Parking, bathrooms, schedule • Participation • Certification • Participant Guide

  8. Module 4: Strategic Communications Section 1: The Power of Strategic Communications

  9. Section 1: The Power of Strategic Communications

  10. Section 1: The Power of Strategic Communications Strategic Communications Defined • The strategic use of mass media to advance a social or public policy change, affecting an entire population or subpopulation rather than an individual’s attitudes and behavior.

  11. Section 1: The Power of Strategic Communications Strategic Communications Defined

  12. Section 1: The Power of Strategic Communications Strategic Communications Defined Population-Based Approach Individual Approach • Pamphlets  • Lectures       • Individual Counseling    • Mass media (TV, radio, print) • Public events • Policy change

  13. Section 1: The Power of Strategic Communications Tobacco Industry Tactics • Health benefits • Social acceptance • Cultural nostalgia • High profile messengers

  14. Section 1: The Power of Strategic Communications Tobacco Industry Tactics Cigarettes are marketed as part of the Chinese culture.

  15. Section 1: The Power of Strategic Communications Tobacco Message Still Dominates http://laowaiblog.com/smoking-in-china/

  16. Section 1: The Power of Strategic Communications Tobacco’s Grip on China • China is the world’s largest producer and consumer of tobacco • 300 million smokers in China • 53% of adult males smoke • Half of all smokers are killed by smoking and many more disabled by the disease • 3.5 million people will die by 2030 if trends continue

  17. Section 1: The Power of Strategic Communications The Need for Social Norm Change Social norms are the standards that we use to judge the appro­pri­ate­ness of our own behavior.

  18. Section 1: The Power of Strategic Communications Communications that Change Behavior http://www.youtube.com/watch?v=qHH2LsAHeHc

  19. Section 1: The Power of Strategic Communications Communications that Change Behavior • Over 5,000,000 YouTube views in 10 days • Over 20,000 comments globally about the hazards of smoking • Earned free press coverage in 30 countries as “the best anti-smoking campaign ever” • An increase of 40% of phone inquiries by smokers who want to quit

  20. Section 1: The Power of Strategic Communications Common Beliefs about Strategic Communications True or False Spreading the facts will be enough to change attitudes and behaviors.

  21. Section 1: The Power of Strategic Communications Common Beliefs about Strategic Communications True or False The data speak for themselves.

  22. Section 1: The Power of Strategic Communications Common Beliefs about Strategic Communications True or False We need to educate everyone.

  23. Section 1: The Power of Strategic Communications Common Beliefs about Strategic Communications True or False Those who don’t support us don’t make sense.

  24. Section 1: The Power of Strategic Communications Section 1 Summary • Strategic communications is the planned and deliberate use of mass media to advance population-based social or public policy change. • The tobacco industry has been instrumental in shaping China’s tobacco epidemic, especially by appealing to the Chinese culture. • Strategic communications are effective at helping change social norms around tobacco use. • Strategic communications can help reveal a healthier non-smoking norm and build support for policies that make healthy choices easier.

  25. Module 4: Strategic Communications BREAK

  26. Module 4: Strategic Communications Section 2: Strategic Communications Planning

  27. Section 2: Strategic Communications Planning Rationale for a Plan • A strategic communications plan can help you: • Monitor program activities • Inform and enlist support from organization management, partners and stakeholders and funders • Plan evaluation • Respond to critics, if necessary, by defending the choices you’ve made US CDC Planning your counter-marketing campaign guide

  28. Section 2: Strategic Communications Planning Strategic Communications Planning Who are you trying to reach? What do you want to achieve? What messages do you want to send? How will you get your message across? What activities are required? How will you measure success?

  29. Section 2: Strategic Communications Planning Strategic Communications Planning Who are you trying to reach? What do you want to achieve? What messages do you want to send? How will you get your message across? What activities are required? How will you measure success?

  30. Section 2: Strategic Communications Planning Clarify the Goal Sample Goals • Raise awareness of the dangers of secondhand smoke in public and workplaces. • Encourage compliance with existing smoke-free bar and restaurant laws. • Increase public acceptance of the new smoke-free legislation. • Influence government leaders to support a smoke-free public places law.

  31. Section 2: Strategic Communications Planning Clarify the Goal Clarify the goal of your strategic communications by defining what you want to achieve. • What’s wrong? • Why does it matter? • What should be done?

  32. Section 2: Strategic Communications Planning Clarify the Goal • Considerations for clarifying goals • Likelihood of success • Relevance to tobacco control program goal • Political, economic, and cultural landscape • Leverage assets, lessons learned

  33. Section 2: Strategic Communications Planning Clarify the Goal Sample goal: Raise awareness of the dangers of secondhand smoke in public and workplaces in the City of Changchun. Sample objective: In the city of Changchun, use appropriate media outlets and activities to increase the percentage of smokers who agree that secondhand smoke causes serious health effects to nonsmokers from 47 percent to 65 percent within nine months.

  34. Section 2: Strategic Communications Planning Strategic Communications Planning Who are you trying to reach? What do you want to achieve? What messages do you want to send? How will you get your message across? What activities are required? How will you measure success?

  35. Section 2: Strategic Communications Planning Identify Target Audience Main audience categories: • Those who must change in order to meet your goal • Those who will benefit from the success of your goal • Those who can help make it happen

  36. Section 2: Strategic Communications Planning Identify Target Audience Identify your audience by asking: • Who is causing the problem and who is the problem affecting? • What are their beliefs, attitudes and behaviors regarding your goal? • What media do they pay attention to? • What messenger influences this population?

  37. Section 2: Strategic Communications Planning Identify Target Audience What influences your audience? Taiwanese band Mayday

  38. Section 2: Strategic Communications Planning Identify Target Audience Question: Who might be the audience for this goal? Goal: Raise awareness of the dangers of secondhand smoke in public and workplaces in the City of Changchun.

  39. Section 2: Strategic Communications Planning Identify Target Audience Case study #1: Smoke Free Weddings “A toast instead of a smoke…”

  40. Section 2: Strategic Communications Planning Identify Target Audience Getting to know your audience

  41. Section 2: Strategic Communications Planning Strategic Communications Planning Who are you trying to reach? What do you want to achieve? What messages do you want to send? How will you get your message across? What activities are required? How will you measure success?

  42. Section 2: Strategic Communications Planning Develop Messages Your messages should: • Support your program goal • Express what audiences need to hear • Influence audience attitudes, beliefs and behavior

  43. Section 2: Strategic Communications Planning Develop Messages • A well-crafted message: • Relates to audience values and interests • Highlights urgency of the issue • Is compelling or graphic • Is memorable!

  44. Section 2: Strategic Communications Planning Develop Messages Invisible Office 2010 Bubble Wrap, 2009 http://67.199.72.89/mmr/english/ad_invisibleOffice.html http://www.youtube.com/watch?v=U6ofPAWWVA4

  45. Section 2: Strategic Communications Planning Develop Messages Types of effective messages

  46. Section 2: Strategic Communications Planning Develop Messages Question: What might be effective messages for this goal and these audiences? Goal: Raise awareness of the dangers of secondhand smoke in public and workplaces in the City of Changchun. Audience 1: Employers and employees Audience 2 Opinion leaders and policy makers Audience 3: Smoking and non smoking adults, ages 25-45

  47. Section 2: Strategic Communications Planning Develop Messages A Word about Counter Marketing

  48. Section 2: Strategic Communications Planning Develop Messages Case study #2: “I’ll tell you, because I love you” Cigarette Pack Warning Image Show

  49. Section 2: Strategic Communications Planning Strategic Communications Planning Who are you trying to reach? What do you want to achieve? What messages do you want to send? How will you get your message across? What activities are required? How will you measure success?

  50. Section 2: Strategic Communications Planning Select Media Method Outlet • Advertisements • Interviews • Billboards, banners • Announcements, promotions, giveaways • Brochures, pamphlets, fliers • Editorials, blogs • Sponsorship • Video • Schools, libraries, campuses • Community parks, restaurants, laundromats, grocery • Fairs, festivals, races • Transportation stations, stops • Newspapers and magazines • Websites, social media services, instant messaging • Town hall, employer locations, churches, physician offices • Radio • Television, cinema • Telephone

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