Securing Commitment and Achieving Buy-in: Communications

1. Securing Commitment and Achieving Buy-in:Communications Jana Leigh Thomas Porter Novelli jana.thomas@porternovelli.com

2. Planning: A Sound Investment “Every minute you spend planning saves 10 minutes in execution; this gives you a 1,000 percent return on energy!” -- Brian Tracy, consultant

3. Why Is Planning for Communications Important? A communication plan serves as the foundation for your program. • It helps you… • Identify challenges and opportunities • Provide a common framework for all activities • Recruit partners • Establish a shared definition of success

4. Action Plan Put Together a Plan Of Action, Including: • What are you trying to achieve? • Where are you now? • Who are your targets? • Who are your potential partners? • What are your key messages? • How will you implement your campaign? • How will you measure success?

5. Step 1:What Are You Trying To Achieve? Set A Specific Goal: • Name the ultimate end the organization wants to achieve. For Example: • The goal of the State of Iowa is to transform the state into one healthy community that is committed to health promotion, prevention and chronic disease management.

6. Step 1:What Are You Trying To Achieve? Identify Clear Objectives • List specific outcomes you want to see happen along the way. • Objectives should be: • Specific (to the desired change & the population to be affected) • Attainable • Prioritized (to direct allocation of resources) • Time specific

7. Step 1:What Are You Trying To Achieve? Sample Marketing Objectives: • Raising awareness • Enabling effective decision-making • Persuading, motivating, or enabling behavior change For Example: • By 2006, 75% of residents will know the signs and symptoms of diabetes.

8. Step 2:Where Are You Now? • Market Situation • Describe the problem • Public health education efforts (if any) • Current Climate • Level of awareness/knowledge of chronic care issues • Attitudes toward healthy lifestyles, preventive care • Issues/Challenges

9. Step 3:Who Are Your Targets? Identify your Target Audience: • Target audience = group you want to reach with your message, who will consider your call-to-action • Segments of the general population, e.g., adults over 55, African-American men, parents of young children • Policymakers • Health care providers

10. Do You Know Your Target Audience? • How are these groups formed? Who is included? • What is the profile of this segment of society? • Demographic • Geographic • Lifestyle • What terminology do people use to discuss the subject? • Do any cultural differences or biases exist? • Is the issue relevant to them? • If it’s not relevant, what would make it relevant?

11. Do You Know Your Target Audience? Consider these factors: • What are the benefits your program offers these people? • How does the target audience perceive the risk of different types of diseases? • What are the misconceptions people have regarding these issues, and what are the consequences? • What costs exist – human and economic?

12. Step 4:Who Are Your Partners? Identify potential partners and alliances: • Identify organizations, agencies or individuals who can reach audiences • Work with them early in the program planning process • Develop a partnering plan

13. Partnerships: A Win-Win Partners provide… • Access to your target audience • More credibility for your messages or program • Additional resources, either tangible or intangible • Added expertise (e.g., training capabilities) • Co-sponsorship of events and activities

14. Partnerships: A Win-Win You provide partners… • Added credibility • Access to your organization’s data • Assurance of message accuracy • Liaison with other partners

15. Identifying Partners:Three Kinds of Roles • Political clout • Achieve legislative change • Engage desired opinion leaders • Fundraising power • Provide resources to support activities • Audience reach • Locate and communicate with your desired target audience

16. Identifying Partners:Three Kinds of Roles “Political Clout” Partners • Seek out influential individuals or organizations • Determine areas of common interest and/or shared agendas • Identify legislative/grassroots objectives

17. Identifying Partners:Three Kinds of Roles Fundraising Partners • Identify organizations with resources and reach • Avoid non-profit organizations also seeking support • Develop innovative events, partnership opportunities • “Dining Out” programs in which restaurants donate percentage to association

18. Identifying Partners:Three Kinds of Roles Audience Reach Partners • Find organizations that reach and have credibility with target audiences • Medical associations • Media outlets • Non-profit, voluntary, community organizations • Identify opportunities to distribute materials and messages • Newsletters, media programming • Web sites • Events

19. Identifying Partners:Three Kinds of Roles Establishing The Partnership • Identify program needs that partner could fulfill • Awareness, publicity, reach • Printing, giveaways, sponsorships • Research potential partners • Who are their target audiences? • What roles could they play? • What types of partnerships are they engaged in? • Determine the appropriate contact • Marketing Director • Community Affairs Director

20. Approaching Partners:Action Plan Making Your Pitch • Establish specific “ask” for partnership • Event support • Material distribution • Meeting facilitation • Fundraising/material support • Identify key benefits of partnership • Include logo on flyers/signage • Publicly recognize sponsors in press releases • Develop a clear and concise proposal • Briefly explain the program and provide details about the specific event/activity • Include specific ask, key benefits

21. Approaching Partners:Action Plan Implementing The Deal • Develop “Partnership Plan” for first program • Include timeline, key activities • Include anticipated results, expected outcomes • Follow up after the program is complete • Report on results, e.g., number of people who attended, media coverage • Say Thanks! • Thank partners for support and participation • Build a strong relationship with ongoing opportunities

22. Step 5: What Are Your Key Messages? Key Messages: • The information to be communicated to target audiences in clear, consistent points that your audience will know and recall: • What is the problem you addressing? • What conclusions do you want your target audience to reach? • Be clear, realistic about steps for target audience to “take away” • Focus on the solution or benefit, as perceived by your audience(s) • Remember that a motivating message will result in action

23. How Do You Create Key Messages? • Consider the goals of the organization: • What gets communicated about the group’s purpose? • What ideas do we want to convey? • Factor in answers to three questions: • Why is the program important? • What is the main role of your organization? • How can the program be relevant to current news? • Outbreaks, epidemiological data, consequences, scientific breakthroughs, clinical trial results, etc. • Know your audience!

24. When Creating Key Messages... • The language must be: • Quotable • Personalized • Action-oriented; use imperative verbs • Structured in complete sentences • Affirmative • Limit 3-5 messages per topic, to minimize confusion in the audience

25. Deciding on the messenger For each audience, ask yourself… • Who does the audience relate to? • Who is a credible source of information? • Who can best bring the message alive? • How can I reach the audience where they live, work and play?

26. Channels to deliver the messages • Some channels commonly used to deliver the messages • Mass media (e.g., television, radio, newspapers, magazines) • Outdoor advertising (billboards, transit ads) • Brochures, posters, newsletters • Direct mail • Community events • Workplace events • Internet

27. Channels to deliver the messages • Unorthodox but very effective channels • Music videos and songs • Dramatic presentations • Comic books or “fotonovelas” (comic books using photos instead of drawings) • Soap operas • There are nearly unlimited numbers of channels that can be used. The key is to carefully select the most effective and efficient methods of reaching each target audience segment.

28. Step 6: How Will You Implement Your Campaign? PR and Marketing Strategies: • The strategies that you use to put your campaign out into the field • Attracting media attention • Influencing public policy • Engaging partners • Stimulating activity

29. Getting The Media’s AttentionWhat Can Media Do? • Drive Awareness On Key Issues • Raise awareness about health issues • Build Support For Your Programs • Build public support for vaccine programs and association priorities • Create A Positive Environment for Change • Influence opinion leaders, legislators through targeted media opportunities/channels

30. Three Types of MediaUsing Media: The Three “P’s” • Public Service Announcements • Free commercial time • Radio, Print, Television • Advertising • Very competitive; limited availability • Requires produced “commercial” material

31. Three Types of MediaUsing Media: The Three “P’s” • Public Service Announcements • Partnerships • Sponsoring/promoting events • Might include PSA placement • Long-term relationship

32. Three Types of MediaUsing Media: The Three “P’s” • Public Service Announcements • Partnerships • Public Relations • Telling your story through a third-party – the press • News stories • Opposite-editorials, articles • Interviews • Radio, television, print, etc

33. Three Types of MediaWhy Do We Work With The Press? What The Right Media Can Do For You • An important information source for the public • Able to reach large numbers of people quickly • Able to spotlight important issues • Provides “third-party” endorsement of your messages

34. Three Types of MediaWhy Do We Work With The Press? What No Media Source Can Do For Anybody • Hide the truth or make a bad situation look good • Guarantee that the story will be covered a certain way • Manipulate people or issues to meet your specific agenda

35. Getting The Media’s AttentionPublic Relations: Key Elements • Finding Your Target • Making The Story “News” • Starting The Relationship • Making The Pitch • Following Through

36. A. Finding Your TargetWhich Media Should You Approach? • Television • For high impact, maximum reach • When there’s a visual appeal • “Sound bite” coverage • The hardest definition of “NEWS”

37. A. Finding Your TargetWhich Media Should You Approach? • Television • Radio • “Storytelling” • More variety in opportunities • Powerful grassroots medium – often overlooked • Provides longer story formats

38. A. Finding Your TargetWhich Media Should You Approach? • Television • Radio • Major Market Print • Opinion leaders, key influencers in communities • Many “beats” to cover, more variety • News, health, parenting, business/economic • Provides longer story formats

39. A. Finding Your TargetWhich Media Should You Approach? • Television • Radio • Major Market Print • Small Market/Community Press • You write, they print • Powerful outlet for local messaging • Ongoing grassroots coverage • Sustaining message framework

40. B. Making The NewsCreating The “News” • Make It New • Something that hasn’t been said before • New research findings, surveys • Current-day events, activities • New approach • Can be created by your campaign!

41. B. Making The NewsCreating The “News” • Make It New • Make It Near • Local events get local coverage • Local press conference, media event • Can tie national story to a local angle • e.g. if a scientist from another state did the research

42. B. Making The NewsCreating The “News” • Make It New • Make It Near • Use A Celebrity • Known people make news • Can be a well known local leader, governor, etc.

43. B. Making The NewsCreating The “News” • Make It New • Make It Near • Use A Celebrity • What is News? • It’s called “mass” media for a reason • Media cover things that affect all of their community

44. B. Making The NewsCreating The “News” • Make It New • Make It Near • Use A Celebrity • What is News? • Find An Issue • Media like to cover conflict and debate • Be careful not to “taint” your story

45. B. Making The NewsCreating The “News” • Make It New • Make It Near • Use A Celebrity • What is News? • Find An Issue • The “Wild Card” Factor • Something with off-beat (especially visual) appeal • What would make people watch? Or listen? Or read? Always remember that you want each story to reinforce your overall program objectives/agenda

46. C. Starting The RelationshipEarning the Media’s Respect • Respect Deadlines • Daily papers: Before 2 or 3 pm • Weekly papers: 5-7 days before the issue date • Monthly pubs: 6-8 weeks before publication • Radio: “Day of” for breaking news • Television: 10 am for evening news

47. C. Starting The RelationshipEarning the Media’s Respect • Respect Deadlines • Find The Right Resource/Reporter • Is this a TV story? Radio? Print? • Read the papers, watch the news, know the name • Start your own “media list” • Most like e-mail, followed by phone – but ask! • Keep a record of contacts

48. C. Starting The RelationshipEarning the Media’s Respect • Respect Deadlines • Find The Right Reporter • Be Prepared • Introduce yourself – starting now • Find out how the reporter wants to be contacted • When you pitch, • Know what you want the reporter to do • Know your angle – why it’s “news” • Identify your three key messages

49. D. Making The PitchHow To Make The Pitch Work • Telephone Pitching • Prepare key messages and talking points • Write in sound bites • Practice your pitch – keep it under 30 seconds • Voicemail is okay – but in person is optimal • Don’t go off the record • “Hello, this is ____. Is this a good time to talk?”

50. D. Making The PitchHow To Make The Pitch Work • Telephone Pitching • E-mail Pitching • Write a compelling headline – mention interview opportunity • Keep the e-mail under two paragraphs • Provide spokesperson’s credentials • “Cut and paste” – no attachments • Follow up after 1-2 days with phone call