Planning Before You Communicate A Strategic Communications Approach

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

rrubin@phf.org