Tellingthecoalitionstory Ccdo Conf 07 2009

National Community Anti-Drug Coalition Institute

Telling the Story: Comprehensive Communication Strategies for Communities

CCDO National ConferenceJuly 15, 2009

Sue Stine, Sr. Manager, Dissemination and Coalition Relations

CADCA National Coalition Institute

[email protected]


Communication


Mass media is a term used to denote a section of the media specifically envisioned and designed to reach a very large audience such as the population of a nation state. It was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines.

--Wikipedia


Traditional

mass media


today…

mass media



With so many options, where do you start?


Communication Planning and the

Strategic Prevention Framework



Determine the communication needs of your community coalition or collaboration (advertise a meeting or activity; mobilize residents to participate in town hall or city council meeting; advocate for policy change; etc.)

Assessment


Assessment

Different needs,

different strategies and tactics


Determine the problem(s) on which the group is working and the established goals.

Identify target audience(s) and how they get information.

Assessment


Assessment

Identify local options including newspapers, radio, television, billboards, as well as partner media such as newsletters, in-school TV broadcasts, etc.

Consider social media options.


Internal External

Positives Strengths Opportunities

Strong staff and volunteer pool with communication experience

Good working relationships with local media

New media such as a coalition blog

New partnerships with culturally appropriate organization

Negatives Weaknesses/Barriers Threats/Challenges

Small budget for developing print materials

Other nonprofits competing for public service time on radio and TV

Conduct a SWOT Analysis


Build your communication/marketing committee.

Capacity Building


Identify partners and their dissemination resources.

Capacity Building


Capacity Building

Make friends with your local media—the editor or beat reporter for the local newspaper; the popular morning DJ on the radio; the news director at the local TV station and the salesman for the area billboard company.


Engage members of your target audience in communicating your group’s message(s).

Capacity Building


Planning

Whatever you want to do,define it


Planning

Identify the goal Educate the community? Build support? Get people to do something

differently? Defuse a situation? Improve your organization‘s

reputation? Generate more news coverage?


Four Strategic Decisions

Who is your audience?


Four Strategic DecisionsWhat do you want them to do?



Which perceived benefits or barriers can you influence to help them take that action?


Minimizing Barriers to the Behavior

• Improve access to products/services• Remove policy or legal restraints• Build skills and self efficacy• Change negative perceptions



What tactics or activities can you implement to promote those benefits or remove those barriers?


Planning

Determine budget. What is included in your day-to-day communication strategy?


Planning

Ascertain which vehicles you will access to disseminate messages.


Planning

Decide whether you need to produce materials in Spanish or another appropriate language or materials for low literacy audiences.


Traditional Media Outlets


Social Media Outlets


“You can’t buy social media…

you have to BE social media.”

@davidalston(from Twitter)


Other (less traditional)

Media Outlets


Price – what the consumer must give up to receive the program's benefits. These "costs" may be intangible (e.g., changes in beliefs or habits) or tangible (e.g., money, time, or travel)

The 4 P’s of Marketing


Promotion – How the exchange is communicated (e.g., appeals used)


Product – what the program is trying to change within the target audience

The 4 P’s


Place – what channels the program uses to reach the target audience (e.g., mass media, community, interpersonal)


More than 4 P’s?

Consider:

• PARTNERSHIPS

• POLICY


1-3 considered individual or family strategies

4-7 considered “environmental strategies”

Seven strategies to achievecommunity change


1.Provide information—Educational presentations, workshops or seminars or other presentations of data (e.g., public announcements, brochures, billboards, community meetings, forums, Web-based communication).


2.Enhance skills—Workshops, seminars or other activities designed to increase the skills of participants, members and staff needed to achieve population level outcomes (e.g., training, technical assistance, distance learning, strategic planning retreats, curricula development).


3.Provide support— Creating opportunities to support people to participate in activities that reduce risk or enhance protection (e.g., providing alternative activities, mentoring, referrals, support groups, or clubs).


4.Enhance access/reduce barriers— Improving systems and processes to increase the ease, ability, and opportunity to utilize those systems and services (e.g., assuring healthcare, childcare, transportation, housing, justice, education, safety, special needs, cultural and language sensitivity).


5.Change consequences (incentives/ disincentives)—Increasing or decreasing the probability of a specific behavior that reduces risk or enhances protection by altering the consequences for performing that behavior (e.g., increasing public recognition for deserved behavior, individual and business rewards, taxes, citations, fines, revocations/loss of privileges).


6.Change physical design— Changing the physical design or structure of the environment to reduce risk or enhance protection (e.g., parks, landscapes, signage, lighting, outlet density).


7.Modify/change policies— Formal change in written procedures, by-laws, proclamations, rules or laws with written documentation and/or voting procedures (e.g., workplace initiatives, law enforcement procedures and practices, public policy actions, systems change within government, communities and organizations).


But why here?Tobacco products are sold to youth despite age restrictions

But why?Tobacco products are easy to getThe

Problem Is…Tobacco use rates are increasing among youth

Intervention/ActionProvide information: Develop, print and disseminate signs that read “We don’t sell tobacco products to people under the age of 18” in stores that sell tobacco products. Enhance skills: Produce training materials for classes to train merchants to check identification for persons purchasing tobacco products.Provide support: Include announcements about tobacco cessation classes for teens who have already begun smoking in school restrooms and cafeterias.Enhance access/reduce barriers: Translate merchant education materials into Spanish and other languages.Change consequences: Promote public recognition for retailers who do not sell tobacco products to youth through display ads in the local newspaper.Change physical design: Write op ed piece for local newspapers encouraging businesses to place tobacco products behind the counter in retail outlets.Change or modify policies: Conduct media advocacy campaign promoting removal of tobacco vending machines from bars and restaurants

Sample Logic Model for Environmental Approach using the Seven Strategies


Implementation:

Conduct planned activities.


Evaluation:

Did you reach your target(s)?

Did they do what you wanted?

How many impressions were sent to your target audience(s).

What do you need to change in future media endeavors?


Cultural Competence:

What kind of diversity exists in your community?

Has your coalition reached out to specific populations?

How can you improve communications with those populations?


Sustainability:

What kind of campaign do you need to conduct to energize and mobilize the community?

What will you do when your coalition suffers a set back?


More than Messages

ServicesProduct

CommunicationPromotion

StructuresPrice

Placement

Strategy



0100020003000400050006000700080009000

10000

1994 1995 1996 1997 1998 1999 2000

Consumption Media Buy Awareness

Got Behavior Change?


Questions? More Information? Contact:

Sue StineSr. Manager, Dissemination and Coalition RelationsCADCA National Coalition InstitutePhone: 1-800-54-CADCA (1-800-542-2322),

703-706-0560, Ext. 260E-mail: [email protected]

Twitter: @suestine

Web sites: www.cadca.org; www.coalitioninstitute.org;

Institute Blog: http://prevention.typepad.com

Social Network: http://ConnectedCommunities.ning.com

Business

Tellingthecoalitionstory Ccdo Conf 07 2009