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Robert Wood Johnson Foundation Human Capital Communication OfficersWednesday Webinar Series For Human Capital Programs & Grantees:Meet Your RWJF Human Capital Communications Collaborative [HC3] Learn about the services and support that help us tell your story.When: Wednesday, April 28, from 2:00pm – 3:15pm EST Who: Speakers include:• Linda Wright Moore, Senior Communications Officer, RWJF Human Capital Program • Andrew Cohen, Forum One Communications • Gwen McKinney, McKinney & Associates• Barrett Whitener, IQ Solutions• Lisa Lederer, PR Solutions• Karen Waller, GYMR Presented for RWJF NPOs and grantees by the Human Capital Communications Collaborative as part of the HC3 Webinar series. What: Meet Your RWJF Human Capital Communications Collaborative, a Webinar that will provide insights into the services and support that help us tell your story. Run of Show: • Welcome (who we are, what we do, why we do it) - Linda Wright Moore• Click on to RWJF.org - Lisa Lederer • Promoting Your Program with RWJFLeaders.org - Barrett Whitener/ Mike Madison• Introducing our HC Message Platform - Gwen McKinney• Honing your elevator speech - Karen Waller• Coming Attractions – Andrew Cohen• Q&A - Linda Wright Moore• Wrap-Up - Linda Wright Moore
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Human Capital Portfolio
Meet Your RWJF Human Capital Communications Collaborative April 28, 2010
Prepared by Linda Wright Moore, Robert Wood Johnson Foundation
With support from McKinney & Associates, GYMR Public Relations, PR Solutions, IQ Solutions and Forum One Communications
TODAY’S AGENDA
WelcomeLinda Wright Moore, RWJF
Click on to RWJF.orgLisa Lederer, PR Solutions, Inc.
Promoting Your Program with RWJFLeaders.orgBarrett Whitener, IQ Solutions andAndrew Cohen, Forum One Communications
Introducing our HC Message PlatformGwen McKinney, McKinney & Associates
Honing Your Elevator SpeechKaren Waller, GYMR
Coming AttractionsAndrew Cohen, Forum One Communications
Q&A/Wrap-UpLinda Wright Moore, RWJF
Click on to RWJF.org
Lisa LedererPR Solutions, Inc.
www.RWJF.org
Building Human Capital
Example: Human Capital Profile
Example: Web Launch Story
Click on to RWJF.org
Example: New & Noteworthy Story
Example: New & Noteworthy Story
Example: Feature Story
Example: New Cohort Story
Example: Human Capital Podcast
Example: Story Based on Research/Journal Article
Follow the Human Capital Twitter Feed
The Human Capital Website is another tool to promote your accomplishments and introduce your work to a broader audience.
Types of stories include:
• Profiles
• News Stories
• Appointments
• Journal Articles
Click on to RWJF.org
To submit a story idea, email:
Lisa Lederer at [email protected]
**Email subject line: RWJF Story Idea
For example:
“RWJF Story Idea, Scholar research featured in journal”
“RWJF Story Idea, June Conference bringing together national leaders”
http://rwjf.org/humancapital/
Click on to RWJF.org
Maximizing the Value of RWJFLeaders.org for Your Program
Barrett Whitener & Andrew CohenIQ Solutions Forum One Communications
What is RWJFLeaders.org?
• A unified resource for exploring Human Capital programs.
• A marketing tool to increase the number and diversity of applicants to the national programs
Programs and Scholars
Key Feature: Find the Program That’s Right for You…
Programs
Program description, eligibility requirements, news & events
Scholars
Each featured scholar page contains biography and testimonial
Q&A
• Site Users can send questions or comments
• All questions will get routed to the appropriate program
RWJFLeaders.org
Maximize the Value of
RWJFLeaders.org
for Your Program
RWJFLeaders.org
• Promote during annual meeting
RWJFLeaders.org
• Promote during annual meeting
Postcards
RWJFLeaders.org Postcard
RWJFLeaders.org Postcard
RWJFLeaders.org
• Promote during annual meeting
Postcards
Remarks
RWJFLeaders.org
• Promote during annual meeting
Postcards
Remarks
• Post site description/link…
RWJFLeaders.org
• Promote during annual meeting
Postcards
Remarks
• Post site description/link…
In listserv announcements
RWJFLeaders.org
• Promote during annual meeting
Postcards
Remarks
• Post site description/link…
In listserv announcements
On Facebook, LinkedIn pages
RWJFLeaders.org
• Promote during annual meeting
Postcards
Remarks
• Post site description/link…
In listserv announcements
On Facebook, LinkedIn pages
• Place badge on program Web site
Placing a Badge on Your Web Site
Introducing Our Human CapitalMessage Platform
Gwen McKinneyMcKinney & Associates
Diversity Marketing Outreach Campaign
Building the Human Capital Message Platform
A Diverse Portfolio
NursingPipeline
Scholars and Fellows
Leadership Policy
Frontline Workers
Diversity
seemingly disconnected efforts…
From separate threads,
…can be transformed
into a well-woven tapestry.
Messaging Concept #1
Portfolio’s mission:
In a time of change for America’s health care system, we believe the future of our nation’s health depends on investment in innovative, diverse and inspired people who contribute to improved health and health care for everyone. The RWJF Human Capital Portfolio invests today in the people who will shape health and health care research, policy and delivery for years to come.
Messaging Concept #2
Portfolio’s mission:
People are at the center of all advances in America’s health care system. Advances come not only from innovations and new technology, but also from investment in people – those who shape, research and deliver improved health and health care for everyone. That’s why the RWJF Human Capital Portfolio seeks out people whose work advances health and health care, identifies those with the potential to transform our health care system, and provides them the support to realize their promise.
November 18, 2008
Coming Soon…
• Message Primer
• Message training for NPOs
Honing Your Elevator Speech
Karen WallerGYMR
• Brief, persuasive remarks about what you and/or your organization does
• 30 seconds to 2 minutes in duration (about the span of an elevator ride)
What Is an Elevator Speech?
• To take advantage of brief, informal opportunities to tell others about your programs
• To help you hone your messages to what’s most important
• To engage and interest others as the first step in a deeper dialog
Why Do You Need One?
• Must be relevant to audience: Why should I care?
• Focus on solving a problem, benefits you bring, or goal you accomplish
• Headlines, not narrative
• Clear, concise, compelling, passionate and persuasive
• Cut the jargon
What’s in a Good Elevator Speech?
• Advances in health care don’t only come from new technology, they also come from people.
• We need to invest in the people who provide that care in order to improve health and health care for everybody.
• The programs in the Human Capital portfolio of the Robert Wood Johnson Foundation invest in inspired, innovative, diverse people to help find solutions to the challenges facing health care.
• Some of our programs focus on solutions to nursing and other health work force shortages.
• Other programs support scholarly research in health policy, and some provide leadership training.
(continued)
Human Capital’s Elevator Speech
• Many of our programs bring people together to collaborate across different disciplines.
• There are a broad range of programs under the Human Capital portfolio, but they all have two things in common:
We invest in people with terrific ideas on how to transform our health care system, and
We’re committed to bringing people from diverse backgrounds into health care. We need to attract the best and brightest from all backgrounds, and we need people who reflect our increasingly diverse nation.
Oh, this is my floor! Nice talking to you. Here’s my card; please give me a call…”
Human Capital’s Elevator Speech
Our volunteers:
• Jennifer Fuller, Northwest Health Foundation (Partners Investing in Nursing’s Future)
• Rene Almeling, Yale University(Scholars in Health Policy Research)
Now Let’s Practice
• Should sound “conversational,” not “written”
• Tie into RWJF and Human Capital
• Practice and memorize!
Other Important Elements
Coming Attractions:Human Capital Grantee Extranet
Andrew CohenForum One Communications
Human Capital Grantee Extranet
Objectives
• Establish a place for the Foundation to provide news and information on current Human Capital projects in development
• Create an environment for grantees and NPOs to connect with one another to exchange knowledge, share experiences and provide peer to peer learning
Human Capital Grantee Extranet
Key Functionality
• A forum for discussions
• A repository of resources and knowledge
• Professional networking tools
• Subgroups focused on specific topics
Human Capital Grantee Extranet
Progress and next steps
• User needs analysis
• Community strategy and planning
• Platform recommendation (Jive)
• Implementation
• Growth and Management
Questions & Answers
Linda Wright MooreRobert Wood Johnson Foundation
Successfully Speaking:How to Prepare Your Best-Ever Presentation
Next Wednesday Webinar…
1:00 – 2:30pm
Coming on May 26th…
Wrap-Up
Presented By:IQ Solutions