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Outreach Planning Group Technical Assistance Webinar CFPHE | October 7, 2015 Objectives 1. Describe the importance of being purposeful about outreach and sharing information with partners and the communities they represent. 2. Identify which important partners are missing from your project. 3. Identify appropriate messages and methods to deliver that message to engage additional stakeholders. 4. Document steps taken to identify and bring stakeholders to the table. Describe the importance of being purposeful about outreach and sharing information with partners and the communities they represent. What is Outreach? As a tool to help expand access to health services, practices or products, outreach is most often designed to accomplish: Direct delivery of health services or products Education or information for the target population, increasing their knowledge and/or skills Education or information for people who interact with the target population Establishment of beneficial connections between people and/or organizations Benefits of Outreach It creates buy-in. It leverages knowledge, assets and expertise. It respects shared values. It promotes program sustainability. Why is outreach important in P2P? You want to communicate your partnership in the communities you hope to connect with: Patients, researchers, stakeholders, others you want to be important to, and the communities they represent As you figure out how to recruit partners, those same strategies can be used to eventually disseminate your work back to those communities Keep track of your work as you progress with your outreach! As you figure out who to contact for what, keep a record of what strategies were successful. Key Questions: How will you reach everyone you want to reach? How will you share what you learn with people who need and want to learn the same things? How will you get support for your efforts (financially and politically)? Identify which important partners are missing from your project. Do you have all of the partners you need? What roles do your current partners fill? What are their skills and interests? What time commitment do you need, and what can they give? What other roles still need to be filled? When is the best time to fill those roles? It may not be now! POTENTIAL PARTNERS INFLUENCERS DECISION MAKERS CONSTITUENTS Potential Partners include people in various positions of power who are able to make decisions to join the partnership. Influencers are respected community leaders who shape the opinions of Potential Partners’ superiors, peers, and constituents. Decision makers include people in various positions of power who are able to make decisions that affect the flow of information and/or resources. Constituents are more focused on their personal interests than on broader group interests. Individual patients, voters, and members of organizations led by Influencers form the fundamental “roots” in any grassroots movement. These are individuals or groups whom you need to adopt attitudes and to take actions that ultimately expand your partnership to support your project goals. Once you have these people board, you can benefit from the individually powerful support of these Influencers and ask them to tap into their broader base of members, constituents and colleagues. These are individuals or groups whom you need to adopt attitudes and to take actions that ultimately affect policies or rules that support your project goals. Constituents are the people who leave phone messages for their elected officials, sign letters to the editor, attend and testify at public hearings, and form the backbone of your project support base. Resources for Identifying Partners: Group Self-Assessment Questionnaires Identify Areas of Strength and for Improvement Regarding Engagement of Nontraditional Voices http://sparkpolicy.com/tools/wpcontent/uploads/2015/01/Group-SelfAssessment1.pdf Outreach or Engagement? Tool http://static1.squarespace.com/static/5431746 9e4b056843fc6796c/t/55301af6e4b0da3cdcaf bc54/1429215990957/BTF-AssessmentTool.pdf Identify appropriate messages and methods to deliver that message to engage additional stakeholders. KEY MESSAGES & CONTENT List up to three messages for each key audience. DISTRIBUTION RESOURCES CHANNELS REQUIRED? RESPONSIBLE PARTY? Mail, Email listserv, Newsletter, Newspaper, Radio, Website, Phone calls, In-Person Meetings, Facebook group, Letter writing Presentations, etc. Specify each individual involved with crafting or distributing this message and responsibilities for each. What are the time, material and financial resources associated with utilizing the chosen distribution channels? “8 Steps to Creating an Effective Communication Plan” 1. Identify the purpose of your communication 2. Identify your audience 3. Plan and design your message 4. Consider your resources 5. Plan for obstacles and emergencies 6. Strategize how you'll connect with the media and others who can help you spread your message 7. Create an action plan 8. Decide how you'll evaluate your plan and adjust it, based on the results of carrying it out From the University of Kansas Community Tool Box, Chapter 6: Communications to Promote Interest Outreach Methods • Press releases • Fact sheet • Civic leadership academies • News and feature stories • Website • • Guest columns and editorials • Email lists Faith-based organizations and leaders • Public Service Announcements • Direct mail • Cultural organizations and leaders leaders • Phone trees • Local business owners • Religious organizations • • Neighborhood and community groups Other organizations with active community advisory roles • Individual contacts through word of mouth • Press conferences • Paid advertising • Create a newsletter • Posters or flyers • Resource centers • Creative promotions • Service providers • Brochure • • Social media pages Family, consumer, or youth advocacy organizations Resources for Messages Evidence-Based Dissemination & Implementation Planning http://www.makeresearchmatter.org/pl anning-tool/about-the-planningtool.aspx Communication Styles Quiz & Ideas for Crafting Messages for Other Styles http://www.cfphespace.org/uploads/5/ 2/4/6/52466475/communication_styles_ quiz.pdf Disseminating the Results of Community-Based Participatory Research https://ccph.memberclicks.net/cbprcurriculum-unit-6-section-6-1 Document steps taken to identify and bring stakeholders to the table. How do you get people to listen or join you? Use your recruitment plan! You don’t have to use our template, use what works for you Transparency about your project and plan can only help Documenting Your Outreach: Sample Process Evaluation Questions What participants are part of your partnership? How many meetings were held and how many participants attended? How many outreach methods were used and who participated? What materials were developed to support participants and who received them? How many decisions were made with the involvement of all partners? Are multiple voices present through all phases of the discussion? How have policies and procedures changed over time? How does this fit with P2P Evaluation? PARTNERSHIP AND DISSEMINATION STRATEGIES: Awardee has created a list of effective recruitment strategies used to develop the partnership, and description of how those strategies can be translated into dissemination strategies. How does this fit with P2P Evaluation? Your outreach/recruitment plan deliverable is meant to help you engage with all of the following groups: Patients, researchers, and stakeholders Make the plan your own! Your recruitment plan does not need to follow the template provided, but it does need to meet expectations that we evaluate your project on Remember all partnerships and partnership development processes are different Best practices for moving from outreach to partnership 1. Create the Vision 2. Identify & Recruit Constituencies 3. Define Roles and Ask for Commitment 4. Clarify Timing and Processes 5. Create Tools to Support Meeting Facilitation 6. Seek Continuous Feedback 7. Network Nationally 8. Know You’re Never “There” Additional Resources Tips for Group Leaders on Involving Patients & Families in Committees and Task Forces • http://www.ipfcc.org/advance/tipsforgroupleaders.pdf Sharing Personal and Professional Stories Exercise • http://www.ipfcc.org/advance/sharingpersonalprofessional.pdfhttp://ww w.makeresearchmatter.org/planning-tool/about-the-planning-tool.aspx Communications to Promote Interest • http://ctb.ku.edu/en/table-of-contents/participation/promoting-interest Beyond Tokenism: Partnering with People with Diverse Abilities on Consumer Advisory Boards • https://www.aucd.org/docs/councils/coca/beyond_tokenism_unm2004. pdf Tools for Engaging Nontraditional Voices • http://sparkpolicy.com/tools/introduction-overview/ Questions, Comments? Thanks for joining us!